Globalisation and Cultural Exchange: Exploring the Impacts of Increased Cultural Interaction
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Abstract
This paper examines the impacts of globalisation on cultural exchange. Its major focus is on the African continent. Using Appadurai's (1996) framework of ethnoscapes, mediascapes, technoscapes, financescapes, and ideoscapes, it conceptualises globalisation as a multifaceted phenomenon that simultaneously integrates and fragments societies. While globalisation has facilitated the global dissemination of African culture—as evidenced by Nollywood cinema, Afrobeats, and diasporic connections—it has also imposed external norms, exacerbated resource exploitation, and threatened cultural autonomy. The analysis highlights Africa's resilience and creativity in adapting to global flows while emphasising the need for strategic engagement to mitigate the risks of homogenisation and dependency. This paper argues that the future of globalisation in Africa depends on balancing innovation and growth with the preservation of cultural identities to ensure that the continent remains an active agent in shaping global cultural narratives.