Popular music in an age of globalization: cultural exchange through media platforms

The objective of this study is to analyze the process of cultural integration and exchange facilitated through the dissemination of popular music on contemporary media platforms amidst globalization. Special attention is devoted to the role of popular music as a catalyst for intercultural interaction and its influence on the formation of global cultural identity. The research was conducted through an online survey aimed at assessing the impact of diverse popular music exposure on the TikTok platform on participants’ intercultural perception and openness. Statistical methods were employed for data processing and analysis, including comparative analysis of means and calculation of t-scores. The experimental results demonstrated a statistically significant difference in responses between the control and experimental groups. The average composite score of cultural awareness, tolerance, and interest in other cultures was higher in the experimental group (M = 7.5 on a 10-point scale) compared to the control group (M = 6.8). This difference indicates a positive impact of exposure to diverse popular music on the TikTok media platform on the intercultural perception and openness of participants in the experimental group. The t-statistic value of −3.32 and the p-value less than 0.05 (p < 0.05) confirm the statistical significance of the detected difference between the groups. The practical significance of this article lies in confirming the importance of the role of popular music in fostering intercultural interaction and shaping global cultural identity amidst the digital transformation of media platforms. The research findings demonstrate that exposure to diverse popular music on TikTok contributes to increased cultural awareness, tolerance, and interest in other cultures among users. This may have practical implications for the development of a more open and understanding society, as well as for advertisers and cultural organizations who may utilize popular music as a tool to promote cultural integration and exchange of intercultural experiences.