Cultural globalization in the era of modern technology and its impact on the individual and society
Prepared by the researcher : Hamid Biouaraine – Researcher in Media and Cultural Studies – Ibn Zohr University – Morocco
Democratic Arabic Center
Journal of Media Studies : Twenty-sixth Issue – February 2024
A Periodical International Journal published by the “Democratic Arab Center” Germany – Berlin
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Abstract
Cultural globalization, in the context of the modern technological era, represents a profound transformation that has left a significant impact on both individuals and societies. The rapid advancement of technology, particularly the internet, has seamlessly connected people from all corners of the globe. This connectivity has led to a remarkable fusion of cultures, resulting in a dynamic exchange of ideas, values, and traditions. Consequently, societies have been enriched by the promotion of diversity and the fostering of cross-cultural understanding.
Nonetheless, these positive aspects are accompanied by certain challenges. The process of cultural globalization has inadvertently led to cultural homogenization in some cases, where distinct cultural identities are at risk of being diluted or even lost. Additionally, individuals exposed to a multitude of diverse cultures may experience identity crises as they navigate through this intricate web of global cultural influences.
In conclusion, the phenomenon of cultural globalization, propelled by modern technology, offers a dual-edged sword of opportunities and challenges for both individuals and societies in our interconnected world. The profound impact of this global cultural intermingling continues to shape our identities, values, and the way we engage with the world around us.
1. Introduction
1.1. Definition of cultural globalization in the modern technological era
In the era of modern technology, cultural globalization has become a significant phenomenon that has a profound impact on individuals and society. Cultural globalization can be defined as the transmission of ideas, meanings, and values around the world in a way that extends and intensifies social relations. This process is facilitated by various factors such as the Internet, popular culture media, and international travel.
One key aspect of cultural globalization is cross-cultural communication. It involves studying how people from different cultural backgrounds communicate among themselves and across cultures. This field of study recognizes the diversity of cultures and aims to foster understanding and effective communication between individuals from different backgrounds.
Cultural diffusion is another important element of cultural globalization. It refers to the spread of cultural items such as ideas, styles, religions, technologies, languages, and more. As cultures interact with each other through various means, these cultural elements are exchanged and shared. (Zhang, J.,2009 ).
The impact of cultural globalization is evident in the increasing interconnectedness among different populations and cultures. Through the circulation of cultures, individuals can participate in extended social relations that transcend national and regional borders. This not only occurs on a material level but also involves the formation of shared norms and knowledge that shape individual and collective cultural identities.
However, while cultural globalization enhances cross-cultural contacts, it may also lead to a decrease in the uniqueness of once-isolated communities. For example, the availability of sushi in Germany reflects how globalized consumption patterns have permeated different countries (Drew, C. February 17, 2023). Similarly, Euro-Disney’s popularity over traditional French pastry highlights how globalized entertainment options can overshadow local traditions.
Furthermore, some argue that globalization contributes to alienation from traditional customs and practices. Existentialists like Jean-Paul Sartre and Albert Camus claim that modernity itself has a more significant influence on this alienation than globalization alone. Nonetheless, technological advancements have played a role in expanding recreational opportunities through the spread of pop culture via platforms like the Internet and satellite television.
Cultural globalization also has a homogenizing effect, as it connects markets, cultures, and politics. This homogenization is driven by the desire for modernization and facilitated by the influence of imperial countries. While this interconnectedness can lead to beneficial outcomes, it also raises concerns about the erosion of unique cultural identities (Kraidy, M. M. 2005).
In the context of educational diversity and ethnic cultural heritage, globalization brings both opportunities and challenges. Ethnic cultures contribute to a diverse global culture, with each nation having its own unique characteristics. The interaction between different ethnic cultures promotes understanding and supports human development. However, there is a fear that cultural diversity may be diluted in the face of global information flow. The rapid exchange of information can lead to both enrichment and crisis for cultures, which are dynamic yet fragile entities.
To summarize, cultural globalization in the era of modern technology involves the transmission of ideas, meanings, and values across borders. It brings about increased cross-cultural contacts and interconnectedness among different populations and cultures. While it can lead to positive outcomes such as standardization of time and space, economic growth, and broadening perspectives, there are also concerns about the erosion of local cultures and widening inequalities (Ghemawat, P. 2001). As individuals navigate this complex landscape influenced by technological advancements, it is crucial to strike a balance between embracing global connections while preserving and appreciating diverse cultural identities.
