ICTs and the Human Body A Social Representation Approach

1
ICTs and the Human BodyA Social Representation
Approach

• Alberta Contarello and Leopoldina Fortunati
  
• University of Padova and of Udine, Italy
• Marika Martinelli
• COST
• November 7-8 2002 Montegrotto, PD, Italy

2
Premise

• Lively debate on lights and shadows of ICTs on
  human life and communication
• Concerns through health (and IC) technologies a
  longer life is possible, but also a more inert
  one (Maldonado, 2002)
• Wide spread of the Mobile seems to highlight a
  phenomenon of mass prosthesization (Rautiainen,
  2002)
• -gt The increasing blend of Organic and Inorganic
  may let us live longer but also feel a bit more
  dead

3
The artificialization of the human body

• Not only approach but penetration of the human
  body by ICTs (Fortunati, Katz, Riccini, 2002)
• Within ICTs, Internet and Mobile are emblematic
  (Katz, Aarkus, 2002)

4
Theoretical framework and methodological
strategies

• Social Representation Theory (Moscovici,
  1961/76)
• a form of knowlegde which is socially elaborated
  and shared, and which has the pratical aim of
  constructing a common, social reality (Jodelet,
  1989)
• Object of representation a problem,
  contextualised, shared (Moscovici, 1988),
  polymorphous, charged with value (Moliner)

5
The elements of Social Representations

• Information
• Collection of free associations to six stimuli
  Internet, Mobile, Computer, Fashion, Journey,
  Myself. Elicitation of answers to the questions
  In your opinion New ICTs The Human Body are
  
• Attitude
• Analysis of responses to a SD scale regarding
  Internet, Mobile, Computer
• Representation field
• Structural Analysis (Correspondence Analysis) of
  the collected data

6
Results Participants

• 280 University students 40 M and 60 F
• Faculties of Psychology (43), Pharmacy (27.9),
  Engineering (28.6)
• Mobile ownership98.2, Sms use97.9
• Computer ownership85.4
  PC usedaily(25.4), weekly(26.8), monthly
  (19.3), rarely (15), never (13.6)
• Internet connectiondaily (16.8), weekly (29.6),
  monthly (26.8), rarely (18), never (9.3)

7
Results Participants

• Status of relationships with others engaged
  (48.5), married (1.4), dates (11.4), single
  (37.5)
• The Body Investment Scale (five points)
• Body image M3.83 m4.00
• Comfort with touch M3.22 m3.20
• Body care M4.09 m4.33
• Body protection M3.74 m3.67

8
Results Information

• Internet Internet-parts, computer,
  communication, information, omnipresence,
  science, usefulness, speed, fun, surf,
  up-to-dateness, world, knowledge, notes,
  pornography, technology.
• Mobile Mobile-parts, communication, usefulness,
  friends, cost, convenience, telephone, annoyance,
  brands, reachableness, fashion, fundamental,
  technology, contact, conversation.
• Computer Computer-parts, Internet-parts, fun,
  usefulness, work, technology, fundamental,
  science, speed, program, knowledge, difficulty,
  complexity.

9
Results Information

• The Human Body Machine, exceptional, complex,
  perfect, beautiful, delicate, fundamental,
  unique, life, body-parts, physical, charming,
  identity, adaptable, functional, mysterious,
  looked-after, interest.
• Myself Nice, shy.
• Fashion Cost, clothes, shows, models,
  uselessness, conformity, colour, elegance,
  appearance.
• Journey Fun, time off, holiday, sea, freedom,
  culture, sun, knowledge, friends, airplane,
  warmth, rest, discovery, relax.

10
Results. The attitude

• 1 factor Appreciation and General evaluation
  (agreeable, amusing, pleasant, desirable)
• Internet5.11 Mobile5.03 Computer5.09
• 2 factor Specific evaluation (fosters
  information and knowledge without harm)
• Internet4.25 Mobile3.02 Computer4.41
• 3 factor Utility and Speed
• Internet5.5 Mobile6.04 Computer5.77
• 4 factor Cheap
• Internet3.26 Mobile2.31 Computer2.29
• 5 factor Global, artificial and crazy
• Internet6.16 Mobile5.42 Computer5.68

11
Results Aplum (7 stimuli)

• Fun Freedom Journey (24.94)
  Internet (3.70) Fun (3.79),
  holiday (2.81), time off (2.79), sea (2.46),
  freedom (2.04), culture (1.69), sun (1.65),
  Internet-parts (1.35), computer-parts (1.12),
  airplane (1.05)
  
• Nature
  Journey (51.51)
  Human Body (4.0) Holiday (6.85), time
  off (6.43), sea (5.02), sun (3.57), culture
  (3.46), freedom (3.05), fun (2.33), airplane
  (2.28), train (1.28), warmth (1.47), adventure
  (1.71), rest (1.52), relax (1.43), dream (1.14),
  discovery (1.07)
  

