The Internet as a Context for the Generation and Dissemination of the Future’s Transnational/Global Culture: A Cultural Constructivist-Based Analysis

Abstract

This paper analyzes the enhancing role that the Internet may have in the rapprochement of the values’ structures from those countries whose individuals make regular use of it in their communication and commercial exchanges. To do that, we propose a value transfer process from the online to the physical contexts. It is theoretically demonstrated that our main premises are plausible, if dynamic approaches to culture are considered. The Internet enhances the generation and dissemination of a worldwide transnational (consumer) culture. Our analysis and projections are based on the prism adopted by recent constructivist approaches to the study of culture; i.e., the Dynamic Constructivist Approach and the Social Constructivist Theory. This is the kind of approximation to the study of the cultural factor which recent international marketing reviews consider more adequate nowadays. So, the questions we discuss, our proposals, as well as the modern views of culture we base ourselves on, should be of interest to interest to international marketing specialists.