| SCOPE-ANNAMALAI PSYCHOLOGY JOURNAL, | | | | respectively for each item. The 42 items are classified |
| DECEMBER 2006, Vol.2, p:1-7. | | | | into 4 areas, namely, home=16 items, office=11 items, |
| INTRODUCTION | | | | personal=8 items and public=7 items. The score for |
| Electronic technology is changing our life-style to a | | | | 'yes' in home area is 2, in office is 1, in personal area is |
| great extent. There are many areas of electronic | | | | 3 and in public area is 1 were as the score for 'no' in all |
| technology helping different sections of a common | | | | the areas is 0. The maximum score possible in this |
| man. For instance, terms like e-commerce, e-business, | | | | inventory is 74 and the minimum score is 0. High score |
| e-banking, e-mails, e-organizations, e-governance, | | | | indicates high e-culture and low score indicates low |
| e-journals, e-books, e-medicine, internet, web-shopping, | | | | e-culture. The reliability and validity co-efficient for this |
| etc have become part of the current lexicon. | | | | inventory were found to be highly significant at 0.001 |
| Advances made in the fields of information and | | | | levels. |
| communication technology (ICT) and electronics has | | | | (2)Sensation seeking behaviour scale |
| resulted in the emergence of e-culture. Electronic | | | | This brief measure of the sensation seeking scale |
| culture is enveloping the entire world, it is a global | | | | traces its origin to the sensation seeking scale (SSS |
| phenomenon. Today e-culture is the reality that we live | | | | Form V) developed by Zuckerman (1978). The aim of |
| in; it is no longer an option. Kanter (2001) indicates that | | | | this scale is to assess the sensation seeking level, |
| organization will successfully meet the challenges of | | | | which is defined both as a personality trait as well as a |
| the 'Internet Age' only if they become communities of | | | | need. This scale consists of 13 items; each item has |
| collaborative work relations with distinct 'e-cultures.' | | | | two statements 'A' and 'B' pertaining to activities |
| E-culture is also increasingly understood as a new | | | | indicating low and high sensation seeking. The |
| digital media culture or digitalization of culture. | | | | respondents are expected to choose one of the two |
| Netherlands council for culture in its advisory report on | | | | statements which suits them more by circling either "A' |
| digitalization of culture submitted to the state secretary | | | | or "B". This scale is a self-report and unidimensional. |
| of education, culture and science (2004) defines | | | | The responses of this scale are grouped into 2 |
| e-culture as "all about a new, digital dimension; a new | | | | categories. One category comprises of 8 items: 1, 2, 3, |
| and -until recently- undreamt of medium with which | | | | 5, 7, 8, 11 and 12, the responses of 'A' for these items is |
| existing culture must seek to interact and in which new | | | | given a score of 1 and the 'B' responses are given of |
| culture is being generated." De Haan and Huysmans | | | | 0 scores. The other category comprises of 5 items: 4, |
| (2002) states the term 'e-culture' refers to the diffusion | | | | 6, 9, and 13, the 'B' responses are given a score of 1 |
| of new technology, its application for various purposes | | | | and the responses 'A' are given 0 scores. The |
| (especially information and communication) and shifts in | | | | maximum possible score that can be obtained by an |
| related attitudes, values and norms. Patel and | | | | individual in this scale is 13 and minimum is 0. High score |
| Rajendran (2005) have defined "electronic culture" as | | | | in this scale indicates high sensation seeking and low |
| "increased use of electronic goods by individuals in | | | | score indicates low sensation seeking. Zuckerman |
| various areas"; they have also developed an inventory | | | | suggested the following interpretation for this scale: 1-3 |
| to measure e-culture. In this research study e-culture | | | | very low sensation seeking scores, 4-5 low sensation |
| was assessed based this perspective. | | | | seeking scores, 6-9 average sensation seeking scores, |
| E-culture is both technological and a social | | | | 10-11 high sensation seeking scores and 12-13 very high |
| development. There seems to be a widespread | | | | sensation seeking scores. |
| consensus that new digital and networking | | | | (3) Cultural determination scale |
| technologies like the World Wide Web (WWW) and | | | | This scale was developed and standardized by |
| the Internet have the capacity to reorder the domains | | | | Chauhan (1985). The purpose of this scale is to assess |
