GLOBAL VILLAGE AND CULTURAL IMPERIALISM

Global village describes the phenomenon of the entire world becoming more
interconnected as the result of the propagation of media technologies throughout the
world.

Marshall McLuhan - who was a Canadian thinker, coined the term 'global village' in the
1960s. It shows how media, pictures, and content are created and consumed on a
regular basis by global audiences

Cultural homogenization - is an aspect of cultural globalization, listed as one of its

main characteristics, and refers to the reduction in cultural diversity through the
popularization and diffusion of a wide array of cultural symbols—not only physical
objects but customs, ideas and values.

Cultural imperialism - is the process and practice of promoting one culture over
another. Often this occurs during colonization, where one nation overpowers another
country, typically one that is economically disadvantaged and/or militarily weaker.

Herbet Schiller argued that not only was the world being Americanized, but that this
process also led to the spread of “American” capitalist values like consumerism.

John Tomlinson, cultural globalization is simply a euphemism for “Western cultural

imperialism” since it promotes “homogenized, Westernized, consumer culture”.