Transnational media representations and cultural convergence – An empirical study of cultural deterritorialization

Abstract

This paper suggests a mediated model of cultural deterritorialization. It conceptualizes the relation between intercultural capital, perceived cultural proximity and exposure to transcultural media representations. Intercultural capital refers to knowledge about, and familiarity with other cultures. Perceived cultural proximity describes the individually varying perception of other (territorialized) cultures as close to one’s own culture. This perception of closeness results from identification with this other culture. The concept is to be distinguished from Straubhaar’s notion of cultural proximity designating a culturally bound individual’s tendency to prefer media content that is closer to his or her own cultural identity (Straubhaar, 1991, 2003, 2007, 2008). To test the proposed model we conducted an empirical study with 962 German respondents. We found empirical support for a relation between intercultural capital and perceived cultural proximity that was mediated by exposure to transnational media representations.