5.

2 Identity

Cultural divergence VS cultural convergence/homogenisation

Main debate of cultural globalisation

The extent to which globalization will lead to a single global culture

Since cultures have tended to diverge in history

Cultural divergence led to the existence of differences between cultures in the world.
Divergence in: language, religion, patterns of kinship and marriage.
EX: when a human population (indigenous Australians) have little contact with rest ofhumanity
for long periods
Writers argue that globalization will lead to a reversal of ^, increasing cultural convergence as
cultures come to resemble each other.
Chanda argues that, globalisation is the process by which human populations (once all in
Eastern Africa but then migrated) were united

Cultural convergence interpretations

- Globalists see as positive process - people anywhere allowed to participate in global
culture (language, clothing, sports, human rights, freedom)
- Sceptist see the spread of Western culture as harmful values (ex: excessive
consumption). The cultural imperialism is devaluing and destroys local cultures
- Transformationalists see global flow of ideas and cultural practices in many directions,
creating hybridised cultures rather than homogenised ones

Impact of globalisation on identity (ethnic revitalisation, cultural

defence and hybrid identity)

Because of globalisation, nearly all of the world's nation states are to some extent multi-ethnic.
Benedict Anderson points out that national and ethnic communities are what he calls “imagined
communities”, as they involve people believing in a shared identity with people they will never
meet or have little in common. (also known as a shared national narrative - stories about
nation’s origin associated with imagery and symbols)

Globalization has led ethnic groups to feel under threat of their culture and identity (language
may disappear), which leads to strengthening of nationalism seen in election of Donald Trump,
the slogan “Make America Great Again” and the rise of strong nationalist parties

Ethnic revitalisation
(ethnicity: language, religion, customs that give feeling of belonging to community)
Instead of ethnic differences fading away with globalisation, there has been an exaggeration of
ethnic differences as a reaction to globalisation.

Because of Globalisation, Ethnic identities have become

- even more important as they see it being threatened and needs defending > leading to
suspicion and aggression to other groups
- See themselves as “outsiders” (EX: increase in Islamophobia in Europe, people seeing
Islam and beliefs of muslims as a cultural threat to Western values)
- growing hostility against people categorized as “other”, though belonging to national
community (gay, sexual minorities) / shows that ethnic revitalisation also invlovles
reassertion of a local identity agaisnt its perceived weakening by globalisation

Cultural defence - where culture acts as the focus for defence of a group’s identity when it is
under threat. Ethnic group may assert one aspect of their culture (language, religion..)
EX: In western countries, due to islamophobia, some Muslims have made Islam a main aspect
of their identity (their religiosity increases as hostility grows)

Creation of hybrid identities - two or more cultures combine

“Brasian” (blended British and Asian culture)
- Select some aspects of religious belief, combine aspects of British culture (individualism)
Significance: so young British Asians can fit in with white British peers at school

Role of Western Ideology

Westernisation - spread globally of Western ideology

emphasises on
- individualism
- democracy
- Science and technology
- Human rights
- Support for ‘free market’ economy
- Christianity

The spread of global Western ideas and values brought conflict with other ideologies
Ex: Japan has pride in Japanese traditions, capitalism is strong> Japan has become a
westernised society.

Westernisation also called

Coca-colonisation
- The idea of global reach of TNCs, Coca Cola creates a global consumer culture, where
standard commodities are promoted by global marketing campaigns to create a similar
lifestyle.
 - Coca-colonisation is a form of cultural dominance (hegemony) - culture is colonised by
cultural products and lifestyles of another, Coca Cola is sold worldwide using universally
recognised red colour and distinctive lettering - can also be called Americanisation

McDonaldisation
- the idea that contemporary corporate cultural products are standardised, homogenised
and formulaic
Homogenisation occurs because global cultural products are designed
- Effectively > limited range to theme to appeal wide audience
- Rationally > all aspects of production measured, evaluated to produce standard products
- Predictably > products designed to be undemanding and unthreatening

Societies can be remade so have characteristics like fast-food restaurants. Workers do not
require skills, work is routine, repetitive and disposable (able to be replaced by machines and
robots)

Cultural globalisation creates choice, creating risk of “wrong” choices, however the risk is
reduced by:
1. Through standardised experiences - every product is the same
2. Where millions of people have the same consumption choices - consumers assure that
they have made the “right” choice
Two may seem contradictory - people see themselves as diverse individuals living out their
chosen identities while simultaneously making similar consumption choices from narrow range
of homogenised products
Bryman suggests that diversity and homogenisation co-exist in the same cultural space. Which
was resolved in late postmodernity when TNCs had the ability to create consumer identities and
brand loyalties that
- homogenise culture behaviours within and between societies
- create impression of tailored choices with homogenised cultural structures

Disneyization of cultural life involves

- Theming - creation of themed consumption experiences; having general standardised
lifestyle
- De-differenciation - where consumers are offered a range of related products to create
“seamless lifestyle” (ex: book that becomes a movie, has pencil case merch)
- Merchandising - consuming cultural products, taking “themed lifestyle” into their home
and social groups
- Cultural imperialism - making one particular cultural ideal to what others should aspire
(Western lifestyles)

LIMITS TO WESTERNISATION
- Mcdonald can have restaurants worldwide but that doesn't mean that all cultures are
mixed. Mcdonalds have to adapt to local culture and tastes.
- Local cultures have reasserted themselves against Western culture - reaction against
standardised goods, wealthy consumers wanting production outside of TNCs.
- Even if people consume standardised products, they will not automatically become
identical consumers. Cultural development can be filtered and changed by social
contexts