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RIVISTA
PIC$AIS
PROCESSI(E(
ISTITUZIONI(
CULTURALI
Media(industries(and(
grassroots(cultural(
production(in(the(
digital(era
Rivista(Pic@Ais(
Cultura(e(Comunicazione
Culture(and(Communication
N°3(–(2013
ISSN(2036@9700
Abstract
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Frequency Valid'percentage
Sociables S_f 20,1
Omnivores NSd 27
Plain'users NbT 27
Web'consumers NXf 25,9
Z*'%) XSTb ITT
Tab.'1.'Internet'consumption'styles'within'the'sample.
\#$"'%&'$K7$,#"+&(K(0/$'.#$'-*$ /&*!;"$'.%'$%&#$%'$'.#$*;;*"('#$;*)#"$&#<
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%+'(6('(#"$+*0"(,#&#,$4*&$'.#$+)!"'#&$%0%)7"("1$9'$(0,(+%'#"$'.%'$"'!,#0'"$(0$
'.("$/&*!;$%&#$(0+)(0#,$'*$!"#$5%07$,(44#�'$-#K"('#"$%0,$"#&6(+#"3$%0,$
'*$,*$('$@!('#$4&#@!#0')71$
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#&"V1$90'#&#"'(0/)73$'.#"#$'-*$/&*!;"$.%6#$*;;*"('#$'#0,#0+(#"1$
UD*+(%K)#"V$ %&#$ .#%67$ !"#&"$ *4$ '.#$ 5*"'$ -#))$ [0*-0$ "*+(%)$ 0#'-*&[$
"('#"$W2%+#K**[$%0,$l*!Z!K#$(0$;%&'(+!)%&Y$%0,$\#K$X1T$"#&6(+#"$W"!+.$
%"$ R**/)#$ P;;"Y1$Z.#$ +#0'&*(,"$ 4*&$ '.("$ /&*!;$ *0$ 6%&(%K)#"$ &#)%'#,$ '*$
"*+(%)$0#'-*&[$ "('#"$ .%6#$ '.#$ .(/.#"'$ 6%)!#"3$ %)"*$ +*5;%&#,$ '*$ U*50(<
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'(6('(#"$-.(+.$%&#$0*'$&#)%'#,$-('.$5%(0'%(0(0/$"*+(%)$&#)%'(*0".(;"$W"!+.$
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%"'(+$%K*!'$"*+(%)$ 0#'-*&[$"('#"$W'.#7$.%6#$)*-#&$5#%0$6%)!#"$*0$ '.#"#$
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-#K"('#"$*&$-#K$K)*/"3$%0,$'.#7$%&#$5*&#$(0+)(0#,$'*$!"#$#<5%()$*&$-%'+.$
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Sociables Omnivores Plain'users Web'Consumers Variable'Mean
YouTube dN3S_ dN3IX _f3bf df3If dX3fIb
Wikipedia dX3SX df3_d gd3b_ dX3SN _d3b_gb
EBay bI3__ b_3I f_3_X SS3T_ S_3XX
Google'Maps _b3bf _b3S N_3fX g_3Sd gd3Sfb
Yahoo'Answers NS3X Nf3fd Sf3N bI3Ng bb3gIb
Facebook dS3fI dX3TX _b3_S _X3SX __3NSgb
Twitter Sf3Xb bT3b X_3dX fN3fg fd3gN
Apple'Store bT3TS Sd3fd Xb3_f fS3gS ST
R#0,#&$,(44#�+#"$(0$*0)(0#$+*0<
"!5;'(*0$%0,$+*0'#0'$;&*,!+'(*0$
%5*0/$9'%)(%0$!0,#&/&%,!%'#$
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Google'Apps bN3bN bf3I_ Id3If XI3_f fg3Ngb
Picasa bI3I_ fd Ig3fN Ig3fg fI3XXgb
e?mail gN3gg _d3SS NN3Xg _T3Sb g_3XfXb
Online' newspa?
