English Department Option: Linguistics

The Impact of Western Culture and Life style on the

Identity of Moroccan youths: Faculty of Arts and
Humanities, Sais-Fez as a case study

Submitted by:
Supervised by:
Dydouh Mohamed Prof.Nfissi
Abdelhamid
 Academic year 2021/2022
Dedication

This paper is cordially dedicated to my beloved parents, brothers and

sisters, who have been a permanent and overflowing fountain of hope and

enthusiasm. They have always been pushing me to move forward and face

every hardship with great determination. I also owe a debt of gratitude to my

friends: Moutanabbi Amine, Zaim Ibrahim, Zaim Yassine, Ferdaous

Oumaima, and Guertit Ahlam for their support and encouragement. Without

them, neither I would have been here nor would this paper have been made

possible.
 Acknowledgement

First and foremost, I want to thank God, to whom I am eternally grateful

for his guidance, protection, and patience. I'm also grateful to my supervisor,

Professor Abdelhamid Nfissi, who helped and directed me throughout the

project and was the driving force behind this research. Also, a big thank you

to all of the English teachers at the Sais-Fes Faculty for their help and

guidance during my time there.

 Table of Contents

Dedication………………………………………………………………………

Acknowledgement………………………………………………………………

Table of contents………………………………………………………………

Introduction……………………………………………………………………1
Chapter One: Theoretical part………………………………………………………………………...

1.1. Understanding cultural identity………………………………………………………………………3

1.1.1. What is cultural identity……………………………………………………………...4

1.1.2. Youths’ involvement in Western culture reshapes their identity…………………….5

1.2. Acculturation and its effects on youth……………………………………………………………...6
1.3. Cultural globalization: Pros and Cons……………………………………………………....8
1.4. The contribution of mass media in spreading the Western culture……………………………...10
1.5. What is meant by Westernization?...........................................................................................12
1.5.1. The effects of Westernization on culture………………………………………………………...13
1.5.1.1. Some of the advantages of adhering to Western culture……………………………...14
1.5.1.2. Some of the disadvantages of adhering to Western culture……………………15
Chapter Two: Practical part…………………………………………………………………………...

2.1. Methodology………………………………………………………………………………………16

2.2. Context of the study………………………………………………………………………………....

2.3. Data collection and participants……………………………………………………………………...17

2.3.1. Participants of the study…………………………………………………………………...
2.3.2. Data collection…………………………………………………………………………......
2.3.3 Analysis of the procedures………………………………………………………………...18
2.4. Findings and discussion………………………………………………………………………………...19
Conclusion and recommendation…………………………………………………………………………….31
References……………………………………………………………………………………………………...33
 1

Introduction

The word culture remains very complex to contain, because it encompasses

all the human activities that differ from one culture to another. Nevertheless,

according to the American Dictionary of Psychology, culture “is a distinctive

pattern of activities, beliefs, and traditions associated with one central feature of

life in a particular culture. The conception of culture is amongst the outermost

used terms of psychology. In general, anyone can consider culture to be equivalent

to sophisticated mental attributes such as skill, accumulated works, harmony,

and image (Lebrón, 2013, as cited in Qureshi et al., 2021) Culture develops over

time as a foundation of a civilized society. Culture, as a fluid quality of society,

is shaped by a myriad of elements, varying from a country's political system to

individual lifestyles. Different mindsets, ideologies, and techniques of

association are all included in culture as a way of life (Shafia Baber, Furrakh

Abbas, D. A. M. Q., 2021).

Since the last few decades, Western culture has had an accelerated

effect around the world, with some studies indicating that Western culture is

akin to modernization. The rapid spread of Western culture in underdeveloped

countries has usually been blamed on the Western world (Kang, & Chang,

2016; Colvina, Voleta, & Fozdar, 2014, as cited in Qureshi et al., 2021).

Because of globalization, capitalism, and global mass media, youths turned up

living in a revolutionary era that which in turn flipped their lives entirely
 2

upside down. According to Sibani (2018), a thorough examination of the

impact of western civilization on African culture reveals both positive and

negative effect, as a result most of Africa’s indigenous culture has given way

to European culture, whether on purpose or by mistake to the point where it is

virtually an inextricable aspect of their existence.

Youths appear to have complete freedom to communicate with people

from various cultural zones in this era of communication and technology

breakthroughs. With the proliferation of global media outlets, multinational

corporations, and extensive internet connectivity, television networks from all

over the world are becoming increasingly popular (Friedman,1994).

