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New partnership with Microsoft India Researcher bears fruit

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Nimmi Rangaswamy from Microsoft Research Labs India and I have been working on creating momentum in shifting the focus of ICTs for International Development (ICT4D) research towards a broader and less utilitarian perspective. Over the years, it has been interesting to see how Nimmi and I through our independent anthropological fieldwork were coming to a similar conclusion on the need to pay attention to "leisure" behavior of Internet users in emerging markets if we are to genuinely understand the multiple dimensions of new media practice in the global South. For instance, her research with Kentaro Toyama on cyberkiosks revealed the following:

From field ethnography, we find that urban youth slang and speech styles do not lag behind in villages. Neither do communication styles and channels. Instant messaging is immediately embraced by younger kiosk operators. Fan clubs of matinee idols bring in youth fashion and trends along with film music. Most popular films and film music …