CULTURAL

GLOBALIZATI
ON
 “CULTURE GLOBALIZATION”
◦ five conceptual dimensions or landscapes
that are constituted by global cultural flows
◦ ETHNOSCAPES
◦ John Tomlinson
◦ TECHNOSCAPES
◦ George Ritzer
◦ FINANSCAPES
◦ MEDIASCAPES ◦ Benjamin R. barber
◦ IDEOSCAPES ◦ Roland Robertson
◦ What is Culture
◦ What is Globalization
◦ How does Culture take effect on Globalization
◦ What is Cultural Globalization
◦ Origin of Cultural Globalization
◦ Different Perspective of scholars about Culture Globalization
◦ Possitive/Negative effect of Cultural Globalization
◦ Disadvantage/Advantage of Cultural Globalization
◦ Example of Cultural Globalization
◦ Global Economy- refers on all economy all over the world
◦ -like a giant system.

◦ International Trade- import and export

Global Interdependance- world wide level, both of them will gain benefit on each other
 This topic/section focuses on two central questions raised but
scholars of cultural globalization.

First, does globalization increase cultural homogeneity(the quality or state

of being all the same or all of the same kind.), or does it lead to greater
diversity and heterogeneity(the quality or state of being diverse in
character or content.)?

Second, how does the dominant culture of consumerism impact the natural
environment?
 Cultural Globalization
refers to the transmission of ideas, meanings, and values around the world in
such a way as to extend and intensify social relations

This has added to processes of commodity exchange and colonization which

have a longer history of carrying cultural meaning around the globe.

The circulation of cultures enables individuals to partake in extended social

relations that cross national and regional borders. The creation and expansion
of such social relations is not merely observed on a material level.
As Sociologist John Tomlinson
(1999) puts it,

"Globalization lies at the heart

of modern cultures; cultural
practices lie at the heart of
globalization"
 Tomlinson(1999)

defines cultural globalization as a densely growing network of complex

cultural interconnections and interdependencies that characterize modern
social life. He emphasizes that global cultural flows are directed by
powerful international media corporations that utilizes new
communication technologies to shape societies and identities. Because
of this rapid development, number of scholars argue that these processes
have facilitated the rise of an increasingly homogenized global culture
underwritten by an anglo-american value system.
CULTURAL IMPERIALISM
◦ The term cultural imperialism refers most broadly to the exercise of
domination in cultural relationships in which the values, practices,
and meanings of a powerful foreign culture are imposed upon one
or more native cultures.
McDonalization
by American Sociologist George
Ritzer (1993) > describe the wide
ranging process by which the
principles of the fast food
restaurant are coming to
dominate more and more sectors
of American Society.
 by American political theorist Benjamin R. barber (1996) a
McWorld soulless consumer capitalism that is rapidly transforming the
world's diverse population into a blandly uniform market. For
Barber, McWorld is a product of a superficial american popular
culture assembled in the 1950s and 1960s and driven by
expansionist commercial interest. Barber's account of cultural
globalization contains the important recognition that the
colonizing tendencies of McWorld provoke cultural and political
resistance in the form of 'JIHAD' > impulse to reject and repel
Western homogenization forces. Because of This barber's
dialectical account recieved a lot of attention fro the public after
the events of 9/11.
 Roland Robertson

◦ argued that global cultural flows often reinvigorate local

cultural niches. Contending that cultural globalization always
takes place in a local contexts. As result 'glocalization'- a
complex interaction of the global and local characterized by
cultural borrowing, takes place
Scholars like Nederveen Pieterse, Hannerz , and
Robertson seek to expand the concept of globalization by
portraying it as a multidimensional field. In their
view,globalization is both a material and a mental condition,
constituted by complex, often contradictory interactions of
global, local, and individual aspects of social life.
 Arjun Appadurai (1996) have refined this argument by
identifying five conceptual dimensions or landscapes that
are constituted by global cultural flows:
1.) ETHNOSCAPES (shifting populations made up of tourists, immigrants, refugees, and
exile).
2.) TECHNOSCAPES (development of technologies that facilitate the rise of
TNC(transnational corporation) ).
3.)FINANSCAPES (flow of global capital)
4.) MEDIASCAPES (electronic capabilities to produce and disseminate information)
5.) IDEOSCAPES (ideologies of states and social movements )
EFFECTS OF CULTURAL GLOBALIZATION
CONCLUSION

◦ Exploring the economic, political, and cultural dimensions of

globalization, many scholars have raised a number of additional
topics such as the structure and direction of transnational migration
flows, the emergence of transnational social movements such as the
women's movement, the spread of global pandemics, transnational
crime, cyber crime, and the globalization of warfare, military
operations, and military technology linked a transnationalization of
defence production.
CONCLUSION

◦ But rather than providing a full account of every conceivable aspect

of the debate, the purpose of this chapter has been to show that
there exists a variety of approaches to the subkject , but no
scholarly agreement on a single conceptual framework for the study
of globalization.