This has meant that communication technology has been the winner at spoiling the very basis of varied cultures across the board. The communication technology regimes have come about with an emphasis on internet and related means of inter-connection. Culturally speaking, the spread of the communication technology regimes has happened with the advent of time. There is more westernization in the society now than was present in the yesteryears.
The internet and the mass media ranks have brought in adoption of the western culture in different ways and that too in a quick manner. The kids have started to get acquainted with the modern day aspects of living and hanging out with their friends which are more closely associated with the western norms (Underwood). They have started to get alienated from their own customs and rituals, which is an element of worry in the long run. The emphasis is therefore placed on the people who have forgotten their roots for all the wrong reasons, and are now trying to concentrate elsewhere, more specifically the western culture and its related spheres of influence. The parents are generally more concerned about their kids getting away from their roots and focusing more on the western practices (Barnes 2004). This has meant that they have fondness for cultural manifestations like food, music and dance which have close associations with the west rather than their own peculiar customs (Kiesler 1997). The homogenization of the society has therefore marred it and the negativities have come about in an apparent manner. This is one issue that the western brands are trying their best to cash upon and thus earn the mileage that they so require for their respective brands and products. Looking at the same from an ethical standpoint, this is a worrisome factor because it brings to light the shortcomings of the other cultures and their dependence on the western schemes and