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Bruce, H.: ¬The user's view of the Internet (2002)
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- Footnote
- Rez. in: JASIST. 54(2003) no.9, S.906-908 (E.G. Ackermann): "In this book Harry Bruce provides a construct or view of "how and why people are using the Internet," which can be used "to inform the design of new services and to augment our usings of the Internet" (pp. viii-ix; see also pp. 183-184). In the process, he develops an analytical tool that I term the Metatheory of Circulating Usings, and proves an impressive distillation of a vast quantity of research data from previous studies. The book's perspective is explicitly user-centered, as is its theoretical bent. The book is organized into a preface, acknowledgments, and five chapters (Chapter 1, "The Internet Story;" Chapter 2, "Technology and People;" Chapter 3, "A Focus an Usings;" Chapter 4, "Users of the Internet;" Chapter 5, "The User's View of the Internet"), followed by an extensive bibliography and short index. Any notes are found at the end of the relevant Chapter. The book is illustrated with figures and tables, which are clearly presented and labeled. The text is clearly written in a conversational style, relatively jargon-free, and contains no quantification. The intellectual structure follows that of the book for the most part, with some exceptions. The definition of several key concepts or terms are scattered throughout the book, often appearing much later after extensive earlier use. For example, "stakeholders" used repeatedly from p. viii onward, remains undefined until late in the book (pp. 175-176). The study's method is presented in Chapter 3 (p. 34), relatively late in the book. Its metatheoretical basis is developed in two widely separated places (Chapter 3, pp. 56-61, and Chapter 5, pp. 157-159) for no apparent reason. The goal or purpose of presenting the data in Chapter 4 is explained after its presentation (p. 129) rather than earlier with the limits of the data (p. 69). Although none of these problems are crippling to the book, it does introduce an element of unevenness into the flow of the narrative that can confuse the reader and unnecessarily obscures the author's intent. Bruce provides the contextual Background of the book in Chapter 1 (The Internet Story) in the form of a brief history of the Internet followed by a brief delineation of the early popular views of the Internet as an information superstructure. His recapitulation of the origins and development of the Internet from its origins as ARPANET in 1957 to 1995 touches an the highlights of this familiar story that will not be retold here. The early popular views or characterizations of the Internet as an "information society" or "information superhighway" revolved primarily around its function as an information infrastructure (p. 13). These views shared three main components (technology, political values, and implied information values) as well as a set of common assumptions. The technology aspect focused an the Internet as a "common ground an which digital information products and services achieve interoperability" (p. 14). The political values provided a "vision of universal access to distributed information resources and the benefits that this will bring to the lives of individual people and to society in general" (p. 14). The implied communication and information values portrayed the Internet as a "medium for human creativity and innovation" (p. 14). These popular views also assumed that "good decisions arise from good information," that "good democracy is based an making information available to all sectors of society," and that "wisdom is the by-product of effective use of information" (p. 15). Therefore, because the Internet is an information infrastructure, it must be "good and using the Internet will benefit individuals and society in general" (p. 15).
Chapter 2 (Technology and People) focuses an several theories of technological acceptance and diffusion. Unfortunately, Bruce's presentation is somewhat confusing as he moves from one theory to next, never quite connecting them into a logical sequence or coherent whole. Two theories are of particular interest to Bruce: the Theory of Diffusion of Innovations and the Theory of Planned Behavior. The Theory of Diffusion of Innovations is an "information-centric view of technology acceptance" in which technology adopters are placed in the information flows of society from which they learn about innovations and "drive innovation adoption decisions" (p. 20). The Theory of Planned Behavior maintains that the "performance of a behavior is a joint function of intentions and perceived behavioral control" (i.e., how muck control a person thinks they have) (pp. 22-23). Bruce combines these two theories to form the basis for the Technology Acceptance Model. This model posits that "an individual's acceptance of information technology is based an beliefs, attitudes, intentions, and behaviors" (p. 24). In all these theories and models echoes a recurring theme: "individual perceptions of the innovation or technology are critical" in terms of both its characteristics and its use (pp. 24-25). From these, in turn, Bruce derives a predictive theory of the role personal perceptions play in technology adoption: Personal Innovativeness of Information Technology Adoption (PIITA). Personal inventiveness is defined as "the willingness of an individual to try out any new information technology" (p. 26). In general, the PIITA theory predicts that information technology will be adopted by individuals that have a greater exposure to mass media, rely less an the evaluation of information technology by others, exhibit a greater ability to cope with uncertainty and take risks, and requires a less positive perception of an information technology prior to its adoption. Chapter 3 (A Focus an Usings) introduces the User-Centered Paradigm (UCP). The UCP is characteristic of the shift of emphasis from technology to users as the driving force behind technology and research agendas for Internet development [for a dissenting view, see Andrew Dillion's (2003) challenge to the utility of user-centerness for design guidance]. It entails the "broad acceptance of the user-oriented perspective across a range of disciplines and professional fields," such as business, education, cognitive engineering, and information science (p. 34).
Bruce begins Chapter 5 (The Users' View of the Internet) by pointing out that the Internet not only exists as a physical entity of hardware, software, and networked connectivity, but also as a mental representation or knowledge structure constructed by users based an their usings. These knowledge structures or constructs "allow people to interpret and make sense of things" by functioning as a link between the new unknown thing with known thing(s) (p. 158). The knowledge structures or using constructs are continually evolving as people use the Internet over time, and represent the user's view of the Internet. To capture the users' view of the Internet from the research literature, Bruce uses his Metatheory of Circulating Usings. He recapitulates the theory, casting it more closely to the study of Internet use than previously. Here the reduction component provides a more detailed "understanding of the individual users involved in the micromoment of Internet using" while simultaneously the amplification component increases our understanding of the "generalized construct of the Internet" (p. 158). From this point an Bruce presents a relatively detail users' view of the Internet. He starts with examining Internet usings, which is composed of three parts: using space, using literacies, and Internet space. According to Bruce, using space is a using horizon likened to a "sphere of influence," comfortable and intimate, in which an individual interacts with the Internet successfully (p. 164). It is a "composite of individual (professional nonwork) constructs of Internet utility" (p. 165). Using literacies are the groups of skills or tools that an individual must acquire for successful interaction with the Internet. These literacies serve to link the using space with the Internet space. They are usually self-taught and form individual standards of successful or satisfactory usings that can be (and often are) at odds with the standards of the information profession. Internet space is, according to Bruce, a user construct that perceives the Internet as a physical, tangible place separate from using space. Bruce concludes that the user's view of the Internet explains six "principles" (p. 173). "Internet using is proof of concept" and occurs in contexts; using space is created through using frequency, individuals use literacies to explore and utilize Internet space, Internet space "does not require proof of concept, and is often influence by the perceptions and usings of others," and "the user's view of the Internet is upbeat and optimistic" (pp. 173-175). He ends with a section describing who are the Internet stakeholders. Bruce defines them as Internet hardware/software developers, Professional users practicing their profession in both familiar and transformational ways, and individuals using the Internet "for the tasks and pleasures of everyday life" (p. 176).
- Pages
- 223 S
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Bruce, H.: Internet services and academic work : an Australian perspective (1994)
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- Source
- Internet research. 4(1994) no.2, S.24-34
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Bruce, H.: ¬A user oriented view of Internet as information infrastructure (1997)
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- Pages
- S.319-334
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Bruce, H.: User satisfaction with information seeking on the Internet (1998)
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- Source
- Journal of the American Society for Information Science. 49(1998) no.6, S.541-556
