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The Transformationalist View of Globalization

Transformationalists and postmodernists agree that the impact of globalization has been exaggerated by globalists but argue that it is foolish to reject the concept out of hand. This theoretical position argues that globalization should be understood as a complex set of interconnecting relationships through which power, for the most part, is exercised indirectly. They suggest that the globalization process can be reversed, especially where it is negative or, at the very least, that it can be controlled.

Transformationalism globalization

Transformationalists argue that the flow of culture is not one way, from the west to the developing world; it is a two-way exchange in which Western culture is also influenced, changed and enriched by cultures in the developing world.

Against Global Pessimists, Transformationalists argue that local cultures are not simply swallowed up by western cultures – rather people in developing countries select aspects of western culture and adapt them to their particular needs, a process which he calls ‘glocalisation’. A good example of this is the Bollywood film industry in India, or the various ‘glocal’ manifestations of McDonald’s burgers.

Transformationlists and postmodernists also see the global media as beneficial because it is primarily responsible for diffusing different cultural styles around the world and creating new global hybrid styles in fashion, food, music, consumption and lifestyle. It is argued that in the global, postmodern world, such cultural diversity and pluralism will become the norm. Postmodernists thus see globalization as a positive phenomenon because it has created a new class of global consumers, in both the developed and the developing world, with a greater range of choice from which they can construct a hybridised global identity.

There is also evidence that global communications systems and social networks can assist local cultures to rid themselves of repressive political systems such as dictatorships. Kassim (2012) argues that the ‘Arab Spring’ movement that occurred between 2010 and 2013 succeeded in removing totalitarian dictators in Tunisa and Egypt, partly because of the information supplied through social networking sites such as Facebook, which was used to bypass government censorship. Kassim suggests that social networks broke down a psychological barrier of fear by helping people to connect and unite against repressive leaders, providing a catalyst for positive change.

Two further sociologists who might be described as ‘transformationalist’ globalists are Anthony Giddens and Ulrich Beck:

In his classic 1999 text, Runaway World, Anthony Giddens argues that one consequence of globalization is detraditionalisation – where people question their traditional beliefs about religion, marriage, and gender roles and so on. Giddens uses the concept of ‘detraditionalisation’ rather than ‘decline of tradition’ to reflect the fact that in many cases people continue with their traditional ways of life, rather than actually changing them, but the very fact that they are now actively questioning aspects of their lives means cultures are much less stable and less predictable than before globalization, because more people are aware of the fact that there are alternative ways of doing things and that they can change traditions if they want to.

Ulrich Beck (1992) argues that a fundamental feature of globalization is the development of a global risk consciousness, which emerges due to shared global problems which threaten people in multiple countries – examples include the threat of terrorism, international nuclear war, the threat of global pandemics, the rise of organised crime funded primarily through international drug trafficking, and the threat of planetary melt-down due to global warming.

On the downside, the constant media focus on such global problems has led to a widespread culture of fear and increasing anxiety across the globe, which has arguably contributed to things such as Paranoid Parenting and Brexit, but on the plus side, new global international movements and agencies have emerged through which people come together across borders to tackle such problems.

Supporting Evidence for The Transformationalist View of Globalisation

1. ‘Trade’ has many complex formations. So it is difficult to say that it is either good or bad. Besides Free Trade, Fair Trade is expanding, and there is also illegal trade – in drugs for example.

  • The Fairtrade Foundation has many examples of how trade can benefit people the world over in all sorts of different ways (NB you may think this works better as an example of global optimism) – http://www.fairtrade.org.uk/
  • The Global Trade in drugs is quite a good example of Transformationalism – It certainly can’t be regarded as something that benefits people, and it certainly isn’t something that benefits the West at the expense of the developing world. The global trade in drugs is not controlled by Corporations or Western governments – it’s controlled by international criminal organisations, and arguable this is a case of poor farmers in the developing world benefiting (relatively) at the expense of people in the West –   http://www.unodc.org/unodc/en/drug-trafficking/index.html

2. TNCs operate in dozens of countries. Clearly there are going to be winners and losers in different cases. Also governments the world over regulate international companies in different ways – Pollution laws, tax law, minimum wages, health and safety.

3. Increasing consumerism isn’t just good or bad – cultural globalisation is characterised by hybridity – new brands come into contact with local cultures and they are modified by those cultures, creating new products – Bollywood, Chiken Tikha Massala. A related concept here is glocalism…

  • There are plenty of examples of cultural hybridity in music – http://www.youtube.com/watch?v=I3JDH-hUJj0 (the guy from Brazil in the second half of this!) – All in all a very ‘global experience’ and a great example of ‘ground up globalisation’ – Hip Hop being transformed into something new and different as it mixes with different local traditions…

4. New sporting formations the world over are good examples of cultural hybridity

5. Globalisaion is characterised by new political formations, not just the spread of democracy or the spread of American dominance. E.G China is a Communist country that doesn’t allow voting but supports Capitalism, while many African ‘democracies’ are so corrupt they can’t really be called democracies. Also, many countries have proved more than capable of resisting American force – mostly in the Middle East.

