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What is Cultural Globalisation?

‘Cultural globalisation refers to the rapid movement of ideas, attitudes, meanings, values and cultural products across national borders. It refers specifically to idea that there is now a global and common mono-culture – transmitted and reinforced by the internet, popular entertainment transnational marketing of particular brands and international tourism – that transcends local cultural traditions and lifestyles, and that shapes the perceptions, aspirations, tastes and everyday activities of people wherever they may live in the world’

Migration is an important aspect of cultural globalisation, and in this sense, this process has been going on for several centuries, with languages, religious beliefs, and values being spread by military conquest, missionary work, and trade. However, in the last 30 years, the process of cultural globalisation has dramatically intensified due technological advances in both transportation and communications technology.

The globalisation of food is one of the most obvious examples of cultural globalisation – food consumption is an important aspect of culture and most societies around the world have diets that are unique to them, however the cultural globalisation of food has been promoted by fast food giants such as McDonald’s, Coca-Cola and Starbucks. The spread of these global food corporations has arguably led to the decline of local diets and eating traditions.

cultural globalisation

The Globalisation of sport  is another fairly obvious example of cultural globalisation – think of all the international sporting events that take place – most notably the World Cup and The Olympics, and Formula 1, which bind millions together in a shared, truly global, ‘leisure experience’.

Converging Global Consumption Patterns – today you can go to pretty much any major city in the world and share in a similar ‘consumption experience’. Also, more and more people in Asia and South-America are coming to enjoy high-consumption lifestyles like in the West – car ownership and tourism are both on the increase globally for example. Central to this is the growth of similar styles of shopping malls, and leisure parks which provide a homogeneous cultural experience in different regions across the world.

globalisation consumerism

The Global Village/ Global Consciousness

Individuals and families are now more directly plugged into news from the outside world – some of the most gripping events of the past decade have unfolded in real time in front of a global audience. According to Giddens this means that more and more people have a more ‘global outlook’ and increasingly identify with a global audience – for example, television reporting of natural disasters in developing countries result in people in wealthier countries donating money to charities such as Oxfam to assist with relief efforts. Giddens developed the concept of ‘Cosmopolitanism’ to describe this process of an emerging global identity.

A criticism of Giddens is that some people perceive increasing globalisation as a threat to their ways of life and retreat into Fundamentalism and/ or Nationalism as a defensive response, suggesting that Globalisation could go into reverse…

Detraditionalisation

In his classic 1999 text, Runaway World, Anthony Giddens argues that one consequence of globalisation is detraditionalisation – where people question their traditional beliefs about religion, marriage, and gender roles and so on. He 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 globalisation, 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.

The above processes are related to growth of urbanisation, especially the growth of global cities which have highly educated, politically engaged middle classes.

Global Risks/ Global Risk Consciousness

Ulrich Beck (1992) argues that a fundamental feature of globalisation 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.

disneyfication

Sources used to write this post:

Chapman et al (2016?)* Sociology AQA Year 2.

Giddens (2009) Sociology.

*No publication date provided in text!?!?@”?!

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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