This significant paper addresses the issues of Web content and the social construction of technology by divergent groups. It reports research based on ethnic focus groups of college students. According to the author, “Content, motivation, and culture” must be considered in order to “bridge gaps in participation in the cyber society of the new millennium.” Cyberspace designers should read this paper.

While brief, the paper is full of content, and contains an extensive list of references. The authors state “only 50 percent of the [online] divide [between ethnic groups] can be explained by income and education.” African Americans are more likely than whites to search the Internet for information about major life issues, entertainment, healthcare, and hobbies; however, they are less likely to participate in Web-based auctions, purchase products, or use email.

Discussing social construction and social identity theory, the authors quote from group participants and mention BET.com, GlobalMecca.com, LittleAfrica.com, and NetNoir.com as sites that are oriented toward African Americans. The discrepancy between groups “may be a matter of mainstream versus an alternative voice.” Further research is suggested.