Cultural identity is an essential part of human life. It refers to the shared beliefs, values, customs, language, history, religion, traditions, art, literature, music, food, and other aspects that make up a group's way of life. Societies often find it challenging to preserve their culture because of various factors, including globalization, modern technology, mass media, consumerism, imperialism, colonialism, and economic competition. Global entertainment ecosystems are no exception. They consist of cultural products such as movies, TV shows, music videos, video games, apps, websites, and social media platforms that reach millions of people worldwide. These ecosystems influence the ways in which individuals perceive themselves and others, making it difficult for them to maintain their unique identities. In this article, I will discuss how societies negotiate cultural identity when global entertainment ecosystems overshadow local production.
Globalization has made the world more interconnected than ever before. People can easily access information and interact with each other across national borders through digital technologies like computers, smartphones, tablets, etc. This has facilitated communication between different cultures, leading to greater understanding and acceptance.
It has also created pressures that force societies to conform to Western ideals.
Hollywood produces the majority of blockbuster films, TV shows, and music videos consumed by people globally. As a result, they tend to replicate American stereotypes and narratives. While this may be exciting for some people, it threatens to erode the distinctive features of individual cultures.
One way that societies can navigate cultural identity is by creating content that reflects their values and experiences.
African countries have produced hit movies and television series based on traditional beliefs and practices. 'Black Panther,' directed by Ryan Coogler and Chadwick Boseman, was released in 2018 and grossed over $1 billion at the box office. It explores the mythology and folklore of Africa while incorporating contemporary issues such as racism and colonialism. Similarly, 'Blood Sisters' (2022) depicts the lives of two young Nigerian women who investigate police corruption after one of them goes missing. These productions demonstrate how societies can tell stories that resonate with their audiences despite global entertainment ecosystems.
Another approach is adapting foreign content for local consumption.
Disney+ has adapted popular children's programs such as 'The Mandalorian' and 'Moon Knight.' They are American shows but tailored to suit Indian viewers through changes in costume design, set decoration, dialogue, accents, and storylines. This allows societies to consume global products without compromising their identities.
Such adaptations often raise questions about authenticity and representation. Some critics argue that they reinforce existing power dynamics instead of challenging them.
Negotiating cultural identity amidst global entertainment ecosystems requires creativity, persistence, and resilience. Societies must create original content, adapt foreign material, or use hybrid forms to maintain their distinctiveness. Still, they should also embrace new ideas and technologies to remain relevant and competitive.
How do societies negotiate cultural identity when global entertainment ecosystems overshadow local cultural production?
In modern society, there is no longer any doubt that popular culture has become more dominant than ever before due to the rise of digital media. Global media conglomerates are constantly creating new content that appeals to international audiences and reach billions of people at once.