6. The spread of global media has lead to diverse uses – e.g. crowdsourcing, microfinance, and mobile phone use in Africa.

7. Anthony GIddens argues that ‘detraditionalisation’ is part of Globalisation – People increasingly challenge traditions as they come into contact with new ideas.

  • Read this blog post on ‘detraditionalisation’ and summarise Gidden’s view of what effect globalisation has on culture – Is this closer to the optimist or transformationalist view of globalisation?

Revision notes on globalisation…

If you like this sort of thing and want some more context on globalisation, then you might like these revision notes on globalisation, specifically designed for A-level sociology. 

Globalisation coverNine pages of summary notes covering the following aspects of globalisation:

– Basic definitions and an overview of cultural, economic and political globalisation
– Three theories of globalisation – hyper-globalism, pessimism and transformationalism.
– Arguments for and against the view that globalisation is resulting in the decline of the nation state.
– A-Z glossary covering key concepts and key thinkers.

Five mind-maps covering the following:

– Cultural, economic, and political globalisation: a summary
– The hyper-globalist view of globalisation
– The pessimist view of globalisation
– The transformationalist/ postmodernist view of globalisation.
– The relationship between globalisation and education.

These revision resources have been designed to cover the globalisation part of the global development module for A-level sociology (AQA) but they should be useful for all students given that you need to know about globalistion for education, the family and crime, so these should serve as good context.

They might also be useful to students studying other A-level or first year degree subjects such as politics, history, economics or business, where globalisation is on the syllabus.

Related Posts

The Optimist View of Globalisation

The Pessimist View of Globalisation

The Traditionalist View of Globalisation

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The Pessimist View of Globalization

Pessimist globalists argue that globalization is a form of Western, American Imperialism. They see globalization as a process in which Western institutions and ideas are imposed on the rest of the world. Transnational Corporations are the backbone of this new global order and these are the institutions that benefit from especially economic globalization. Two examples of pessimist globalists are Ha-Joon Chang and Jeremy Seabrook.

Global Pessimism

Chang argues that neoliberals paint a false picture of the benefits of economic globalization through the spread of neoliberal economic policy, suggesting that neo-liberal policies actually benefit rich countries and corporations more than poor countries. Neoliberal policies simply make it easier for western companies to move into a poorer country, take over local businesses, extract natural resources, pay local people low wages, and leave behind a trail of pollution because there are fewer national regulations which prevent them from doing so.

Chang refers to the World Bank, the IMF and the WTO as the ‘Unholy Alliance’ and claims they exist to force developing countries down the free-trade road. For example, the IMF and the World Bank will only lend money to developing countries on the condition that they adopt free-trade policies. Change points out that, as a result, the neoliberal world economy is dominated by the developed-world – rich countries conduct 70% of world trade for example, while Sub-Saharan Africa still (even in 2017) accounts for much less than 10% of global trade.

Seabrook argues that, by definition, globalization makes all other cultures local, and, by implication, inferior. He suggests that globalization implies a superior, civilised mode of living – it implicitly promises that it is the sole pathway to universal prosperity and security – consequently diminishing and marginalisation local cultures. Seabrook suggests that globalization sweeps aside the multiple meanings human societies and cultures have derived from their environments. He argues that integration into a single global economy is a ‘declaration of cultural war’ upon other cultures and societies and that it often results in profound and painful social and religious disruption.

Pessimists are further concerned about the concentration of the media in the hands of a few, powerful media corporations. Media conglomerates, mainly American (such as Disney, Microsoft, Time Warner and AOL) and Japanese (Sony) have achieved near monopolistic control of newspapers, film, advertising and satellites. It is suggested that media moguls are able to influence business, international agencies and governments and, consequently, to threaten democracy and freedom of expression.

It is also argued that such companies are likely to disseminate primarily Western mainly American, forms of culture. For example, most films releases by these organisations are produced in Hollywood and of a formulaic (predictable) plot. There have been concerns that these Western forms of culture reflect a cultural imperialism that results in the marginalisation of local culture.

Steven argues that ‘for the past century, US political and economic influence has been aided immensely by US film and music. Where the marines, missionaries and bureaucrats failed, Charlie Chaplin, Mickey Mouse and the Beach Boys have succeeded effortlessly in attracting the world to the American Way’.