per
fg3Tb NN3bg XX3Nb NI3dX Sg3TSgb
Video'call XI3Nf bI3gS Ib3I_ Id3_X Xg3TdXb
IM Sf3SS _T3NX S_3TX Xb3ff Sd3fbXb
Chatroom d3NN XT3Xb d3db S3Ig II3TTgb
E?'commerce Xg3_ fN3Tg IT3dX XX3IX XS3XXgb
Reading'blogs fI3If NI3Ib If3gd f_3Tb fN3Tf
Nb3bX gg3bd SN NI3TS NX3bfgb
Streaming bf3bf gX3TN fX3Ng b_3b_ bS3XI
<
'#0'$;&*,!+'(*01$\#$+*5;%&#$6%&(%K)#"$5#%0$6%)!#"$(0$#%+.$/&*!;$-('.$
'.#$5#%0$6%)!#$*4$'.#$"%5#$6%&(%K)#$(0$'.#$#0'(&#$"%5;)#1$D'%&'(0/$4&*5$
;&*,!+#&"Ve$'.#$4*&5#&"$ %&#$ '.#$)#""$%+'(6#$(0$%))$-#K$;)%'4*&5"$*&$-#K$
"#&6(+#"3$-.()#$'.#$)%''#&"$%&#$'.#$5*"'$%+'(6#$(0$%))$*4$'.#51$Z.#0$'.#&#$
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+*0'#0'$5%(0)7$*0$2%+#K**[$%0,$U6%&(#/%'#,V$-.*$.%6#$%$5*&#$,(6#&"#$
K#.%6(*&$%0,$%&#$;%&'(+!)%&)7$%+'(6#$*0$l*!Z!K#$W%))$*4$'.#5$.%6#$;!K<
)(".#,$%$6(,#*$%'$)#%"'$*0+#Y1
Frequency Valid'percentage
Facebookers S_g XS
Variegated' SfT XI3X
Extended'producers XNN If3I
Casual'producers _S_ SI3_
Z*'%) XTfI ITT
G(""(0/ STX
Z*'%) XSff
Tab'3:'Online'content'production'styles'within'the'sample.
' Facebookers Variegated'
producers
Extended
producers
Casual'
producers
Total
l*!Z!K#$;&*,!+'(*0 T ITT bd3S T3XS fd3dI
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2*&!5$;%&'(+(;%'(0/ XT3NX XN3SS fX3SX g3XN XI3N_b
2)(+[&$;&*,!+'(*0 X3XN f3gX IS3Xd T3bd b3XIb
H)*/$+*55#0'(0/ Sf3gg f_3Ig SN3fb IX3fX fb3IbXb
R#0,#&$,(44#�+#"$(0$*0)(0#$+*0<
"!5;'(*0$%0,$+*0'#0'$;&*,!+'(*0$
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'.#$"%5#$'(5#3$(0$'.#$/&*!;$*4$'.#$U#:'#0,#,$;&*,!+#&"V$+*!),$K#$)%K#)#,$
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*&$#:;#&'$WIg1bjY1$P5*0/$'.#5$'.#&#$%&#$Ng$4#5%)#$W'.%'$+*&&#";*0,"$'*$
f1dj$*4$'.#$"%5;)#$'*'%)$*4$4#5%)#$"'!,#0'"Y$%0,$gN$5%)#$"'!,#0'"$W'.%'$
+*&&#";*0,"$'*$IT1_j$ *4$ '.#$'*'%)$*4$ 5%)#$ &#";*0,#0'"Y1$G%)#$"'!,#0'"$
"##5$'*$K#$ +.%&%+'#&(=#,$ K7$%0$.(/.#&$%/#0+7$%0,$5*&#$)([#)7$4%))$(0'*$
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'.#$ U(0'#&5#,(%'#V$ "'7)#"3$ +*0'&(K!'#$ '*$ %$ 5*&#$ ,#'%()#,$ !0,#&"'%0,(0/$
*4$/#0,#&$,(44#�+#"1$90'#&#"'(0/)73$-#$ +*!),$ (,#0'(47$ %$ ;%''#&0$ (0$.*-$
4#5%)#$%0,$ 5%)#$ "'!,#0'"$%&#$ ,("'&(K!'#,$ (0$ '.#$ %(0(0/$/&*!;"1$ >&(<
5%&()73$'.#$"'7)#"$*4$(0'#&0#'$+*0"!5;'(*0$%0,$*0)(0#$+*0'#0'$;&*,!+'(*0$
'.%'$ %&#$ $ %&#$ 4%6*&#,$ K7$ 4#5%)#$ "'!,#0'"1$ \*5#0$ %&#$
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"!5;'(*0$%0,$+*0'#0'$;&*,!+'(*0$
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5*&#$)([#)7$'.%0$5#0$'*$K#$(0$'.#$U"*+(%K)#V$/&*!;$WnfjY3$%"$4%&$%"$-#$
%&#$ +*0+#&0#,$ -('.$ '.#(&$ (0'#&0#'$ +*0"!5;'(*0$ .%K('"3$ *&$ (0$ '.#$ U4%+#<
K**[#&"V$/&*!;$WnITjY3$%"$4%&$%"$-#$%&#$+*0"(,#&(0/$'.#(&$*0)(0#$+*0'#0'$
;&*,!+'(*0$;&%+'(+#"1$P'$'.#$+*0'&%&73$(0$'.#$%(0(0/$/&*!;"3$'.#$U-#K$
+*0"!5#&"V$ %0,$ '.#$ U6%&(#/%'#,V3$ 5%)#"$ *!'-#(/.$ 4#5%)#"$ WXd3Nj$ 6"1$
XS3Sjc$Xg1Nj$6"1$I_1Nj$4#5%)#Y1
' ' ' Sociables Omnivores Plain'users Web'Consumers Total
$R#0,#& $2#5%)# j$*0$/#0,#& 21,00j Xf3ITj fI3bTj XS3STj ITTj
$ $G%)# j$*0$/#0,#& Ig3dTj fN3STj IN3TTj 29,60j ITTj
$Z*'%) 'j$*0$/#0,#& XT3ITj Xg3TTj Xg3TTj Xb3dTj ITTj
Tab.5':'Gender'distribution'within'internet'consumption'styles.
