THOUGHT-IMAGES AS CULTURAL ARTIFACTS: FORMING A COLLECTIVE IDENTITY IN DIGITAL SPACE

We are presenting a process that determines, or, makes happen, the “collective identity” of interacting participants in digital space, but who themselves represent different cultures, ideologies and world-views.

In our experience, the most unified understanding of a “collective identity” comes from the idea that individual behavior in digital space is a manifestation of other larger cultural systems to which the individual belongs. This idea was initially examined by Geert Hofstede (1978) with regard to the influence of one’s national culture on the group’s (IBM's) culture. Hofstede found evidence of national cultural differences along four dimensions: power distance, uncertainty avoidance, individualism and masculinity. In our paper, we consider the factors that formed our “collective identity” by evoking our cultural differences along two dimensions: Femininity/Masculinity and Power Distance

Alberto Melucci (1989) writes, “collective identity is an interactive and shared definition produced by several interacting individuals who are concerned with the orientation of their action as well as the field of opportunities and constraints in which their action takes place.” Melucci considers collective identity as a process that is negotiated over time with three parts: cognitive definition, active relationship, and emotional investments.

Our paper is the outcome of the following:
a. In groups of three, 42 interacting participants formulated cognitive frameworks concerning goals, methods, involvement and engagement.
b. The activation of relationships among participants was conducted within a finite period of 15 weeks.
c. An emotional recognition between participants ocurred after the first social meeting in real time.

When speaking of culture as something that is shared among members, like meaning, understanding, values, belief systems, or knowledge, then the culture of the group allows for similarity, but also supports and relies upon differences. You might say sharing is doing something separately together, like sharing a meal together; diversity in unity. Our method supports and relies upon cultural differences coming together to form a collective identity.

We represent outcomes that students developed in BUS 448: International Dimensions of Business in the College of Business, at University of Rhode Island.