Bruce, H.: ¬The user's view of the Internet (2002)
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- Footnote
- 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 points out that Dervin is also concerned about how "we look at the world" in terms of "information needs and seeking" (p.60). She maintains that information scientists traditionally view information seeking and needs in terms of "contexts, users, and systems." Dervin questions whether or not, from a user's point of view, these three "points of interest" even exist. Rather it is the "micromoments of human usings" [emphasis original], and the "world viewings, seekings, and valuings" that comprise them that are real (p. 60). Using his metatheory, Bruce represents the Internet, the "object" of study, as a "chain of transformations made up of the micromoments of human usings" (p. 60). The Internet then is a "composite of usings" that, through research and study, is continuously reduced in complexity while its "essence" and "explanation" are amplified (p. 60). Bruce plans to use the Metatheory of Circulating Usings as an analytical "lens" to "tease out a characterization of the micromoments of Internet usings" from previous research an the Internet thereby exposing "the user's view of the Internet" (pp. 60-61). In Chapter 4 (Users of the Internet), Bruce presents the research data for the study. He begins with an explanation of the limits of the data, and to a certain extent, the study itself. The perspective is that of the Internet user, with a focus an use, not nonuse, thereby exluding issues such as the digital divide and universal service. The research is limited to Internet users "in modern economies around the world" (p. 60). The data is a synthesis of research from many disciplines, but mainly from those "associated with the information field" with its traditional focus an users, systems, and context rather than usings (p. 70). Bruce then presents an extensive summary of the research results from a massive literature review of available Internet studies. He examines the research for each study group in order of the amount of data available, starting with the most studied group professional users ("academics, librarians, and teachers") followed by "the younger generation" ("College students, youths, and young adults"), users of e-government information and e-business services, and ending with the general public (the least studied group) (p. 70). Bruce does a masterful job of condensing and summarizing a vast amount of research data in 49 pages. Although there is too muck to recapitulate here, one can get a sense of the results by looking at the areas of data examined for one of the study groups: academic Internet users. There is data an their frequency of use, reasons for nonuse, length of use, specific types of use (e.g., research, teaching, administration), use of discussion lists, use of e-journals, use of Web browsers and search engines, how academics learn to use web tools and services (mainly by self-instruction), factors affecting use, and information seeking habits. Bruce's goal in presenting all this research data is to provide "the foundation for constructs of the Internet that can inform stakeholders who will play a role in determining how the Internet will develop" (p. 129). These constructs are presented in Chapter 5.
