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Conclusion: The use of the term ‘Digital’ as an adjective plays a particular role in both public and private sector initiatives. Like similar terms of the past, it creates a space for agreement among multiple stakeholders, even when there is a lack of universal understanding. This is useful when an initiative includes an interplay of technology and culture. It allows advocates to collapse a multitude of complex issues into a simple catch-all phrase to which everyone already agrees. However, understanding the benefit of using ‘Digital’ to gain agreement for an initiative needs to be weighed up against the potential of seeing well-intentioned initiatives implemented in unexpected ways.

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