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The Domestication of the Internet in Germany (1997-2007). Online Access and Internet Participation in Transition
The Domestication of the Internet in Germany (1997-2007). Online Access and Internet Participation in Transition
The Domestication of the Internet in Germany (1997-2007). Online Access and Internet Participation in Transition
The Domestication of the Internet in Germany (1997-2007). Online Access and Internet Participation in Transition
The Domestication of the Internet in Germany (1997-2007). Online Access and Internet Participation in Transition
The Domestication of the Internet in Germany (1997-2007). Online Access and Internet Participation in Transition
The Domestication of the Internet in Germany (1997-2007). Online Access and Internet Participation in Transition
The Domestication of the Internet in Germany (1997-2007). Online Access and Internet Participation in Transition
The Domestication of the Internet in Germany (1997-2007). Online Access and Internet Participation in Transition
The Domestication of the Internet in Germany (1997-2007). Online Access and Internet Participation in Transition
The Domestication of the Internet in Germany (1997-2007). Online Access and Internet Participation in Transition
The Domestication of the Internet in Germany (1997-2007). Online Access and Internet Participation in Transition
The Domestication of the Internet in Germany (1997-2007). Online Access and Internet Participation in Transition
The Domestication of the Internet in Germany (1997-2007). Online Access and Internet Participation in Transition
The Domestication of the Internet in Germany (1997-2007). Online Access and Internet Participation in Transition
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The Domestication of the Internet in Germany (1997-2007). Online Access and Internet Participation in Transition

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  • 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?
  • 15. Thank you!
    Contact:Dr. Corinna Peil (peil@uni.leuphana.de)Prof. Dr. Jutta Röser (roeser@uni.leuphana.de)www.leuphana.de/ifkm

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