2552566
Globalisation & Cultural Diversity
- Contrasting views
- Hyperglobalisers
- Globalisation will reduce the relevance and
power of countries as the world becomes ever
more integrated
- Globalisation reduces cultural diversity
- Evidences
- The increasing power of TNCs
- The rise of a global
consumer culture and loss
of local & national identity
- The increasing power of TNCs
- Globalisation will reduce the relevance and
power of countries as the world becomes ever
more integrated
- Transformationalists
- Globalisation is a process that
cosntantly forces countries and
governments to adapt and
change in uncomfortable ways
- Evidences
- Formation of the EU
to maintain Europe's
power
- USA and UK reaction
to the 2008 global
financial crisis
- Formation of the EU
to maintain Europe's
power
- Globalisation is a process that
cosntantly forces countries and
governments to adapt and
change in uncomfortable ways
- Sceptics
- Globalisation is not really global: it
simply maintains existing global
economic power centres (the USA,
Europe & Japan) and excludes
developing regions such as Africa
- Evidences
- 85% of world trade is still
between developed countries
- Increasing divide between
rich & poor
- 85% of world trade is still
between developed countries
- Globalisation is nothing
new and continues to
funnel wealth to those
already rich
- Globalisation is not really global: it
simply maintains existing global
economic power centres (the USA,
Europe & Japan) and excludes
developing regions such as Africa
- Hyperglobalisers
- Global Media Corporations
- 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
- Four companies - Universal, EMI, Warner
Music & SonyBMG own 80% of the world
music market
- Four companies - Universal, EMI, Warner
Music & SonyBMG own 80% of the world
music market
- Argue that people are not
forced to consume their
programmes, but they dominate
most media outlets that there is
very little alternative
- Some argue that media conglomerates have stifled
diversity by transmitting the same products
worldwide
- 'Who wants to be a Millionaire?' was
India's number one TV show in 2008
- 'Who wants to be a Millionaire?' was
India's number one TV show in 2008
- Very 'Western' dominated -
Disneyfication
- 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
- Glocalisation
- Adapting a local product to suit
local culture & markets
- Use of tech such as internet to
maintain long-distance cultural
contacts
- Use of tech such as internet to
maintain long-distance cultural
contacts
- Media
- Bollywood
- Mumbai-based
Hindi-language film
industry - a play on the
word Hollywood, with the
B coming from Bombay
- Mixture of Hollywood and
Broadway glamour and Indian
culture
- Characteristics of Hollywood
musicals but with distinctive
Indian ‘slant’
- Western pop and pure classical
dance numbers together
- 'Conservative' - no kissing
due to Indian cultural
values
- Characteristics of Hollywood
musicals but with distinctive
Indian ‘slant’
- Spreading influence due
to migration
- Mumbai-based
Hindi-language film
industry - a play on the
word Hollywood, with the
B coming from Bombay
- Bollywood
- Food
- McDonald's
- Starbucks
- 2012 - multi-million $ campaign
to cater to ingrained cafe culture
in Europe
- Britons like lattes but find the
Starbucks version too watery, so
British baristas add a free extra shot
- In France: use French cheeses,
mustards & meats; preserving local
architecture
- 2012 - multi-million $ campaign
to cater to ingrained cafe culture
in Europe
- McDonald's
- Adapting a local product to suit
local culture & markets
- Possible cultural outcomes
of an interconnected world
- Westernisation
- One global culture
- Globalisation destroys local
cultures and leads to
increased cultural
homogeneity
- Globalisation destroys local
cultures and leads to
increased cultural
homogeneity
- One global culture
- Global Mixing
- Hybrid Cultures
- Mixing creates new
hybrid cultures such as
Afro-Germans or British
Bhangra music
- Mixing creates new
hybrid cultures such as
Afro-Germans or British
Bhangra music
- Hybrid Cultures
- Cultural Layers
- Global + national + local
- A people share a global cultural
worldview but maintain their
national and local identities
(three cultural layers)
- A people share a global cultural
worldview but maintain their
national and local identities
(three cultural layers)
- Global + national + local
- Glocalisation
- Westernisation
- Food
- Chicken Tikka Masala
- Chicken Tikka brought
by Indian migrants
- Masala added because
British liked meat in
gravy
- Chicken Tikka brought
by Indian migrants
- Chicken Tikka Masala
Media attachments
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