The world has turned into a small village in the recent years due to the development of highly complex human interactions. This globalisation is due to the growth of new media over the years and subsequent improvement of the existing media and the ability of the different media to intertwine and interconnect on a global scale (Chen, 2012). How individuals socialise and get integrated into the society importantly draws form the cultural inclinations and the interaction between the culture and upcoming trends in the media. However, even as there continues to develop more complex forms of interaction in media, issues arise that challenge the strides made in digital mainstreaming and the traditional foundation of intercultural integration and communication.
People of different cultures handle information differently. The significance of new media in social-cultural integration is thus increased. Communication behavior, in this case, can either enhance or weaken intercultural adaptation and integration (Prakapiene " Prakapas, 2016). This academic paper seeks to draw on the influence of new media on cross-cultural integration with a significant focus on the impact of new media on ethnic culture, cultural identity, intercultural interaction and intercultural conflict.
New media and ethnic culture
Ethnic or national culture is essential in the process, nature and outcome of everyday interactions. The culture, therefore, dictates how the media is used and the success of using upcoming media in fostering positive intercultural integration and communication (Amedie, 2015). Information technologies and new media have great potential in forming communities and sustaining them. The presence of virtual networking sites such as Facebook, Twitter, Instagram, tinder etc. have led to virtualisation of the physical world and interactions.
The globalisation that is currently ongoing and the virtualization, therefore, defy the pre-existing local time frames and project a form of global timeframe for events. Communities are therefore to some extent out of touch with their immediate environment, and social interactions are limited. As such the western traditional social places such as local cafes, sports grounds and public spaces are obsolete (Chen, 2012). The societies therefor become disjoint as they are disconnected from the conventional means through which people receive personal and social affirmation. High levels of interaction within communities lead to higher social capital that leads to high levels of cohesion within the community that enables it to provide resources for itself (Prakapiene " Prakapas, 2016). There has however been a decline in social capital noted from the reduction in political, religious and civic participation that is further linked to high crime rates and lowered educational performance among other negativities.
Intercultural relationships
Such new media as Facebook, YouTube, blogs and myspace allow people from different corners of the world to present their views in a particular way that is both general and unique and will enable them to be connected in cyberspace beyond the geographical confines.
Due to the flexible nature of such sites and the ability of persons to present their personal opinions freely, the new media affects the development of both intercultural and intracultural relationships both negatively and positively (Amedie, 2015). The nature of new digital media in society can be spun either way as pertains to the influence on the social interactions and integration among different cultures. This is due to the development and creation of personal virtual connections on these sites. Even as some scholars critique the new media as an avenue that obscures relationship with each other and with the physical world, it can also be argued that such social sites provide a channel for easy and fast interaction and integration of persons from different cultures (Chen " Sawyer, 2012). The virtual world created by these media eliminates the awkward physical encounters while at the same time allowing someone from a minority group to interact, learn and communicate with the rest freely.
There also exists the possibility of such media being an avenue that hampers social integration. This is because they can similarly be used to spread stereotypes about a minority group and in so doing eliminate the ability for smooth integration.
It was also noted that in foreign interactions such as studying abroad, blogging led to stronger intercultural relationships with an increased level of competence in intercultural communication (Chen, 2012). Social media also goes beyond enhancing personal integration to business relationships on an international scale.
Intercultural adaptation
New media comes up, and it helps people from all over the world to exchange information and help in increasing peoples understanding of different cultures (Chen " Sawyer, 2012). Immigrants and people going to different parts of the world are therefore able to use the new media to acquaint themselves to different places beforehand and can also allow people to be able to communicate with family, friends and relatives both from the host country and native areas of origin.
The integration that comes up due to this, therefore, allows individuals to marry the two cultures and be able to survive in the different culture smoothly. People living in a foreign country and different lifestyle tend to use the new media more in communicating with others in the host nation and this, in turn, strengthens the personal relationships and generates a sense of belonging (Amedie, 2015). The ability of individuals to use these new media to effect social interaction is, therefore, a critical part of proving their ability to successfully adjust to the host's culture and subsequent successful integration. They can keep up with the cultural barriers during the process of cultural adaptation.
Intercultural conflict
Even with the ability of new media to provide an avenue for construction and definition of an own image, there comes a time when dissimilarities in the different culture’s representation in the media both at individual and community level (Chen " Sawyer, 2012). Virtual communication has limitation based on the perspectives and practical aspects that lead to some asymmetrical communication with existing bias towards a specific group that finally leads to confrontations on a personal or group level. There is, therefore, the need for regulation of such media to help reduce the prevalence of intercultural conflict and set them up as avenues that aid in fostering integration.
The new media especially social sites can also be used to break down stereotypes by allowing for interpersonal relationships between different cultures (Ramesh, 2006). This can, therefore, help to reduce conflicts and allow for seamless interactions between various factions in the community.
Conclusion
The essay tries to bring out the relationship that has been witnessed between upcoming media and social-cultural integration. It expands the scope of study from a local perspective to a global view as dictated by the new media (Ramesh, 2006). It is, therefore, noted that new media, beyond providing a conducive and comfortable means of allowing different cultures to interact, express their opinions and feelings freely and develop relationships, also offers a challenge to the existing norms of intercultural communication and interaction. This is due to the globalisation and virtualisation of interactions which is a departure from traditional social interactions. Of note is also the positive impacts of new media, especially social media, to cultural integration, adaptation and conflict.
References
Chen, G. (2012). The Impact of New Media on Intercultural Communication in Global Context. The University Of Rhode Island, 8(2), 1 - 10.
Chen, G., " Sawyer, R. (2012). The Impact of Social Media on Intercultural Adaptation. The University Of Rhode Island, 21(2), 151 - 169.
Prakapiene, D., " Prakapas, R. (2016). The Impact of Social Media on Intercultural Communication. General Jonas Zematis Military Academy of Lithuania, Mykolas Romeris University, 1 - 10.
Amedie, J. (2015). The Impact of Social Media on Society. Advanced Writing: Pop Culture Intersections, (2), 1 - 20.
Ramesh, S. (2006). Indigenous and Ethnic Articulations of New Media. International Journal of Cultural Studies, 9(4), 1 - 22.
