Associate Professor, Department of Advertising Management & Public Relations, Guru Jambheshwar University of Science & Technology, Hisar, Haryana, India
Online published on 20 March, 2014.
The study investigates the enhancement aspect of socio cultural value system of a community IT project named gyandoot in remote villages of Madhya Pradesh. A scale was developed to measure the socio cultural value system of the village community.The online delivery of G2C (government to citizen) services led to considerable enhancement in the 16 out of 19 important parameters of socio cultural value system with respondents citing as ‘extremely helpful’. ‘Faith in government’, ‘brotherhood’, ‘trust building’, human dignity’, ‘importance of education’ ‘new hope of life’ etc were the most important elements influenced by IT. A notable finding was that Gyandoot provided benefit to all strata of society irrespective of caste, income, status, literacy etc. as told by 94% people.. Regarding Gyandoot's main objective (people's belief in government), 88% answered in affirmative and they admitted that Gyandoot has tremendously increased their faith in government. This was the central objective behind launching the gyandoot project and it was successful to a large extent in the same. The researcher observed very clearly that IT (gyandoot) resulted in some ‘incidental’ benefits relating to socio cultural value system which were not the stated objectives and part of services offered by gyandoot.