2. Impact on societies
2.1. Enrichment through exchange of ideas, values, and traditions
Enrichment through the exchange of ideas, values, and traditions is a significant aspect of the impact of cultural globalization in the era of modern technology on individuals and society. Cultural anthropologists define culture as a complex combination of spiritual, material, intellectual, and emotional characteristics that shape the dynamics of a social group (Appadurai, A. 1990). It includes not only art and literature but also lifestyle, value systems, traditions, and beliefs. The diverse ethnic groups that make up our world have each contributed to a rich global culture (Unesco 1995).
Just as each thread in a colorful brocade adds to the overall pattern while maintaining its uniqueness, every ethnic culture has its own distinctive characteristics. As globalization increases cultural contact between countries, it fosters positive dialogue that recognizes and appreciates the value of each culture’s existence (Appiah, K. A. 2006). This exchange aids in the inheritance and innovation of cross-cultural knowledge, promotes understanding among different ethnic cultures, and develops friendly relations among nations.
Technology plays a crucial role in enabling this exchange. Through global media centers and social media platforms, cultures can promote awareness and understanding by sharing their stories and identities. The autonomy provided by technology allows for self-representation and preservation of personal and collective identity. Moreover, it empowers cultural communities to manage their public images appropriately without misrepresentation.
Furthermore, technological advancements have facilitated media globalization and technological globalization. Media globalization involves the integration of media through cross-cultural exchange of ideas, while technological globalization refers to the development and exchange of technology across cultures (Kapoor, V. (2023). This has accelerated the diffusion of culture by enabling the sharing of ideas, information, goods, and services on a global scale.
The rapid exchange enabled by technology has facilitated cross-cultural understanding and collaboration. People can now learn about diverse cultures more easily than ever before. However, this interconnectedness has also led to the spread of global popular culture that can sometimes overshadow or displace local customs and traditions (Thomas, D., & Inkson, K. 2005).
Despite these challenges, cultural diversity remains essential for human development. UNESCO recognizes that cultural diversity is the common heritage of humanity and should be respected and celebrated. It promotes dialogue, tolerance, cooperation, and mutual understanding as guarantees for international peace and security.
To wrap up, cultural globalization in the era of modern technology has enriched individuals and societies through the exchange of ideas, values, and traditions. It allows for the preservation of cultural heritage while promoting cross-cultural understanding (Grant, B. 2016). However, it also brings challenges in maintaining diversity amidst the flood of global information. Nevertheless, with respect for cultural diversity and intercultural dialogue, globalization can foster a more interconnected world where different cultures thrive together.
Figure 1: These Twitter updates-a revolution in real time-show the role social media can play on the political stage. (Photo courtesy of Cambodia4kidsorg/flickr)
2.2. Fostering diversity and cross-cultural understanding
Fostering diversity and cross-cultural understanding is a crucial aspect of the impact of cultural globalization in the era of modern technology on individuals and society. Globalization has significantly reduced stereotyping and misconceptions about different cultures, allowing people to access worldwide information instantly and gain a better understanding of foreign values and attitudes (Ritzer, G., & Dean, P. 2015). This accessibility to knowledge has led to a counter-demand for authenticity, as individuals strive to steer away from cultural homogenization.
Cultural differences and diverse ideologies are essential for the advancement of civilization. Societies have grown larger by accepting and welcoming people from different backgrounds, creating a whole new culture that embraces diversity. Globalization has actually enhanced cultural identity by enabling individuals to become more self-aware of their own cultural identities (Wani, S. 2011). Rather than promoting homogenization, globalization fosters a sense of ‘togetherness’ where people can learn from different cultures and adopt the best characteristics of each (Smith, A. 2023).
Research on first and second-generation immigrants has shown that globalization positively impacts their cultural identities. It increases their open-mindedness, cultural knowledge, and improves cross-cultural communication (Jensen, L. A., Arnett, J. J., & McKenzie, J. 2011). Moreover, globalization allows individuals to choose which aspects of different cultures they want to embrace, leading to a multicultural identity rather than just one singular cultural identity.
