Critics of cultural homogenization theory point out that as different cultures mix, homogenization is less about the spread of a single culture as about the mixture of different cultures, as people become aware of other cultures and adopt their elements. However, while some scholars, critical of this process, stress the dominance of American culture and corporate capitalism in modern cultural homogenization, others note that the process of cultural homogenization is not one-way, and in fact involves a number of cultures exchanging various elements. This process has been resented by many indigenous cultures. The process of cultural homogenization in the context of the domination of the Western ( American), capitalist culture is also known as McDonaldization, coca-colonization, Americanization or Westernization and criticized as a form of cultural imperialism and neo-colonialism. The term is usually used in the context of Western culture dominating and destroying other cultures.
Ĭultural homogenization can impact national identity and culture, which would be "eroded by the impact of global cultural industries and multinational media". In theory, homogenization could work in the breakdown of cultural barriers and the global assimilation of a single culture. Cultural homogenization has been called "perhaps the most widely discussed hallmark of global culture".
O'Connor defines it as "the process by which local cultures are transformed or absorbed by a dominant outside culture". 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.
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