Module 1 - The Contemporary World

GE 3 Module 1- Introduction to Globalization
The Contemporary World
Romeylene L. Rabino
Lecturer Page 1
INTRODUCTION
Why do you need to study TO THE
the world? At first COURSE
glance, the world, as a concept, is abstract.
After all, your daily experiences are considered interactions with your country. When you read
the news, you read about the Philippines. When you engage in an official transaction like paying
taxes, you deal with the Philippine government. Almost all of your classmates and teachers are
Filipino.
However, you only need to step back a little bit to see that the world “out there” is
already here. For example, you likely have relatives who are overseas Filipino workers (OFW).
Every time these relatives visit or send something home, they are bringing part of the world
with them. Even if you have not travelled outside the Philippines, you have likely heard stories
from foreign countries from these family members. Some relatives might have told you about
the wonders of Rome. Others may have shown you pictures of San Francisco’s Golden Gate
Bridge. Others may have described the lights and towering buildings of Shinjuku.
Needless to say, the media and the internet are also your windows to the contemporary
world. You watch American movies and can probably sing at least one K-pop song. If a major
political event occurs, you don’t even need to go to CNN.com to find out more details; friends
are already posting articles on Facebook.
Finally, your consumption habits are global. You have dined in a McDonald’s, ridden in a
Japanese car, maybe owned a Korean mobile phone, and eaten Australian beef.
You are already a citizen of the world whether you are aware of it or not. Just by living
your life, you automatically think about the contemporary world. This course will be your guide.
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Rabino Lecturer Page
MODULE 1
INTRODUCTION TO GLOBALIZATION
Introduction
Globalization is a process that has occurred throughout time, ever since the first
communities on Earth began interacting with one another. It is the process of integration and
interdependencies among different nations, communities and civilizations. These days, it’s hard
to imagine a world without globalization. Thanks to modern technology and transportation, the
world is a global village.
What happens in the stock market in China can be felt the next day in the United States,
and a new television hit in the United Kingdom can create hard core fans in the Middle East.
Similarly, the effects of forest fires on one end of the planet can affect air pollution on the
opposite end, and war in one country can cause mass immigration to its neighbours. This shows
that every country is connected to another one.
Globalization can refer to a number of different areas of concentration. Globalization

examples include political, economic, social and culture and technological interdependencies, in
addition to informational and ecological.
Lesson I: Defining Globalization

Much has changed since time immemorial. Human beings have encountered
many changes over the last century especially in their social relationships and social
OBJECTIVES:
structures.
At the end of thechanges,
Of these lesson, theonestudent
can saywill beglobalization
that able to: is a very important change, if
1. Differentiate the competing conceptions
not, the “most important” (Bauman,2003). The of reality
globalization.
and omnipresence of globalization
2. Create
makes own
us see definitionasofpart
ourselves globalization
of what we from
referown point
to as theof“global
view. age” (Albrow,1996).
3. Analyze the advantages and disadvantages of globalization.
The Internet, for example, allows a person from the Philippines to know what is
happening to the rest of the world simply by browsing Google. The mass media also
allows for connections among people, communities, and countries all over the world.
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Figure 1. Some of the famous and widely use social media

sites use by different individuals all over the world to
communicate with each other.
Over the years, globalization has gained many connotations pertaining to

progress, development and integration. On the one hand, some view globalization as a
positive phenomenon. For instance, Swedish journalist Thomas Larsson (2001) saw
globalization as
“ the process of world shrinkage, of distances getting shorter, things moving closer. It
pertains to the increasing ease with which somebody on one side of the world can
interact, to mutual benefit with somebody on the other side of the world”. On the other
hand, some see it as occurring through and with regression, colonialism and
destabilization.
In the mid-1990’s, Martin Khor, the former president of the Third World Network (TWN)
in Malaysia, once regarded globalization as colonization.
The Task of Defining Globalization
Since the first appearance in the Webster’s Dictionary in 1961, many opinions about
globalization have flourished. The literature on the definitions of globalization revealed that
definitions could be classified as either:
(1) broad and inclusive; or
(2) narrow and exclusive.
There is also some definition of globalization that can be a broad and inclusive or narrow and
exclusive. Those are:
1. Kenichi Ohmaein 1992 stated, “… globalization means the onset of the borderless world…”.
This is an example of a broad and inclusive type of definition.
2. Robert Cox’s stated that “the characteristics of the globalization trend include the
internationalizing of production, the new international division of labor, new migratory
movements from South to North, the new competitive environment that accelerates these
processes, and the internationalizing of the state…making states into agencies ofthe globalizing
world” (as cited in RAWOO Netherlands Development Assistance
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Research Council, 2000). This is an example of a narrow and exclusive type of definition.
3. No matter how one classifies a definition of globalization, the concept is complex and
multifaceted as the definitions deal witheither economic, political, or social dimensions. In fact,
in a comprehensive study of 114 definitions by the Geneva Centerfor Security Policy (GCSP)
in 2006, 67 of them refer to economic dimension. These definition include political and social
dimension as well.
4. Kumar (2003) took on a different argument about the issue. To him, the debate about what
can be done about globalization and what it is are similar. This is in relation to what some
academics have claimed about defining globalization－it is useless task.
5. Ritzer(2015), “globalization is a transplanetary process or a set of process involving

increasing liquidity and the growing multidirectional flows of people, objects, places, and
information as well as the structures they encounter and create that are barriers to, or expedite,
those flows…”. This definition assumes that globalization could bring either or both integration
and/or fragmentation.
Why are we going to spend time studying this concept? How can we appreciate these
definitions? How can these help us understand globalization?
1. First, the perspective of the person who defines globalization shapes its definition.
The overview of definitions implies that globalization is many things to many different people.
Arjun Appadurai in 1996 said, “globalization is a ‘world of things’ that have different speeds,
axes, points of origin and termination, and varied relationships to institutional structures in
different regions, nations, or societies’” (as cited in Chowdhury, 2006).
Al-Rhodan (2006) wrote that definitions suggest the perspective of the authoron the origins
and the geopolitical implications of globalization.
2. Second, to paraphrase the sociologist Cesare Poppi: Globalization is the debate and the
debate is globalization. One become part and parcel of the other.
As Poppi(1997) wrote: “The literature stemming from the debate on globalization has grown in
the last decade beyond any individual’s capability of extracting a workable definition of the
concept. In a sense, the meaning of the concept is self- evident, in another, it is vague and
obscure as its reaches are wide and constantly shifting.
3. Third, globalization is reality. It is changing as human society develops. It has happened

