Globalisation & Cultural Diversity

Contrasting views
1. Hyperglobalisers
  1. Globalisation will reduce the relevance and power of countries as the world becomes ever more integrated
  2. Globalisation reduces cultural diversity
  3. Evidences
    1. The increasing power of TNCs
    2. The rise of a global consumer culture and loss of local & national identity
2. Transformationalists
  1. Globalisation is a process that cosntantly forces countries and governments to adapt and change in uncomfortable ways
  2. Evidences
    1. Formation of the EU to maintain Europe's power
    2. USA and UK reaction to the 2008 global financial crisis
3. Sceptics
  1. Globalisation is not really global: it simply maintains existing global economic power centres (the USA, Europe & Japan) and excludes developing regions such as Africa
  2. Evidences
    1. 85% of world trade is still between developed countries
    2. Increasing divide between rich & poor
  3. Globalisation is nothing new and continues to funnel wealth to those already rich
Global Media Corporations
1. Large TNCs in various areas of the media / entertainment including TV, music, films, newspapers and magazines - have a key role in spreading and influencing cultural values and in cultural globalisation
  1. Four companies - Universal, EMI, Warner Music & SonyBMG own 80% of the world music market
2. Argue that people are not forced to consume their programmes, but they dominate most media outlets that there is very little alternative
3. Some argue that media conglomerates have stifled diversity by transmitting the same products worldwide
  1. 'Who wants to be a Millionaire?' was India's number one TV show in 2008
4. Very 'Western' dominated - Disneyfication
Glocalisation
1. Adapting a local product to suit local culture & markets
  1. Use of tech such as internet to maintain long-distance cultural contacts
2. Media
  1. Bollywood
    1. Mumbai-based Hindi-language film industry - a play on the word Hollywood, with the B coming from Bombay
    2. Mixture of Hollywood and Broadway glamour and Indian culture
      1. Characteristics of Hollywood musicals but with distinctive Indian ‘slant’
      2. Western pop and pure classical dance numbers together
      3. 'Conservative' - no kissing due to Indian cultural values
    3. Spreading influence due to migration
3. Food
  1. McDonald's
  2. Starbucks
    1. 2012 - multi-million $ campaign to cater to ingrained cafe culture in Europe
    2. Britons like lattes but find the Starbucks version too watery, so British baristas add a free extra shot
    3. In France: use French cheeses, mustards & meats; preserving local architecture
Possible cultural outcomes of an interconnected world
1. Westernisation
  1. One global culture
    1. Globalisation destroys local cultures and leads to increased cultural homogeneity
2. Global Mixing
  1. Hybrid Cultures
    1. Mixing creates new hybrid cultures such as Afro-Germans or British Bhangra music
3. Cultural Layers
  1. Global + national + local
    1. A people share a global cultural worldview but maintain their national and local identities (three cultural layers)
4. Glocalisation
Food
1. Chicken Tikka Masala
  1. Chicken Tikka brought by Indian migrants
  2. Masala added because British liked meat in gravy

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