The inheritance of ethnic cultures in times of change is vital in the context of globalization. Every culture is unique and contributes to the diverse global culture. The dialogue between cultures promotes understanding, knowledge exchange, and friendly relations among nations. However, there are concerns that the rich diversity of ethnic cultures may be diluted in the face of increasing global information flow.
Technology plays an empowering role in preserving and promoting cultural diversity. It allows for self-representation, information sharing, and autonomy in managing public images without misrepresentation. Mass media helps revitalize traditional cultures by providing platforms for awareness, preserving language, customs, and culture (Ginsburg, F. 2002).
Conversely, it is important to address the digital divide as it can exacerbate cultural inequalities. Efforts should be made to bridge this gap and ensure that all individuals have access to technology and can participate in global cultural exchanges.
Ultimately, cultural globalization, facilitated by modern technology, has the potential to foster diversity and cross-cultural understanding. It allows for the exchange of ideas, promotes self-awareness of cultural identities, and enables individuals to embrace the best characteristics of different cultures (Grant, B. 2016). While challenges exist in preserving traditional cultures and addressing cultural inequalities, it is crucial to recognize the value of cultural diversity for the benefit of present and future generations.
2.3. Challenges of cultural homogenization and loss of unique identities
In the era of modern technology, cultural globalization has had a significant impact on individuals and society. One of the challenges that arise from this phenomenon is the cultural homogenization and loss of unique identities in societies. Cultural homogenization refers to the reduction in cultural diversity through the popularization and diffusion of various cultural symbols, customs, ideas, and values. This process is often driven by the dominance of Western culture and is seen as a form of cultural imperialism (Ritzer, G., & Dean, P. 2015).
The spread of global culture has led to the common consumption of cultures through the Internet, popular culture media, and international travel. While this has increased cross-cultural contacts and interconnectedness among different populations and cultures, it has also resulted in the erosion of unique cultural identities (Appadurai, A. 1996). Local cultures are transformed or absorbed by dominant outside cultures, leading to a decrease in cultural diversity.
The impact of cultural homogenization on society is significant. It can lead to a loss of national identity and culture as global cultural industries and multinational media dominate local cultures. The spread of Western culture has been particularly criticized for its role in this process, with terms like “McDonaldization” and “coca-colonization” highlighting its negative effects on traditional cultures (Sklair, L. 2002).
Figure 2: Starbucks and McDonald’s global footprint, c. 2003. By the early 21st century, fast food corporations were one of the most visible symbols of American Coca-colonization.
Although, it is important to note that cultural homogenization is not a one-way process. As different cultures mix, there is a mixture of different elements from various cultures. People become aware of other cultures and adopt their elements, leading to a hybridization of cultures. For example, non-American culture has influenced the West through world music, non-American television shows, religion, food, and clothing.
Nonetheless, the challenges posed by cultural homogenization cannot be ignored. The loss of unique identities can lead to a rise in cultural conflicts and a sense of alienation among individuals who feel disconnected from their traditions. Moreover, the dominance of certain cultures can result in misrepresentation, stereotyping, and the risk of losing intellectual property rights.
The digital divide further exacerbates these cultural inequalities. Those without access to technology are excluded from participating in global cultural exchanges and may struggle to preserve and promote their own cultural traditions. Efforts to bridge the digital divide are crucial for ensuring that all individuals have equal opportunities to benefit from the cultural opportunities provided by technology (DiMaggio, P., Hargittai, E., Celeste, A., & Shafer, S. 2004).
In closing, the impact of cultural globalization in the era of modern technology has led to both positive and negative effects on individuals and society. Cultural homogenization and the loss of unique identities pose significant challenges for societies, but there is also potential for cultural hybridization and the exchange of diverse elements. It is essential to address these challenges and bridge the digital divide to ensure that cultural diversity is valued, preserved, and promoted in our increasingly interconnected world.
3. Impact on individuals
3.1. Broadening horizons through exposure to diverse cultures
In the era of modern technology and cultural globalization, the impact on individuals and society has been significant. One of the positive outcomes of this phenomenon is the broadening of horizons through exposure to diverse cultures. Globalization has reduced stereotyping and misconceptions about other individuals and different cultures (Featherstone, M. 1995). With instant access to worldwide information, people can become more knowledgeable and gain a better understanding of foreign values and attitudes.
