الحوار الثقافي
Volume 15, Numéro 1, Pages 797-811
2026-06-12
Streaming Hegemony And Cultural Identity: Decoding Communication Patterns In The Era Of Digital Platforms
Authors : Ouahabi Naziha .
Abstract
This article examines the interplay between "Streaming Hegemony" and "Cultural Identity" within the context of Media and Communication Sciences. By decoding the algorithmic communication patterns of platforms like Netflix and Shahid, the research analyzes how digital flows reshape the Arab viewer's perceptions. The study adopts a critical analytical approach to investigate the transition from collective spectatorship to atomized consumption. Findings reveal that while streaming platforms facilitate transnational dialogue, they impose a standardized narrative formula that threatens local cultural particularity. The research concludes that navigating this digital hegemony requires a balance between technological universality and the preservation of regional identity through enhanced digital literacy and sovereign algorithmic infrastructures.
Keywords
Streaming Hegemony; Cultural Identity; Digital Platforms; Algorithmic Communication; Arab Media.
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