Özet:

Globalization, regarded as a new view of modernity, also fulfills a function that standardizes all areas of social life. The last area that globalization forced to standardize is culture. The benefits of the digital age, which enables the preparation of the environment of social change at a global level, are the locomotive of cultural globalization. The integrated parts of digital life are computers, smartphones and tablets that use advanced technology, combining with the Internet substructure, building a cultural networking community that provides transition between cultures. The network society is closely influenced by separating its culture from history and geography through electronic communications lines. Social media apps such as Twitter, Facebook, YouTube continue to develop this dynamics by adding it to the global media network. The spreading mass media and social media applications are the carriers of global cultural flow and Western-type cultural change. The process of globalization, which makes cultures that develop original forms in different parts of the world open to interaction, ensures that societies accept and internalize different forms from external resources. A process of similarity appears to be experienced that incorporates the lifestyles and social practices of all cultures. However, economic and technological developments make it difficult to develop different and original cultures, while facilitating the spread of a center-driven culture. The effects of cultural globalization, homogenization, polarization and hybridization, in which the mass communication means accelerate the more integrating processes, are the subject of this article. The study opens the interaction of the digital communication age with local cultures and cultural globalization to the debate in the media context.

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