Cultural Homogenisation. Communications & Media Essay

CULTURAL HOMOGENISATION

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Cultural Homogenization

Cultural homogenization is understood as the reduction in cultural diversity by means of the diffusion and popularization of an extensive range of cultural symbols, including physical objects as well as values, ideas, and even customs (Melluish 2014, p. 540). It is facet of cultural globalization, and is sometimes called Americanization. This paper provides an exhaustive discussion of the concept of cultural homogenization. It compares different approaches by various authors in relation to the concept and draws relevant examples.

According to Cojocaru (2013, p.994), cultural homogenization is the process through which a dominant outside culture absorbs or transforms local cultures. Cultural homogenization could, theoretically, lead to the worldwide assimilation of a single culture and the breakdown of cultural obstacles (Melluish 2014, p. 541). It could impact a country’s national identity and culture, which would be eroded through the impact of global multinational media and cultural industries (Cojocaru 2013, p. 995).

The improvement in communication and economies at large facilitates cultural homogenization through global trade as multinational companies are able to offer goods and services in several continents (Cojocaru 2011, p. 991). Various multinational firms have facilitated the exchange of cultures to different continents through their range of products and services. Today, Disneyland is a global empire, with Euro Disneyland in Paris hoping to attract more tourists than the Swiss Alps, the British Museum, Sistine Chapel, and the Eiffel Tower combined, while the Disneyland in Tokyo draws in excess of 350,000 visitors each week (Mele & Vujnovic 2016, p. 23). People all over the globe are watching videos and listening to pop music which offers escape, excitement, as well as the feeling of connectedness to a larger world. The v...