before and is still happening today. We should expect it to happen in the future. The future of
globalization is more difficult to predict.
4. Overall, globalization is a concept that is not easy to define because in reality, globalization
has a shifting nature. It is complex, multifaceted, and can be influenced by the people who
define it.
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1. Political Globalization
1.1:different
Political cooperation between Types of Globalization
countries is a form of globalization that is used to
prevent and manage conflict. For example, global organizations such as the United Nations
and the World Trade Organization were created to diffuse political issues and maintain
order on an international scale. Intergovernmental entities help nations to develop common
laws and policies and discuss immigration issues. Political globalization is also a way for
countries to work toward aspects that affect everyone, such as climate change.
2. Economic Globalization
The economies of nations are interconnected through the exchange of resources,
products and money. As a result, there isn’t a country today that operates on its own in
isolation. Countries that are rich in natural resources, such as oil for example, sell it to other
countries for money or in exchange for other materials, such as lumber. Similarly, countries
across the globe sell crops and food to other nations that lack them, which help their own
economies in addition to those of other countries. As a result, when an economy crashes, it
affects other economies around the globe because they are closely interconnected. The
banking crisis in the United States in 2007 led to a global financial crisis that affected other
countries including Canada and China.
3. Social and Cultural Globalization
These kind of globalization includes the sharing of ideas, knowledge and cultural norms
between nations. Examples include the popularization of books, movies and shows across
the world, such as the "Harry Potter" or "Twilight" series, which were globally recognizable.
Social and cultural globalization tends to flow in one direction, unlike other forms of
globalization. Developed countries such as the United States, United Kingdom and Canada
share cultural information with less-developed countries, rather than the other way around.
As a result, this kind of globalization has been said to erode cultural differences that make
nations unique.
4. Technological Globalization
This kind of relationship between nations is as a result of the infrastructure in place for
television, radio, telephones and the internet. Traditionally, technological globalization used
to be only available to the upper classes that had access to them. Now, there are many
people in developing countries who have access to cell phones and the internet, making it
easier for them to connect to people in other countries around the world. Technological
globalization makes it possible for countries to connect in other ways, such as financially
through sending loved ones money across the globe or culturally by watching movies from
other nations.
5. Other Forms of Globalization
There are other types of globalization, including the globalization of information. This
is the concept that knowledge is shared among nations and groups of people for the
betterment of the world. Ecological globalization is the idea that the Earth is a single
ecosystem rather than a group of separate ecosystems. As a result, there are international
organizations and agreements that deal with issues like climate change, biodiversity and
wildlife preservation on a global scale, spanning several countries.
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Globalization refers to several different concepts all rolled into one package. It may refer
to the ease in which businesses conduct operations in different countries other than their own.
Some look at this subject as a way to create a world without national borders. There are
concepts of communication, information access, and technology development to consider when
looking at this subject matter too.
Even though the geographic size of our planet remains consistent, how we interact with
each other is changing by the minute. Despite more than 200 countries independently working
for their best interests, we all come together in ways to make the world a better place. If you
have access to a computer or mobile device with data or an ISP, then you can communicate
with anyone else in the world with the same setup.
We are closer than ever before. That closeness also means that groups of people are
further apart than ever before. Neighborhoods form around common interests or political
perspectives more than our common humanity. Travel restrictions dictate where some people
can go, and others cannot.
Advantages :
1. Globalization1.2: List ofusthe
allows to Advantages and Disadvantages
pool all our resources together. of Globalization
One of the best examples of globalization within our lifetime is the construction of the
International Space Station. The cost to construct the ISS was $150 billion. Compared to the Mir
station at $4.2 billion, the price tag is astronomical. When the first component for the ISS was
launched in 1998, five different programs came together to join in ownership, cost, and
operations. The United States, Russia, Canada, Europe, and Japan are all involved in the
financing and continued operations of the program.
When nations work together to fund common goals, then more money becomes useful
for needs other than national defense. Imagine what we could do if the $1 trillion spent annually
on warfare and defense could be used for the global greater good?
2. Globalization would also reduce labor exploitation issues.

When borders become less restrictive around the world, people tend to move to
locations where their best opportunities exist. Under the current structure of our planet,
impoverished nations with a lower standard of living offer wages that the developed world
would find abysmal. Someone in Bangladesh making clothes for 10 hours per day earns less in
a month than some workers in the U.S. earn before lunch.
By focusing on globalization, we could reduce child labor issues. Human trafficking
concerns would be limited because of more border freedom. People could live, work, or go
where they please with fewer restrictions, making it easier to chase their dreams.
3. Globalization reduces the prospects of tyranny.

As the world moved slowly toward globalization in the 20th century, the nations realized
that having a concentrated power with one administration reduced the likelihood of tyranny in
pockets around the globe. Although there have still be issues with government oppression,
including the chemical attacks on populace centers in Syria, the number of incidents is slowly
declining.
When we’re able to move toward a global-centric society instead of a nation-centric one, these
issues will continue to decline over time.
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4. Globalization improves communication access.

The Trump Administration announced new travel restrictions in September 2017 to focus
on 8 countries: North Korea, Chad, Libya, Iran, Syria, Somalia, Yemen, and Venezuela. “Making
America Safe is my number one priority,” President Trump tweeted when announcing this
decision. “We will not admit those into our country we cannot safely vet.”
Under a globalization perspective, people would have their risks associated by a central
perspective instead. It would be like the United Nations vetting immigrants instead of the
individual country. By reducing border restrictions, we improve communication access because
we’re no longer restricting the movements and actions of people on a per-nation basis.
5. Globalization would remove tax havens for wealthy individuals and businesses.
Tax havens are defined as either a country or independent area where taxation levies
are at low rates. They offer foreign businesses and individuals an opportunity to keep their
profits in local institutions with little or no liability. These havens share little, if any, information
about these finances with other tax authorities.
Globalization reduces this issue because it eliminates the administrative structures in
place which allow the wealthy to hide their funds from being taxed. That would mean these
businesses and people would be treated as an average citizen is today. Greater transparency
here would lead to better funding of social programs, which could reduce poverty and food
insecurity over time.
6. Globalization would help the developing world progress faster.

Most of the world today is not developed. Outside of about 40 countries which have
gone through their own version of the Industrial Revolution, the rest of the population still
struggles as a primarily agricultural society. By reducing border restrictions, creating common
payment formats, and opening product access by reducing export barriers, more people could
improve their way of life. Higher incomes often lead to lower maternal and infant mortality rates
too, which means we’d be saving lives with this effort.
7. Globalization would reduce currency manipulation problems.

There are three primary currencies traded in the world today: the Dollar, the Euro, and
the Pound Sterling. When a nation offers access to a weaker currency, those with stronger
currencies buy and sell more often with them. It offers better value than spending at home.
Globalization would reduce the efforts made to build weakness or strength into these
currencies to influence local markets. We’d be working toward a society where economic
growth occurs on a global scale instead of in only local economies.
8. Globalization encourages free trade.

Borders create restrictions to the free flow of goods and services. One example of this
issue is a duty and taxes paid on imported goods originating in the U.S. when purchased in
Canada. These taxes apply on luxury items and other items of high value. The HST in Canada
may be collected at a rate of 13%. Canadians use shipping service receptacles at locations like
Point Roberts, WA to get around this tax simply because the laws haven’t globalized like our
access to goods.
There are currently over 1,500 different restrictions in place with the global import/export market
right now.
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9. Globalization could create more employment opportunities.

With fewer barriers to the import/export market, the cost of producing goods or offering
services would decline without affecting the profit margins of companies. Consumers would
benefit from the lower prices, consume more, and create additional job opportunities around the
world. By creating an environment where free trade encouragement readily exists, more
innovation, creativity, and engagement would occur at every level of society.
Disadvantages:
1. Globalization may encourage more off shoring instead of less.
With fewer restrictions in place at the national level, some businesses may use
offshoring to their advantage. Even if they kept jobs local, the threat of sending jobs to a
different, cheaper region overseas could be used to justify lower wages at home. The end result
of an effort to remove borders would be an increase in wages in the developing world, but a
decrease in developed countries. Many households could see their standard of living go down if
consumable price decreases don’t occur simultaneously.
2.Globalization benefits the wealthy more than the poor.

