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Cultural Erosion as History Throughout The world

Historically throughout the world, in past centuries, "cultural erosion" as Helena Norberg-Hodge refers to it ("The March of the Monoculture") was forced upon "traditional peoples" by world conquerors (at different times in world history, the British; French; Spanish, etc.). According to Goulet, "traditional peoples must be shocked into the realization that they are living in abnormal, inhuman conditions as psychological preparation for modernization". Today, however, as Norberg-Hodge suggests, Western influences, including advertising, television, the internet, and other technologies bring about cultural erosion on their own, by introducing, through those media, a westernized way of life that seems (erroneously) more luxurious, more glamorous, and relatively effortless, especially compared to their own jobs, looks, and lifestyles. Moreover, as D. Varan suggests, the imposition, by media and trans-globalization, of western values and influences, creates:

. . . cultural abrasion, resulting from friction between the contrasting values

reflected in a cultural terrain and a foreign media agent; cultural deflation,

whereby least consolidated facets within a culture are most vulnerable to

foreign influence; cultural deposition, in which foreign beliefs, practices, and

artifacts supplement a cultural landscape potentially providing for cross-

cultural fertilization; and cultural saltation [sic], where social practices may

appropriate communication systems in response to the perceived threat of a

Cultural erosion is seen nowadays in areas of the world where Western influence has begun to dominate and change non-Western peoples' traditional ways of thinking, behaving, and living, particularly in Third World continents like Africa and Latin America, and also in many areas of Asia. Moreover, attitudes about cultural erosion are often complex, and mixed, among


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