Language, Culture and Power: A Critical Analysis of Modern Communication Trends

Abstract

Language is the fundamental vehicle of culture, yet it is simultaneously a contested terrain where power dynamics are continually established, maintained, and challenged. This manuscript presents a critical analysis of the intricate relationship between language, culture, and power within the context of contemporary communication trends, particularly the transformative influence of digital media and globalization. Utilizing Critical Discourse Analysis (CDA) and the concept of Cultural Hegemony, the paper investigates how modern communication accelerates linguistic evolution while simultaneously reinforcing deepseated power imbalances, notably linguistic hegemony favoring global languages like English. The analysis focuses on two primary theaters: the digital sphere (social media language, algorithmic bias) and the global economic arena (standardization, commercialization). Findings reveal that while digital platforms democratize content creation and foster linguistic creativity (e.g., slang, emojis), they also introduce new mechanisms of control through algorithmic curation and platform economics that favor dominant discourses. Ultimately, the manuscript argues that critical engagement with language in the 21st century is essential to challenge ideological normalization, advocate for linguistic diversity, and empower marginalized voices to achieve greater equity in the global communication landscape.