Finally, mass advertising of Western cultural icons like McDonald’s and Coca-Cola has resulted in their logos becoming powerful symbols to people in the developing world (especially children) of the need to adopt western consumerist lifestyles in order to modernise.

Cultural globalization may therefor eventually undermine and even destroy rich local cultures and identities. Barber and Schulz (1995) fear the globalized world is turning into a monoculture, or McWorld in which cultures and consumption will be standardised, while other commentators have expressed concern about the coca-colonisation of the developing world.

Supporting Evidence for the pessimist view of globalization

global pessimism

1. Increased trade has had unequal benefits. Mainly Europe and America, lately Asia have benefited, but most of Sub Saharan Africa is largely left behind.

  • The graph outlining economic growth since 1800 in different continents on page 1 of the intro to GD document illustrates this point very well..
  • For a good example of the pessimist view of globalisation read KT’s summary of ‘liquid times’ by Zygmunt Bauman – You only need read the sections entitled ‘surplus people’ and ‘the experience of inequality’. I suggest you read selectively and look for three examples that illustrate Bauman’s point: ‘when the rich pursue their goals, the poor pay the price’. 

2. TNCs pollute, extract resources from and exploit cheap labour in the developing world. E.G.s include Shell in Nigeria, Coke in India and of course the Bhopal incident in India.

Also see the following video sources (you can search for both on estream)

  • The Age of Stupid (section on Shell in Nigeria)
  • Crude – The Real Cost of Oil (outlines Chevron’s pollution of the Amazon

3. Culture may be increasing global, but this mainly means Americanisation according to Pessimists. This takes the form of Cocacolonisation, and Dysnification – where American forms of popular culture and the shallow materialism this promotes erode local traditions. Another aspect of this is Mcdonaldisation

  • this and this suggest possibly suggest one of the downsides of the spread of consumer culture…
  • This illustrates the threat of Americanisation and Cocacolonisation very well – how some French people view Coca Cola as undermining their national identity. http://www.youtube.com/watch?v=DxjMqrZ6psw
  • This site does a very good job of explaning what Mcdonaldisation is – http://www.mcdonaldization.com/

4.    Sport may be increasingly globalised, but just as with trade there are winners and losers, especially where the Olympics are concerned… 

5. Rather than the spread of democracy, it is more accurate to talk of the spread of U.S Military power, as outline by John Pilger in the War on Democracy, and the fact that the U.S. spends almost $700 billion on its military every year.

  • The second half of John Pilger’s ‘The War on Democracy’ outlines America’s military involvement in more than 50 countries since World War 2 – Evidence suggests that the USA uses military force to get rid of democratically elected leaders that are not pro-U.S.

6. The spread of global media really means the spread of massive media firms such as Rupert Murdoch’s News Corp, with programmes such as Fox News presenting a pro-American view of the world. Also think of popular culture – X factor, and Hollywood and global advertising. The pessimist view on such aspects of the global media is that they lead to increasing cultural homogenisation.

7. Zygmunt Bauman argues that global cities are best described as ‘fortress cities’ – especially in the developing world cities are places of huge inequalities where the rich hide themselves away in exclusive gated communities and the poor are left to the slums.

Not exactly a global village?
Not exactly a global village?

Revision notes on globalisation…

If you like this sort of thing and want some more context on globalisation, then you might like these revision notes on globalisation, specifically designed for A-level sociology. 

Globalisation coverNine pages of summary notes covering the following aspects of globalisation:

– Basic definitions and an overview of cultural, economic and political globalisation
– Three theories of globalisation – hyper-globalism, pessimism and transformationalism.
– Arguments for and against the view that globalisation is resulting in the decline of the nation state.
– A-Z glossary covering key concepts and key thinkers.

Five mind-maps covering the following:

– Cultural, economic, and political globalisation: a summary
– The hyper-globalist view of globalisation
– The pessimist view of globalisation
– The transformationalist/ postmodernist view of globalisation.
– The relationship between globalisation and education.

These revision resources have been designed to cover the globalisation part of the global development module for A-level sociology (AQA) but they should be useful for all students given that you need to know about globalistion for education, the family and crime, so these should serve as good context.

They might also be useful to students studying other A-level or first year degree subjects such as politics, history, economics or business, where globalisation is on the syllabus.

Related Posts 

Jeremy Seabrook: Three Responses to Globalization

The Optimist View of Globalisation

The Transformationalist View of Globalisation

The Traditionalist View of Globalisation

Sources Used to Write this Post:

Chapman et al (2016) Sociology for AQA.

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The Hyper-Globalist/ Optimist View of Globalization

Hyper-globalists (sometimes referred to as global optimists) believe that globalization is happening and that local cultures are being eroded primarily because of the expansion of international capitalism and the emergence of a homogeneous global culture; they (as the ‘optimist’ part of the label implies) believe that globalization is a positive process characterised by economic growth, increasing prosperity and the spread of democracy.