| of everyday social and personal life by transforming | | | | cultural determination. This scale indicates conformity |
| work and knowledge forms, gender and body politics, | | | | and rebellion towards culture in India. The revised |
| health and science, domestic life and entertainment as | | | | version of this scale used for this investigation has 40 |
| well as transforming national economics and | | | | items pertaining to Indian culture with 7 responses each |
| international relations, democracy and the distribution of | | | | (7 point scaling technique), namely, 'fully,' 'too much,' |
| power (Dona Kolar-Panov, 2003). The positive | | | | 'much,' 'average,' 'less,' 'very less,' and 'not at all.' It is a |
| approval of the concepts of information society and | | | | unidimensional measure high score indicates cultural |
| e-culture are reflected in the keenness with which | | | | conformity and low score indicates cultural rebellion. |
| political decision-makers have taken them over on all | | | | The reliability and validity co-efficient values yielded for |
| levels- local, regional, national and transnational. More | | | | this scale were significant. The constructor of this |
| accessible and transparent information is an easy | | | | scale has determined the reliability co-efficient by the |
| expression, something that is unequivocally good. It is | | | | test-retest method which was 0.74 and the validity |
| good both from the point of view of social resources | | | | co-efficient was determined with ratings of neighbours |
| and democracy. Furthermore, the ideas of an | | | | knowing the elements intimately which was 0.63. This |
| information society and e-culture have also implied or, | | | | scale consists of 40 statements; this is a 7 point scale. |
| at least to start with, did imply expectations of | | | | Each statement is followed by 7 responses, namely, |
| economic growth and stability, opening up of new | | | | 'fully,' 'too much,' 'much,' 'average,' 'less', 'very less' and |
| sectors of production, increased productivity and the | | | | 'not at all'. The response category carries a weight age |
| advent of a new, fluctuation-proof economy (Mitchell, | | | | of 7 to 1scores from 'fully' to 'not at all'. The maximum |
| 2003). The emergence of e-culture leads to cultural | | | | score an individual can obtain in this scale is 280 and |
| homogenization and immense concentrations of | | | | the minimum score possible is 40. High score in this |
| financial power thereby sending the threatening | | | | scale indicates cultural conformity and low score |
| message "learn English and buy a computer or you're | | | | indicates cultural rebellion. |
| out" (Marsh, 2003). E-culture also makes it imperative | | | | Procedure |
| to develop digital skill that is to possess knowledge | | | | The samples of this study were personally and |
| concerning the handling of electronic products | | | | individually contacted by the researcher and data was |
| especially the use of computer and Internet (De Haan | | | | obtained through face-to face interview. The duration |
| & Huysmans, 2002). | | | | of data collection were spread over a period of one |
| E-culture in India is not different from the international | | | | month (30 days). The obtained responses were |
| scenario. India certainly is getting transformed into an | | | | scored and statistically analyzed. |
| e-society. The world's largest democracy (India) is | | | | RESULTS AND DISCUSSION |
| perhaps one of the most uniquely positioned countries | | | | The objective of this research study is to explore the |
| in the world. Although India is a developing country, its | | | | relationship of e-culture with cultural determination and |
| wealth of information, resources, and knowledge | | | | sensation seeking behaviour. For this purpose |
| capacity immediately puts the country on the list of top | | | | Pearson's product moment correlation were calculated, |
| 5 countries in the world. India is also one of the poorest | | | | since no significant gender differences were found |
| countries in exposing their content on the global | | | | results for both sexes are combined and given in |
| platform using digital media. Except TV, among all other | | | | Table 1. |
| medium India and its information assets are weakly | | | | It is inferred from the results summarized in Table 1 |
| represented. However, the scope of India's strength in | | | | that e-culture does not have any significant relationship |
| this direction is immense. The government of India as | | | | with cultural determination but is positively and |
| well as many NGOs are dedicated and determined to | | | | significantly related to sensation seeking behaviour. |
