Global Culture and

Cultural Flows
GEC103 | The Contemporary World
 Introduction
Because much of it exists in the form of ideas, words,
images, musical sounds, and so on, culture tends to
flow comparatively easily throughout the world. In fact,
that flow is increasingly easy because culture exists
increasingly in digitized forms.
 Introduction
While culture does flow comparatively easily across the
globe, not all cultures and forms of culture flow as
easily or at the same rate.
 3 Theories on Globalization

Cultural
Differentialism Cultural Hybridization Cultural Convergence
 Cultural
DIFFERENTIALISM
JIHAD U. SHARIEF
C. Differentialism
Cultural differentialism involves barriers
that prevent flows that serve to make
cultures more alike; cultures tend to
remain stubbornly different from one
another.
 C. Differentialism
• Those who adopt this theory argue that there are lasting differences
among and between cultures, largely unaffected by globalization or
any other bi - , inter - , multi - , and trans - cultural processes and
flows.

• This is not to say that culture is unaffected by any of these processes,

especially globalization, but it is to say that at their core they are
largely unaffected by them; they remain much as they always have
been.
 C. Differentialism

• In one image, the world is envisioned as a mosaic of largely separate

cultures.

• More menacing is an image of a billiard ball table, with billiard

balls (representing cultures) seen as bouncing off others (representing
other cultures).
 C. Differentialism
• In one image, the world is envisioned as a mosaic of largely separate
cultures.

• More menacing is an image of a billiard ball table, with billiard balls

(representing cultures) seen as bouncing off others (representing
other cultures).

• This is more threatening because it indicates the possibility of

dangerous, potentially catastrophic, collisions among and between at
least some of the world ’ s cultures.
 Events that shows the problem because of
Cultural Differentialism

September 11 (911) Afghan - Iraq War

9/11 was the four-coordinated
terrorist suicide attacks carried out
by the Al-Qaeda agaist the United
States.
In response to the 9/11 attack, then-
president Bush started a war with
Iraq after an alleged continued
possessions and manufacture of
weapons of mass destruction.
Samuel Huntington’s Clash
of Civilization
CULTURAL DIFFERENTIALISM
 Clash of Civilization
• Huntington traces the beginnings of the current world situation to the
end of the Cold War and the reconfiguring of the world from one
differentiated on a political - economic basis (democratic/capitalist vs.
totalitarian/communist) to one based on cultural differences.

• Huntington differentiates among seven or eight world civilizations:

Sinic (Chinese), Japan (sometimes combined with the Sinic as Far
Eastern), Hindu, Islamic, Orthodox (centered in Russia), Western
Europe, North America (along with the closely aligned Australia, and
New Zealand), Latin America, and (possibly) Africa.
 Clash of Civilization
• Huntington traces the beginnings of the current world situation to the
end of the Cold War and the reconfiguring of the world from one
differentiated on a political - economic basis (democratic/capitalist vs.
totalitarian/communist) to one based on cultural differences.

• Huntington differentiates among seven or eight world civilizations:

Sinic (Chinese), Japan (sometimes combined with the Sinic as Far
Eastern), Hindu, Islamic, Orthodox (centered in Russia), Western
Europe, North America (along with the closely aligned Australia, and
New Zealand), Latin America, and (possibly) Africa.
 Clash of Civilization
• He sees these civilizations as differing greatly on basic philosophical
assumptions, underlying values, social relations, customs, and overall
outlooks on life.
 Clash of Civilization
• Civilizations are among the most enduring of human associations; they
are the broadest level of cultural identity; they are the broadest source of
subjective self- identification; they usually span more than one nation –
state; they are a totality, and they are closely aligned with both religion
and race.
 Clash of Civilization
Huntington offers a modern grand narrative of the relationships
among civilizations

For more than 3,000 years (approximately 1500 bc to ad 1500)

FIRST PHASE

civilizations tended to be widely separated in both time and space.

