Through media, more access to other cultures is available. Not that London isn't already heavily multicultural, but through media, it is so much easier to learn about other cultures and their customs. Everything is presented to you online, and it's so easy to access, and read, and watch things. Some may argue that you learn more about a culture by actually going out and experiencing it, but say there is a festival happening for the celebration of a culture somewhere in the city; you will most likely learn about what's going on due to the information being posted on some kind of media. Only then can you go out and experience the culture, if you know that this is what's happening. Also, if you learn something about a culture through first hand, personal experience, it may be reinforced by what you may learn through using appropriate media.
The more multicultural a society is, the more creative it can be, because there is a lot more input from different people being given. A lot of different perspectives are introduced, and they can all be amalgamated to create a brand new version of something.
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