Hyper-globalism (1)

Thomas Friedman (2000) argues that globalization has occurred because of the global adoption of neoliberal economic policies. Neoliberalism insists that governments in developing countries need to remove obstacles to free trade and free market capitalism in order to generate development. Governments should limit their role to providing a business-friendly environment that enables businesses (both inside and outside the country) to make a profit.

The theory is that if governments allow businesses the freedom to ‘do business’, wealth will be generated which will trickle down to everyone.

Friedman identifies a neoliberal economic set of principles that he calls the ‘golden straight jacket’ that countries need to fit into if they are to achieve success in the global economy: deregulation, fewer protections for workers and the environment, privatisation and cutting taxes.

Friedman argues that the golden straitjacket is “pretty much one size fits all… it is not always pretty or gentle or comfortable. But it’s here and it’s the only model on the rack this historical season’.

Friedman attributes economic globalization to the fact that most developing countries have adopted neoliberal policies since the 1980s. Neoliberalism has effectively restricted the power of nation states, making trade between nations easier. It has resulted in the freer movement of goods, resources and enterprises, and ultimately more jobs, cheaper products and increasing economic growth, prosperity and wealth for the majority of people on the planet.

These countries were often shepherded onto the ‘right’ economic path by the ‘good Samaritans’ of Western governments, especially the ‘three sisters’ of free trade: the IMF, the World Bank and the WTO, global institutions which have played a central role in shaping globalization according to hyper globalists.

Supporting Evidence for the Optimist View of Globalization

Optimist Globalism

1. More international trade, especially since the 1950s = Increasing wealth, health, education for most countries. Evidence below

  • This Hans Rosling Video illustrates the relationship between increasing wealth (brought about by trade) and health
  • The case of China’s economic growth – Use this‘trading economics’ web site to check out how China’s GDP growth over the last ten years (from 2001) appears to be directly correlated with its growth in exports (use the links to the right to change between graphs – you might need to change the years selection around too).
  • China is not the only country benefiting from increasing trade (imports and exports) – China is just one of four nations known as the BRIC Nations (Brazil, Russia, India and China) – 4 up and coming economies that are predicted to be wealthier than Britain by 2050.

2. Optimists argue that Transnational Corporations are a force for good. Companies such as Apple, Sony, etc bring investment and jobs to developing countries.

3.    Patterns of consumption are becoming globalised – More people around the world are consumers rather than living subsistence lifestyles. Also people increasingly consume similar foods and brands (and shop for them in similar ways). Increasing global tourism is another feature of this. Evidence below…

  • These photos of ‘what the world eats’ – Suggest similar consumption patterns.
  • Coke’s advertising supports the optimist view of cultural globalisation – Advert 1 (I’d like t teach the world to sing…) and advert 2 – The Happiness Bus

4.  Sporting events such as the world cup and the Olympics have become more popular.

cultural globalisation olympics
Are the Olympics a good example of optimist globalism?

5. The spread of Democracy and respect for human rights since the end of WW2 – E.G. The end of colonial rule in Africa, the collapse of communism and the Arab Spring. This is also evidenced in the establishment of the United Nations and the growth of global social movements such as green peace.

6. The growth of social media (Facebook and Twitter) have lead more freedom around the world.

7. Globalistion increasingly means global cities – urban centres which have highly educated, politically engaged middle classes.

Revision notes on globalisation…

If you like this sort of thing and want some more context on globalisation, then you might like these revision notes on globalisation, specifically designed for A-level sociology. 

Globalisation coverNine pages of summary notes covering the following aspects of globalisation:

– Basic definitions and an overview of cultural, economic and political globalisation
– Three theories of globalisation – hyper-globalism, pessimism and transformationalism.
– Arguments for and against the view that globalisation is resulting in the decline of the nation state.
– A-Z glossary covering key concepts and key thinkers.

Five mind-maps covering the following:

– Cultural, economic, and political globalisation: a summary
– The hyper-globalist view of globalisation
– The pessimist view of globalisation
– The transformationalist/ postmodernist view of globalisation.
– The relationship between globalisation and education.

These revision resources have been designed to cover the globalisation part of the global development module for A-level sociology (AQA) but they should be useful for all students given that you need to know about globalistion for education, the family and crime, so these should serve as good context.

They might also be useful to students studying other A-level or first year degree subjects such as politics, history, economics or business, where globalisation is on the syllabus.

Related Posts 

Kenichi Ohmae – A radical, neoliberal view of globalization

What is Cultural Globalisation?

The Pessimist View of Globalisation

The Transformationalist View of Globalisation

The Traditionalist View of Globalisation