Globalization has reawakened a lot of interest among Africans in general and

Moroccans especially. Moroccan youths, like those in other developing

countries, have been exposed to a greater degree of western identities. As

evidenced by their daily lives, the prevalence of American cinema among

Moroccan youngsters is having a significant impact on them. Many young

people are growing up promoting western cultural pleasures, hip-hop music,

and other forms of music. Moroccan traditions are swallowed up by Western

society, whether deliberately or accidentally. This current study aims to reveal

the impact of Western culture and global mass media on Youth’s culture by

focusing on the role of digital television in the creation of external social

norms in the faculty of arts and humanities Sais-Fez.

 3

This paper is organized into two parts. The first part is theoretical.

Within its range, we are going to shed light on cultural identity and cultural

globalization, their definitions, pros and cons, and explore both the positive

and negative effects of each one on young people. Also, to investigate the role

and contribution of main stream media in the persistence and domination of

western culture. The second part is practical; here, we are going to shed light

on the data collection and analysis process. In order to analyse the

questionnaire filled out by students from the faculty of arts and humanities at

various levels, quantitative and qualitative approaches will be used. In the

process, this paper will attempt to answer the following questions:

 Where does the influence of western culture manifest?

 To what extent does the media help in spreading the western
culture?
 What impact does globalization have on young people?
 How can we detach youths’ identities from the west?

Chapter One: The theoretical part

1.1. Understanding cultural identity

Serai (2018) notes that a person's cultural identity is woven together

by their life experiences, race, nationality, heritage, beliefs, language, customs,

and ideology. Understanding and honouring one's cultural identity can increase

self-esteem and pride. Cultural identity knowledge is critical for effective

cross-cultural communication in an increasingly diverse society and

 4

interconnected global world. In education, politics, medicine, social policy,

business, and foreign diplomacy, cultural identity is a contentious issue of the

decade. He also argues that people establish constrained worldviews and

perspectives of others by refusing to embrace cultural identities. Cultural

identity development, according to Denise Tolliver and Elizabeth J. Tisdell,

can "help people survive persecution and be motivated to assist social

progress." Instead of avoiding concerns, one method to move toward

understanding cultural identity is to ask and answer questions. Many "are

contemplating the need to be active in social transformative activities in order

to ensure the world's survival," according to Tolliver and Tisdell. Tolerance

and acceptance are taught through diversity education in schools, businesses,

communities, and religions around the world.

1.1.1. What is cultural identity

Research conducted by the 8.1 Foundations of Culture and Identity

reveals that cultural identities are” components of self-based on socially

constructed categories that teach us a way of being and include expectations

for our thoughts and behaviours”. Race, ethnicity, gender, social status, sexual

orientation, and religious beliefs can all contribute to a person's identity.

Identity has several facets, including cultural and social identity. Attitudes,

ideas, actions, and clothes that are deemed typical for a given group make up

culture. There are many other civilizations with distinct traits inside a
 5

dominant culture. Core cultural identities include race, ethnicity, and

nationality. For making sense of the world and recent events, cultural identity

serves as a lens and a frame of reference. Competitive advantage arises from

cultural diversity because it brings together a variety of talents and viewpoints

(Serai, 2018). Wilson (2022) states that “your cultural identity is a critical

piece of your personal identity (and worldview) that develops as you absorb,

interpret, and adopt (or reject) the beliefs, values, behaviours, and norms of the

communities in your life”. Our cultural identity is important because it

influences how we interpret and react to the different situations in life. If we

stick to it, we wouldn’t be drifted by the western stream.

1.1.2. Youths’ involvement in Western culture reshapes their identity

According to StudySmarter (2017) “Cultural identities are the distinct

identities of people or groups in cultural or subcultural categories and social

groups. Categories that make up cultural identities include sexuality, gender,

religion, ethnicity, social class, or region. We are often born into our cultural

identities. Therefore, participation is not always voluntary”. However, Social

identities are aspects of an individual's identity that originate from their

participation in social groups to which they are personally devoted. These are

social commitments made voluntarily, often as a result of shared interests or

hobbies (Studysmarter, 2017). Involvement in identity groups can either be

voluntary or involuntary. However, it can also be explicit (being involved in a

 6

particular social group), or implicit (buying and listening to certain types of

music). “Social identity and individual confidence (as well as social

acceptability) is often gained, for example, through wearing popular brand

names or ‘class’ items of clothing” (Miles, 2000, as cited in Bourn, 2008).

