Page 40 - English in Media Discourse

local identities. Critics argue that globalization,
particularly through Western domination, leads to a
homogenization and sameness across the world, posing
a threat to cultural and national identity 89.
2. Local Identity Preservation and Resistance:
a. In response to the perceived threat of cultural
homogenization, there are efforts to preserve local
cultural values and identities. Islamic nations and
Muslims, for example, are highlighted as actively
responding to the preservation of Islamic culture and
values in the face of globalization 90.
b. The impact of digital ICT and global media on local
cultures is a subject of concern, with tensions arising
between consumer-dependent lifestyles and more
community-centered values. There are efforts to
challenge the dominant views and hegemonic social
relations, emphasizing the importance of counter
discourses and resistance to cultural homogeneity 91.
3. Complexity of Globalization and Local Cultural
Dynamics:
a. The globalization of media can lead to both
homogenization and heterogenization of local cultures,
with aspects of U.S. culture coexisting alongside local
culture, contributing to cultural diversity in some
contexts 92.
b. The impact of globalization and global media on
cultural homogenization is contested, with some
scholars arguing that homogenization may not
necessarily be a negative outcome and that the benefits
of homogenization may outweigh the goods of cultural
diversity 93.

In summary, the impact of media discourse on cultural
homogenization and local identity preservation reflects a complex
interplay of global and local cultural dynamics, power struggles,
and resistance to dominant cultural forces. The tension between the