In my earlier post, I had written about how new media technologies such as cell phones are involved in creation of new cultures. In this post, I explore how cultural values, in particular communication goals of a group shape the perceptions and uses of technology.

Culture and in particular communication goals and practices of a community may impact how technologies are viewed and perceived. In his article, Leonardi (2003) examined how cultural communicative practices affect the perceptions of cell phones, computers and internet among first generation, working class United States Latinos. He conducted 7 focus groups with an average of 11 participants in each group. The average age of participants was 34 and the average age of residency in the United States was 13 years.

His study revealed that United States Latinos perceived cell phones as connecting devices whereas computers and internet as isolating devices. He found that cell phones were viewed as technology that enhanced interpersonal communication with those near or far and allowed them to be in touch with their loved ones – anytime, anywhere. On the other hand, they thought of computers and internet as devices that enable people to access information and hence save time. Despite their usefulness, they commented that the excess use of computers and internet could isolate you from family. Whereas the only criticism they had for cell phone usage was its use by people in public places such as churches.

The fact that participants found it easier to use cell phones, unlike computers and internet because language was a barrier, meant that they fully understood the capabilities of technology and had positive perceptions of cell phones. Therefore, it may seem that cultural communication values shape how communication technologies are understood and used.  

Last year, I had gone to American University for a guest lecture on how to design a research project on mobile phones. I involved the students in a discussion on how do we view mobile phones other than just as a communication tool. As a result of our discussions, we identified several ways in which mobile phones are viewed:

1. Symbol of independence – The students said that with mobile phones you can personally choose whom you will communicate with and your calls are not screened by your parents, friends, or spouse.

2. Symbol of dependence – Because anyone can call you 24X7 and especially your parents can check on you anytime.

3. Status Symbol – It is a way to non-verbally brag about yourself. Depending on the style, color, cost and features of your cell phone, you can be seen as cool, geeky, wealthy, important, etc.

4. Fashion statement (accessories) – Most people wear their phone and the style, color, cost and features of a cell phone can enhance your look or, at least, contribute in some way to your appearance.

5. Safety features – People who carry cell phones have the added assurance that they can call police or anyone else when danger comes, if you’re lost or stranded. Children now give this reason for carrying cell phones to school.

6. Symbol of freedom – Some parents see the phones as a teethering device so they eliminate curfews.

7. Symbol of “trust” for some parents who shell out the funds to purchase phones and pay monthly fees for their children.

8. Gizmos that promote particular identities - “smart phone”, “razor”, “slider”, “envy”, “trio”, and “chocolate.”

All these above descriptions of mobile phones by the students suggest that the role of mobile phones in the life of young people is much more than it being a communication tool.