Although youths are not unaware of global change, their economic

situation makes them more exposed to the uncertainties and risks connected

with economic and cultural globalization than other social groups. Young

people are frequently at the vanguard of technological and cultural advances

that may be related with globalization, as previously indicated, people are

expressing themselves through a wide range of worldwide media (Bourn,

2008). When exposed to Western culture, youth adapt and remake themselves

in the image of their peers, as well as other cultural and geographic influences,

and construct identities that reflect this diversity. The internet and new

technology have played a significant role in allowing young people to reinvent

their own identities (France, 2007, as cited in Bourn, 2008).

1.2. Acculturation and its effects on youth

Understanding the term "culture" can help us better understand the terms

associated with acculturation. Simply put, culture refers to a way of life and a

lifestyle. Culture refers to the various ways and factors that individuals and

groups of people speak, operate themselves, celebrate holidays, and express

their dogmas. As you might expect, there is a wide range of cultures all over the
 7

world (Acculturation: Definition, Theory & Examples, 2015). Individuals or

groups of people must acculturate, or adapt to the new culture's behaviours,

values, rituals, and language, when they move from living a lifestyle of their

own culture to living a lifestyle of another. The act of that shift is referred to as

'acculturation.' According to Cole (2019) The process of acculturation takes

place between two groups, neither of which is necessarily the majority or

minority. It can happen to individuals or groups, and it can happen as a result of

in- person encounter or contact through art, literature, or media. Regarding the

definition of acculturation, Barker, (2004) states that acculturation Learning and

acquiring language, values, and conventions through “imitation”, practice, and

experimentation is required to 'continue on' in a culture. Acculturation relates to

the social processes through which humans acquire the information and abilities

necessary to become members of a culture. The family, peer groups, schools,

work organizations, and the media are all important locations and agents of

acculturation. This latter develops a an “individualistic sense of uniqueness and

self- consciousness that is widespread in western societies” (Barker, 2004) in

youths and keeps the one attached to the west more than his own identity.

Acculturation creates a conflict between youths and their parents that

can result in alienation and separation from one another, which can have a

significant impact on their identity formation and emotional well-being. As

some family members embraced the cultural qualities of the dominant culture

while others retained those of the heritage culture, acculturation conflict caused
 8

family members to feel culturally detached and isolated from one another (Huq,

Stein & Gonzalez, 2016).

1.3. Cultural globalization: Pros and Cons

According to Watson (2020), cultural globalization is a phenomenon in

which the standardization of cultural expressions around the world is reflected

in everyday life as impacted by the spread of products and ideas. Globalization

has been viewed as a tendency toward homogeneity that will eventually render

human experience everywhere essentially the same, propelled by the efficacy or

appeal of wireless communications, computerized commerce, popular culture,

and worldwide travel. Another research reveals that "globalization" refers to the

growing connectivity and interdependence of social, cultural, and economic

events across national borders. Globalization entails the widening of links,

relationships, and networks among human societies, as well as an increase in the

intensity of these phenomena and a general acceleration of all of them (Crane,

2011).

Globalization is a misdirected policy that promotes competition,

deregulation, privatization, and an open capital market under the guise of

improving the poor's economic prospects. Globalization is now perceived as

forcing cultural uniformity on non-indigenous people. Under the guise of

globalization, this cultural imperialism is imposing western values on

unsuspecting poor Africans in order to improve their economic status. Films,

television shows, enticing advertising, music, and other culturally insulting

 9

programs continually display and peddle American values and products, which

are alien to African culture but progressively infiltrating their culture and

polluting their traditions. As a result, it's not unexpected to see these illnesses in

urban neighbourhoods, inner-city kids, and rural areas, where they promise

glitter and a wonderful life (Daramola, I., & Oyinade, B, 2015).

The positive effects of globalization, at the global level, the performance

of all economic activity. Increasing the speed of commercial, financial, and

technological processes, as well as expanding the society and improving access

to information, can help poor countries feel less isolated. Globalization can help

people to be part of the global community. However, globalization does more

harm than good. The negative effects can be seen in the obvious importation of

commodities under the guise of globalization.

