The Web Science Trust

Online Networking as a Growing Multimodal and Multipurpose Media Practice: a Key Factor for Socio-Cultural Change

Tabernero, Carlos and Sánchez-Navarro, Jordi and Tubella, Imma and Aranda, Daniel (2009) Online Networking as a Growing Multimodal and Multipurpose Media Practice: a Key Factor for Socio-Cultural Change. In: Proceedings of the WebSci'09: Society On-Line, 18-20 March 2009, Athens, Greece. (In Press)

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The different uses and functions with which citizens individually and collectively make use of the Internet bring about decisive modifications in the quantity and quality of people’s involvement in communication processes. Indeed, the uptake of the Internet in our everyday lives modifies the manner in which we manage and arrange our daily undertakings. In this regard, as far as communication, and specifically media practices are concerned, there is every indication that, among other aspects, the rise of home Internet access necessarily plays a fundamental role in the development of growingly personalized and widely participative practices, making the household a key context for the continual interplay between technology, audience and use factors, and thus, in particular, for the adoption of the Internet as a valuable, wide-ranging daily life instrument. In our research, we are trying to understand current patterns of transformation in communication practices owing to the ever-increasing incorporation of the Internet in people’s everyday lives. Thus, by surveying a group of mostly experienced and intensive Internet users in a setting of intermediate Internet diffusion and of increasing technological and social complexity, such as Catalonia, our study focuses on the processes of integration of habitual Internet operation into daily individual communication practices. In addition, through the construction of a focus group within the larger sample of Internet users, we test to what extent and in which manner people, through their everyday personalized and specialized use of the Internet, and above all within their home settings, are conducive of socio-cultural change through the introduction of their ever-renewing practices and the subsequent interplay with their previously established communication habits. As a result, our study firstly identifies the household as one of the main stages where traditional and novel communication practices coexist and evolve: in a context where daily schedules are highly structured and television takes most of the leisure time, the multiplication of devices and, above all, screens, and the increasing and related demand of active participation in technology-linked communication processes, challenge traditional everyday schedules and habits. Then, the research pinpoints online networking as a key transformation factor in terms of technology and media usage, functions, and communication practices, considering the impact of current trends of digitization and convergence on the processes of consumption, creation, production, edition and distribution of content and the strong, related interconnection between people’s perception, comprehension and adoption of communication technology and their individual needs, beliefs and attitudes.

Item Type:Conference or Workshop Item (Poster)
Uncontrolled Keywords:online networking, social media, technology-linked communication practices, time management
Subjects:Web Science Events > Web Science 2009
ID Code:129
Deposited By: W S T Administrator
Deposited On:24 Jan 2009 08:45
Last Modified:25 Oct 2011 16:37

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