There has been much speculation that people can play with their identities on the Internet and present different electronic persona. In the Information Society, the impact of physical characteristics of those communicating has been minimised. The Information Society crosses traditional boundaries and as such comprises individuals from many different cultures. This cultural variability means that the expectations of individual cybercitizens can differ considerably. The first dimension is the continuum from individualism to collectivism.
Individualism emphasises self interest and promotes the self-realisation of talent and potential.
Its demands are universal. Collectivism emphasises pursuit of common interests and belonging to a set of hierarchical groups where, for example, the family group might be placed above the job group. The demands on group members are different to those on non group members. The second dimension concerns cultural differences in communication referred to as low context communication and high context communication. In the former the majority of the information resides in the message itself whilst in the latter the communication is implicit.