These imported commodities are now flooding underdeveloped African

markets, accompanied by alluring mass advertising that, while superficial, is

transforming people's perceptions and instilling unexpected wants in people

from traditional communities (Akande, 2006, as cited in Daramola & Oyinade

2015, p.36). “The effect of cultural imperialism “globalization” is mind

boggling; the result is loss of identity, loss of traditional values, and loss of self-

pride”. Daramola & Oyinade (2015) state that some African people are being

marginalized as a result of cultural globalization. As George Orwell puts it in

his 1984 book "All animals are equal, but some are more equal than others." In

contrast to the Western principle of individualism, this cultural imperialism

 10

disguised as globalization is harmful to Africa's traditional lifestyle, a culture

developed out of close family ties, traditional values. Young people become

insecure when exposed to the wider world of unnecessary wants which leads to

the loss of indigenous identities as stated above.

1.4. The contribution of mass media in spreading the Western culture

In global telecommunications theory and study, the media play an

important role in cultural globalization is a controversial subject. The media

propaganda theories, such as "magic bullet" or "hypodermic needle"

hypotheses, argued that the mass media had significant impact over audiences

(Kraidy,2002). As Kraidy mentions; culture's globalization is often attributed

to global mass media. After all, current media technology like satellite tv and

the Internet have created a consistent flow of trans - border pictures that join

human beings everywhere in the world. How might youths in India, Turkey,

and Argentina join a Western way of life of Nike shoes, Coca-Cola, and rock

song in the event that they did not have entry to international media. As a

result, the mass media is stated to have a massive effect on cultural

globalization. And according to Everett (2002) “global dialogue is being

fostered by corporate agents whose bottom line is profit rather than the welfare

of the citizens” (as cited in Daramola & Oyinade, 2015). Without the

contribution of mass media contributing to a very much extent in spreading the

western culture youth wouldn’t even know about it.

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It is unsurprising that Television Network News (CNN) as well as other

large media institutions are shoving primarily American ideas and culture into

far-flung corners of the globe. The question is “to what extent do youth benefit

from the western culture?”. The American media continues to blast African

culture with a plethora of media content that is both foreign and harmful to the

culture of the people. Rock music, sensational material, pornography,

advertising, and a plethora of junk materials that emphasize sex, criminal

activities, violence, and homosexuality that were once prohibitions in culture

are now extremely common; cults in schools, and other foreign content are

repeatedly being transferred to the third world countries at an alarming rate

(Daramola & Oyinade, 2015).

Young people are always imitating whatever they see on screen. The

desire for Western ideas and conventions has supplanted the bonds that once

bound people together. Western goods are displacing Moroccan goods as

students acquire a growing interest in Western-made goods over Moroccan-

made goods. The flood of high-priced western goods has given rise to

bootlegging and forgery across the country. Not only Moroccan Youth are

infected with the disease of cultural globalization, but also the whole continent

combined CNN's false coverage has distorted societal values. The tragedy of

cultural globalization would be that Africans are no longer interested in

conserving their cultures and traditions; instead, they are being swept away by
 12

a multitude of share hopelessness in foreign cultures, or rather civilizations that

are foreign to Africa. The international mass media have been playing a

significant role in broadcasting the western culture and bombarding young

people with different kinds of music, movies, food, etc. As a result, youths are

lost.

1.5. What is meant by Westernization?

Westernization according to Britannica (2014) is the process of cultures

and countries in other areas of the world adopting the culture of western

Europe, whether by force or influence. As part of the colonial process,

Westernization spread throughout most of the world, and it continues to be an

important cultural phenomenon as a result of globalization. Western culture is

a broad word that refers to a history of social norms, ethical ideals, traditional

rituals, religious beliefs, political structures, and specific objects and

technologies. It is sometimes associated with Modern civilization or European

civilization. The phrase has come to refer to nations where European

immigrants or settlement has had a significant impact on their history,

including the Americas and Australia, and is no longer limited to Western

Europe. The Classical Era of the Greco-Roman antiquity and the impact of

Christianity are the two roots of Western civilization (Studymoose, 2016).

Westernization has become global and it has a tremendous effect on the lives

of youths.
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1.5.1. The effect of Westernization on culture

Westernization is spreading throughout the world as a result of

globalization. Because of globalization, different countries have adopted

Westernization, and it goes without saying that this has had an impact on

young people's lifestyles. In the previous few centuries, westernization has had

a ubiquitous and rapid influence around the world, with some philosophers

presuming that westernization is the same as modernity. It's been a severe

threat, and many people are progressively losing their culture as a result of it.

