Cultural diffusion and a global culture

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The **spread and adoption of cultural traits** from one place or group to others, sped up by global interactions.

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A **single transferable element of culture** — a food, fashion, brand, word, belief or custom that can spread.

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A **global product or idea adapted to fit local tastes, rules and language** (think global, sell local).

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When a **powerful culture's traits spread so strongly they displace or weaken** local cultures (often called Westernisation).

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A **shared culture of buying branded goods and services** as a marker of identity and status across many countries.

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A **shared second language** used across borders — today **English** in trade, science and the internet.

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**TNC branding**, **media/streaming**, **social media**, **migration/diaspora**, **tourism** and **language (English)**.

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Migration, music and food also flow **back and laterally**, so global cities form **hybrid** cultures — it is an exchange, not a one-direction takeover.

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**Global brands/consumerism** and **English as a lingua franca**, plus **shared streamed media** giving billions common references.

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**Glocalization and hybridity** (products adapt locally) and **active resistance** (quotas, language protection, revived traditions).

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Named contemporary case studies on **both sides**, a genuine **counter**, an explicit **judgement**, and **synoptic links** to Units 4 (TNCs) and 6 (resistance).

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A **shared global layer** of brands, language and media is emerging, but it sits **over resilient, adapting local cultures** — hybridity, not uniformity.