Ebbing Globalization? The Rise and Challenges of Localized Communication Strategies

Abstract

This paper explores the transformation from global to local communication strategies in the context of “ebbing globalisation” or "de-globalisation.” The study focuses on the increasing efforts towards sophisticated localisation in response to rising nationalism, identity politics, and movements for digital sovereignty by media institutions, content creators, and lawmakers. Based on theoretical analysis and case studies, the paper describes the evolutionary phases from globalisation–strategic glocalisation–to contemporary neo-localisation, which prioritises authentic cultural expression over translation or superficial adaptations. The study illustrates how localisation succeeds beyond linguistic alterations to include grainer narrative frameworks, aesthetic traditions, and value systems of a particular culture. The findings demonstrate growing recognition among media organisations that local content is not adapted from global formats; rather, it is culturally authentic with transnational appeal. The research emphasises that strategic communication adapted to the era of ebbing globalisation requires a balance of thematic universality underscored by cultural specificity, hence proposing “differentiated universalism” which encapsulates shared humanity and its diverse cultural expressions.