The Virtual World: a tension between global reach and local sensitivity

Society, its citizens and its organisations are becoming more dependent upon technology and its global application as the means of providing information and obtaining services in a virtual world. This paper considers some of issues surrounding a virtual world of global reach yet still having to be locally sensitive. It challenges current thinking and concepts on the basis that we have a new dimension to our person through our Internet existence. Strategic guidance is suggested in an attempt to realise the potential of the technology whilst supporting cultural tolerance.