Abstract
The Internet and other interactive networks are diffusing across the globe at rates that vary from country to country. Typically, economic and market structure variables are used to explain these differences. The addition of culture to these variables will provide a more robust understanding of the differences in Internet and interactive network diffusion. Existing analyses that identify culture as a predictor of diffusion do not adequately specify the dimensions of culture and their impacts.
This paper presents a set of propositions to be used in analyses of the impact of culture on the diffusion of interactive networks. The propositions were developed using cultural constructs presented by Hofstede (1991), Herbig (1994) and Hall and Hall (1987). Diffusion of innovations theory and critical mass theory provide the theoretical base. The development of the propositions resulted from a close examination of the theories for relationships mediated by culture. The resulting propositions use cultural variables in relationships established by the theories. It is hoped that the propositions will serve as a starting point for future research in the area of cultural influences on the diffusion of interactive networks.
This is a preview of subscription content, log in via an institution to check access.
Similar content being viewed by others
Explore related subjects
Discover the latest articles, news and stories from top researchers in related subjects.References
Anon. (1996). Who's Winning the Cyberspace Race?,Geographical Magazine.68(11). 22.
Allen, D. (1988). New Telecommunication Services: Network Externalities and Critical Mass,Telecommunications Policy.12 (3). 257–271.
antonelli, C. (1989). The Diffusion of Information Technology and the Demand for Telecommunications Services,Telecommunications Policy.13 (9). 255–264.
Caron, A.H., Giroux, L. and Douzou, S. (1989). Uses and Impacts of Home Computers in Canada: A Process of Reappropriation. In Savaggio, J.L. and Bryant, J. (eds)Media Use in the Information Age: Emerging Patterns of Adoption and Consumer Use. Erlbaum, Hillside, NJ, 147–162.
Cronin, M.J. (1996).Global Advantage in the Internet: From Corporate Connectivity to International Competiveness. Van Nostrand Reinhold, New York.
Cunningham, C. (1995). Europe not Ready for Multimedia,Computer World.29 (76).
Duton, W.H., Rogers, E.M. and Jun, S.-H. (1987). Diffusion and Social Impacts of Personal Computers,Communication Research.14 (2). 219–250.
Fullerton, H.S. (1989). Rejoinder: Microeconomic Theory and Critical Mass,Telecommunications Policy.13 (2). 167–169.
Geertz, C. (1973).The Interpretations of Cultures. Basic Books, New York.
Goodman, S.E., Press, L.I., Ruth, S.R. and Rutkowski, A.M. (1994). The Global Diffusion of the Internet: Patterns and Problems.Communications of the ACM.37 (8). 27–31.
Hadden, S.G. and Lenert, E. (1995). Telecommunications Networks are not VCRs: The Public Nature of New Information Technologies for Universal Service,Media, Culture and Society.17 (1). 121
Hahne, B. (1997). State of the Japanese Internet 1997: Such Distance Traveled, So Far to Go, http://ifrm.glocom.ac.jp/doc/hahne.html
Hall, E.T. and Hall, M.R. (1987).Hidden Differences: Doing Business with the Japanese. Anchor Press/ Doubleday, Garden City, NY.
Herbig, P.A. (1994).The Innovation Matrix: Culture and Structure Prerequisites to Innovation. Quorum Books, Westport, CT.
Hofstede, G. (1980).Culture's Consequences: International Differences in Work-Related Values. Sage, London.
Hofstede, G. (1991).Cultures and Organisations: Software of the Mind (2nd edn). McGraw-Hill, New York.
Katz, E (1963). The Characteristics of Innovations and the Concept of Compatibility. In Rehovoth Conference on Comprehensive Planning of Agriculture in Developing Countries. Rehovoth, Israel, 19–29 August.
Latane, B. and Bourgeois, M.J. (1996). Experimental Evidence for Dynamic Social Impact: The Emergence of Subcultures in Electronic Groups,Journal of Communication.46 (4). 35–47.
Lin, N. ad Zaltman, G. (1973). Dimensions of Innoations. In Zaltman, G. (ed.) Processes and Phenomena of Social Change. Wiley, New York.
Markus, M.L. (1990). Toward a ‘Critical Mass’ Theory of Interactive Media. In Fulk, J. and Steinfield, C. (eds)Organisations and Communication Technology. Sage, Newbury Park, CA.
Paltridge, S. (1996). How Competition Helps the Internet, The OECD Observer. August/September (201). 25–27.
Persell, C.H. (1984).Understanding Society: An Introduction to Sociology. Harper & Row, New York.
Rogers, E.M. (1995).Diffusion of Innovations (4th edn). Free Press, New York
Rogers, E.M. (1986).Communication Technology. Free Press, New York.
Rosman, A. and Rubel, P.G. (1995).The Tapestry of Culture: An Introduction to Cultural Anthropology (5th edn). McGraw-Hill, New York.
Smith, P.B., Dugan, S. and Trompenaars, F. (1996). National Culture and the Values of Organisational Employees,Journal of Cross-Cultural Psychology.27 (2). 231–264.
Sondergaard, M. (1994). Research Note: Hofsede's Conseqeunces: A study of Reviews, Citations and Replications,Organisation Studies.15 (3). 447–456.
Teboul, J.B., Chen L. and Fritz, L.M. (1994). Intercultural Organisational Communication Research in Multinational Organisations. In Wiseman, R.L. and Shuter, R. (eds)Communicating in Multinational Organisations. Sage, Thousand Oaks, CA, 12–29.
Tornatzky, L.G. and Klein, K.J. (1982). Innovation Characteristics and Innovation Adoption Implementation: A Meta-analysis of Findings,IEEE Transactions on Engineering Management. 29 (1). 28–44.
UNDP (1996).Human Development Report 1996, 19–29 august. United Nations Development Program, New York.
Varian, H.R. (1992).Microeconomic Analysis (2nd edn), Norton, New York.
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
About this article
Cite this article
Maitland, C. Global diffusion of interactive networks: The impact of culture. AI & Soc 13, 341–356 (1999). https://doi.org/10.1007/BF01205982
Issue Date:
DOI: https://doi.org/10.1007/BF01205982