• Aestetics Constraint
  Fashion (64.41) Human Body (4.34) Clothes
  (7.81), shows (6.94), models (6.29), conformity
  (5.20), cost (4.09), useless (3.29), beautiful
  (2.70), elegance (2.60), trend (1.95), appearance
  (1.69), money (1.52), shopping (1.52), elite
  (1.30), stylist (1.30), anorexia (1.30),
  consumption (1.15), colour (1.09), shops (1.08),
  fantasy (1.08), stupid (1.08)
• Technology
  Mobile (15.47)
  Internet (13.32) Mobile-parts
  (5.75), Internet-parts (4.98), computer-parts
  (4.27), communication (3.11), useful (2.41),
  information (1.49), convenience (1.28), telephone
  (1.05), technology (1.04)

12
Results Aplum - First Factor (Internet, Mobile,
Computer, Human Body, Myself)

• Mobile (13.61) Internet (7.26) Myself (6.66)
  Computer (3.72)
• Mobile-parts (4.73), Internet-parts (2.58),
  computer-parts (2.01), communication (1.58),
  useful (1.16), cost (1.08)
• Communication tools in everyday life Factual
  considerations

• Human Body (68.75)
• Machine (8.07), exceptional (6.91), perfect
  (4.73), beautiful (3.88), delicate (3.78),
  complex (3.35), unique (3.25), Human Body-parts
  (2.90), life (2.83), physicality (2.27),
  charming (2.12) looked after (1.89), adaptable
  (1.65), functional (1.65), soul (1.53),
  well-being (1.48), expression (1.32), identity
  (1.29), interest (1.24), dynamic (1.15),
  mysterious (1.14), device (1.05)
• The Wonderful Machine Evaluative remarks

13
Results Aplum - Second Third Factor
(Internet, Mobile, Computer, Human Body, Myself)

• Internet (21.61) Computer (15.30)
  Internet-parts (10.14),
  computer-parts (7.72), information (2.48), fun
  (1.92), science (1.47), work (1.04), omnipresent
  (1.01)
• The positive world of information
• Human Body(11.40)
• Machine (2.41), exceptional (1.90), perfect
  (1.27), delicate (1.02)
• The material Self

• Mobile (61.53)
  Mobile-parts (25.13), cost (4.68), friends
  (3.44), convenience (3.03), brand (2.48), fashion
  (2.43), reachable (2.43), telephone (2.19),
  annoyance (2.13), conversation (1.78),
  status-symbol (1.46), noise (1.13)
• 6
• An ambivalent device for communication
• Myself (86.85)
• Nice (17.02), shy (13.48), student (6.74), moody
  (6.64), disposable (5.62), sweet (5.62), growing
  (5.62), insecurity (4.62), sensible (3.22),
  curious (2.28), family (2.02), identity (1.77)
• Personal and Social Identity

14
Results Aplum - Fourth factor (Internet,
Mobile, Computer, Human Body, Myself)

• Internet (43.64)
• communication (9.45), information (8.87),
  omnipresent (4.59), up-to-dateness (3.19), surf
  (3.19), Internet-parts (2.95), world (2.57),
  pornography (1.40), sex (1.35), international
  (1.32)
• Openness to the world

• Computer (56.01)
• work (7.95), fun (7.78), software (5.29), useful
  (3.29), office (2.55), writing (2.55), help
  (2.31), computer-parts (2.22), fundamental
  (1.95), technology (1.72), slowliness (1.39),
  boredom (1.25)
• Permanence

15
Results. The Human Body Asparm

• The HB Home of the Self
• Habitation (79.4), identity (5.8), sensitivity
  (2.0), contact (1.5)
• Pharmacy, Low Body Image, No use of Mobile and
  Sms
• Perfect Machine
• Habitation (11.2), machine (4.2), perfect (3.3),
  warm (3.0), delicate (1.5), vulnerable (1.2)
• Men, Daily use of PC and Internet, Weekly use of
  email, No Mobile, High Body Image

• -----
• Perfect (1.7), machine (1.0)
• 
  Use of Mobile
  for conversation, medium use of Sms, daily use of
  PC and Internet
• Means of contact
• Contact (30.0), well-being (5.5), container
  (4.2), seat of life (3.9), physical (2.4),
  identity (1.8), intelligent (1.5), tool (1.0)
• Women, Rare use of PC and Internet, Daily use of
  email, No use of email , Low Body image

16
Results. The Mobile Asparm

• Evaluation
• Useless (12.9), awkward (7.4), stupid (6.9),
  useful (6.0), fashion (4.5), convenient (3.9),
  slavery (3.4)
• Engineering, no use of mobile for conversation,
  high use of Sms, no (/-) emotion communication,
  low body care, low body protection
• Cons Useless impediment
• Useless (24.7), brands (10), awkward (9.9),
  stupid (8.8), telephone companies (5.8),
  noxiousness (4.7)
• Psychology, use of mobile for conversation,
  communicate (/-) emotions via mobile, low
  comfort with touch
• Status-symbol
• Status-symbol (8.2), awkward (6.8), annoyance
  (3.7), useless (2
• High use of mobile, no mobile, no positive
  emotions, low comfort with touch

