Westernization vs. Indigenous Traditions: A Critical Study of Culture Wars through the Lens of Cross- Cultural Communication and Pragmatics

Abstract

The continuous cultural conflict between Westernization and indigenous customs is a complicated conflict influenced by cross-cultural communication dynamics rather than just a conflict of values. Likewise, Western ideals, which advocate individualism, economic liberalism, and technical advancement, frequently oppose indigenous traditions based on communal life, linguistic legacy, and traditional knowledge systems as globalization speeds up cross-cultural interactions. This conflict is especially noticeable in the areas of language, education, media, economic systems, and social norms, where indigenous perspectives are marginalized and Western ideals are frequently promoted as the benchmark for modernity. This study looks at how, in the ongoing cultural struggle, communication serves as a tool for resistance as well as assimilation. Language change from indigenous tongues to mainstream Western languages reshapes identity and worldview. Western-controlled media generates global narratives that shape perceptions of tradition and modernity. While frequently ignoring indigenous epistemologies, educational institutions propagate Western values. Traditional communal economies are disrupted by the introduction of capitalism systems through economic transactions. Social conventions, such as gender roles and family structures, change as a result of exposure to and contact with different cultures. This study examines how media portrayal, regulatory frameworks, and barriers to cross-communication affect the maintenance or deterioration of indigenous identities using historical, sociological, and linguistic viewpoints. Case examples from a variety of geographical areas—such as China, Latin America, Africa, and the Islamic world—emphasize the various ways cultures use communication techniques to manage cultural impact. In the end, the study asks whether reciprocal adaptation and communication may lead to cultural cohabitation or whether Western discourse's dominance will continue to homogenize world culture.