THE EVOLVING MEDIA CULTURE THAT IS TRANSFORMING AND BEING TRANSFORMED BY LOCAL IDENTITIES
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Abstract
With the advancement of Telecommunication technology, media users today are in constant transaction with various identities and cultural norms from around the globe. As such, geographical indexing is no longer absolute as ideologies and cultures are shared and exchanged – questioning the boundaries of cultural identities shaped by nation state. This occurrence of cultural diversity is gaining reality in response to our modern condition of media dominance. In such circumstances, western media is perceived to be a global hegemonic machine. This paper intends to seek if the local identity of Asian countries is at stake due to the aggression of western media. The investigation is put forth by an argument that media reception of each culture or country is varied. Thus, the western culture that is being swept across the world through media domination may not necessarily be hegemonic as claimed, as it demands localization due to political, cultural or regional constraints in order to increase the receptivity of that particular medium. Finally the paper attempts to illustrate that a fluid and fluctuating identities are being formed beneath this growing transaction of local identities and Western media. These new forms of identities serve as the necessary dissonance for the prevention of any cultural hegemony (be it local or global) in our current-modern conditions.
Keywords: Cultural Diversity, Media dominance, fluid identity, dissonance subject
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