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An Essay on Digital Culture Hybridization: A Myth or Reality?

An Essay on Digital Culture Hybridization: A Myth or Reality?
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Author(s): Rohit Malhotra (JK Business School, India)
Copyright: 2023
Pages: 12
Source title: Cultural Marketing and Metaverse for Consumer Engagement
Source Author(s)/Editor(s): Amandeep Singh (Chitkara Business School, Chitkara University, India), Sandhir Sharma (Chitkara Business School, Chitkara University, India), Amrinder Singh (Jain University, India), Murat Unanoglu (İstanbul Aydin University, Turkey)and Sanjay Taneja (Uşak University, Turkey)
DOI: 10.4018/978-1-6684-8312-1.ch003


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We all are fully aware about the VUCA- volatility, uncertain, complex, and ambiguous world. This VUCA is a result of the cultural transformation due to the fusion of functional aspects of the virtual and physical world. We perceive the speed at which the digitally oriented marketing strategies are bombarded on the e-consumer. Hence, a question arises about the traditional conceptualization of cultural hybridization, which was considered as a pure, innovative, transformative, and organic process being, somewhat highly compromised while using digital resources to dynamically connect our consumers. These and many more concerns will be dealt by providing diversified views of the authors who have worked extensively in this direction. Right from views of the traditional sense of colonization and localisation perspective in cultural hybridisation to broader context of inclusion of media and communication studies, and the role of digital media in particular. This includes without saying the notion of globalization in shaping cultural hybridisation and its various facets.

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