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Introduction Today, the emergence of a new technological order is accompanied by the simultaneous development of digital technologies, which contributes to the efficiency of the national and global economy. The main reason to implement digital technologies is the aim to increase the speed of decision-making and the management quality of the main business processes. For example, in the report “Digital Dividends”, the World Bank underlines that digital technologies help firms to increase productivity, help people to find jobs and expand opportunities, and help


Digital resolution is currently one of the most important forces determining changes and their dynamics in the social, cultural and economic dimension. Digital technologies such as the Internet of Things and Artificial Intelligence will, according to Gartner’s Hype Cycle for Emerging Technologies 2017, play an increasingly important role while creating a new quality of the market space. Yet, these are multidimensional issues whose potential should be considered both, from the perspective of enterprises that create and/or adapt such technologies in their production, logistics or sale processes as well as in consumer perspective taking into account a degree of awareness, interest and fascination of potential buyers, users with such devices and solutions. This is determined by dualism of approach to digital technologies (economic approach vs. humanistic approach) and evaluation of their potential benefits and threats. It seems, however, that virtualization of consumer behaviour as a consequence of impact of technologies such as the Internet of Things and Artificial Intelligence, can at the same time be a significant driving force of further processes of digitalization, its dimensions and dynamics.

The article attempts to identify the impact of digital technologies (IoT and AI) on attitudes, preferences and decisions of consumers and presented discussion was based on the results of own studies in the analysed area.

Media and Contemporary Technogenesis. Chicago: University of Chicago Press. Hayles, Katherine N. & Pötzsch, Holger (2014) ‘Posthumanism, Technogenesis, and Digital Technologies: A Conversation with Katherine N. Hayles’. The Fibreculture Journal, 23: 95-107. Jarvis, Jeff (2011) Public Parts. How Sharing in the Digital Age Improves the Way We Work and Live. New York: Simon & Schuster. Jenkins, Henry, Ford, Sam & Green, Joshua (2013) Spreadable Media. Creating Value and Meaning in a Networked Culture. New York: New York UP. Jiang, Min (2014) ‘The Business and Politics of


The paper is aimed at an attempt to define a smart village in the Czech conditions. It argues that the principles of smart villages are very similar to the concept of sustainability. The analysis deals with preventing rural exclusion, promoting digital technologies for the management of the rural infrastructure, teleworking in rural areas and using ICT for participation and governance. This approach is documented in the case of the South-Moravian Region. It was concluded that it was not so much coverage or accessibility of digital technology that was the main barrier of more intensive use of the smart village concept but rather the lower qualification level and conservatism of rural population is. It is suggested that more attention should be paid to increasing the digital literacy of rural people.


This paper presents a research experience (case study) on the use of digital technologies for the development of the ability to invent stories for images in a collaborative way, in some nurseries (0-3 years) and in some kindergartens in La Spezia. We have involved in the experience: the sections of the older children of the nursery (3 years); the heterogeneous sections of kindergarten, with the aim of presenting different educational activities and technologies (PC, tablet, projector ...) - prepared by educators-teachers and researchers - in an immersive environment to enable children to enter into the image and interact with it. The collaborative activities have also predicted the use of i- Theatre, an interactive integrated system for the narrative creation of multimedia stories. During the activities, educators and researchers conducted free observations that aim to bring out possible elements of transferability of the experience and set the second stage of work (model of research-training).

Kids with Attention and Developmental Deficits. Proceeding of the 1st EAI International Conference on Design, Learning & Innovation, May, 2.-3., 2016, Esbjerg. 24. Sorensen, E. K; & Andersen, H. V. (2016c). Using Digital Technologies to Strengthen Participation and Inclusion of Learners with Developmental and Attention Deficits. Proceeding at the 9th EDEN Research Workshop - EDENRW9, 4-6 October 2016, Oldenburg. 25. Sorensen, E. K., Andersen, H. V., & Grum, H. (2013). Intercultural dialogic eLearning: A tool for fostering shared understanding and sustainable


The role of digital technologies, especially the Internet of Things (IoT) and Artificial Intelligence (AI), increasingly become a key element of diverse interactions between brands and consumers. Homo Cyber Oeconomicus, one of the potential stages of ongoing consumer’s evolution, lives between processes of dehumanization of the surrounding world and humanization of digital technologies. While remaining in a constant contact with smart devices, systems and algorithms, they are looking for new values and meanings, which are a metaphor of their desires, fears and behaviors. As a result, the digital ecosystem, as an attempt to combine the humanism idea with technologization processes, poses new challenges to companies/brands, both concerning the quality of interactions with an increasingly digital consumer and tools used in that process. Chatbots can prove to be an interesting solution here, as their spectrum of potential areas of implementation in business systematically increases. The paper attempts to identify the influence of chatbots on marketing taking into account their role in Human–to–Machine interaction process. A part of these considerations is of the character of philosophical discourse on the role of that technology in human life, which is a starting point for the presentation of preliminary assumptions for a model of consumer-chatbot interaction (digital technology) in marketing activity of companies/brands.


The article touches upon the issue of influence of modern digital media on the attitudes of recipients/ broadcasters (digital communicators) related to their creative activities. The first indication applies to the fact that the development of digital technologies introduces a new digital order of communication (from the primary order, through the secondary and hybrid order, to the digital order), which in turn provides communicators with a broad spectrum of new methods and tools of communication 0 including tools permitting creative activities. Second of all, it is noted that despite the mentioned rich offer of digital tools and the promotion of creative attitudes, digital media, in particular global social media, are dominated by attitudes of re-production related both to common re-distribution of existing content (sharing, copying and pasting, etc.), and even limiting creativity entirely (likes, tags). The remarks made are compared to opinions of digital media researchers and neurobiologists indicating on the one hand the weakening/ dissolution of the reception of content by digital media (the negative effect of multi-tasking), and on the other hand, the supersaturation of emotions related to the reception of content (negative influence of computer games). In conclusion, attention is turned to the necessity of establishing in contemporary communicators (on all levels of education) of digital communication competences, in particular the promotion of creative attitudes related to these competences.

’t mind it, but it can take over, it can make things over-complicated…” Attitudes towards, use and acceptance of technology in rural healthcare: a case study of rural adults living with chronic pain. BMC Health Services Research 15:162. DOI 10.1186/s12913-015-0825-0 [8] Dodge, M. (2019). Rural. In: Ash, J., Kitchin, R. & Leszczynski, A., eds., Digital Geographies (pp.36–48). London: Sage. [9] Dowds, G., Philip, L. J., & Currie, M. (2018). A window to the outside world: digital technologies and new possibilities for involving rural housebound older adults in local


This paper is about “Improvement of teaching techniques by eye tracking in technology enhanced classrooms” (e-Teach), an innovative project funded by the Erasmus Plus Programme (KA2 - Strategic Partnership in the field of School Education). The project aims to study teachers’ eye movements in real teaching situation using eye-tracking glasses and compares the teachers’ use of digital technologies between novices and experts teaching the same school subject. The purpose of this study was to provide indicators of skill gaps between novices and experts which can be addressed appropriately with highly targeted teacher education. The first part of the paper reviews recent developments in conceptual frameworks for digital competence and in digital competence descriptors. The second part describes the project status, the methods and its phases. In conclusion, the paper gives a brief overview of initial findings of ongoing research, focusing largely on the Italian experience, and development tasks for the next project phases. The initial findings suggest that teachers valued the benefits of using digital technologies in classrooms and recognized the necessity of professional development. They also provided specific insights for the purpose of developing an online course for teacher education in four languages: English, Turkish, Italian and Lithuanian.