Homogenization

Homogenization

1. Majority in English

   • Western cultural perspective
     • Cultural homogenization = spreading Western values
       • Capitalist world view
       • Patriarchal ideology
       • Secular ideas
       • Increased individualism
     • Products like MS Word
       • Geared to US English
         • Assumptions about style, dates
     • Advertising
       • Ideas about norms, eg focus on sports
       • Sexualisation of women
       • Importance of money
     • Antisocial behaviour online reflects Western norms
       • Privacy
       • Racism
       • Harrassment
     • Unregulated compared to local cultures
       • Middle East resists Western liberalism
     • Digital companies forced to adapt to local practices
       • Croteau & Hoynes (1997)
       • People resist US media
         • Use internet to promote local language/culture
           • Blogs
         • Indigenous peoples protect way of life
           • Tribalnet
       • GLOCALISATION
   • 873M users in 2015
   • 705M Chinese
   • 257M Spanish
   • 168M Arabic

2. CULTURAL DEFENCE

   • Sreberni Mohammadi (1996)
     • Simple image of Western domination is exaggerated
       • Ignores complexity
         • Antony Giddens (1991)
           • "Reverse Colonization"
             • e.g. 'Mexicanisation' of California
               • Mexican food/music
   • Use of internet by religious groups
     • ISIS