| enrich and enhance the e-status of India. Osama | | | | The concept of cultural determination assumes that |
| Manzar's (2005) book "The Best E-contents 2005" | | | | culture determines behaviour. The outcome of this |
| published by 'Digital Empowerment Foundation' (DEF) is | | | | research appear contrary to this assumption, the |
| an eye-opener regarding the e-contents in India. The | | | | findings indicate that e-culture is not influenced by |
| Digital Empowerment Foundation (DEF) has a mission | | | | culture, culture conformity and culture rebellious |
| to make India an information-rich country and thereby | | | | behaviour are not related to the use of electronic |
| enrich the world about India's ancient knowledge, skill | | | | products. E-culture appears as a Tran cultural |
| and its cultural diversity. DEF understands that because | | | | phenomenon, it seems to influence people irrespective |
| of the content gap, the digital divide exists and | | | | of their cultural background. |
| therefore its foremost mission is to narrow the content | | | | Table 1: Showing the Pearson's moment correlation |
| gap using information technology (IT), information and | | | | co-efficient for e-culture with cultural determination and |
| communication technology (ICT) and Internet as | | | | sensation seeking behaviour. |
| means. | | | | Variables r |
| Culture and personality are interrelated (see | | | | Cultural determination 0.034 |
| Culture-and-Personality studies. Encyclopedia Britannica. | | | | Sensation seeking behaviour 0.154** |
| 2006). Psychological processes and cultural norms | | | | ** significant at 0.001 levels |
| influence one another (Lehman et al, 2004). | | | | *significant at 0.005 levels |
| Recognizing the importance of culture in shaping | | | | This study reveals a positive and significant relationship |
| personality, Allport (1961) was quick to point out that | | | | between e-culture and sensation seeking behaviour. |
| individuals actively select their own way of life that | | | | The finding of this research indicate that high sensation |
| suits their traits, temperaments, values, and philosophy | | | | seeking behaviour is related with high e-culture and low |
| of life. Since e-culture has evolved as a dynamic new | | | | sensation seeking behaviour is related to low e-culture. |
| medium of information, entertainment and commerce | | | | High sensation seekers exhibit preference for high |
| and demands change in life-style, people exhibiting | | | | arousal, and physical pleasure and posses an urge for |
| culture conforming or culture rebellious behaviour and | | | | novel experiences (Oishi et al, 2001), since e-culture is |
| high or low novelty seeking or sensation seeking trait | | | | highly interactive and is creative in presenting the |
| may tend to be influenced by it. | | | | traditional culture in new digital forms providing people |
| Culture plays an important role in the determination of | | | | with plethora of novel stimulation and infinite source of |
| behaviour and in the development of personality is the | | | | information, high sensation seekers tend to be more |
| basic assumption of the concept of cultural | | | | receptive to it. |
| determination (see Chauhan, 1985). Acceptance of | | | | CONCLUSION |
| culture can be measured through conformity or | | | | The present study reveals that cultural determination is |
| deviant behaviour. | | | | not related to e-culture but sensation seeking |
| Sensation seeking, as described by Zuckerman (1994) | | | | behaviour is positively and significantly related to |
| is a "trait involving the seeking of varied, novel, complex | | | | e-culture. |
| and intense sensations and experiences." Researches | | | | REFERENCE |
| on sensation seeking have accumulated robust | | | | Allport, G. (1961). Patterns and growth in personality. |
| evidences for a strong link between sensation seeking | | | | New York: Holt, Rinehart and Winston. |
| and the preference for high arousal, and physical | | | | Chauhan, N.S. (1985). Manual for Cultural Determination |
| pleasure (Oishi et al, 2001). The personality trait of | | | | Scale. Meerut: MAPA. |
| sensation seeking tend to influence an individual's | | | | Culture-and-Personality Studies. Encyclopedia |
| adjustment and reaction to socio-cultural changes, in | | | | Britannica. Retrieved May 3, 2006, from Encyclopedia |
| general high sensation seekers in their urge for novel | | | | Britannica 2006 Ultimate Reference Suite DVD. |
| experiences will be more receptive to cultural | | | | De Haan, J and Huysmans, F. (2002). E-culture: An |
| innovations. | | | | Empirical Exploration. The Hague: Social and Cultural |
