Concepts And The Impact Of Digital Communication On Identities: Cultural Homogenisation

Question 1

Fair weather and Rogerson (occuring)

Answer 1

• argue that cultural homogenisation is occuring due to several key factors related to the dominance of western practices and ideas in the digital sphere
• suggest:
  1. computer software is not localised, meaning that software life Microsoft reflects western ways of thinking
  2. advertising by the west is broadcast on a global scale, presenting western ideas about what is desirable
  3. views on morality and ethics reflected on the internet can be predominantly western, citing examples such as access to private information, racism, sexism and other forms of harassment

Question 2

Friedman (occuring)

Answer 2

• argues cultural homogenisation through globalisation is essentially a process of westernisation, or more narrowly, Americanisation
• globalisation has an American face due to the widespread presence of American brands and cultural icons around the world such as Mickey Mouse, Big Macs and coke
• implies that American culture and its capitalist values are being spread globally through the mechanisms of globalisation

Question 3

Ghonim (occuring)

Answer 3

• The Arab spring case study refers to wave of pro-democracy protests and uprisings that took place in the Middle East and North Africa challenging some of the regions entrenched authoritarian regimes
• examined how social media was the forefront of these revolutions
• due to social media permanently connecting activists, they were able to create an uprising, protesting community
• Twitter, Facebook and YouTube were used to present the government abuses of citizens and also shape public opinions about issues such as repression

Question 4

Sreberni & mohammadi (NOT occuring)

Answer 4

• points out that the image of western media and domination is exaggerated and ignores complex interactions which occur between cultures (they can influence each other)

Question 5

Giddens (NOT occurring)

Answer 5

• introduced concept of reverse colonisation where western cultures are not dominating less powerful groups but reverse is occuring
• example of mexicanisation of California where median food, dress and music have become a key part of Californian lifestyle
• suggests due to the threat of cultural homogenisation a process of cultural defence is taking place as a form of resistance

Question 6

Croteau and hoynes

Answer 6

• argue that global digital media companies have also been forced to take into account local markets/ audiences