Unit 3 - Section A: Globalisation - Impact of digital forms of communication on culture

Question 1

What is cultural homogenisation?

Answer 1

Western developed countries have greater access to internet, and greater use of social media websites. Western influences are reflected within social media websites, and majority of written information on internet is English. English as the most common language, has clear implications, some argue this has led to process of cultural homogenisation where Western culture threatens to dominate other cultures. This can lead to one culture being characterised by:

• Capitalist ideology - male leaders in power ‘manosphere’, transnational corporation, outsourcing (e.g. call centres, products, etc)
• Patriarchal ideology - Global issue, top richest are men, world leaders are 21/195 female (The Independent). Gender pay gap - 13.7%. E.g. on Twitter, men abuse women.
• Consumerism - Multicultural societies, online shopping, travel connections speeding up delivery, designer goods available to many. Studies: Polhemus - supermarket of style. Saunders - conspicuous consumption.

Question 2

Fairweather and Rogerson

Answer 2

Cultural Homogenisation is occurring due to:

• Computer software: not being localised therefore Microsoft e.g. reflects Western ways of thinking.
• Advertising: by the West is broadcast on a global scale, therefore presents ideas on what is ‘desirable’. E.g. seen as ideal, what is desirable.
• Anti-social behaviour: on the internet can reflect Western ideas about morality and deviance, e.g. accessing private information, racism, sexism, other forms of harrassment.
• Digital communication does not give rules or police morality and ethics: that can occur in local cultures, e.g. Western views regarding liberalism (e.g. Egypt protest).