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1 Ravi Vatrapu Interacting with Others Through Technologies Technological Intersubjectivity Course Portal: Facebook: Etherpad: Thursday, 10-Mar-2011 EB22: Online Marketing: Lecture 19 Auditorium 4, ITU, Copenhagen, Denmark

T ECHNOLOGICAL I NTERSUBJECTIVITY  Social consequences of connectivity augured by information and communication technologies  Refers to an interactional socio-technical relationship between online participants  Cultural variation in structures and functions of technological intersubjectivity 2

T ECHNOLOGICAL I NTERSUBJECTIVITY  TI characterizes the phenomena of production, projection, and performance of identities and subjectivities in technology enhanced environments.  TI refers to the various technology supported ways and means by which we interact with, relate to, form impressions of, and have empathetic experiences with our social others. 3

T ECHNOLOGICAL I NTERSUBJECTIVITY Production, Projection, and Performance of Intersubjectivity How actors interact with, relate to, and form impressions of each other 4 "Piled Higher and Deeper" by Jorge; Image used with permission.

T ECHNOLOGICAL I NTERSUBJECTIVITY (TI) Related Notions  Time-Space Compression (Harvey, 1989)  Networked Individualism (Manuel Castells, 2001)  Information Subject (Poster & Aronowitz, 2001)  Presence (Lombard & Ditton, 1997) 5

T IME -S PACE C OMPRESSION 6 Image Courtesy of (

S O WHAT ? I MPLICATIONS FOR O NLINE M ARKETING  Structures and functions of TI are culturally relative  Design ads for not only psychological intersujectivity but also for phenomenological intersubjectivity  Consider the political economy of the socio-technical systems and the information ecologies of the targetted customer 7

C ULTURE AND B EHAVIOR 8 Cultural Dimension “Westerners”“Easterners” HierarchyLower Power DistanceHigher Power Distance Group CohesionHigher IndividualismHigher Collectivism Gender RolesModerate OverlapLower Overlap Uncertainty AvoidanceLowerHigher (Hofstede, 1997)

C ULTURE AND C OMMUNICATION 9 “Westerners” Low-Context Communication “Easterners” High-Context Communication Informational EmphasisRelational Emphasis Effective SpeechPersuasive Speech Unambiguous Interpretation Sought Ambiguous Interpretation Tolerated Context is FunctionalContext is Structural (Hall, 1976)

C ULTURE AND C OGNITION 10 Cognitive Process“Westerners”“Easterners” AttentionObjectField PerceptionObject-OrientedRelation-Oriented Causal InferenceDispositionalSituational Knowledge Organization Categorical RulesRelational Similarities ReasoningAnalyticalHolistic (Nisbett and Norenzayan,2002)

R EFERENCES Castells, M. (2001). The Internet Galaxy. London: Oxford University Press. Hall, E. (1976). Beyond Culture. New York: Anchor Press. Harvey, D. (1989). The Condition of Postmodernity: An enquiry into the origins of cultural change: Blackwell Publishing. Hofstede, G. (1997). Cultures and Organizations: Software of the Mind, Intercultural Cooperation and its Importance for Survival: McGraw-Hill. Lombard, M., & Ditton, T. (1997). At the heart of it all: The concept of presence. Journal of Computer-Mediated Communication, 3(2). Nisbett, R. E., & Norenzayan, A. (2002). Culture and Cognition. In Medin, D. L. Stevens’ Handbook of Experimental Psychology pp. 561–597). Poster, M., & Aronowitz, S. (2001). The Information Subject: G+ B Arts International. Vatrapu, R., & Suthers, D. (2009). Technological Intersubjectivity in Computer Supported Intercultural Collaboration Proceeding of the 2009 international Workshop on intercultural Collaboration (Palo Alto, California, USA, February , 2009). IWIC '09 (pp ). New York, NY: ACM. Vatrapu, R. (2007). Technological Intersubjectivity and Appropriation of Affordances in Computer Supported Collaboration. Unpublished Doctoral Dissertation, University of Hawaii at Manoa, Honolulu: Available at Dissertation.pdf. 11

Discussion 12