Value-added taxes above 25% exist in some nations. Tariffs above 70% exist for some
products. Unless borders are completely removed, the advantages of globalization are
challenging to achieve. The people who have the power to dictate policy would reap the most
significant rewards. Those with money to invest would see their bank accounts continue to rise.
At the same time, households living paycheck-to-paycheck would struggle to access what they
require, suppressing their ability to pursue a better job.
3.Globalization would encourage disease transfer.

The outcome of the Columbian Exchange was profound at the time. Over 90% of some
population centers died because of their exposure to smallpox, chickenpox, and other diseases
that the Europeans were somewhat immune to at the time. The Europeans brought back
syphilis and other diseases as well. If global travel restricts eased, then issues with malaria and
tropical disease could spread to portions of the world where exposures are minimal.
Tuberculosis, certain influenza strains, and other communicable disease could produce
outbreaks at epidemic levels.
4. Globalization could reduce social safety net programs.
Most nations today offer those in extreme poverty access to safety net programs for
basic supplies. Even in the United States, programs like WIC and SNAP offer food and care
access to those who cannot afford it on their own for whatever reason. When we reduce or
eliminate borders, there would be a likely shift in social programs to benefit those earning less
than $2 per day while ignoring the needs of those at home. Households living in poverty in the
U.S. or United Kingdom fit into a different definition when compared to global poverty.
5. Globalization would create a new system of politics.

We’ve already received a sneak peek of what a global society would be like from a
political perspective. The individuals and organizations who spend the most to lobby politicians
would receive the best chance of having their needs met first. We’ve seen billions spent in U.S.
elections lately to influence legislation and policy to become favorable toward specific
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outcomes. This issue would translate to a global economy, where only the richest and most
influential would influence laws which would impact everyone.
6.Globalization would not prevent resource consumption.

The goal of globalization is to equalize patterns of consumption for populations around
the world. Even though there would be movement toward doing so, there is no getting around
the fact that the wealthiest nations will still consume the most resources. The 20 richest
countries in the world today consume almost 90% of the planet’s resources each year. The
United States constitutes 5% of the global population right now, but it consumes 24% of the
world’s energy as a country.
When you look at the per capita consumption rates of energy globally, one American
consumes as much energy as 31 people in India. If you go to a developing nation, it takes 370
Ethiopians to use the same amount of energy that a single U.S. citizen uses to meet their
needs.
7. Globalization would make it easier for people to cheat.

The statistics of consumption (especially food) show us already that those who are in
power take the majority of resources away from the general population. Americans eat almost
200 billion more calories per day as a nation than they require, which means 80 million people
are hungry needlessly because of these consumption habits. About 200,000 tons of edible food
is disposed of daily in the United States. By the age of 75, the average person in the U.S.
creates 52 tons of garbage.
Globalization would likely centralize distribution of necessary resources. With only a few
controlling access to the many, the chance to negatively impact populations on a large scale
become greater when borders are reduced.
8. Globalization doesn’t fix a lack of skills.

The future of employment involves programming, robotics, and artificial intelligence.
Workers who adapt to automation with their skill set are the most likely to find employment in
the coming generations. Jobs which require repetitive functions will be the first to go away,
which are the employment opportunities often found in the developing world. With no
meaningful skills to a globalized economy, there could be a higher unemployment rate if border
restrictions reduce because only those in the developed world would be trained for the new
economy.
Unless new vocational development opportunities implement with the globalization structures,
the boundaries between the developed and developing world will likely continue to exist.
9. Globalization changes how humans would identify themselves.

Humans are global citizens in some ways already. We all share the same planet, after
all, so we are united with that common ground. If we lose borders, however, we also lose a
piece of our culture, ethnicity, or family heritage. People identify themselves based on their
history, so being Irish in a global world would have less impact than it does today. We already
seen how this works when Texas came into the U.S. after being an independent nation. Some
Texans label themselves as such first, but many see themselves as an American before being
a Texan.
10. Globalization would negatively impact the environment.

We’ve already seen what free trade does to the environment. Greenhouse gas emissions
rose in 2018 despite efforts to curtail them. Micro-plastics invaded our oceans, creating negative
impacts on marine life. The waters of our planet are slowly acidifying, creating economic and
health impacts every day. Over 200,000 Americans die each year because of pollution
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exposure. If caps are taken off of what is not permitted through globalization, then this issue will
continue growing worse.
Activity 1:
Directions: Do the following set of activities. Draw and write your answer in a short bond paper.
a. Using a visual representation, create your generalizations and discuss: What
is globalization? How would you define globalization?
b. If you are going to associate/compare globalization to one thing, what will it be and
why? Cite your reasons.
Note: Please draw/visualize the thing you selected.
Evaluation
Directions: Answer the following questions. Do this in a one-half crosswise sheet of paper.
1. How does the given definition of globalization by the persons mentioned differ from each
other? Are they related to each other or different from each other? Why or why not?
Prove your answer. (10 points)
2. What do you think is the importance of defining globalization? (10 points)
3. Can we live without globalization? Prove your reasons. (5 points)
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In order for us to better understand the concept of globalization, we will utilize

metaphors. Metaphors makeLesson II: Metaphors
use of one term to helpofus
Globalization
better understand another term. In our
Introduction
case, the states of matter— solid and liquid— will be used. In addition, other related concepts
that are included in the definition such as structures and flows will be elaborated.
OBJECTIVES:
Metaphors of end
At the Globalization:
of the lesson, the student will be able to:
1. Solidity
1. Differentiate the three metaphors of globalization.
2. CiteSolidity
examplesalsoinrefers
every to barriers that prevent or make difficult the movement of
metaphor.
things. Furthermore, solids can either be natural or man-made. Examples of natural
solids are landforms and bodies of water. Man- made barriers include the Great Wall of
China and the Berlin Wall. An imaginary line such as the nine-dash line used by the
People’s Republic of China in their claim to the South China Sea is an example of
modern man-made solid. These create limited access of Filipino fishers to the South
China Sea.
Figure 1.Great Wall of China Figure 2. Berlin Wall
2. Liquidity
Liquid, as a state of matter, take the shape of its container. Moreover, liquids are
not fixed. Liquidity, therefore, refers to the increasing ease of movement of people, things,
information, and the places in the contemporary world. First, today’s liquid phenomena change
quickly and their aspects, spatial and temporal, are in continuous fluctuation. This means that
space and time are crucial elements of globalization.
In global finance, for instance, changes in the stock market are a matter of seconds.
Another characteristic of liquid phenomena is that their movement is difficult to stop. For
example, videos uploaded on YouTube or Facebook are unstoppable once they become viral.
The so-called internet sensations become famous not only in their homeland but also to the
entire world. Finally, the forces (the liquid ones) made political boundaries more permeable to
the flow of the people and things (Cartier, 2001).
Liquidity and solidity are in constant interaction. However, liquidity is the one increasing
and proliferating today. Therefore, the metaphor that could best describe globalization is
liquidity.
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Figure 3. Some illustrations showing the trends in YouTube in terms of the popularity of artists’ music video all over the world.
Figure 4. Changes in the stock market.
3. Flows
Flows are the movement of people, things, places, and information brought by the
growing “porosity” of global limitations (Ritzer, 2015). Think of the different foreign cuisines
being patronized and consumed by the Filipinos. Aside from local dishes, many of us are fund of
eating sushi, ramen, hamburger, and French fries— foods introduced to us by foreign cultures.
Clearly, foods are being globalized. Another example of flows is global financial crises. As
Landler (2008,p.C1) put it: “In global financial system, national borders are porous.” This means
that a financial crisis in a given country can bring ramifications to other regions of the world. An
example of which is the spread of the effects of American financial crisis on Europe in 2008.
The following are the other kinds of flows that can be observed today: poor illegal migrants
flooding many parts of the world (Moses, 2006), the virtual flow of legal and illegal information
such as blogs and child pornography, respectively, and immigrants recreating ethnic enclaves in
host countries. A concrete example is the Filipino communities abroad and the Chinese
communities in the Philippines.
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Examples of flows:
a. Korean foods b. American foods c. Japanese foods
Figure 5. Foods from foreign cuisines are introduced not only in the Philippines but also to other parts of the world.
Figure 6. Branches of two of the most famous American brands located in the Philippines.
Figure 7. Filipino community of OFW’s in Hong Kong.
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Activity 1- The World Made Closer
Directions: Answer the following questions. Write your answer in a short bond paper following
the given format.
a. Enumerate at least three of the most recent songs you have listened. Where did they
originate? Identify the nationality of the writer and/or artist for each music.
Title of the Song Artist Nationality of the Country of

