3.2 Is Culture Still Relevant in Today’s World?

Culture refers to the ideas, customs, practices, and social behaviours that define a particular people or society. It includes language, traditions, rituals, art, music, literature, social norms, and shared values. These elements create a collective identity, offering individuals a sense of belonging within their communities. However, in an increasingly globalised and consumer-driven world, questions arise about whether traditional cultures are still relevant.

Understanding Cultural Transformation

Globalisation and technological advancement have accelerated cultural change across the world. The world has become increasingly interconnected across both time and space, bringing different cultures into closer contact than ever before. Innovations such as the internet, mobile phones, television, and global transport networks have made it possible for cultural influences to travel rapidly across the globe.

A significant driver of cultural change within the Western world is the rise of influencer culture, stemming from the widespread use of social media. With around 50% of people relying on social media for their news, influencers have gained considerable power in shaping public opinion, consumer behaviour, and lifestyle choices. However, this influence often prioritises mainstream global trends over traditional practices.

For example, streaming platforms typically promote globally popular content, limiting the exposure of local art and heritage. Similarly, the commercialisation of holidays such as Christmas shows how cultural traditions can lose their original meanings when absorbed into global consumer culture.

These processes contribute to the erosionThe process by which rocks and soil are worn away, which contributes to the geological incorporation of isotopes like strontium and lead. of cultural identity, weakening community bonds, and leading to social fragmentationThe breaking apart of DNA strands into smaller pieces over time, complicating sequencing in ancient samples..