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A Berger Four Faces of Global Culture PDF
A Berger Four Faces of Global Culture PDF
A Berger Four Faces of Global Culture PDF
A cultural dimension exists in tandem with the phenomenon of increasing economic globalization.
Some people hope that a global civil society leading to a more peaceful world will eventually
result from the emergence and development of a global culture. Some fear cultural globalization
because of a perceived homogenization to which the world’s otherwise rich diversity of societies
could be reduced. It is hypothesized that there are at least four different processes of cultural
globalization which are simultaneously occurring, of which Protestant evangelicalism is the most
aggressive.
© COPYRIGHT 1997 The National Affairs, Inc. But there is also fear attached to the prospect of cultural
globalization, fear of a worldwide "airport culture" in which
The term "globalization" has become somewhat of a the rich diversity of human civilizations will be
cliche. It serves to explain everything from the woes of the homogenized and vulgarized. This fear has been vocalized
German coal industry to the sexual habits of Japanese in the rhetoric of "Asian values" that has attained a certain
teenagers. Most cliches have a degree of factual validity; political significance in recent years, as well as in the
so does this one. There can be no doubt about the fact of rhetoric of the various movements of Islamic resurgence.
an ever more interconnected global economy, with vast Similar fear, in less virulent form, can be observed
social and political implications, and there is no shortage of elsewhere, for example in the worries about cultural
thoughtful, if inconclusive, reflection about this great homogenization among Euroskeptics. One of the
transformation. It has also been noted that there is a arguments made by those who opposed Austria’s joining
cultural dimension, the obvious result of an immense the European Union was that Austrians would no longer be
increase in worldwide communication. If there is economic able to refer to potatoes as Erdapfel, a homey word that
globalization, there is also cultural globalization. To say was suddenly imbued with the genius of Austrian identity,
this, however, is only to raise the question of what such a but would have to use the High German word Kartoffeln.
phenomenon amounts to. Of course this was silly. But the desire to preserve distinct
cultural traditions and a distinct cultural identity in the
Again, there can be no doubt about some of the facts. One intense economic and political pressure cooker of the new
can watch CNN in an African safari lodge. German Europe is not silly at all. The fear, like the hope, is not
investors converse in English with Chinese apparatchiks. without foundation.
Peruvian social workers spout the rhetoric of American
feminism. Protestant preachers are active in India, while A more nuanced understanding of cultural globalization will
missionaries of the Hare Krishna movement return the have to take account of both the homogenizing forces and
compliment in Middle America. Both hope and fear attach the resistances to them. Benjamin Barber made a move
to these facts. toward such an understanding in his book Jihad vs.
McWorld (1995). Most recently, and in a more subtle way,
The hope is that a putative global culture will help to create Samuel Huntington has discussed the same issues in his
a more peaceful world. If a global culture is in the making, Clash of Civilizations and the Remaking of World Order
then perhaps a global civil society might come into being. (1996), a book to which the present observations are
Ever since John Locke re-emerged from Eastern Europe greatly indebted. Huntington, whose view of the
speaking with a Polish accent, a great amount of hope has contemporary world cannot be accused of being overly
been invested in the notion of civil society, that optimistic, ends his book with a call to search for
agglomerate of intermediate institutions that Tocqueville commonalities between the contending civilizations, a
saw as the foundation of a vital democracy. Civil society dialogue of cultures. One need not agree with every
depends on a consensus on civic virtues, and that, after aspect of his analysis to agree with his conclusion. A
all, is what a culture is supposed to supply. The French dialogue between cultures, however, presupposes a
sociologist Daniele Hervieu-Leger (in her contribution to clearer understanding of all the processes at work, both
the forthcoming volume The Limits of Social Cohesion, those of cultural globalization and of resistance to it. It is
edited by me) speaks of an "ecumenism of human rights." proposed here that there are at least four distinct
The same idea is conveyed in a much cruder form by the processes of cultural globalization going on
advertisements of the Benetton company. Whether the simultaneously, relating in complex ways both to each
idea is couched in sophisticated or crude terms, it too has other and to the many indigenous cultures on which they
an evident factual basis. It is also reasonable to hope that impinge.
a world in which there would be a greater consensus on
human rights would also be a more peaceful world. Davos: From Boardroom to Bedroom
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Information Integrity
The National Interest Fall 1997 n49 p23(7) Page 2