Artist Origin
1.
2.
3.
What gadgets or devices do you usually use to listen to music?
Evaluati
Where were these gadgets or devices made? Where is the company based?
How did you access these music? Did you purchase them online or listen to them through YouTube, Spotif
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Introduction
We have established the many definitions of and issues in defining globalization and the
metaphors that we can use to understand easily the concept. We have also looked into its
origins and history. This section will give you a glimpse of the important theories on
globalization. We will analyze globalization culturally, economically, and politically in this book
as reflected in the succeeding chapters. In the meantime, it would be helpful to assert that the
theories see globalization as a process that increases either homogeneity or heterogeneity.
OBJECTIVES:
1. Homogeneity-refers to the
At the end of the increasing
lesson, sameness
the students will in
bethe world
able to: as cultural inputs, economic
factors, and political orientations
1. Differentiate of societies
the two theories expand to
of globalization create
from eachcommonpractices
other. , same
economies,
2. Cite and similarofforms
examples localof government.
and global culture that shapes every human in the world.
3. Analyze the definition of culture and its significance.
a. Cultural imperialism-
4. Discuss homogeneity
the different in globalization.
origins of culture; this means that a given culture influences other
culture.
Cultural imperialism is the promotion and imposition of a politically powerful culture over
a less powerful nation. In other words, Lessonthis III: Globalization
describes Theories of the culture of a large
the phenomenon
and powerful country having a great influence on a less powerful country. This usually happens
between wealthy Western countries and third-world countries. Furthermore, the term cultural
imperialism is used in fields of cultural studies, history and postcolonial theory. In addition,
Herbert Schiller, Michael Foucault, Edward Said, and Gayatri Chakravorty Spivak are some
prominent figures in the study of cultural imperialism.
Cultural imperialism can take various forms, such as a formal policy or military action, to
the extent that it reinforces cultural hegemony. The creation of formal policies regarding
education, language, or religion of a country can impose culture. For instance, when Native
American children were placed in Western-styled boarding schools, teaching them to read and
write English, and discouraging the use of their native language.
Globalization is another major factor that influences cultural imperialism. Under

globalization, cultural imperialism happens with minimal resistance. Moreover, the spread of
brands like Coca-Cola, McDonald’s, Walmart, KFC, and Apple to third world countries is an
example of modern cultural imperialism.
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b. Americanization- “ the import by non- Americans of products,images, technologies,practices,

and behavior thatare closely associated with America/ Americans” (Kuisel, 1993).
In terms of the economy, there is recognition of the spread of neoliberalism, capitalism, and the
market economy in the world (Antonio, 2007).
Figure 1. A McDonald’s in China. McDonald’s is widely seen as a symbol of Americanization in many countries.
Americanization , or Americanisation , is the influence American culture and business

has on other countries outside the United States, including their media, cuisine, business
practices, popular culture , technology or political techniques. The term has been used since at
least 1907. While not necessarily a pejorative term, it is most often used by critics in the target
country who are against the influences.
Americanization has become more prevalent since the dissolution of the Soviet Union in
1991 and especially since the advent of widespread high speed Internet use starting in the mid-
2000s. In Europe in recent years, there is growing concern about Americanization through
Google , Facebook, Twitter, Amazon ,
Apple Inc. and Uber, among many other United States tech industry companies.
European governments have increasingly expressed concern regarding privacy issues as well
as antitrust and taxation issues regarding the new American giants. The Wall Street Journal in
2015 reported "deep concerns in Europe’s highest policy circles about the power of U.S.
technology companies."
Within the United States, the term Americanization refers to the process of
acculturation by immigrants or annexed populations (e.g. the Californios or Louisiana Creoles
) to American customs and values .
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Media and popular culture
Hollywood (the American film and television industry) since the 1920s has dominated
most of the world's media markets. It is the chief medium by which people across the globe see
American fashions, customs, scenery and way of life.
Figure 2. Hollywood.
Foreign versions of American TV programs are re-broadcast around the world,

