The general approach taken to date by researchers and policy makers to the diffusion of the Internet and related new technology, has largely occurred at a level of analysis of individual access to the technologies, utilizing individual socio-economic variables to explain differences in access and consumption patterns. In this, individuals are defined as part of social sub-groups and class. This has been useful in telling us stories about trends of a new technology, innovative applications and benefits, systemic inequalities, and in providing some social and economic indicators about the diffusion of a technology.

The ways the Internet is being made available, how people do or do not use it, the perceived benefits and drawbacks of use, and how these have changed over the early evolution and maturity of the Internet, become entry points to a broader understanding of the Internet. This understanding is enriched by building on the technological perspective of much of the research to date that has been concerned with diffusion, and assessing the Internet’s impact on social activities. This is necessary because the design, use and value of any technology is not neutral, but is informed by decision making by companies, government, organizations – people, interacting in social relationships. The social context of how the Internet has been introduced and received by the public helps us understand the digital divide at the level of analysis of technology, as well as individual’s and social group’s expectations, attitudes and patterns of use, or desired use. This analysis points to the importance of a broader social story about obstacles, problems and opportunities involving the technology and its integration and use in society.

Inasmuch as there is a strong economic push, specifically that of consumerism, about the Internet as it matures, both in terms of access and content, there is also a growing maturity of social demand, and potential for social development opportunities, with information-based resources to meet existing individual and collective public service and information needs. There are also other emerging and contingent opportunities for the integration of the Internet, content and services into many existing social and economic activities, institutions and social networks that could benefit individual and community social and economic development and cohesion. In turn, if successfully planned and developed, the strategic use of these technologies could help address structural inequities based on social class, and at the same time provide new opportunities for governments to foster regional and national unity, cohesion and development.

These outcomes are contingent for several reasons. To achieve these goals depends on an inclusive, participatory approach to decision making involving all affected interests about how the Internet and content need to be better integrated into social institutions and social relationships. As a complementary as opposed to a displacing resource, the Internet can offer many opportunities and benefits. It is also contingent because the Internet will not always live up to the many promises made about it. It may actually aggravate existing inequalities and disparities for individuals and communities, or if the customized, personal consumption model extends into these types of social relationships, it may actually foster greater individualism and become disruptive of social cohesion and undermine social and human capital. These issues will need to be addressed collaboratively by different levels of government and other stakeholders as the Internet enters the next stage of its development.