towards a better understanding of ict appropriation: the...
TRANSCRIPT
TOWARDS A BETTER UNDERSTANDING OF ICT APPROPRIATION: THE BENEFITS
OF A CLUSTERING APPROACH
Pieter Verdegem, Ph.D.Research Group for Media & ICT [MICT]Ghent University [UGent]Interdisciplinary Institute for Broadband Technology [IBBT]
IPTS Workshop ‘Youth at Risk and ICTs’<Brussels, 1-2 December 2010>
MICT?
MICT = Research Group for Media & ICTAffiliated to Ghent University, department of CommunicationStudiesBoth fundamental & applied (policy) research in the field of (new) media & ICTSpearheads of our research
ICT & SocietyMedia production & distributionMedia use & experienceProfiling & targetingGaming
Part of the IBBT
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IBBT?
IBBT = Interdisciplinary Institute forBroadband TechnologyFounded in 2004 by the FlemishgovernmentMission: development of high competent human capital & carrying out multidisciplinary research for business and governmentFocus on ICTs & applications5 application domains> 500 researchers@ 6 universities
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Introduction
Participation in the information society:Digital inequalities (on different levels) will notdisappear from their own accordWhat about digital inclusion vs. social inclusion?Moving beyond simplifications (e.g. dichotomousportrayal) and assumptions without evidence
For setting up new policy actions, we need: New and creative (theoretical) frames of mindMethodologies that enable to understand the complex reality
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Digital inclusion research 1.0
The ‘traditional’ digital divide research/parameters:Focus on access: “the divide between haves and have nots” (technological determinism)Often described using socio-demographic and socio-economic parametersImportant knowledge, however, sufficient for betterunderstanding digital inequalities (and its impact)?
The most important ‘traditional’ parameter:Income as a proxy for digital inequalities and opportunities?
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Digital inclusion research 2.0
Theoretical/conceptual framework:‘Relative utility’: based on the interplay betweenA(ccess), S(kills) and A(ttitudes)The ‘cost’ perception is related to the (perceived) added value
On the methodological level: a clustering approachGoal: more accurate understanding of the specificity of distinguished groupsIn this presentation: 2 applications of thisapproach (non-users & youth)
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Profiling the non-user
The ASA approach:Hypothesis: members of homogeneous groupsshare similar perceptions (ASA) towards ICT (=ASA profile)Based on cluster analysis (K means clustering): 5 distinctive profiles of non-users
Benefits of the approach: A better understanding of these ASA profilesInput for more effective policy measures
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Profiling the non-user
The ASA approach:Hypothesis: members of homogeneous groupsshare similar perceptions (ASA) towards ICT (=ASA profile)Based on cluster analysis (K means clustering): 5 distinctive profiles of non-users
Benefits of the approach: A better understanding of these ASA profilesInput for more effective policy measures
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1) Incapable refusers2) Self-conscious indifferents3) ‘The willing but incapable’4) Skilled ICT-lovers with limited access5) Price sensitve pragmatists
Profiling the non-user (2)
Towards a profiling instrument:Applying discriminant function analysisInvestigating the discriminative power of the measurement instrumentReducing of the number of statements of the measurement instrument 37 > 20 > 13 > 9Profiling instrument: formula for predictingmembership of the clustersAdded value: extending the insights (into the profiles and policy measures) to a larger N
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Youth & mediated bedrooms
Special attention for youth & ICT: Critical reflection on concepts such as e.g. ‘digital natives’ and ‘net/playstation generation’Starting from the domestication frameworkBased on latent class analysis: 3 distinctive groupsof ICT mediation
Benefits of the approach:A better understanding of ICT in the everyday lifeof youngsters (and usage context)
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Youth & mediated bedrooms
Special attention for youth & ICT: Critical reflection on concepts such as e.g. ‘digital natives’ and ‘net/playstation generation’Starting from the domestication frameworkBased on latent class analysis: 3 distinctive groupsof ICT mediation
Benefits of the approach:A better understanding of ICT in the everyday lifeof youngsters (and usage context)
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1) Media-rich bedroom2) Media-rich environment3) Limited media environment
Youth & mediated bedrooms (2)
More results:Differences in terms of ICT ownershipBetter insights into the distinguished groups: gender differences and differences in termsof the education levelDifferences in terms of ‘strategic’ use of ICT (e.g. leisure versus homework)All youngsters = prosumers?Not much parental mediation (though genderdifferences)
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Concluding remarks
Income remains an important parameterHowever, we need theoretical approaches that go beyond a ‘traditional’ digital divide approachWe also need methodologies that allow to grasp the importance of ICT in everyday lifeA clustering approach offers benefits for profiling non-users and better understanding youngsters and theirmediated bedroom cultureThis clustering approach enables to support more targeted (and effective) policy measures
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Th@nk you!
Pieter Verdegem, Ph.D.E: [email protected]: +32 9 264 84 77W: http://www.mict.beW: http://www.ibbt.be