NEW MEDIA AND IDENTITY CRISES: A CHALLENGE OF CULTURAL HOMOGENIZATION

Due to the supply of modern networks considerable modifications are now bringing new trends to media, consumer interaction and knowledge. New media and modern technology leads towards better infrastructure, reordering factual information which is followed by updated global networks and free flow of international communication. So the current paper is intended to serve two objectives: 1) review the globalization of media and 2) how the global media affect the national cultures in different ways The main focus of the study is to understand the basic concept of the process of globalization with all of its challenges for cultural homogenization and will further indicate that uniqueness of identity does get affected both by new media and globalization. Further this paper has viewed the relationship between globalization and cultural identity crisis underlying assumption that globalization is manifested in the intercultural penetration Processes which have substantial effects on the cultural identities. Moreover the paper reveals that effects of globalization and new media has influenced the younger youth as compared to the older youth, as result of that the uniqueness of identity is transformed in to one global identity and changes in the cultural patterns. Keywords: Cultural Homogenization, Globalization, New Media, Cultural Identity