Digital archetypes: a tool for understanding personality characteristics in the digital culture

In different organizational areas, the theories and tools of archetypes have been very important to know the interests, strengths and weaknesses of each member of the work teams, as well as the main aspects to be considered to develop their greatest potential. Organizational culture, known as the set of beliefs, behaviors, values and collective practices that characterize a group of collaborators of the same organization, is based on the combination of these individual personalities. For this reason, when managing teams to execute and implement digital projects, it is important to consider the archetypes and digital profiles that allow to identify the basis of the digital culture of the organization. In this article, a theoretical basis is presented to propose a model of digital archetypes based on previously developed archetype theories. Two personality axes are proposed in order to define 4 archetypes that combine and form 8 digital personality profiles. A case study is presented in which the identification of the digital profiles of members of a work team allowed the definition of change management strategies to enhance the results of the work team. This work looks forward to proposing a specific definition of the factors to consider in generating concrete and valid resources for the identification of archetypes and digital profiles.

César Viloria-Núñez, Marcela Tovar, Anthony Constant Millán