1. brings people together (collective identity)
1.1. through the use of media
1.1.1. better understanding of the different languge and cultures
1.1.1.1. eg, printing press caused the different European languages were standardized, facilitating the establishment of nation states
1.1.2. makes the world a smaller place with the use of tecnology
1.1.2.1. McLuhan described how the globe has been contracted into a village by electric technology
1.2. tends to relocate people (migration(
1.2.1. cultural diffusion
1.2.1.1. eg, 40% of London's total population was from an ethnic minority group
2. uproots and divides the people (individualism)
2.1. the web was criticised of fragmenting instead homogenizing
2.1.1. people are too busy with their work
2.1.1.1. but their shifts are long
2.1.1.1.1. Their families have no occasion to spend time together
2.1.1.1.2. children grow up with very little adult influence
2.1.2. bigger countries such as the United States, may overrun the other, smaller countries' cultures, leading to those customs and values being faded away
2.1.2.1. AmericanizationStarbucks, McDonald's, Burger King, Pizza Hut, KFC and Domino's Pizza
2.1.3. undermine the preservation of these traditions by cultivating in young people a resentment of the culture of their elders
2.1.4. arouse superiority
2.1.4.1. those who are more fortunate/ well-off dont care about the others