The Domestication of the Internet in Germany (1997-2007). Online Access and Internet Participation in Transition
1. The Domestication of the Internet in Germany (1997-2007).Online Access and Internet Participation in TransitionDr. Corinna Peil & Prof. Dr.JuttaRöser A Decade in Internet Time. Symposium on the Dynamics of the Internet and Society | University of Oxford | 21-24 September
2. Agenda Theoretical Background: DomesticationDomestication vs. Digital Divide Project DesignThe Domestication of the Internet 1997-2007 Quantitative DataThe Diffusion and Opening of the Internet in Germany Qualitative Household StudiesOnline Access and Internet Participation in Transition Outlook
3. Theoretical Background: Domestication I. Domestication Approach: analyses the process in which new media technologies move into the household and become part of daily routines and social interactions Two Perspectives of Domestication: Understanding of media appropriation as part of everyday domestic life approach calls for considering the situations, places, and constellations of media use Theoretical framework for analyzing the diffusion and implementation process of new media supported by historical studies about early radio: technologies move from the insider to the amateur; their technical framing becomes less dominant within this process
4. Domestication vs. Digital Divide I. Digital Divide Theory mainly concerned with aspects of exclusion neglects social negotiations and participatory dynamics after purchase of a device implicitly considers a lot of online use as generally positive Domestication Theory is process-oriented is not interested in some kind of ‘profitable’ Internet use analyses complexities, ambiguities and dynamics that unfold in the appropriation process
5. Project Design II. Aim:to reconstruct the dynamic process of Internet appropriation between 1997 and 2007 and its impact on everyday domestic life Methodology: secondary analysis of representative data on Internet use in Germany between 1997 and 2007 25 ethnographically oriented household studies in-home interviews with heterosexual couples (50 men and women) both partner were interviewed together sample quoted by age and education
6. Quantitative Data:Access to the Internet in Transition III. Early years of Internet usage in Germany:Internet was ‚elite medium‘; typical user was male, in his mid 30s, with a high educational background digital divide concerns seemed comprehensible at that time
7. The Opening of the Internet:Educational Background III. from 2000 rapid increase in Internet participation growing socio-demographic diversity within the online population
8. The Opening of the Internet: Gender III. Source: ARD/ZDF online-studies 1997 - 2007, p. 3
9. The Opening of the Internet: Age III. Source: ARD/ZDF online-studies 1997 - 2007, p. 3
10. Quantitative Data:Trends 1997-2007 III. 2000 et seqq.: socio-demographic diversity of online population has increased dynamic opening process of the InternetHowever: social differences still visible in 2007 (ex.: male vs. female users) Expansion of online community linked to the domestic context more people use the Internet at home and at home only; professional inputs become less important The representative data point to the interplay of various factors that are characteristic of the domestication process: the implementation of the Internet into the domestic sphere the broadening of user groups the integration into everyday life at home the emergence of specific contents that are linked to private interests and domestic life
11. Qualitative Data:The Early Phase of Internet Adoption IV. Adoption stage 1:via profession and education 1.) Internet use related to work, school and University 2.) keen interest in technological innovations 3.) job related information inquiries and email communication as preferred contents year 1997 - - - - - - 1999 - - - - - - 2001 - - - - - - 2003 - - - - - - 2005 - - - - - - 2007-- Internetusers 7% 18% 39% 54% 58% 63%
12. Qualitative Data:The Later Phase of Internet Adoption IV. Adoption stage 2:via every day life at home 1.) concrete, privately motivated interests and ideas (e.g. hobby-related)2.) having to keep up with new technologies 3.) children’s interests & anticipated needs 4.) special offers and financial conditions 5.) availability of ‘friendly helpers’ in circle of friends and family Adoption stage 1:via profession and education 1.) Internet use related to work, school and University 2.) keen interest in technological innovations 3.) Job related information inquiries and email communication as preferred contents year 1997 - - - - - - 1999 - - - - - - 2001 - - - - - - 2003 - - - - - - 2005 - - - - - - 2007-- Internetusers 7% 18% 39% 54% 58% 63%
13. On the Technical Framing of the Internet IV. Technical expertise is still required until today to further domesticate the Internet domestication was placed ‘on hold’ when technical know-how was lacking Technical framing was partly pushed back by the increased everyday life contextualisation of the Internet progress of gender relations Technical side of the medium is a major reason for continuing male coding of computer and Internet at the hardware level Technical side provides access – regardless of age, gender, and educational background
14. Outlook V. Follow-up research project currently examines the further domestication of the Internet Sample was transferred into a panel 25 couples were interviewed a second time in 2011 (first time: 2008) focus on the ‘mediatized home’ Re-domestication of the Internet by in-home uses of smartphones, notebooks and tablets?
