South Asian Journal of Marketing & Management Research
  • Year: 2012
  • Volume: 2
  • Issue: 4

Indian families- use of ict and its impact on major family decisions

  • Author:
  • Swaminathan Radhakrishnan, KS Chandrasekar
  • Total Page Count: 12
  • Page Number: 195 to 206

*President and Head, Maatraat Mudra Communications P Ltd., SCSVMV University, Enathur, Kanchipuram, India.

**Professor Incharge of Registrar, University of Kerala, Trivandrum, India.

Online published on 29 September, 2017.

Abstract

ICT has heralded a paradigm shift in India. An explosive growth in Internet access, with more than 100 million users on the web, the nature of transactions, consultations and decisions are being affected within a family. Based on data from respondents in a series of qualitative interviews and observationsdone as also work by other researchers, it appears that the Internet has created a new space for generating some level of closeness and transaction. This hasopened up the family to a higher level of transparency; and is seen impacting decision making in tightly controlled areas. Making it more participative and consultative. It has also led toco-ownership of decisions. This is true even where the family itself is not geographically displaced. Elements of individualism suddenly existing in absolute harmony with group control are by itself revealing. This probably is a powerful manifestation of culture being aided by technology in bringing people together. This paper discusses a specific area of manifestation of culture and tradition being aided by technology in decision-making, bringing closeness in an area otherwise marked by anxiety.

Keywords

ICT Impact, Family consensus building, Decision-making, ICT mediation, Connectedness