Cultural homogenisation

• The majority of information online is written in english. So, many ideas and content is driven by an english speaking, western perspective
• Some argue that this means a process of cultural homogenisation is occuring, where western culture threatens to dominate over other cultures, creating one culture characterised by the world views:

  • Capitalist ideology
  • Patriarchal ideology
  • Consumerism being central
  • Secularism
  • Increased individualism
• How DFC leads to cultural homogenisation:

  • Computer software is not localised, so programmes like Word reflect western ways of thinking.
  • Advertising generated by the west is broadcasted globally
  • Antisocial behaviour on the internet creates a universal global redefinition of harm against others, which may reflect western ideas about deviance.
  • DFC does not have the same rules/moral guidance and ethics that are usually entrenched within local cultures
• The fact that most of the internet is written in english has important cultural implications:

  • However, in response to the threat of loss of local cultures, through cultural homogenisation, a process of cultural defence has emerged, where local cultures are being protected
• Sreberni Mohammadi:

  • The simple image of wester media and cultural domination over the rest of the world is exaggerated and ignores important complex interactions that occur between different cultures
• Giddens - Reverse colonisation:

  • less powerful groups dominate western powers culturally.
  • E.G. Mexicanisation of California. This resulted in mexican food, dress, and music becoming part of californian culture.
  • This is significant, as mexico is poorer than America
• Croteau and Hoynes:

  • global digital media companies have been forced to take into account local practices and adapt their material accordingly, linking with local partners, or people in order to make sure that their companies grow and succeed.
  • There has also been evidence of resistance in American media, such as people using the internet to promote their own language.