Our traditions, rituals, family, and love and respect toward others have all been

strongly influenced by Westernization.

We should really be thankful of who we are and keep our cultures alive.

Who will follow your culture if you don't? If you can't bear the thought of your

rich, unique identity, your status will tumble, and you'll be left with nothing to

lead you through life. Isn't it boring that everyone in the world lives the same

way, eats the same food, wears the same clothes, and so on? We possess

cultures that shape our lives, and therefore we must make the best use of them.

People blindly follow western culture without understanding its ramifications

(Westernization vs culture, 2013).

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1.5.1.1. Some of the advantages of adhering to Western culture

The pros and cons of Western culture are many and varied. First, we

mention the pros of Western culture, which are represented in the following

points: according to Studymoose (2016) “the world is treated as a global

village”, because of globalization and the importation of goods and services.

There is only one overriding aspect of globalization: integration. It's all about

interconnectedness and communal consciousness. It has an impact on

everything, if it is a corporation or a country, group of people or even an

individual. But here's a simple truth: globalization has always helped people

connect with one another and create good communication in a "borderless

world." Besides, satellite tv has made young people’s lives a lot easier by

giving them an instant and constant access to information, news from every

part of the world in a blink of an eye.

Western civilization is famed for its high living standards. Because of the

related benefits, such as high living standards, some people are eager to

embrace western lifestyles. People in modern societies enjoy their leisure

activities and possessions, such as computers, automobiles, nice homes, and

other forms of entertainment. While westernization is a risk to culture, there

 15

are also positive aspects to this topic. 3rd world countries' healthcare system

has improved as a result of western values. This is due to efforts to battle

inadequate sanitation, assist in the treatment of preventable diseases, and

introduce innovative drugs to countries with limited resources. Education and

media channels such as movies, twitter, and Facebook would also benefit

(Mynard, 2017).

1.5.1.2. Some of the disadvantages of adhering to western culture

Besides the pros of western culture, there are also cons as follows;

Parents and elders are not respected by children. Family has become more

fragmented, and many have lost touch with their family. By adopting an

artificial lifestyle, one can become an artificial human. Losing interest in

learning about one's own traditions and customs. Parents are viewed as a

source of stress for their children. Parents fulfil their responsibilities, and their

children view them as a burden as they get older. Discos have evolved into a

way of life. Alcohol and pub culture have evolved into a way of life. Pre-

marriage sex Late-night get-togethers No apprehensions about close relatives,

e.g., Moral deterioration Loss of attachment and affection for one's family.

People become very conceited (Westernization vs culture, 2013). The most

compelling argument against westernization is that it deprives other countries

of a significant quantity of culture. For example, instead of traditional clothes,

many countries, such as India, are embracing the "western" jeans and t-shirt
 16

style. Another good example is the subject of food. Burgers, fries, pizza, and

other Western foods are displacing traditional dinners in many nations. Other

examples include music, language, and way of life, but are not restricted to

these. The argument basically states that western civilization is eroding other

countries' values and traditions (Mynard, 2017).

Chapter Two: The practical part

2.1. Methodology

This research uses both a qualitative and quantitative approach to investigate

and examine the impact of western culture and lifestyle on young people's

identities. In addition, a questionnaire was used as a research method and

instrument to analyse the influence from many perspectives for this study.

2.2. Context of the Study

This research was carried out in the Faculty of Arts and Humanities, Sais, Fes,

in the English department. Furthermore, the effects of Western culture on

youngsters were chosen as a good case study for this research, which attempted

to look into the key consequences on their lives in general.

2.3. Data collection and participants

2.3.1. Participants of the Study

Students in grades S2, S4 and S6 make up the majority of the study's

 17

sample. A probability sampling technique of simple random sampling method

was employed in order to give a chance to each participant of the population

selected, because Western culture has not only affected a specific kind of

youths, but it has had an impact on every member of society without them being

aware of it. Besides, youths are cultured and young. They are also well

accustomed to Western culture.

2.3.2. Data collection

A questionnaire was the essential tool that was used to fulfil the needs of

this study. The main task performed by the participants was to answer questions

related to the manifestation of Western culture in their daily lives, and which

type of this culture specifically they were applying. The observational study was

utilized to make observation on the students' way of life and self-identity that

includes their language and eating habits, as well as the music they listen to, the

products they use, the movies they watch, their clothing and hairstyles, and the

TV channels and shows they enjoy.