many of them through American broadcasters and their subsidiaries (such as HBO Asia ,
CNBC Europe and CNN International ). Many of these distributors broadcast mainly American
programming on their TV channels. In 2006, a survey of 20 countries by Radio Times found
seven American shows in the ten most-watched: CSI: Miami , Lost , Desperate Housewives ,
The Simpsons , CSI: Crime Scene Investigation , Without a Trace and The Adventures of
Jimmy Neutron: Boy Genius .
American films are also extremely popular around the world, often dominating cinemas
as a result of a high demand of US product exported to consumers to clear away the outlook of
World War II. The top-50 highest-grossing films of all time were all made entirely or partially in
the United States. Often part of the negotiating in free trade agreements between the U.S. and
other nations involves screen quotas. One such case is Mexico , which abolished screen quotas
following the establishment of the North American Free Trade Agreement (NAFTA) with the
U.S. South Korea has agreed to reduce its quota under pressure from the U.S. as part of a free
trade deal.
Many American musicians, such as Elvis Presley and Michael Jackson , are
internationally known and have sold over 500 million albums each. Michael Jackson's album
Thriller , at 100 million sales, is the best-selling album of all time. Through the study of
vocabulary and spelling of English words in books and tweets, American English is more
common in communities in the European Union compared to British English . This trend is more
apparent in the events following World War II and the fall of the Soviet Union.
Business and brands
Of the top ten global brands (2017) by revenue, seven are based in the United States :
Apple Inc., Google, Microsoft , Coca-Cola , Amazon (company) , Facebook and IBM .
Coca-Cola , which previously held the top spot, is often viewed as a symbol of Americanization
, giving rise to the term "Coca-Cola diplomacy" for anything emblematic of U.S. soft power .
Fast food is also often viewed as being a symbol of U.S. marketing dominance. Companies
such as McDonald's , Burger King , Pizza Hut ,Kentucky Fried Chicken and Domino's Pizza
among others have numerous outlets around the world.
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Many of the world's biggest computer companies are also U.S.-based, such as
Microsoft , Apple , Intel , HP Inc. , Dell and IBM , and much of the software bought worldwide is
created by U.S.-based companies. Carayannis and Campbell note that "The USA occupies,
also in global terms, a very strong position in the software sector."
c. Media Imperialism- the global flow of media.TV, music, books and movies are perceived as
imposed on developing countries by the West (Cowen, 2002).
Media imperialism is the over-concentration of mass media from larger nations,
negatively affecting less powerful nations. According to Oliver Boyd–Barrett (1977), “media
Imperialism is the process whereby ownership, structure, distribution, or content of the media in
any one country are singly or together subject to substantial external pressure from the media
interests of any other country or countries without proportionate reciprocation of influence by the
country so affected.”
Furthermore, the large spread of news channels like BBC and CNN, Hollywood movies,
Disney, etc. is a perfect example of media imperialism. This imposition of western media on
poorer and less powerful nations can thus result in a loss of identity, create a one-way flow of
media and even widen the class structure.
d. McDonaldization- the process by which Western societies are dominated by the principles of
fast food restaurants.
McDonaldization is a concept developed by American sociologist George Ritzer
which refers to the particular kind of rationalization of production, work, and consumption that
rose to prominence in the late twentieth century. The basic idea is that these elements have
been adapted based on the characteristics of a fast-food restaurant—efficiency, calculability,
predictability and standardization, and control—and that this adaptation has ripple effects
throughout all aspects of society.
The McDonaldization of Society
George Ritzer introduced the concept of McDonaldization with his 1993 book, The
McDonaldization of Society. Since that time the concept has become central within the field of
sociology and especially within the sociology of globalization.
According to Ritzer, the McDonaldization of society is a phenomenon that occurs when

society, its institutions, and its organizations are adapted to have the same characteristics that
are found in fast-food chains. These include efficiency, calculability, predictability and
standardization, and control.
Ritzer's theory of McDonaldization is an update on classical sociologist Max Weber's theory of
how scientific rationality produced bureaucracy, which became the central organizing force of
modern societies through much of the twentieth century. According to Weber, the modern
bureaucracy was defined by hierarchical roles, compartmentalized knowledge and roles, a
perceived merit-based system of employment and advancement, and the legal-rationality
authority of the rule of law. These characteristics could be observed (and still can be)
throughout many aspects of societies around the world.
According to Ritzer, changes within science, economy, and culture have shifted societies
away from Weber's bureaucracy to a new social structure and order that he calls
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McDonaldization. As he explains in his book of the same name, this new economic and social
order is defined by four key aspects.
Efficiency entails a managerial focus on minimizing the time required to complete individual
tasks as well as that required to complete the whole operation or process of production and
distribution.
Calculability is a focus on quantifiable objectives (counting things) rather than subjective ones
(evaluation of quality).
Predictability and standardization are found in repetitive and routinized production or service
delivery processes and in the consistent output of products or experiences that are identical or
close to it (predictability of the consumer experience).
Finally, control within McDonaldization is wielded by the management to ensure that workers
appear and act the same on a moment-to-moment and daily basis. It also refers to the use of
robots and technology to reduce or replace human employees wherever possible.
Ritzer asserts that these characteristics are not only observable in production, work, and
in the consumer experience, but that their defining presence in these areas extends as ripple
effects through all aspects of social life. McDonaldization affects our values, preferences, goals,
and worldviews, our identities, and our social relationships. Further, sociologists recognize that
McDonaldization is a global phenomenon, driven by Western corporations, the economic power
and cultural dominance of the West, and as such it leads to a global homogenization of
economic and social life.
The Downside of McDonaldization
After laying out how McDonaldization works in the book, Ritzer explains that this narrow
focus on rationality actually produces irrationality. He observed, "Most specifically, irrationality
means that rational systems are unreasonable systems. By that, I mean that they deny the
basic humanity, the human reason, of the people who work within or are served by them." Many
have no doubt encountered what Ritzer describes here when the human capacity for reason
seems to be not at all present in transactions or experiences that are marred by rigid adherence
to the rules and policies of an organization. Those that work under these conditions often
experience them as dehumanizing as well.
This is because McDonaldization does not require a skilled workforce. Focusing on the
four key characteristics that produce McDonaldization has eliminated the need for skilled
workers. Workers in these conditions engage in repetitive, routinized, highly focused and
compartmentalized tasks that are quickly and cheaply taught, and thus easy to replace. This
kind of work devalues labor and takes away workers' bargaining power. Sociologists observe
that this kind of work has reduced workers' rights and wages in the US and around the world,
which is exactly why workers at places like McDonald's and Walmart are leading the fight for a
living wage in the U.S. Meanwhile in China, workers who produced iPhones and iPads face
similar conditions and struggles.
The characteristics of McDonaldization have crept into the consumer experience too,
with free consumer labor folded into the production process. Ever bus your own table at a
restaurant or café? Dutifully follow the instructions to assemble Ikea furniture? Pick your own
apples, pumpkins, or blueberries? Check yourself out at the grocery store? Then you have
been socialized to complete the production or distribution process for free, thus aiding a
company in achieving efficiency and control.
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Sociologists observe the characteristics of McDonaldization in other areas of life, like education
and media too, with a clear shift from quality to quantifiable measures over time, standardization
and efficiency playing significant roles in both, and control too.
Look around, and you will be surprised to find that you will notice the impacts of
McDonaldization throughout your life.
2. Heterogeneity- pertains to the creation of various cultural practices, new economies, and
political groups because of the interaction of elements from different societies of the
world.Heterogeneity refers to the differences because of either lasting differences or of
the hybrids or combinations of cultures that can be produce through transplanetary
process.
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Lesson IV: Dynamics of Local and Global

