One significant way the internet can interrupt the hierarchical diffusion of a globalized culture is through the phenomenon of “reverse innovation.” In a traditional hierarchical diffusion model, cultural trends or innovations typically spread from major urban centers, like New York, to smaller cities and rural areas. This top-down process often relies on influencers, media, and established pathways of communication.
However, the internet enables grassroots movements and localized trends to gain traction independently of these traditional pathways. For example, a unique cultural trend or subculture can emerge in a less prominent location, perhaps driven by social media platforms, online communities, or grassroots creators. This trend can then gain widespread popularity and recognition, reaching global audiences without having originated in a world city.
As a result, the internet facilitates a more democratized cultural exchange, allowing for simultaneous and lateral diffusion of ideas and practices across different regions. This shift disrupts the conventional flow of culture and challenges the idea that world cities alone define and disseminate global culture, leading to a more intricate and multifaceted cultural landscape.
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