The data is analysed using both qualitative and quantitative research

methods to substantiate and cross-check data collected in one method to that of

the other. A quantitative approach was specifically assigned to examine the

respondents' thoughts towards the impact of western culture and lifestyle on the

identity of youths. On the other hand, a qualitative approach is opted for to

locate and evaluate the manifestation of western culture based on the responses
 18

of the participants.

2.3.3. Analysis of the Procedures

This research aims to investigate and evaluate the impact of western culture

on young people. In addition, the first part attempts to shed light on the different

areas where Western culture’s influence seems to take place, investigating both

its positive and negative effects. Furthermore, the mass media plays a

significant role in broadcasting and propagating western culture. If it did not

exist, we would not even hear of the west and its famous culture. The second

part is to identify in which kind of western culture youths are immersed. Also,

to underline the students’ responses behind embracing that culture and

forgetting about their indigenous identities. The survey consists of

various closed ended questions that allow respondents to select an answer from

a list of pre-selected possibilities, making it easier to categorise the groups

participants were asked to respond. The questionnaire includes open-ended

questions, which are used to collect feedback and far more insightful responses.

2.4. Findings and discussion

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2.4.1. Findings

The procedures used in this study are intended to analyse and test the

impact of western culture on young people's daily lives.

This section summarises and assesses the questionnaire findings of the

research, examining data on the students' responses to questions about the

continuous and concrete manifestations of western culture. The graphs below

demonstrate these thoughts in depth:

2.4.1.1. When you watch international TV stations, do you find it amusing?

16.70%

Yes
No

83.80%

FigureN°1

According to the chart above, 83.80% of respondents loved watching

 20

international TV stations, which indicates that the majority of respondents

preferred international TV channels. As a result, young people spend their time

watching the worldwide media. This demonstrates that western cultural aspects

have a high likelihood of influencing the youth's local culture, lifestyle, and

identity. On the other hand, only 16.70% of the respondents despised watching

international TV. Further, one might deduce from this that copying western

cultural features was mainly a result of a globalised culture.

2.4.1.2. What aspects of Western culture pique your interest the most?

6%

23%

22%

Hair style
Food style
Clothing style
Music style
Other

17%
31%

FigureN°2

In the light of the data presented above, 17.40% of those surveyed were

interested in western dress style, 31.20% in western music style, 20 percent in

western food style, and 6.40% in western hair style, and the rest, 22.90%, were
 21

willing to take part in other categories of western culture.

From the data derived above, we can say that the majority of the

participants were interested most in western music such as hip-hop, rap, jazz,

etc. and disregarded their country’s music. Furthermore, youths were interested

in western food style such as fast food, pizza, etc. additionally, some

participants were more interested in western clothing styles than in the clothing

styles of their own countries, as well as cultural and traditional dressing

methods.

2.4.1.3. Which genre of films and music do you prefer to watch and listen to?

16.20%

2.50
%

Western movies and music

Indian movies and music
Moroccan music and music

81.30%

FigureN°3

According to the graph above, 81.30% of respondents spend the

 22

significant amounts of time watching western films and listening to their

music, while 2.50% watch and listen to Indian music and movies, and the

remaining 16.20 % enjoy watching and listening to their local Moroccan

movies and music.

In light of the data embedded in the chart above, we can deduce that it

supports the notion that the majority of respondents watch and listen to western

movies and music, respectively. As a result, the youth's replication of western

cultural features is due to western music and films. Moreover, globalisation has

very much contributed to popularising and promoting western culture.

2.4.1.4. Do you believe that those who spend more time on social media lose

touch with their family and friends?

2.50% 1.20%

11.10%

Yes
No
sometimes
Never

85.20%

FigureN°4
 23

According to the chart above, 85.20% of respondents agree that using

social media reduces the amount of time they spend with their families and

friends. While 11.10% disagree, 2.50% believe that social media has an impact

on children's interactions with their parents at times and not at other times.

Because of social media, people isolate themselves from their relatives and

friends, spending their time on Facebook, YouTube, and WhatsApp rather than

spending time with their loved ones. Furthermore, instead of communicating

and sharing thoughts openly and honestly, discussing ideas on Facebook leads

to the development of a shallow social and amicable relationship. However,

only 1.20% of those surveyed object to the idea. This means that if plans are

made ahead of time, they will not have a detrimental impact on their

relationship.

