CARIBBEAN CULTURAL IDENTITY ON THE INTERNET

By Aston Cooke

The Internet is the latest mass media technology to threaten indigenous culture.  It is not only a technology, but an engine of much social change which modifies social relations, dreams and hopes.  The response from the minority cultures already connected  to the Internet has been one of pure articulation.  When articulation occurs, old ideologies are disrupted and a cultural transformation is accomplished.  The Caribbean expression of cultural identity sets the stage for the contradictory mix of competing ideologies   resulting in a compromise equilibrium.  

Cultural identity is defined as cultural references through which individuals or groups define and express themselves and by which they wish to be recognised; cultural identity embraces the liberties inherent to human dignity and brings together, in a permanent process, cultural diversity, the particular and the universal, memory and aspiration.

Cultural identity is extremely important to Caribbean people as we live for representations of our culture in everyday life.  The Internet is no exception.  Caribbean Internet users place paramount importance to the presence of Caribbean culture on the Internet as we use the technology and its services as a compromise in expressing and maintaining the Caribbean cultural identity and exploiting it for cultural reproduction.  

Should the Caribbean be worried about the threat of hegemony or any form cultural domination posed by the Internet to dilute or irradiate the Caribbean cultural identity ?    Dissemination of Caribbean cultural products online is healthy.  Caribbean people all over the world use e-mail, chat-rooms, instant messenger and website services to interact with each other frequently.

The original spread pattern of the Internet attempted to reinforce international cultural inequalities and more specifically, the cultural hegemony of the United States and the dependency of marginalized countries.  This increasing hegemony of the market which treats media audiences as consumers while negating all indication of citizenry and irradiating indigenous cultures was evident in the initial rise of the Internet. 

Although, there existed a clear initial threat of American cultural imperialism and hegemony via the Internet,  the primary data collected shows that Caribbean people have sought to develop a strong presence on the Internet in a somewhat structured way.  Caribbean people use the Internet frequently and produce and publish other online material via e-mail and instant messenger to maintain and further build cultural identity.

There appear to be clear cultural expressions of the Internet by the Caribbean users.  Cultural expressions include maintenance of the collective shared Caribbean cultural identity with other Caribbean people irrespective of residence.  Communication with Caribbean people over traditional geographic borders for the purpose of sharing personal cultural experiences and gathering timely news and information from the archipelago has been a valuable use of the Internet.

As it is important that a strong Caribbean presence on the Internet be developed, the governments of the region ought to take leadership on behalf of its citizens world-wide and produce cultural products and disseminate throughout cyberspace. Governments should immediately develop local Internet policies  and at the same time consider funding  and developing the production of Caribbean Internet products by private citizens.

Caribbean nations have always been concerned about the threat of cultural domination posed by the mass media to dilute or irradiate the Caribbean cultural identity.    Our only recourse therefore, is to focus on the production and dissemination of our own cultural products on the Internet and the creation of chat-rooms and bulletin boards with Caribbean content and using the rich and colourful sounds and sights of the region. 

The Internet is a powerful tool, let us use it to defend ourselves and our Caribbean culture against the onslaught of the powerful majority cultures.   Unlike television and film, the Internet promotes participation more than it does passive absorption of content.  The Internet therefore is more pluralistic than it is imperialistic.

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About the author: Aston Cooke is a communication consultant with over 15 years experience in public affairs and marketing communications in the Jamaican private and public sectors. Cooke is also a prolific playwright having penned several outstanding works for the Jamaican stage, radio and television. You may send feedback or comments to him.
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