digital communications and culture

Question 1

How is McLuhan’s global village linked to cultural homogenisation?

Cultural homogenisation

Answer 1

He likened communications and media to a giant CNS, which would connect everyone in the world
- eventually connect thousands of cultures into one ‘superculture’
- cultural diversity will eventually be replaced by cultural sameness

Question 2

How does Steven support the argument that cultural homogenisation is occurring?

Cultural homogenisation

Answer 2

He observed that much of the world listen to the same music and watch the same shows
- normally American or western

Question 3

marxist

How does Seabrook criticise cultural homogenisation?

Cultural homogenisation

Answer 3

• cultural homogenisation is actually a form of ‘cultural imperialism’
• most of the internet is controlled by Western based companies who spread their capitalist views:

consumerism being central and increasing individualism

Question 4

What did Hall argue?

Answer 4

tthe accelarated pace of globalisation brought about by digital communications would have three possible consequences for local cultural identites

• cultural homogenisation
• cultural hybridity/glocalisation
• cultural defence/resistance

Question 5

cultural homogenisation

Answer 5

the process by which all cultures are becoming the same

Question 6

cultural hybridity/glocalisation

Answer 6

cultures take on aspects of other cultures but merge them with their own

Question 7

cultural defence/ resistant

Answer 7

national and other ‘local’ identities being strengthened by the resisance to globalisation

Question 8

Give an example of cultural defence/resistance

Cultural defence/resistance

Answer 8

Indigenous tribes such as the Awa tribe in Brazil’s Amazon rainforest use digital communications to protect their rights through companies such as ‘survival international’

Question 9

Give at least two examples of glocalisation/cultural hybridity

Cultural defence/resistance

Answer 9

**Martell

1) western media adapt products to appeal to local audiences eg MTV
2) local cultures select elements of westernised global culture eg bollywood

Question 10

How does Giddens challenge the idea that cultural homogenisation is occurring?

Reverse colonisation

Answer 10

less powerful countries dominating over western ones
- eg ‘mexicanisation’ of california