First Phase

Unit 1: Defining Globalization

Topic: Globalization Theories

Learning Outcomes:
1. Discuss and analyze the effect of homogeneity and
heterogeneity in our society;
2. Familiarize with the three perspectives on global
cultural flows; and
3. Explain how the different perspectives on global cultural
flows shape the society.

KPOP Boy
and Girl
Groups

Pokemon Hello Kitty

Are you familiar with these pictures?

Surely, these have become part of your life.
Are you fond of watching Pokemon,
collecting stuff of Hello Kitty, and
watching/listening KPOP music in youtube? If
you did, then you already experienced
globalization.

Homogeneity refers to the increasing sameness in the world

as cultural inputs, economic factors, and political orientations
of societies expand to create common practices, same economies,
and similar forms of government.
Homogeneity in culture is often linked to cultural
imperialism. This means a given culture influences other
cultures. For example, the dominant religion in our country is
Christianity, which was brought to us by the Spaniards. Another
example is Americanization, which was defined by Kuisel (1993) as
“the import by non-Americans of products, images, technologies,
practices, and behavior that are closely associated with America/
Americans” (p.96)
In terms of the economy, there is recognition of the spread of
neoliberalism, capitalism, and the market economy in the world
(Antonio, 2007). Global economic crises are also products of
homogeneity in economic globalization.

The global flow of media is often characterized as media

imperialism. TV, music, books, and movies are perceived as
imposed on developing countries by the West (Cowen, 2002). Media
imperialism undermines the existence of alternative global media
originating from developing countries, such as the Al Jazeera
(Bielsa, 2008) and the Bollywood (Larkin, 2003), as well as the
influence of the local and regional media. The internet can be
seen as an arena for alternative media.

Asian culture, for example, has proliferated worldwide

through the globalization of media. Japanese brands –from Hello
Kitty to the Mario Brothers to Pokemon- are now an indelible part
of global popular culture. The same can be said for Korean pop
(K-pop) and Korean telenovelas, which are widely successful
regionally and globally. The observation even applies to culinary
tastes. The most obvious case of globalized Asian cuisine is
sushi. And while it is true that McDonald’s has continued to
spread across Asia, it is also the case that Asian brands have
provided stiff competition. The Philippines’ Jollibee claims to
be the number one choice for fast food in Brunei.

Hello Kitty remains proof of Japan’s continued influence over global culture.
Global media are dominated by a small number of a large
corporations. As McChesney (1999) put it, this is being “extended
from old media to new media” (p.11), such as Microsoft, Facebook,
Twitter, Google, and Apple’s iTunes. As a result, in the long
run, the internet could end up being less diverse and
competitive.

Ritzer (2008) claimed that, in general, the contemporary

world is undergoing the process of Mcdonaldization. It is the
process by which Western societies are dominated by the
principles of fast food restaurants. Mcdonaldization involves the
global spread of rational systems, such as efficiency,
calculability, predictability, and control.

On the other hand, heterogeneity pertains to the creation of

various cultural practices, new economies, and political groups
because of the interaction of elements from different societies
in the world. Heterogeneity refers to the differences because of
either lasting differences or of the hybrids or combinations of
cultures that can be produced through the different
transplanetary processes. Contrary to cultural imperialism,
heterogeneity in culture is associated with cultural
hybridization. A more specific concept is “glocalization” coined
by Roland Robertson in 1992. To him, as global forces interact
with local factors or a specific geographic area, the glocal is
being produced.

Dynamics of Local and Global Culture

Global flows of culture tend to move more easily around the

globe that ever before, especially through non-material digital
forms. There are three perspectives on global cultural flows.
There are differentialism, hybridization, and convergence.

Cultural differentialism – involves barriers that prevent flows

that serve to make cultures more alike – so cultures remain
stubbornly different from one another
An example of cultural differentialism is the terrorist attacks
on 9/11 and the subsequent wars in Afghanistan and Iraq. To many
people, these events are seen as the product of a clash between
Western and Islamic culture and the eternal differences between
them.

This is significant because the concept of cultural

diffferentialism emphasizes lasting differences among and between
cultures largely unaffected by globalization or any trans-
cultural flows. As seen in the example, clashing cultures can
have a huge impact on both cultures, countries and the entire
world.

Cultural hybridization – is a mixture of cultures and the

integration of the global and the local (what some refer to as
“glocal”) leading into unique combinations
Examples of Cultural Hybridization
 Creole language, a new language developed from simplifying
and blending different languages that come into contact with
in particular population, at a specific point in time. For
example, Louisiana Creole which is a combination of African,
French, and English languages.
 Global restaurant chains like Kentucky Fried Chicken or
McDonald’s (KFC), modifying their menus to suit the tastes
or mores of different cultures. For example, in India, due
to religious restrictions on eating beef, the Maharaja Mac
is a McDonald’s Big Mac made with a chicken or veggie patty.
 Martial arts films in the United States that adapt
traditional Asian cultural elements to fit the tastes of the
viewing public.
 Techno, a type of electronic dance music, began in Detroit
in the 1980s and made its way around the world, from German
Techno to Melbourne Bounce.

Cultural Convergence

Cultural convergence is the theory that two cultures will be

more and more like each other as their interactions increase.
Basically, the more that cultures interact, the more that their
values, ideologies, behaviors, arts, and customs will start to
reflect each other. This trend is especially pronounced between
cultures that are heavily engaged with each other through
communication and transportation technologies, as well as
organizational associations.
Examples of Cultural Convergence
Cultural convergence very often follows lines of communication,
as well as the ability to communicate with people of other
cultures. It's essentially what really makes convergence
possible. This means that we can often see the impact of cultural
convergence through the spread of language. Throughout the 20th
century, and continuing into today, this has largely been seen
through the spread of English around the world.
References:
R1: Aldama, Prince Kennex R (2018) The contemporary world.
Manila: Rex Bookstore, Inc.
R2: Claudio, et al (2018). The contemporary world. Quezon City:
C & E Publishing, Inc.
R4:https://sociologydictionary.org/cultural-R4:
hybridization/#definition_of_cultural_hybridization
R5:https://study.com/academy/lesson/cultural-convergence-
definition-examples.html
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