TOWARDS A BETTER UNDERSTANDING OF ICT APPROPRIATION: THE BENEFITS OF A CLUSTERING APPROACH

Transcription

1 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>

2 MICT? MICT = Research Group for Media & ICT Affiliated to Ghent University, department of Communication Studies Both fundamental & applied (policy) research in the field of (new) media & ICT Spearheads of our research ICT & Society Media production & distribution Media use & experience Profiling & targeting Gaming Part of the IBBT 2

3 IBBT? IBBT = Interdisciplinary Institute for Broadband Technology Founded in 2004 by the Flemish government Mission: development of high competent human capital & carrying out multidisciplinary research for business and government Focus on ICTs & applications 5 application domains > universities 3

4 Introduction Participation in the information society: Digital inequalities (on different levels) will not disappear from their own accord What about digital inclusion vs. social inclusion? Moving beyond simplifications (e.g. dichotomous portrayal) and assumptions without evidence For setting up new policy actions, we need: New and creative (theoretical) frames of mind Methodologies that enable to understand the complex reality 4

5 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 parameters Important knowledge, however, sufficient for better understanding digital inequalities (and its impact)? The most important traditional parameter: Income as a proxy for digital inequalities and opportunities? 5

6 Digital inclusion research 2.0 Theoretical/conceptual framework: Relative utility : based on the interplay between A(ccess), S(kills) and A(ttitudes) The cost perception is related to the (perceived) added value On the methodological level: a clustering approach Goal: more accurate understanding of the specificity of distinguished groups In this presentation: 2 applications of this approach (non-users & youth) 6

7 Profiling the non-user The ASA approach: Hypothesis: members of homogeneous groups share 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 profiles Input for more effective policy measures 7

8 Profiling the non-user The ASA approach: 1) Incapable refusers Hypothesis: 2) Self-conscious membersindifferents of homogeneous groups 3) The willing but incapable share similar 4) Skilled perceptions ICT-lovers with (ASA) limited towards access ICT (=ASA profile) 5) Price sensitve pragmatists Based on cluster analysis (K means clustering): 5 distinctive profiles of non-users Benefits of the approach: A better understanding of these ASA profiles Input for more effective policy measures 8

9 Profiling the non-user (2) Towards a profiling instrument: Applying discriminant function analysis Investigating the discriminative power of the measurement instrument Reducing of the number of statements of the measurement instrument 37 > 20 > 13 > 9 Profiling instrument: formula for predicting membership of the clusters Added value: extending the insights (into the profiles and policy measures) to a larger N 9

10 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 framework Based on latent class analysis: 3 distinctive groups of ICT mediation Benefits of the approach: A better understanding of ICT in the everyday life of youngsters (and usage context) 10

11 Youth & mediated bedrooms Special attention for youth & ICT: Critical reflection on concepts such as e.g. digital 1) Media-rich bedroom natives and net/playstation generation Starting from the domestication framework Based on latent class analysis: 3 distinctive groups of ICT mediation Benefits of the approach: 2) Media-rich environment 3) Limited media environment A better understanding of ICT in the everyday life of youngsters (and usage context) 11

12 Youth & mediated bedrooms (2) More results: Differences in terms of ICT ownership Better insights into the distinguished groups: gender differences and differences in terms of the education level Differences in terms of strategic use of ICT (e.g. leisure versus homework) All youngsters = prosumers? Not much parental mediation (though gender differences) 12

13 Concluding remarks Income remains an important parameter However, we need theoretical approaches that go beyond a traditional digital divide approach We also need methodologies that allow to grasp the importance of ICT in everyday life A clustering approach offers benefits for profiling nonusers and better understanding youngsters and their mediated bedroom culture This clustering approach enables to support more targeted (and effective) policy measures 13

14 you! Pieter Verdegem, Ph.D. E: T: W: W: 14