2.4.1.5. Do you believe that foreign media propagates acculturation and

western cultural hegemony among youths?

 24

2.50%

Yes
No

97.50%

FigureN°5

According to the graph above, 97.50% believe that international media

encourages acculturation and Western cultural domination among youths. This

indicates that the majority of the responders support the idea. The majority of

the time, foreign television channels promote western cultural components,

practices, styles, and ways of life over the culture in general of emerging

countries. Channels such as MBC2, MBC ACTION, etc. primarily

promote western culture and lifestyle, for example American films, European

football, etc.

Western television networks promote western lifestyle as superior,

contemporary, and reasonable, while others portray them as irrational and

antiquated. So, in their daily lives, youths who watch international Television
 25

stations, western movies, foreign TV series, and listen to western music are

driven to assimilate western culture and western style by abandoning their

local culture and way of life. On the other hand, 2.50% of the respondents

disagree with the idea. This means that the international media encourages and

promotes the preservation of local cultures that are on the verge of extinction.

2.4.1.6. Do you believe that globalisation has harmed the productivity and

cultural beauty of young people?

1.30%

31.60% Yes
No
Perhaps

67.10%

FigureN°6

According to the figure above, 67.10 % think that globalization has

harmed their artifacts and cultural richness. Youths also use commodities such

as fashionable jeans, miniskirts, and foreign haircuts to celebrate religious and

cultural holidays. Additionally, western cosmetics are used so extensively

among the girls that it goes without saying to see them out using a tone of
 26

make-up and relating themselves to the west. As a result, their artifacts are

reduced. Besides, 1.30% say perhaps it does, they are not 100% sure. However,

31.60 % of those questioned objected with the idea. This denotes that

globalization aids in the revival of local traditional products and urges them to

be refined. It promotes diversity as a source of beauty.

2.4.1.7. Do you agree that young people's exposure to modernity has an

impact on their indigenous identity?

3%

20%

Yes
No
Perhaps

78%

FigureN°7

According to the above data, 77.50% of respondents believe that youth's

exposure to modernity has an impact on their family's local cultural heritage.

Because of their exposure to modernity, youths are no longer bound by the

rules and culture of their social norms. And they may adopt a religion that is
 27

not the same as their families' religion, resulting in a strained connection

between youths and their family members. If young people adopt new styles,

religions, and media portrayals, their family's native culture will vanish.

Youths are increasingly isolated from their families as a result of

modernization. Furthermore, 2.50 % of the participants are neither against nor

with, which might explain that modernity sometimes is a good thing.

Nonetheless, 20% of respondents are opposed to the idea, meaning that young

people’s engagement with modernity contributes to altering, moulding, and

empowering their ancestors' traditions.

2.4.1.8. Do you feel too proud when you speak foreign languages?

33.80% 33.80%
Yes
No
Sometimes

21.30%

FigureN°8

According to the statistics in the chart above, 33.80% of respondents think

that while speaking foreign languages, especially western ones, young people

feel overly proud, which could indicate that they are not proud of their own
 28

languages, such as Arabic, Moroccan Arabic, and Berber language. Another

33.80% say they are proud at times, but not all of the time. The remaining

21.30% of participants, on the other hand, do not believe that speaking foreign

languages will cause them to lose their identity or take pride in anything,

which is a good thing, but they do believe that speaking languages other than

their mother tongue will increase their exposure to the world and awareness of

their surroundings.

2.4.1.9. the manifestation of western culture in the campus

Despite the fact that the representations are countless, the following are the

most common: Girls and boys are wearing Nike and Adidas shoes, jeans, and

mini dresses; speaking languages other than their mother tongue; trying out

new hairstyles; using different types of haircuts; listening to foreign music

(such as hip hop, rap, and jazz music); and using earbuds and headphones.

Furthermore, smoking has become a natural and bad habit among young

people. Western culture's representations on the campus are so many that

naming each one would be impractical. As a result, hairstyles, clothing styles,

listening to foreign music, and purchasing foreign items can all be considered

as representations of western culture that are extraneous to our Moroccan

culture and traditions.

 29

2.5. The participants' perceptions about the impact of western civilization

on their own culture and identity

Enjoying western films, listening to western music, and purchasing western

commodities, according to the majority of respondents, did not make them

abandon their culture, lifestyle, or identity, but rather diminished its value in

their everyday lives. That is, they adopt the western culture, style, and clothes

that they have seen in the media and other forms of cultural transmission. As a

result of this predicament, the value of their native cultural aspects is lessened.