' ' ' Facebookers Variegated
producers
Extended
producers
Casual'producers Total
R#0,#& Female' j$*0$/#0,#& 26,80j I_3NTj d3_Tj SS3_Tj ITTj
$Male j$*0$/#0,#& IN3gTj 27,60j XI3bTj fS3XTj ITTj
Z*'%)$ $ j$*0$/#0,#& XSj XI3XTj If3ITj SI3_Tj ITTj
Tab.'6:'Gender'distribution'within'online'content'production'styles.
'
\#$ 5*6#$ 0*-$ '*$ '.#$ '.(&,$ &#"#%&+.$ @!#"'(*0$ &#/%&,(0/$ '*$ -.%'$ #:'#0'$
(0'#&0#'1$
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&#+*,#,$%++*&,(0/$'*$('"$@!%&'()#"$(0$'.#$4*))*-(0/$5%00#&e$0*'$#:;#&'$WI<
'.%'$%5*0/$*!&$"%5;)#$"'!,#0'"$(0'#&0#'$"[())"$"#)4<#6%)!%'(*0$("$"'&*0/)7$
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Plain Web'consumer Sociable Omnivore Total'(100%)
Not'expert 2#5%)# SX3ITj XS3XTj IN3_Tj IN3_Tj 772
G%)# fS3XTj fS3XTj IN3ITj Ib3STj 149
Suf.'expert 2#5%)# fI3XTj XX3gTj XS3XTj XI3dTj 343
G%)# Ib3TTj ST3_Tj Ib3_Tj X_3fTj 120
Expert 2#5%)# Xf3XTj Xd3XTj XX3TTj Xb3NTj 336
G%)# Id3NTj fb3ITj IN3dTj X_3STj 148
Very'expert 2#5%)# II3fTj XT3gTj X_3ITj 39,80% 256
G%)# S3gTj Id3fTj XT3STj 55,60% 275
Total 2#5%)# bfd SIN fbd fdf 1707
fI3NTj XS3STj XI3TTj Xf3TTj 100,00%
Total G%)# III XTb IXS XbX 692
IN3TTj Xd3NTj Ig3dTj fN3STj 100,00%
Tab.'7:'Internet'skills'self?evaluation,'gender'and'internet'consumption'styles.
Casual' Variegated' Facebookers Extended' Total
Not'expert 4#5%)# bb3TTj IS3NTj Xb3fTj b3ITj 644
5%)# bf3TTj XI3STj Id3gTj N3TTj 117
Suf.'Expert 4#5%)# Sb3STj XT3gTj XN3_Tj g3ITj 295
5%)# fb3dTj fI3ITj Id3STj If3NTj 103
Expert 4#5%)# fb3dTj Id3fTj fX3dTj II3dTj 295
5%)# fg3fTj fT3XTj Ib3ITj Ig3bTj 230
Very'expert 4#5%)# XN3ITj XN3NTj XX3dTj XS3fTj 218
5%)# XX3XTj Xg3_Tj IS3_Tj fb3XTj 230
Total 4#5%)# NbI XgT f_d ISX 1452
SS3_Tj I_3NTj XN3_Tj d3_Tj
5%)# Idg Ibd dN IXS 576
fS3XTj Xg3NTj IN3gTj XI3bTj
Tab.'8:'Internet'skills'self'evaluation,'gender'and'online'content'production'styles.
Discussion
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+(%)$D+(#0+#$w!%&'#&)7V3$01$_IWfY1
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