| PURPOSE OF THE STUDY | | | | Plan Bureau. pp. 145-155. |
| E-culture though popular and prevalent, is a recent | | | | Dona Kolar-Panov (2003). Cautious Optimism for |
| phenomenon, studies on it appear remote and negligible | | | | eCulture in Europe. In S. Dragojevic., D. Dodd., B. |
| both at international and national levels. The scientist | | | | Cvjeticanin and C. Smithuijsen (Ed)(2005): E-Culture: |
| community has just begun to recognize the importance | | | | The European Perspective- Cultural Policy, Creative |
| of e-culture and its influence. At present there are no | | | | Industries, Information Lag (From the proceeding of the |
| much substantial empirical evidences available on the | | | | round table meeting, Zagreb, 24-27 April 2003). Zagreb: |
| impact of e-culture. Even the 'concept of e-culture' | | | | Institute of International Relations. pp. 99-106. |
| currently is tentative and far from conclusive. | | | | Kanter, R. M. (2001). Evolve! Succeeding in the Digital |
| Researches on e-culture now are only at the beginning | | | | Culture of Tomorrow, Boston, MA: Harvard Business |
| of a long process. Reviews indicate that studies on | | | | School Press. |
| e-culture are fragmented and inadequate. Scanty | | | | Lehman, D. R., Chiu, C and Schaller, M. (2004). |
| information is available about the effect of e-culture on | | | | Psychology and Culture. Annual Review of |
| social and cultural development. There are no much | | | | Psychology. 55. pp. 689-714. |
| scientific tools and methods visible to study e-culture. | | | | Marsh, J. B. T. (2003). Cultural Conflict in the Information |
| Only recently, the International research community has | | | | Society. In S. Dragojevic., D. Dodd., B. Cvjeticanin and C. |
| started showing interest in exploring e-culture. In India, | | | | Smithuijsen (Ed) (2005): E-Culture: The European |
| unfortunately, the research efforts in understanding the | | | | Perspective- Cultural Policy, Creative Industries, |
| status of e-culture have still not gained momentum. | | | | Information Lag (From the proceeding of the round |
| The research and academic community are dormant | | | | table meeting, Zagreb, 24-27 April 2003). Zagreb: |
| regarding the influence of e-culture. An examination of | | | | Institute of International Relations. pp. 21-30. |
| related literature in Indian context indicates that | | | | Mitchell, R. (2003). Information Society and E-culture: On |
| e-culture has received poor attention. Hence this | | | | the Rise and Popularity of the Concepts. In S. |
| investigation is an attempt made to understand the | | | | Dragojevic., D. Dodd., B. Cvjeticanin and C. Smithuijsen |
| relationship between e-culture and the psychological | | | | (Ed)(2005): E-Culture: The European Perspective- |
| variables of cultural determination and sensation | | | | Cultural Policy, Creative Industries, Information Lag |
| seeking behaviour. | | | | (From the proceeding of the round table meeting, |
| METHOD | | | | Zagreb, 24-27 April 2003). Zagreb: Institute of |
| Sample | | | | International Relations. pp. 9-18. |
| The sample for this study comprised of 100 students | | | | Netherlands Council for Culture. (2004. English Edition). |
| (50 females and 50 males) randomly selected from | | | | From ICT to E-culture: Advisory report on the |
| Annamalai University, Chidambaram Taluk in Cuddalore | | | | digitalization of culture and the implications for cultural |
| District, Tamil Nadu. The age range of the sample | | | | policy (Submitted to the Netherlands State Secretary |
| were between 18 to 24 years (Mean Age= 22.1 | | | | for Education, Culture and Science, June 2003). The |
| years). | | | | Hague: Netherlands Council for Culture Publishing. |
| Tools used | | | | Oishi, S., Schimmack, U and Diener, E. (2001). Pleasures |
| The research tools used in this study for data | | | | and Subjective Well-Being. European Journal of |
| collected were the (1) e-culture inventory, (2) Brief | | | | Personality. 15. pp. 153-167. |
| sensation seeking behaviour scale, and (3) cultural | | | | Osama Manzar (2005). "The Best of E-contents |
| determination scale, selected after a comprehensive | | | | 2005." Delhi: Digital Empowerment Foundation (DEF). |
| review of related literature. | | | | Patel, J. M. A and Rajendran, K. (2005) E-culture |
| (1) E-culture inventory | | | | Inventory. SCOPE- Annamalai Psychology Journal, Vol. |
| This inventory was developed by Patel and Rajendran | | | | I, pp. 1-11. |
| (2005) to measure e-culture. The inventory consists of | | | | Zuckerman, C. (1978). "The Search for High Sensation." |
| 42 items with 2 responses, i.e., "yes" and "no" | | | | Psychology Today. Sussex Publishers, Inc. |