Cultures Of The Internet

This talk by Dr Grant Blank (OII) describes the influence of cultural values and beliefs on digital inclusion among Internet users.

Using a nationally representative, random sample of Britons from the 2013 Oxford Internet Survey, we identify groups of individuals who share distinctive cultural perspectives on the Internet. e-Mersives are fully at home in and positive about all aspects of the digital environment; Techno-pragmatists use the Internet largely for instrumental and work-related purposes; the Cyber-savvy use all aspects of the Internet, but are also aware of online risks; Cyber-moderates have neither strongly positive nor negative feelings toward the Internet; and Adigitals harbour overwhelmingly negative beliefs and attitudes about the Internet.

These cultures are mostly unrelated to socio-demographic characteristics, but appear to be shaped by amount of online experience and general dispositions toward learning. They exert a strong influence on patterns of Internet use. The importance of cultures of the Internet suggests they play an essential role in social mobility, skill development and digital choice.