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New Cultural Colonialism: How Social Media Algorithms and Platform Capitalism Practice Soft Power in the Global South

Author Affiliations

  • 1Department of Political Science, Faculty of Humanities and Social Sciences, Madhav University, Pindwara (Sirohi), Abu Road, Rajasthan, India

Res. J. Language and Literature Sci., Volume 13, Issue (3), Pages 11-16, September,19 (2026)

Abstract

The study's main focus has been on contemporary cultural colonialism, which has shown that power disparity cannot be eradicated in the digital age. It has instead restructured them via the exercise of soft power and platform capitalism. Digital entities like Netflix have demonstrated through their strategic expansion into the Global south that international brands often use an algorithmic gaze to standardize content. In this study, a case study approach was used, and a comparison between Brazil and Nigeria revealed an increasing conflict between sovereign nations and extraterritorial impact. To restore digital sovereignty and safeguard data principles, the DPDP Act 2023 has been mentioned. A lack of clear algorithmic responsibility and a continuing regulatory ambiguity around AI point to a continued struggle is seen against colonialism.

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