Sociology – Paper 4 – Globalisation: Key debates, concepts and perspectives | e-Consult

Model answer:

Transnational media—such as satellite TV, streaming services, and social networks—exerts powerful influence on cultural identity. Its impact can be seen as both homogenising and diversifying.

• East Asia: The global popularity of K‑pop and Korean dramas (the “K‑wave”) spreads South Korean cultural symbols worldwide. This can homogenise youth culture, as fans adopt Korean fashion, language, and values, sometimes at the expense of local traditions. Conversely, the same platforms allow Asian creators to showcase regional diversity (e.g., Taiwanese indie films, Japanese anime), fostering a sense of distinct cultural pride and encouraging hybrid identities that blend global and local elements.
• Latin America: Telenovelas and Latin music streamed on platforms like Netflix and Spotify reach global audiences, reinforcing a shared Latin identity based on language, rhythm, and narrative themes. However, exposure to Hollywood productions and global reality TV formats can dilute local storytelling traditions, promoting a more universal consumerist identity. At the same time, digital spaces enable Latin American creators to produce content in indigenous languages (e.g., Quechua YouTube channels), reinforcing minority identities and diversifying the cultural landscape.

Overall, transnational media can create a global cultural marketplace that standardises certain tastes while simultaneously providing tools for local and sub‑cultural expression, leading to complex, layered identities.