Global flows ofCulture
culture tend to move more easily around the globe than ever before,
Introduction
especially through non-material digital forms. There are three perspectives on global cultural
flows. These are differentialism, hybridization, and convergence.
OBJECTIVES:
4.1 CULTURE
At the end of the lesson, the students will be able to:
1. Define culture.
Culture- is the characteristics
2. Differentiate and knowledge
local culture from of a particular group of people,
global culture.
encompassing
3. Give examples of local and global culture. music and arts.
language, religion, cuisine, social habits,
The Center for Advance Research on Language Acquisition goes a step further, defining
culture as shared patterns of behaviors and interactions, cognitive constructs and understanding
that are learned by socialization. Thus, it can be seen as the growth of a group identity fostered
by social patterns unique to the group.
"Culture encompasses religion, food, what we wear, how we wear it, our language ,
marriage, music, what we believe is right or wrong, how we sit at the table, how we greet
visitors, how we behave with loved ones, and a million other things," Cristina De Rossi, an
anthropologist at Barnet and Southgate College in London, told Live Science.
The word "culture" derives from a French term, which in turn derives from the Latin
"colere," which means to tend to the earth and grow, or cultivation and nurture. "It shares its
etymology with a number of other words related to actively fostering growth," De Rossi said.
Western culture
The term "Western culture" has come to define the culture of European countries as well
as those that have been heavily influenced by European immigration, such as the United States,
according to Khan University . Western culture has its roots in the Classical Period of the Greco-
Roman era and the rise of Christianity in the 14th century.
Other drivers of Western culture include Latin, Celtic , Germanic and Hellenic ethnic and
linguistic groups. Today, the influences of Western culture can be seen in almost every country
in the world.
Eastern culture
Eastern culture generally refers to the societal norms of countries in Far East Asia
(including
China , Japan, Vietnam, North Korea and South Korea) and the Indian subcontinent. Like the
West, Eastern culture was heavily influenced by religion during its early development, but it was
also heavily influenced by the growth and harvesting of rice , according to the book "Pathways
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to Asian Civilizations: Tracing the Origins and Spread of Rice and Rice Cultures" by Dorian Q.
Fuller. In general, in Eastern culture there is less of a distinction between secular society and
religious philosophy than there is in the West.
Latin culture
Many of the Spanish-speaking nations are considered part of the Latin culture, while the
geographic region is widespread. Latin America is typically defined as those parts of the Central
America, South America and Mexico where Spanish or Portuguese are the dominant
languages. Originally, the term "Latin America" was used by French geographers to
differentiate between Anglo and Romance (Latin-based) languages, according to the University
of Texas.
While Spain and Portugal are on the European continent, they are considered the key
influencers of what is known as Latin culture, which denotes people using languages derived
from Latin, also known as Romance languages.
Middle Eastern culture

The countries of the Middle East have some but not all things in common. This is not a
surprise, since the area consists of approximately 20 countries, according to PBS . The Arabic
language is one thing that is common throughout the region; however, the wide variety of dialect
can sometimes make communication difficult. Religion is another cultural area that the countries
of the Middle East have in common. The Middle East is the birthplace of Judaism, Christianity
and Islam.
African culture
The continent of Africa is essential to all cultures. Human life originated on this
continent and began to migrate to other areas of the world around 60,000 years ago, according
to the Natural History Museum in London. Other researchers, like those from Estonian
Biocentre in Tartu, believe that the first migration may have been much earlier, as early as
120,000 years ago . Researchers come to these conclusions by studying human genomes from
various cultures to trace their DNA to common ancestors. Fossil records also factor into some
of these theories.
Africa is home to a number of tribes, ethnic and social groups. One of the key features of
this culture is the large number of ethnic groups throughout the 54 countries on the continent.
Nigeria alone has more than 300 tribes, for example.
Currently, Africa is divided into two cultural groups: North Africa and Sub- Saharan
Africa. This is because Northwest Africa has strong ties to Middle East, while Sub-Saharan
Africa shares historical, physical and social characteristics that are very different from North
Africa, according to the University of Colorado. The harsh environment has been a large factor
in the development of Sub-Saharan Africa culture, as there are a number of languages,
cuisines, art and musical styles that have sprung up among the far-flung populations.
Constant change
No matter what culture a people are a part of, one thing is for certain, it will change.
"Culture appears to have become key in our interconnected world, which is made up of so
many ethnically diverse societies, but also riddled by conflicts associated with religion, ethnicity,
ethical beliefs, and, essentially, the elements which make up culture," De Rossi said. "But
culture is no longer fixed, if it ever was. It is essentially fluid and constantly in motion." This
makes it so that it is difficult to define any culture in only one way.
While change is inevitable, the past should also be respected and preserved. The United
Nations has created a group called The United Nations Educational, Scientific and Cultural
Organization (UNESCO) to identify cultural and natural heritage and to conserve and protect it.
Monuments, building and sites are covered by the group's protection, according to the
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international treaty, the Convention Concerning the Protection of the World Cultural and Natural
Heritage . This treaty was adopted by UNESCO in 1972.
4.1.2 LOCAL CULTURE
Local culture is everything that we create and share as part of our lives in the place
where we live or work.
Local culture recognizes the expertise that people have in living their daily lives. People
bring a wealth of knowledge to their activities – where to buy the freshest meats, how to
machine a part within a thousandth of an inch, when to move the infield closer to the plate for a
bunt, what types of patterns go well with each other, how to reach consensus on a
cooperative’s committee.
Local culture recognizes that people’s daily knowledge comes from shared life experiences and
information transmitted to them by family, friends, neighbors and co-workers.
Local culture has connections to all aspects of the curriculum, including: art, music,
theater, geography, history, sociology, economics, political science, psychology, anthropology,
folklore, reading, writing, speaking, listening, foreign languages, English as a second language,
media and technology, international education, natural history and environmental education,
family and consumer education.
We create and share local culture as part of our lives in specific places-urban and rural.
The common factor is place, yet each discipline investigates place in a different way.
Where is local culture?

Global is
Local culture culture is culture which transcendent national borders and exists in many different
everywhere.
places aroundresides
Local culture the world.
in our relations with the local environment and landscapes, in our local
However,
music and artisticglobal culture exists
expressions, in our primarily on ahistory
community’s superficial
and level. Researchers
contemporary socialare often
issues,
talking about things such
and in our family’s stories.as food which exists all over the world, the use of English as the lingua
franca, or certain customs which get adopted by various different cultures.
4.1.3 GLOBAL CULTURE
Another important point to mention is the international media and other types of cultural
transmitters such as cinema or art. These media influence people’s way of thinking all around
the world and act as socialization agents.
In doing so, they transfer values and beliefs from one culture to the other.
And yet, the evidence that “global culture” exists on a deeper level (values, beliefs,
world views) is only very scarce. While there are certain things that people learn from other
cultures (e.g. business culture all around the world is starting to become more mono-chronic in
its use of time rather than poly-chronic), this doesn’t affect the culture as a whole. Rather, what
does happen is that a sub-culture of a “ global elite” is developing. This global elite are people
who are traveling from one country to another as part of their career, and who are taking on
high positions in business, media or politics.
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People who are members of this sub-culture can more be described as having a “global
identity” in the sense that they have learned to act successfully in multiple cultural
environments.
Their behavior is also converging more and more to the point that something like a sub-
culture is developing that allows the members of this group of people to communicate with one
another successfully.
4.1.4 17 EXAMPLES OF GLOBAL CULTURE
Global culture is a set of shared experiences, norms, symbols and ideas that unite
people at the global level. Cultures can exist at the global, national, regional, city, neighborhood,
subculture and super culture levels. Such cultures are not mutually exclusive but overlap in
countless ways. The following are common examples of global culture.
1. Business
Shared business habits, conventions, symbols and expectations. This includes
foundational concepts such as company, team, meeting or innovation.
2. Sport
Sports such as soccer, running and swimming that are enjoyed on an international basis.
The culture of a sport may differ by nation with commonalities at the global level. For example,
soccer fans in the United Kingdom and Japan may have different traditions but enjoy a shared
experience nonetheless.
3. Holidays & Pastimes

Holidays and pastimes that are celebrated in different ways in different areas with some
degree of commonality at the global level such as New Years.
4. Fashion
Fashion such as a trendy style, material or design that spreads on a global basis.
5. Diplomacy
The conventions and norms of international diplomacy.
6. Professions
Professional culture such as a software developers who share norms, ideas and
symbols.
7. Language
Efforts to adopt an common international language, currently English, to communicate
across borders.
8. Travel
Travel norms and conventions for tourists.
9. Belief
Religions and philosophies typically transcend national borders.
10. Art & Music