• Description
• Brands (13.4), telephone companies (7.7), ring
  (6.9), Sms (5.1)
• Psychology, use of mobile for conversation,
  medium use of Sms, communicate (/-) emotions via
  mobile
• Pros (Annoying) Reachableness
• Annoying (9.8), reachableness (2.5)
• Engineering, no mobile and Sms, no use of mobile
  for conversation, no communication of (/-)
  emotions via mobile, high comfort with touch
• Practicality
• Practical (21.2), relations (18.5), fashion
  (5.6), small (5.2), indispensable (4.7), speedy
  (4.5), battery (2.6)
• Medium use of mobile

17
Results. The Internet Asparm

• Evaluation
• Useful (11.1), cold (7.7), modern (5.9), speedy
  (5.4), boundless (3.9), difficult (3.5),
  curiosity (2.8), dangerous (2.3)
• Women, Pharmacy, engaged, use PC rarely or never,
  Use Internet rarely or never, no use of email,
  monthly use of email, no use of chat, no utility,
  no (/-) emotions
• Cold
• Cold (62), work (4.3), computer-parts (2.9)
• Women, Psychology, use Internet rarely, high body
  protection
• Productivity Destructiveness
• Chaos (15.3), cold (7.2), porno (5.4),
  contact-world (3.9) work (3.6), global (3.4),
  information (3.2), freedom (2.6), hackers (2.3)
• Pharmacy, use PC rarely, use email, no negative
  emotion
• Study and Contacts
• Time (15.7), chaos (11.6), study (8.1),
  computer-parts (7.5) contacts (4.3), freedom (3),
  far-away-places (2.6), contacts-with-the-world
  (2.4)
• Women, Engineering, engaged, use PC weekly, no
  use for data processing, no use to play, use
  Internet monthly, no chat, use email several time
  a day, high body protection

• Description
• Site (11.8), email(7.6), computer (6.1), navigate
  (4.5), chat (3.1)
• Men, single, use PC daily or monthly, use email,
  use email daily, use chat, use Internet for
  utility, express (/-) emotions via Internet
• Hot
• Fun (5.8), porno (4.9), chaos (2.1)
• Men, use Internet weekly, low body protection
• Usefulness Danger
• Useful (13), computer-parts (6.7), boundless
  (5.2), dangerous (4.6), modern (3.8), colours
  (2.7), technology (2.2)
• Psychology, use Internet monthly, no use of
  email, express negative emotion
• Sex and Play
• Fun (7.3), sex (4.7), site (2.8), sms (2.7),
  curiosity (2.4), cold (2.1), porno (1.5)
• Men, Pharmacy, use PC for data processing, use
  PC to play, use Internet weekly, use Internet for
  contacts, use chat, use daily email

18
Towards a Conclusion

• Information
• Internet, Mobile, Computer, as well as the other
  selected items are mostly preceived Useful,
  described in their parts, less often mentioned in
  metaphorical terms. At a closer reading, however,
  several interesting aspects arise.
• The Human Body appears to be seen as Perfect,
  Wonderful, Unique, a splendid Machine, delicate
  but self-regulated.
• Attitude
• Attitudes towards the Internet, the Mobile
  Phone, the Computer show similar general
  evaluation but with differences in more specific
  aspects

19
Towards a Conclusion

• Representation field
• Structural Analyses present a strong distinction
  between Description and Evaluation of the
  proposed stimuli. At a closer scrutiny, various
  organising principles emerge.
• Freedom vs Constraint and Nature vs Technology
  appear as the underlying dimensions which
  organise knowledge regarding ICTs and the Human
  Body.

20
Towards a Conclusion

• Representation field
• ICTs - mobile, Internet, computer - assume
  different positions mainly along the polarities
  Communication vs Information and Mobility vs
  Stability.
• The Human Body evokes associations pertaining the
  polarity Relating vs Being
• The Mobile and Internet elicit various
  associations, higly ambivalent the first, more
  positive (but not without shadows) the second.
  Along the poles of the different dimensions
  different groups (as regards gender, context,
  practices, concerns with body) take different
  positions.

21
Concluding Remarks

• The proposed theoretical framework and methods
  appear suitable to explore not only uses, but
  also images and perspectives related to ICTs. If
  supported by further research, our results
  indicate a wide getting over the divide
  regarding access to Internet (and even more
  mobile) but not yet as regards uses (at least in
  University students) (cf. Livingstone, 2002).
• The social thought, reach and variegated as it
  is, does not seem to share with sociological and
  communication thinking strong preoccupations for
  an invation of the body by ICTs. Rather, there
  are some concerns and worries by specific groups,
  often characterised by an average use of the
  technologies.
• We cannot exclude that this social thought is
  little elaborated, but the present results seem
  to support the view of a living social
  representation, with lively debates and hot
  positions taken by people in everyday life.