DYNAMICS OF LOCAL

AND GLOBAL CULTURE

 CULTURAL
DIFFERENTIALISM
 CULTURAL
DIFFERENTIALISM
emphasizes the fact that cultures are
essentially different and are only
superficially affected by global flows
 CULTURAL
HYBRIDIZATION
 CULTURAL
HYBRIDIZATION
emphasizes the integration of
local and global cultures
ARJUN APPADURAI’S
“SCAPES”
1. ETHNOSCAPES
ETHNOSCAPES
represent the movement of
people around the world
2. TECHNOSCAPES
 TECHNOSCAPES
refers to the ways technologies
help speed up cross border
movements
3.FINANCESCAPES
 FINANCESCAPES
represent the rapid movement of
money across borders
4. MEDIASCAPES
MEDIASCAPES
refers to media having an
increasingly global reach
5. IDEOSCAPES
 IDEOSCAPES
refers to the ideas, symbols, and
narratives that have spread
around the globe
THE OLYMPIC GAMES
The Olympic Games is a sporting
tournament originating in ancient Greece
but rebirthed over 100 years ago. Now
they are hosted by a different host nation
every 4 years.
THE OLYMPIC GAMES
Financescapes: Different multinational
corporations from across the globe invest
in the host city. Host cities use that
money to build the necessary
infrastructure for the games.
THE OLYMPIC GAMES
Mediascapes: The opening and closing
ceremonies are designed to demonstrate
the diversity of cultures around the
world. Each nation showcases their
unique culture in the ceremonies.
THE OLYMPIC GAMES
Ideoscapes: The host nation uses the
Olympic games to spread the story of
their nation, heritage and customs. This
in turn attracts tourists and inspires the
affections of people around the world.
THE OLYMPIC GAMES
Ethnoscapes: Contestants, journalists and
tourists around the globe travel to the
city for the festivities. Jobs are created in
the host city due to construction and
preparations which may also attract
economic migrants.
THE OLYMPIC GAMES
Technoscapes: Technologies from around
the globe are used in the events. One
nation may invent a new technology for
recording competitions or improving
transportation, which the host city will
buy into in order to ensure the event is
world-class.
 CULTURAL
CONVERGENCE
 CULTURAL
CONVERGENCE
emphasizes the homogeneity
introduced by globalization