Globalised Ethnicity?

How well can an indigenous web-site promote its own culture, while at the same time protect it? This question came to mind when I was surfing the "Main maori site on the net" http://www.maori.org.nz/. The site is dedicated to getting Maori culture out into the online world and producing a cultural awareness for surfers who may not be maori. But, I was thinking that the website faces the risk of Marshall Mcluhan's 'Global Village'. All the information that it displays about Maori customs, rituals and traditions could easily lead to a cultural dissolution; the rites, beliefs and practices that define Maori ethnicity and identity won't be lost, but they will be 'universalised'. Anyone could potentially form a Maori identity by reading and watching videos, not through skills passed down by generations, or through ingrained memories of experience. It also gives surfers the opportunity to choose and pick at what it means to be Maori. To welcome what they like or are comfortable with, and to discard what they think may be wrong or don't like.

I think it's good that the site is Maori controlled and operated, as are its intentions. However, it has to be careful, just as other indigenous websites do, because it may control a means of communicating Maori culture to outsiders and other people, but it does not necessarily mean that it has control over perception and response.