تكنولوجيا الاتصال و آليتها في اختراق الخصوصية الثقافية للمجتمعات العربية

Abstract EN

This study aimed to identify the mechanisms through which modern communication technology penetrates the cultural specificity of Arab societies by producing a hybrid consumer international identity.

To answer the study's questions and achieve its objectives, the descriptive approach was used.

We have reached conclusions, the most important of which are: Cultural penetration as a concept of contemporary cultural dominance of consumer culture is a means used by global capitalism to penetrate the logic of world's cultures specificity, particularly culture, with the aim of producing a global cultural consumer market that enables it to increase capital accumulation beyond any concept of privacy or constants.

This has led it to use a range of mechanisms to achieve its objective that are applied through modern technologies, perhaps the most important of which are: comprehensive commodification, continuous change, flooding public sphere with private sphere issues, and establishing the principle of consumerism as a social system.