Moreover, globalization has created a counter-demand for authenticity in cultural identities. While some may associate globalization with homogenization, it actually encourages individuals to seek out their unique cultural heritage and embrace diversity. Cultural differences and ideologies are essential for the advancement of civilization as societies learn from one another and progress in the right direction (Tomlinson, J. 1999).
The acceptance and welcoming of people from different backgrounds have resulted in larger societies that have cultivated a whole new culture of their own. Globalization has enhanced cultural identity by enabling individuals to become more self-aware of their own cultural heritage. Rather than promoting homogenization, globalization fosters a sense of ‘togetherness’ among diverse cultures.
Interracial marriages have also increased as a result of globalization, leading to potential multicultural children who are exposed to different cultures within the same household (Turgeon, L., & Hou, F. 2018). This further contributes to the broadening of horizons for these individuals as they navigate between multiple cultural identities.
However, it is important to acknowledge that not all outcomes align with these positive impacts. Some individuals may be influenced by the prominent culture of a new country they reside in, leading to a loss of their own cultural roots. This can result in cultural conflicts and a diminished sense of identity.
Nevertheless, research suggests that most individuals are able to preserve their values and culture despite living in foreign countries. They actively protect their cultural heritage to pass it on to future generations. Globalization has increased open-mindedness, cultural knowledge, cross-cultural communication skills, and performance in various areas such as education and work (Bartel-Radic, A., & Giannelloni, JL 2017).
While there are outliers and potential negative impacts, the overall conclusion is that globalization positively impacts cultural identities. It allows individuals to choose and adopt the best characteristics of different cultures, creating a multicultural identity (Pieterse, J. N. 2004). Technology plays a crucial role in this process by providing extensive and accessible information about different cultures, enabling people to learn and educate themselves without necessarily traveling.
In summary, cultural globalization in the era of modern technology has broadened horizons through exposure to diverse cultures. It has reduced stereotyping and misconceptions, fostered authenticity in cultural identities, and enabled individuals to become more self-aware of their own heritage. While there are challenges and potential negative impacts, globalization ultimately promotes a sense of ‘togetherness’ among diverse cultures and encourages the adoption of the best characteristics from various cultural backgrounds.
3.2. Potential for identity crises
One of the potential effects of cultural globalization in the era of modern technology is the potential for identity crises and its impact on individuals. As globalization progresses, individuals are increasingly exposed to different cultures and have the opportunity to interact with people from diverse backgrounds (Featherstone, M. 1995). This exposure is primarily facilitated by various media platforms, which make it easier for people to have both firsthand and indirect interactions with individuals from different cultures.
This increased exposure to diverse cultures can make it more difficult for individuals to develop a strong sense of their own cultural identity. In a multicultural household, where parents come from different cultural backgrounds, children may be exposed to multiple cultures within the same household (Umaña-Taylor, A. J., Bhanot, R., & Shin, R. 2014). This exposure can lead to a blending or merging of different cultural influences, resulting in a unique cultural identity for each individual.
Still, this blending of cultures can also lead to potential identity crises. When individuals are exposed to different cultures, they may question their own cultural identity and feel pressured to adopt certain aspects of another culture. For example, an individual may decide to adopt certain Western values or customs while still holding onto their native culture. This decision can create internal conflicts as individuals try to navigate their dual cultural identities.
Moreover, the negative impacts of globalization on cultural identity have been highlighted by research studies. Okpara and Agwu (2015) emphasize that when people move in and out of countries, they tend to adapt to the dominant culture of their new country while forsaking their own roots. This adjustment process can result in a loss of cultural identity and give rise to cultural conflicts (Okpara, F. C., & Agwu, O. I. 2015).
Although, it is important to note that not all individuals experience negative impacts on their cultural identities due to globalization. Some individuals are able to preserve their values and culture despite living in a foreign country. In fact, globalization has been shown to have positive impacts on language retention and acquisition. Many individuals are able to speak their native languages while also learning new languages as a result of increased multiculturalism (García, O. 2018).
