New Media and Cultural Mediatisation: Case Study

New technologies of information and communication content spread via the Internet are enhancing globalized interpersonal interaction and reshaping social relations. Many Arab E-media appeared to advocate to Arab and Muslim societies features, in order to preserve their stereotypical image and prohibit local identity extinction. The case study of an Arab E-Magazine led to a generalized content including spiritual messages and features, some of them were specific to the Arab and Muslims but a great number were universal. The Happy Arabic Family concept treated by the E-Magazine seemed to be inspired by global morals and ethics. Sticking with universal morals and virtues seemed to be the way to preserve local identity in a multicultural space. Besides, a limited audience interest was noted leading to reducing the efficiency of the E-Magazine and driving the researcher to ask the question about the identity of the ideal „communication bowl“ for Family Media.