Cultural homogenisation occurs when cultural products, preferences or practices become more similar across societies.
Cinemas in three countries once showed quite different film selections. A company supplying films to cinemas now distributes the same successful film series to all three, and those films occupy more of their schedules. Viewers increasingly encounter similar entertainment.
This growing similarity is cultural homogenisation. Wide distribution, repeated promotion and the popularity of familiar brands can encourage people in different places to watch, buy or do similar things.
Shared interests can make cultural products familiar across borders. However, when a few products dominate attention, smaller local creators and practices may receive less space. Whether that leads to a lasting decline needs further evidence.
Similarity in one area does not make whole societies identical. People who watch the same films can still use different languages, practise different customs and interpret the films differently.
Worked example: The same music in different places
A music app introduces the same heavily promoted playlist in several countries. Over two years, the most-streamed lists in those countries become more alike as more listeners choose songs from that playlist. Local music continues to be made and heard.
- The platform gives the same songs visibility across national borders.
- The growing overlap in listening provides evidence of homogenisation in these music choices.
- The conclusion is limited to the pattern measured. It does not show that all listeners make the same choices.
- Local music still exists. To claim its dilution, check whether its practice, audience or transmission is declining, rather than relying only on the shared playlist.
Watch out for this
Similar shopping or entertainment choices mean people have the same culture in every respect.
Specify what has become more similar. Evidence about films, music or clothing cannot by itself establish identical languages, beliefs or family practices.
Check your understanding
Shopping streets in several countries increasingly sell the same international clothing brands. Interviews show that shoppers still follow different family customs. Which conclusion fits both findings?
- Different family customs mean there can be no cultural homogenisation.
- The countries now have identical cultures because their brands overlap.
- Available clothing products are becoming more similar while other cultural differences remain.