Media and strategies of persuasion and cultural domination

Abstract

In this article, we propose to address the question of the cultural hegemony that contemporary Western states seek to impose on the rest of societies, by transcending the concept of “acculturation”, towards a “forced acculturation” which uses cognitive tools and the techniques developed by modern social sciences, in particular the strategies of persuasion and cultural hegemony which use the media and new communication technologies. Thus, this creeping globalization tends to dissolve the local cultural specificities with their social, religious and moral values, in the new world culture, by using with its strongest arm, the means of communication, within the framework of a forced acculturation. which touches all levels of social and cultural reality. We will explain how the work of domination, which today has taken the name of "globalization", aims to legitimize the enslavement and colonization of other peoples and to rule the world, to establish a single system subject to the law of market. We will also show how modern communication tools are used to disseminate studied and deliberately planned messages, with the aim of stereotyping non-Western cultures and replacing them with the dominant Western culture, with its values and norms that are not necessarily compatible with the socio-cultural models of these societies. Finally, we will present some tools of "cultural resistance" which allow a return to a balance in the cultural relations between societies and civilizations, on the basis of respect for cultural specificities, tolerance and acceptance of the other and of its differences through intellectual and cultural exchange processes.