Cultural hybridisation

• Cultural hybridisation

  Globalisation of culture results in cultural hybirdisation = local, national and global cultures are mixing together to create series of hybrid cultures across the world
• Mohammadi

  Many local cultures have restricted cultural imperialism

  • strong and growing media industry in Asian and South America, export media products back to the West
  • multidirectional flow = culture flows in many directions, not just America to other countries > cultural diversity
• Criticisms

  • Curran = ignore role of economic factors > media corporations use their power to control culture and audience it's exposed to > cultural preferences among audiences that companies capitalize off
  • Matos = idea of exotic cultural difference is used by big media companies to make money > advertise and sell exotic products to consumers globally who've been exposed to many multicultural influences