Styles and genres of art and music such as jazz, hip hop or impressionism.
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11. Food
Food items that are well known in most countries such as pizza, sushi or the hamburger.
12. Education
Educational norms and philosophies. For example, the idea that students debate topics
to develop their capacity for analysis, communication and critical thought.
13. Consumer Culture

Consumer culture such as a brand that gets respect from snowboarders in multiple
countries.
14. Subcultures
Subcultures such as street fashion enthusiasts in Tokyo and New York who influence
each other.
15. Fandom
Fans of popular culture or hobbies that share a camaraderie that spans regions. For
example, cosplayers who share many of the same inspirations, vocabulary and norms in Asia,
Europe, North America, South America, Australia and Africa.
16. Gamers
Video game enthusiasts represent a major super culture that has a global reach.
17. Cosmopolitanism
Cosmopolitanism is the idea that community exists at the global level. This is associated
with learning languages, travel, working abroad, international business and development of
cultural knowledge so as to respect the local culture where you travel.
Feed Your Mind!
While political and economic prowess determine a country’s power, it is culture which
dictates its greater impact on the world. From the scientific and artistic legacy of Italy’s
Renaissance to the USA turning film into a global industry in the Hollywood Golden Age, our
world is constantly being shaped by cultural waves spreading swiftly and steadily across the
planet. US News & World Report has determined the world’s most culturally influential
countries by measuring their global significance in seven categories: prestige, entertainment,
fashion, trendiness, modernity, happiness and general cultural influence.
10. Sweden
Sweden’s cultural impact is determined mainly by its modernity, in which it has scored
9/10. The Nordic nation is at the forefront of modern trends, with the Scandi aesthetic renowned
for its sleek functionality and affordability. Then there is IKEA, a global phenomenon that
changed home furnishing forever.
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9. Australia
Australia’s place at number nine is also based on its modernity, with the country
achieving 9.8/10. It also scored well in terms of its population’s happiness at 9.4/10. The country
is known for its laid-back attitude; the colloquial phrase “no worries” originated there and is now
utilized worldwide.
8. Brazil
Entertainment leads the way for this South American nation’s impact on global culture.
People have swayed to the sultry rhythms of Brazilian music for decades and its Rio Carnival is
world famous. Recently, the country has also added a growing cinema industry to its arts and
entertainment heritage.
7. Switzerland
Switzerland tops global culture when it comes to prestige, in which it is rated an
impressive 10/10. An unmatched heritage in banking for the rich and famous and a reputation
for running smoothly and neutrally is responsible for this accolade.
6. Japan
Japan’s cultural reach spawns mainly from its modernity (9.8/10), followed close behind
by the fact that it has a highly influential culture (9.1/10). From sushi to fashion, the vibrations of
this country’s cultural impact can be felt all around the world.
5. United Kingdom
Coming in at number five, the UK like Switzerland is most known for its prestige, scoring
9.5/10. London is the world’s leading financial centre and with large parts of the world obsessing
over the British royal family, the country is also seen as a beacon of proper decorum.
4. Spain
Spain ranks 10/10 for entertainment. From renowned artists like Goya and Picasso to
the passionate dance of flamenco, the country’s artistic heritage runs deep.
3. United States
Scoring a 10/10 in modernity and a 9.1/10 for its entertainment, the US retains its
historical position as the centre of the modern world and its entertainment industry continues to
have a huge impact.
2. France
France is most culturally influential when it comes to fashion, scoring a 9.8/10 in this
category. French designer Coco Chanel made wearing trousers fashionable for women and the
country, especially Paris, remains the heart of haute couture.
1. Italy
Italy reigns supreme on the list with a 10/10 for both trendiness and fashion and a 9.7/10
for having a generally influential culture. The country responsible for Michelangelo, pizza and
the fashion houses of Milan has been shaping world culture since the Renaissance and this
doesn’t look to be changing any time soon.
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4.1.5 Dynamics of Local and Global Culture
1. Cultural differentialism
Cultural differentialism emphasizes the fact that cultures are essentially different and are
only superficially affected by global flows.
2. Cultural hybridization
Cultural hybridization approach emphasizes the integration of local and global cultures
(Cvetkovich and Kellner, 1997). Globalization is considered to be a creative process which gives
rise to hybrid entities that are not reducible to either the global or the local. A key concept is
“glocalization” or the interpenetration of the global and local resulting in unique outcomes in
different geographic areas (Giulianotti and Robertson,2007,p.133). Another key concept is Arjun
Appadurai’s “scapes” in 1996, where global flows involve people, technology, finance, political
images, and media and the disjunctures between them, which lead to the creation of cultural
hybrids.
3. Cultural convergence
Cultural convergence approach stresses homogeneity introduced by globalization.
Cultures are deemed to be radically altered by strong flows, while cultural imperialism happens
when one culture imposes itself on and tends to destroy at least parts of another culture.
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Lesson V: Origins and History of Globalization

1. Hardwired
According to Nayan Chanda (2007), it is because our basic human need to make our
OBJECTIVES:
lives better that made globalization possible. Therefore, one can trace the beginning of
At thefrom
globalization endour
of the lesson, in
ancestors theAfrica
students
who will be able
walked out from the said continent in the late Ice
Age. Thisto:long journey finally led them to all known continents today, roughly 50, 000 years.
1. Discuss
Chanda the origins
(2007) of globalization.
mentioned that commerce, religion, politics, and warfare are the “urges”
of people toward a better life. These are respectively connected to four aspects of globalization
and they can be traced all throughout history: trade, missionary work, adventures, and
conquest.
2. Cycles
For some, globalization is a long-term cyclical process and thus, finding its origin will be
a daunting task. What is important is the cycles that globalization has gone through (Scholte,
2005). Subscribing to this view will suggest adherence to the idea that other global ages have
appeared. There is also the notion to suspect that this point of globalization will soon disappear
and reappear.
3. Epoch
Ritzer (2015) cited Therborn’s (2000) six great epochs of globalization. These are also called
“waves” and each has its own origin. Today’s globalization is not unique if this is the case. The
difference of this view from the second view (cycles) is that it does not treat epochs as returning.
The following are the sequential occurrence of the epochs:
1. Globalization of religion (fourth to seventh centuries)
2. European colonial conquest (late fifteenth century)
3. Intra- European wars (late eighteenth to early nineteenth centuries)
4. Heyday of European imperialism (mid-nineteenth century to 1918)
5. Post- World War II period
6. Post- Cold War period
4. Events
Specific events are also considered as part of the fourth view in explaining the origin of
globalization. If this is the case, then several points can be treated as the start of globalization.
Gibbon (1998), for example, argued that Roman conquests centuries before Christ were its
origin. In an issue of the magazine the Economist (2006, January 12), it considered the
rampage of the armies of Genghis Khan into Eastern Europe in the thirteenth century.
Rosenthal (2007) gave premium to voyages of discovery— Christopher Columbus’s discovery
of America in 1942, Vasco da Gama in Cape of Good Hope in 1498, and Ferdinand Magellan’s
completed circumnavigation of the globe in 1522.
The recent years could also be regarded as the beginning of globalization with reference
to specific technological advances in transportation and communication. Some examples
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include the first transatlantic telephone cable (1956), the first transatlantic television
broadcasts (1962), the founding of the modern internet in 1988, and the terrorists attack on the
Twin Towers in New York (2001). Certainly, with this view, more and more specific events will
characterize not just the origins of globalization but also more of its history.
5. Broader, More Recent Changes