Overall, the potential for identity crises due to cultural globalization is a complex issue. While some individuals may experience a loss of cultural identity, others may see an enrichment of their cultural identities through the adoption of positive elements from different cultures (Cenoz, J., Gorter, D., & Jessner, U. 2017). It is up to each individual to decide how they want to navigate their cultural identity in the face of globalization
To conclude, the impact of cultural globalization in the era of modern technology can have both positive and negative consequences on individuals and society. The potential for identity crises is one aspect that needs to be considered. As individuals are exposed to different cultures and have the opportunity to interact with people from diverse backgrounds, they may question their own cultural identity and feel pressured to adopt certain aspects of other cultures. However, it is important to recognize that not all individuals experience negative impacts on their cultural identities, and some are able to preserve their values and culture while embracing multiculturalism (Berry, J. W., & Sam, D. L. 2016). The preservation and promotion of diverse cultural practices are essential in the face of globalization, and efforts should be made to bridge the digital divide so that all individuals can benefit from the cultural opportunities provided by technology.
Figure 3. Causes of Cultural Globalization (Figure adapted from Abderrahman Hassi and Giovanna Storti, “Globalization and Culture: The Three H Scenarios,” in Globalization–Approaches to Diversity [Rijeka, Croatia: IntechOpen, 2012]).
4. Conclusion
4.1. Recap of the opportunities and challenges presented by cultural globalization in the era of modern technology
Summary of the prospects and difficulties brought about by cultural globalization in the era of modern technology :
Cultural globalization, fueled by advancements in technology, has had a profound impact on individuals and society. On one hand, it has led to a reduction in stereotyping and misconceptions about different cultures. With instant access to information from around the world, people now have the opportunity to become more knowledgeable and gain a better understanding of foreign values and attitudes. This has fostered a counter-demand for authenticity, emphasizing the importance of preserving cultural identities rather than homogenizing them.
Figure 4 : Number of people using the Internet, Number of people who used the Internet in the last three months.
Furthermore, cultural differences and diverse ideologies are crucial for societal progress. Through the exchange of thoughts and comparison of ideas, individuals can re-evaluate their choices and decisions. In recent decades, societies have become more inclusive by accepting and welcoming people from different backgrounds. This inclusivity has resulted in the formation of new cultures that combine elements from various traditions.
Globalization has also enhanced cultural identity by promoting a sense of togetherness rather than homogeneity. Technology has made extensive information about different cultures accessible to everyone, allowing individuals to educate themselves without necessarily traveling. This increased self-awareness of cultural identities strengthens personal connections to one’s heritage.
Figure 5 : Adoption of communication technologies, World
However, there are challenges associated with cultural globalization. As individuals prioritize business languages for educational and employment opportunities, there is an increased risk of language extinction. Many languages may go extinct or become endangered if efforts are not made to preserve them. Thankfully, technology provides a means to store and save cultural heritage for future generations.
To close, globalization has both positive and negative impacts on cultural identities. It is essential for individuals to decide if they want to preserve their culture and pass it on to future generations. Efforts should be made to strike a balance between embracing diversity and promoting inclusivity while also respecting the uniqueness of each culture. Cultural globalization should be seen as an opportunity for growth rather than a threat to identity. By leveraging modern technology and fostering a sense of togetherness, societies can navigate the challenges and reap the benefits of cultural globalization in the era of modern technology. (Drew, C. February 17, 2023).
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- Figure 1 :
Globalization and Technology | Introduction to Sociology.
- Figure 2 :
Starbucks and McDonald’s global footprint, c. 2003. By the early 21st century, fast food corporations were one of the most visible symbols of American Coca-colonization.
https://www.accordingtophillips.com/globalization.html
- Figure 3 :
Causes of Cultural Globalization (Figure adapted from Abderrahman Hassi and Giovanna Storti, “Globalization and Culture: The Three H Scenarios,” in Globalization–Approaches to Diversity [Rijeka, Croatia: IntechOpen, 2012]).
https://www.armyupress.army.mil/Journals/Military-Review/English-Edition-Archives/January-February-2021/Islam-Cultural-Globalization/
- Figure 4 :
Number of people using the Internet, Number of people who used the Internet in the last three months.
https://datacatalog.worldbank.org/search/dataset/0037712/World-Development-Indicators
- Figure 5 :
Adoption of communication technologies, World
https://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx
