Abstract

New media are changing life in the cities and also in the villages. Farmers, for example, use the internet to order goods or to obtain information on agricultural topics. Combine harvesters are navigated by satellite, and with the evaluation of soil data, rainfall and photos (via satellite or antenna), the use of agricultural land is increasingly controlled and optimised automatically. But the leisure and shopping habits of the rural population are also changing: the purchase of new furniture, technical equipment or higher-quality clothing is often pre-researched on price-comparison online portals, after which the rural population also usually orders the cheapest offer via the internet. Online shopping is even more important in peripheral rural areas than in cities. One example: While young parents in the city can quickly buy a pack of nappies at a drugstore while on the move, toddler parents in peripheral areas often cannot find a drugstore within a radius of 30 kilometres. This is where the internet proves to be a great help in purchasing everyday products. The guiding principle of creating equal living conditions (Article 72, Paragraph 2 of the Basic Law) is closely linked to infrastructure. This includes "ensuring a nationwide, similar basic supply in urban and rural areas with communication services (universal services) at affordable prices" (Deutscher Bundestag, 2011) as the basis for the use of new media in the economy and society. [...]

Authors

Evers-Wölk, Michaela; Oertel, Britta; Thio, Sie Liong; Kahlisch, Carolin; Sonk, Matthias

Fields of research

Health and well-being, Communication and publicity, Technology Assessment and Participation