Recent changes comprised the fifth view. These broad changes happened in the last
half of the twentieth century. Scholars today point to these three notable changes as the origin
of globalization that we know today. They are as follows:
1. The emergence of the United States as the global power (post-World War II)
2. The emergence of multinational corporations (MNC’s)
3. The demise of the Soviet Union and the end of the Cold War
Through its dominant military and economic power after WWII, the United States was
able to outrun Germany and Japan in terms of industry. Both Axis powers and Allies fall behind
economically as compared to the new global power. Because of this, the United States soon
began to progress in different aspects like in diplomacy, media, film (as in the Hollywood), and
many more.
Before MNC’s came into being, their roots were from their countries of origin during the
eighteenth to early nineteenth centuries. The United States, Germany, and Great Britain had in
their homeland great corporations which the world knows today. However, they did not remain
there as far as their production and market are concerned. For example, Ford and General
Motors originated in the United States but in the twentieth century, they exported more
automobiles and opened factories to other countries.
More recent than the first two would be the fall of the Soviet Union in 1991. This event
led to the opening of the major parts of the world for the first time since the early twentieth
century. Many global processes— immigration, tourism, media, diplomacy, and MNC’s— spread
through the planet. This paved way for the so-called “free” world. China, even though the
government remains communist, is on its way to becoming a major force in global capitalism
(Fishman, 2006). Moreover, China is also globalizing in terms of other aspects such as their
hosting of the Olympics in 2008.
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Activity I
Directions: Attach a picture of local culture and global culture from different countries. Choose
only one picture for each culture. Do this in a short bond paper following the given format.
Name: Section: Date: Subject:
Local Culture Name of Culture: Global Culture Name of Culture:

Short Description of Culture: Short Description of Culture:
Answer the following questions:
What is the importance or significance of local culture in the country where it originated?
Are there any similarities or differences between the local and global culture that you chose?
What do you think is the impact of globalization in the given cultures?
Evaluation
A. Directions: Answer the following questions. Do this in a one- whole sheet of paper.
1. Differentiate homogeneity from heterogeneity in terms of their application in the

theories of globalization.(5 points)
2. Are societies in the world becoming more similar (homogenous) or more
different (heterogeneous)? Why or why not? (5 points)
3. Enumerate the origins of globalization (5 points).
B.
1. Do you agree with the idea that the contemporary world is characterized by high liquidity? Why
or why not? (3points)
2. Differentiate solidity, liquidity and flows in your own idea/opinion. (10points)
3. Give at least one example for each metaphor:
a. Solidity-
b. Liquidity-
c. Flows-
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C. Identify whether the following is solidity, liquidity, or flows. Write your answer only.
1. Recently, One Direction became a trending topic in many social media sites for their ten
years anniversary. Many fans use the hashtag #10YearsOf1D to show their support for their
idols in their great contribution in the music industry.
2. The Demilitarized Zone (DMZ) between the borders of North and South Korea.
3. The growing numbers of branches of the famous American fast food restaurant McDonalds
located in the Philippines.
4. Many individuals in the Philippines became a fan of highly popular Korean dramas and K-pop
brought by the so-called Hallyu wave. To show their support, they are browsing different internet
sites such as YouTube and Instagram to get the latest update or trending topics. Others use or
subscribe to Netflix to watch their favourite Korean shows and drama.
References:
Reference Book:
Aldama, Prince Kennex Reguyal (2018) The Contemporary World (First Edition) -Rex Book
Store Inc., Nicanor Reyes Sr. St., Sampaloc, Manila/ Tel Nos. : 735-1364, 736-0567
Online References:
https://vittana.org/19-advantages-and-disadvantages-of-globalization?fbclid=IwAR0wQFa8wLx-
DUzmxezE2uSI1Iok182ib1uwVx55UkJg6zePZ8T8rP18XhA
https://www.globalization101.org/introduction-
8/?fbclid=IwAR3ZeRE2L1Fll b8PaBn3OvGBBdi3dAbbgEhV1XBcH2JFbyp37DbzyB3o8
https://www.thoughtco.com/mcdonaldization-of-society-3026751
https://wtlc.csumc.wisc.edu/what-is-local-culture/
https://www.livescience.com/21478-what-is-culture-definition-of-culture.htm
Romeylene L.

Module 1 - The Contemporary World

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GE 3 Module 1- Introduction to Globalization

The Contemporary World

Globalization can refer to a number of different areas of concentration. Globalization

Lesson I: Defining Globalization

Figure 1. Some of the famous and widely use social media

Over the years, globalization has gained many connotations pertaining to

The Task of Defining Globalization

5. Ritzer(2015), “globalization is a transplanetary process or a set of process involving

3. Third, globalization is reality. It is changing as human society develops. It has happened

2. Globalization would also reduce labor exploitation issues.

3. Globalization reduces the prospects of tyranny.

4. Globalization improves communication access.

6. Globalization would help the developing world progress faster.

7. Globalization would reduce currency manipulation problems.

8. Globalization encourages free trade.

9. Globalization could create more employment opportunities.

1. Globalization may encourage more off shoring instead of less.

2.Globalization benefits the wealthy more than the poor.

3.Globalization would encourage disease transfer.

4. Globalization could reduce social safety net programs.

5. Globalization would create a new system of politics.

6.Globalization would not prevent resource consumption.

7. Globalization would make it easier for people to cheat.

8. Globalization doesn’t fix a lack of skills.

9. Globalization changes how humans would identify themselves.

10. Globalization would negatively impact the environment.

In order for us to better understand the concept of globalization, we will utilize

Figure 1.Great Wall of China Figure 2. Berlin Wall

Figure 4. Changes in the stock market.

a. Korean foods b. American foods c. Japanese foods

Figure 7. Filipino community of OFW’s in Hong Kong.

Activity 1- The World Made Closer

Title of the Song Artist Nationality of the Country of

Globalization is another major factor that influences cultural imperialism. Under

b. Americanization- “ the import by non- Americans of products,images, technologies,practices,

Americanization , or Americanisation , is the influence American culture and business

Media and popular culture

Foreign versions of American TV programs are re-broadcast around the world,

Business and brands

The McDonaldization of Society

According to Ritzer, the McDonaldization of society is a phenomenon that occurs when

The Downside of McDonaldization

Lesson IV: Dynamics of Local and Global

Middle Eastern culture

Where is local culture?

4.1.4 17 EXAMPLES OF GLOBAL CULTURE

3. Holidays & Pastimes

10. Art & Music

13. Consumer Culture

Feed Your Mind!

4.1.5 Dynamics of Local and Global Culture

Lesson V: Origins and History of Globalization

5. Broader, More Recent Changes

Name: Section: Date: Subject:

Local Culture Name of Culture: Global Culture Name of Culture:

Answer the following questions:

1. Differentiate homogeneity from heterogeneity in terms of their application in the

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