Youths are being driven to lose sight of who they are due to the dominance of

western cultural aspects. On the other hand, several respondents claimed that

western culture aids them in modernizing their outdated views, culture, and

lifestyle via media exposure.

2.6. Discussion

The objective of the research is to find out how western identity affects

young people's identity and cultural use in their everyday lives. It may be

noticed right away in the conclusions revealed in the graphs above of the

miscellaneous incarnations of western civilization. According to the findings,

young people appear to spend large amounts of time watching global channels.

This shows that western cultural components have a massive effect on the

youngster's indigenous culture, way of life, and identity. This could lead one to
 30

believe that imitating western cultural aspects was mostly an outcome of a

globalized environment. Globalisation has been playing an enormous role in

spreading western cultural elements, western goods, basically everything that

has a western quality is disseminated through the international media outlets

that appear to expose youths to that particular culture. Thanks to satellite TV,

news from all over the world is broadcasted for everyone to watch and listen to,

but that does not mean everything international TV stretches out is beneficial.

For example, movies that contain violence and profanity are simply considered

an abomination which in return could have an impact not only on young

people’s behaviour, but also on adolescents.

As a result of globalisation and mass media participation throughout the

previous few decades, youth culture is continually influenced by Western

culture. Both Moroccan and Western cultures have different approaches to

religion, beliefs, rituals, ethics, values, traditions, and way of life. This had an

impact not only on Moroccan youth, but also on fresh faced in other developing

nations. These changes have a profound impact on all segments of society,

especially the youth’s population, who have begun to identify with Western

values with pride. Additionally, Western music, such as hip-hop, rap, jazz, and

others, draws youths’ attention the most, while their country's music is ignored.

They also began to adopt new western eating styles such as ready meals, pizzas,

and other items that captivated their curiosity, which reveals that some
 31

individuals are more interested in western elements than their nation's own

traditional patrimony. Moreover, as stated in the charts above, western

television networks portray the western way of life as superior, modern, and

rational, while others portray it as irrational and primitive. As a result, young

people who watch international television networks, western movies, foreign

TV series, and listen to western music in their daily lives are compelled to adopt

western culture by giving up their native culture and way of life. Speaking

foreign languages such as French, English, Spanish, and others is a sign of

literacy and knowledge consumption, while speaking Arabic, Berber, etc. is

shameful and outdated.

Conclusion

According to the data gathered from respondents using both quantitative and

qualitative research methodologies, the youth were heavily influenced by

western media, entertainment, commodities, and cultures which enabled them to

develop various ideologies with a western flavour. The mainstream media, with

its numerous foreign and domestic venues, appears to be the medium that

purports to lead youths into the depths of western culture, because no one would

even hear of another culture being dominated if the media did not exist. The

youth's day-to-day lives have ended up progressively weaved with western

 32

media and excitement. They have started to receive western culture and ways of

life while disregarding their claimed social components and ways of life.

Western culture gets to be the prevailing culture among the understudies on

campus, which comes about in a decrease in the pertinence of social diversity

and disarray of character. Youth who accept Western inborn culture continue to

be shaped by Western culture, necessitating their intrinsic social ideals and

convictions to be considered as second-rate and archaic. The western media

piques the interest of some of the young people. Through the introduction of

western culture, their excitement contributes to the construction of their

character. Moreover, free time is one of the key reasons why youth stick to

western culture. They spend their free time watching Hollywood films and

listening to rap and hip-hop music, among other things. These activities help to

create a favourable climate for westernization.

Recommendation

The following recommendation are taken based on the study’s findings:

 Forms of awareness for the appreciation of indigenous culture should be

procured and promoted through schools and universities.

 To foster local culture, the media should be a primary source of teaching

in society.
 33

 To demonstrate the brilliance of the indigenous culture, more thorough

research, historical filming, creative and appealing literature should

indeed

be produced.

 Maintain continuous contact with family and friends.

 The government should put more effort into maintaining the local culture

by striving to raise awareness among young people by reminding them of

their cultural past.

 Finally, we must weigh the benefits and drawbacks of tourism. We

should undoubtedly emphasize conserving our cultures and retaining

authenticity while recognizing the positive economic benefits, with

tourists seeking indigenous cultural experiences.

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