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European Media Culture, Identities and Paradoxes of Cultural Globalization
- Liljana Siljanovska, South East European University, Tetovo
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The local and the global, as explained by theorists of cultural globalization (Robertson, Giddens and Waters) are not mutually exclusive but there are two dimensions of dialectical opposition to the uncertain process of a global culture. The local must be understood as an aspect of the global and globalization as highlighting the creative association of local cultures. At the time of postmodernism, according to the proposal of Roland Robertson, we face the replacement of the concept of cultural globalization with a new amalgam – glocalization, which is a combination of the words global and local. The development of cultural concepts within cultural policies worldwide cannot be understood without looking at the phenomena of cultural diversity of nations, at the attempts to a European cultural homogenization and at the already established angle of Americanization especially through media and its role in the world. These aspects are part of forming a cultural identity with separate levels and unification of standards, norms and rules globally. Localism does not mean simply moving to globalism, nor does de – location or relocation define the global nexus. Where should the European Union go? The civic concepts of organizing the European family with more than 500 million citizens in the spotlight have placed the category of being European – a category that lately defines Europe’s identity crisis. Its efforts to build its identity were very difficult out of the narrow, national framework of EU members. That in turn qualifies the Union as a community of national and cultural diversities, despite her plotting for Americanization of European cultural space, as a synonym for globalization cultural values, especially- the media space.
This paper aims to emphasize the contemporary analysis of the relationship between media and cultural identity in the EU from several different theoretical approaches, as well as through comparative analysis of European media policies and regulations and their applications in some European countries and candidate countries for membership. The purpose of this research is to prove that the EU has failed to create an appropriate media culture or a base for European citizenship, and so the issues of identity and citizenship- become two separate issues.