The Influence of Mass Media in the Process of Cultural Globalization: A Case Study on the Adoption of Popular Culture in Various Countries

Imas Dety Fajrina, Korry El Yana, Fiora Riza Armevia, Celly Amelia Putri, Siti Fatimah Zahra, Aley Jawa Raya, Muhammad Rifdan Irwanto, Siti Nurul Hikmah

Abstract


In the continuously evolving era of globalization, mass media plays a crucial role in connecting various cultures and facilitating cultural exchanges between countries. This process of cultural globalization, accelerated by television, the internet, and social media, enables faster and broader adoption and adaptation of cultures worldwide. However, this phenomenon also yields consequences such as cultural homogenization, hastening the spread of uniform values, lifestyles, and consumption trends globally. This study examines the impact of mass media on the process of cultural globalization, focusing on the adoption of popular culture and its implications for diversity and local cultural identity. By employing a literature-based approach, this research illustrates how mass media not only disseminates popular culture but also commodifies culture and utilizes it as a tool for hegemony or propaganda. Nonetheless, with proper management, mass media can also support cultural diversity and help preserve local cultural identity. The findings of this study emphasize the importance of a balanced approach in addressing cultural globalization, where mass media is utilized as a means to promote healthy cultural exchanges and respect cultural uniqueness.

Keywords


Cultural Globalization, Mass Media, Adoption of Popular Culture, Cultural Homogenization, Cultural Diversity

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DOI: http://dx.doi.org/10.52155/ijpsat.v45.1.6307

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