The Role of ICT in Maintaining Social Cohesion: Understanding the Potential of Digital Initiatives for Social Networks in Rural Areas☆

Abstract

Digital initiatives may have helped to maintain active social networks during restrictive, social distancing measures of the COVID‐19 pandemic. To examine how and under which circumstances digital initiatives can contribute to social cohesion, semistructured interviews with 35 stakeholders of local communities and clubs were conducted. The thematic analysis of the transcribed interviews identified four main themes, characterizing conditions under which digital initiatives successfully contributed to social cohesion. First, preexisting digital routines need to be considered. Information and communications technology (ICT) routines, even if limited, need to be extended for digital initiatives to be successfully integrated into communities. Second, acquiring ICT skills are not a technical but a social problem. Members with limited prior knowledge relied heavily on strong ties to improve their ICT skills to become part of digital networks. Third, social media fatigue is particularly prevalent in those with limited prior ICT experience. Importantly, individual withdrawal from digital networks, resulting from SMF, had a knock‐on effect on others. Finally, communities that were not engaging with ICT dissipated. As such, ICT may contribute to social capital by maintaining social engagement in social networks, particularly if providing additional benefits to the community.