Bridging the Digital Divide

Digital is revolutionising the way we do almost everything in life these days, from devices converging in to one, to pervasive computing technologies being embedded into the least likely devices and society is being affected by these notions, some for the better and some for the worse.  The digital divide, is a concept that originated in the 1990s, and refers to “those who possess a regular access to technology and those who do not have this access” (Ellis-Christensen, 2010).  The differentiation of access is defined according to “gender, income, race and location” (Flew, 2008). Some view the gap as simply “haves and have nots” but others deem it to be much larger than that, and see it affecting entire countries, populations or races according to Tricia Ellis-Christensen, 2010. 

(Copeland Casati Media, 2009)

 

 

It is a known truth that, “we have more mobile phones on the planet than people” (No Digital Divide, No Date) meaning, we are without a doubt becoming a mobile society.  As phones are continually being upgraded with new features to connect users, such as instant web access, mobile marketing is emerging in correlation with this and is said to be in the future if not sooner “the biggest move in marketing, period” (No Digital Divide, No Date).  Another positive attribute of the humble handset is the argument that “no technology in history has been effective at fighting poverty like the mobile phone” according to Robin Hicks, who also adds that it has “given disadvantaged people access to information with which they can build business.”  There has been the shift from desktop PCs to laptops and now the smartphone revolution (predominantly the iPhone and Blackberry) is taking over.  According to the World Bank, “0.8% is added to the GDP growth when the rate of an extra ten mobile phones per 100 people is sustained.” “…the mobile phone can provide almost instant economic shot in the arm, which disperses in a self-sustaining bottom way up” (Hicks, 2010) So mobile phones are one way to bridge this gap, but what about the inclusion of poorer nations?

Can mobile phones close the Digital Divide? (Banks, 2009)

 

Many people maintain, “the wealth of information available to poorer nations through the internet could help improve lives and put an end to poverty” (Ellis-Christensen, 2010). This seems unattainable, but many organisations are stepping up to the mark and doing their part.  “…less than 1 in every 1000 people have access to a computer in parts of the developing world, compared to 600 in every 1000 in the developed world” (CNET Networks, 2010). One organisation, CNET Networks International, aim to change these statistics by collecting old computers, refurbishing them and distributing them to the less fortunate nations.  But even though there are many charitable associations that aspire to bridge the divide by offering computers or funding to get computers in poorer countries, it can be seen as an issue as “many feel that first efforts should go towards providing clean water, medical care and food as needed instead of giving people technology access” (Ellis-Christensen, 2010).

The question still remains, how can marketing bridge the digital divide? Currently, there is a separation between digital marketing and “traditional” marketing. But, this divide is shrinking, as soon enough businesses will no longer be able to differentiate between the online and the offline world and they will no longer be seen as “separate” (Miller, 2010), also in the source she claims that “marketers are integrating promotional offers via the website and in store, and breaking away from the traditional paid media towards online advertising via communities, networks, forums and blogs.” One organisation, Private Sector Partnership (PSP-One) have realised that accessing up to date knowledge, information and lessons learned in developing countries can be problematic.  They have identified that “social marketers in developing countries often find it difficult to access new and innovative information to strengthen and inform the design of their programs,” (Suchak & Eisengrein, 2008) Therefore, they have addressed these confrontations with a new online conference system, aimed to grasp large audiences across time zones and countries, with minimal internet access that is free of charge.  Users are able to “learn, share up to date information and engage their counterparts from across the globe online” (Suchak & Eisengrein, 2008). The online social marketing conference saves money, is better real time interaction and is much timelier and simpler to access the content submitted. 

Bridging the Divide (Optical Illusions, No Date)

 

Undoubtedly, marketers and various other professions will continuously aim to bridge this divide.  Social marketing is an excellent attempt, as more and more people that were previously sheltered from the online world, particularly generation X, are taking the plunge and going digital. The various organisations providing less fortunate people with the opportunity to be a part of the online world is another example of how this divide is slowly fading.  Yet, there is still an immense gap between those in developed countries and those in developing countries that are still dealing with poverty.  A focus must first be put on this concern, if we wish to truly eradicate the digital divide for good.

Bibliography

Banks, K. (2008, August 4). Mobile Phones and the Digital Divide. Retrieved November 23, 2010 from Putting People First: http://www.experientia.com/blog/mobile-phones-and-the-digital-divide/

CNET Networks. (2010). Bridging the Digital Divide. Retrieved November 24, 2010 from Bridge the Digital Divide: http://www.bridgethedigitaldivide.com/

Copeland Casati Media. (2009, March 3). Digital Divide. Retrieved November 26, 2010 from Copeland Casati Media: http://www.copelandcasati.com/labels/digital%20divide.html

Ellis-Christensen, T. (2010, September 9). What is the Digital Divide. Retrieved November 24, 2010 from WiseGeek: http://www.wisegeek.com/what-is-the-digital-divide.htm

Flew, T. (2008). Digital Divide. In T. Flew, New Media: An Introduction (pp. 25-26). Melbourne: Oxford University Press.

Hicks, R. (2010, April 27). Can Mobiles Close the Digital Divide. Retrieved November 24, 2010 from Asia Pacific Future Gov: http://www.futuregov.asia/articles/2010/apr/27/can-mobiles-close-digital-divide/

No Digital Divide. (No Date). Mobile Marketing. Retrieved November 24, 2010 from No Digital Divide: http://nodigitaldivide.com/mobile-marketing/

Miller, C. (2010, November 18). Bridging the Digital Divide. Retrieved November 24, 2010 from Edelman Digital: http://edelmandigital.com/2010/11/18/bridging-the-digital-divide/

Optical Illusions. (No Date). Acrobatic Engineering Optical Illusions. Retrieved November 28, 2010 from Optical Illusions: http://www.newopticalillusions.com/funny-optical-illusions/acrobatic-engineering-optical-illusions/

Suchak, N., & Eisengrein, D. (2008, September 3). Bridging the Digital Divide: Connecting Social Marketers Globally. Retrieved November 24, 2010 from Informa World: http://www.informaworld.com/smpp/section?content=a901874150&fulltext=713240928

scottnordq. (2008, May 30). The Digital Divide. Retrieved November 28, 2010 from Youtube: http://www.youtube.com/watch?v=qz7dw3pLr-U