Changing identities and cultures

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

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

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

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

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

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

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

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

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

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

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

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

The **variety of cultures** — languages, religions, ethnicities, foods and customs — found within a place or across the world.

The **blending of two or more cultures into a new form** (hybrid food, music, language or fashion) that belongs fully to neither parent culture.

A **population that has spread from its original homeland** and settled elsewhere while keeping ties to that homeland.

When a **global product or brand is adapted to local tastes** — for example a worldwide chain selling a regional dish.

The **visible imprint a culture leaves on a place** — places of worship, ethnic shops and restaurants, signage, festivals and street life.

The **loss of difference** as places and cultures become more alike under the same global brands, languages and media.

People can belong to **more than one culture at once** — for example a homeland and a host city — so they hold **multiple, overlapping identities**.

It **adds cultural diversity**, **creates hybridity** (blended second-generation culture), and **modifies the cultural landscape** (places of worship, ethnic retail, signage).

It varies with **migration and diaspora history**, **physical factors** (isolation, accessibility), **colonial history**, and **political/immigration policy** — global cities are most diverse.

**Jobs and incomes** (tourism, trade), **cultural exchange** (wider food/music/film), and **creativity/hybridity** plus revived traditions.

**Homogenisation** (places look alike), **language loss** (minority languages die out), and **eroded or commodified tradition**.

That cultural losses outweigh economic gains only **partially and unevenly** — heaviest for small exposed cultures and minority languages, lightest for large diverse cities; gains are economic, losses cultural.