The Tension Between Global Reach and Local Identity in Creative and Cultural Industries

The chapter examines the intricate balance between global exposure and the preservation of local cultural identities facilitated by digital platforms. It begins by exploring the opportunities and challenges posed by digital platforms in enhancing global cultural exchange. These platforms democratize content creation and distribution, offering creators unprecedented access to global audiences. The chapter highlights how marginalized communities utilize these platforms to amplify their voices and advocate for their rights. However, the chapter also addresses significant challenges. It discusses cultural homogenization, where dominant digital platforms often propagate Western norms, potentially eroding local cultures. The algorithms of these platforms tend to favor mainstream content, sidelining niche cultural expressions and reinforcing existing power imbalances. Additionally, the digital divide poses barriers to equitable access, particularly for economically disadvantaged and rural communities, limiting their participation in the digital economy and cultural exchange. The chapter then focuses on strategies to preserve and promote cultural diversity amidst digital homogenization. It suggests the promotion of local content through supportive policies, funding, and digital literacy initiatives. Digital platforms can play a role by curating diverse content and fostering partnerships with local cultural organizations. The importance of ethical cultural representation and international frameworks like the UNESCO Convention is emphasized to safeguard cultural diversity. An empirical study within the chapter examines the effectiveness of recommendation systems on streaming platforms in promoting local content. Utilizing the Technology Acceptance Model (TAM), the study investigates how various dimensions of perceived usefulness (PU) influence the relevance of local content recommendations. It highlights the moderating role of cultural identity in enhancing user engagement with local content recommendations.