As a result, contacts among them were apt to be almost non -
existent. The contacts that did occur tended to be limited or
intermittent, but when they occurred they were likely to be quite
intense.
 Clash of Civilization
Huntington offers a modern grand narrative of the relationships
among civilizations

The next phase, roughly from 1500 to the close of WW II, was

2ND PHASE
characterized by the sustained, overpowering, and unidirectional
impact of Western civilization on all other civilizations.
Huntington attributes this to various structural characteristics of
the West including the rise there of cities, commerce, state
bureaucracy, and an emerging sense of national consciousness.
 Clash of Civilization
Huntington offers a modern grand narrative of the relationships
among civilizations

However, the most immediate cause was technological, especially

2ND PHASE
in ocean navigation and the military (including a superior military
organization, discipline and training, and, of course, weaponry). In
the end, the West excelled in organized violence and while those in
the West sometimes forget this, those in other parts of the world
have not.
 Clash of Civilization
Huntington offers a modern grand narrative of the relationships
among civilizations

2ND PHASE
Thus, by 1910, just before the beginning of World War I, the world
came closer, in Huntington’s view, than at any other time in
history to being one world, one civilization – Western
civilization.
 Clash of Civilization
Huntington offers a modern grand narrative of the relationships
among civilizations

3rd PHASE
The Multi-Civilizational System is traceable to the end of the expansion
of the West and the beginning of the revolt around it.
Clash of Civilization
3rd PHASE

• The period after WW II and until about 1990 was characterized by a clash
of ideas, especially capitalist and communist ideologies, but with the fall of
communism, the major clashes in the world came to revolve around
religion, culture, and ultimately civilizations.

• While the West continues to be dominant, Huntington foresees its decline.

It will be a slow decline, it will not occur in a straight line, and it will
involve a decline (at least relatively) in the West’s resources

• While the West declines, the resurgence of two other civilizations is of

greatest importance.
Clash of Civilization
3rd PHASE

• The period after WW II and until about 1990 was characterized by a clash
of ideas, especially capitalist and communist ideologies, but with the fall of
communism, the major clashes in the world came to revolve around
religion, culture, and ultimately civilizations.

• While the West continues to be dominant, Huntington foresees its decline.

It will be a slow decline, it will not occur in a straight line, and it will
involve a decline (at least relatively) in the West’s resources

• While the West declines, the resurgence of two other civilizations is of

greatest importance.
Clash of Civilization
3rd PHASE

• The first is the economic growth of Asian societies, especially Sinic

civilization.

• Huntington foresees continuing growth of Asian economies which will

soon surpass those of the West.

• Also helpful to the economic rise of the East are other commonalities
among the nations of the region (e.g. religion, especially Confucianism)
Clash of Civilization
3rd PHASE

• More controversial is Huntington’s second major contention involving the

resurgence of Islam. While the Sinic emergence is based in the economy,
Islamic expansion is rooted in dramatic population growth and the
mobilization of the population. This has touched virtually every Muslim
society, usually first culturally and then socio - politically.
• Conflict will occur at the fault lines among and between civilizations,
especially the Western, Sinic, and Islamic civilizations. Thus, he foresees
dangerous clashes in the future between the West, Islam, and Sinic.
• Much of the conflict revolves around the West’s view of itself as possessing
“ universal culture, ” its desire to export that culture to the rest of the
world, and its declining ability to do so.
Clash of Civilization
3rd PHASE

• The West also seeks to export democracy to, even impose it on, other
societies and civilizations (Iraq and Afghanistan are notable examples in
the Islamic world), which often resist it as part of the West’s idea of
universal culture.
 Clash of Civilization
• Huntington has earned numerous criticisms and great enmity for his
controversial statements about Islamic civilization and Muslims
(Huntington 1996 ). For example, he argues that wherever Muslims and
non - Muslims live in close proximity to one another, violent conflict
and intense antagonism are pervasive.
• Huntington puts much of the blame for this on Muslims and what is, in
his view, their propensity toward violent conflict. He argues that, from
the beginning, Islam has been a religion of the sword.
• The relationship between Islam and other civilizations has historically
been one of mutual indigestibility.
 Clash of Civilization
• Huntington is concerned about the decline of the West, especially of the
US. He sees the US, indeed all societies, as threatened by their
increasing multi – civilizational or multi - cultural character. For him,
the demise of the US effectively means the demise of Western
civilization. Without a powerful, uni - civilizational US, the West is, in
his view, minuscule.
 Clash of Civilization
• Huntington argues that for the West to survive and prosper the US must
do two things.
• First, it must reaffirm its identity as a Western nation
• Second, it must reaffirm and reassert its role as the leader of Western
civilization around the globe.
 CULTURAL
HYBRIDIZATION
CHAPTER 7: Global Culture and Cultural Flows
 Introduction
Emphasizes the mixing of cultures as a result of
globalization and the production, out of the integration of
the global and the local, of new and unique hybrid cultures
that are not reducible to either local or global culture
(Cvetkovich and Kellner 1997).
“The focus is on the intergration of global
processes with various local realities to produce
new and distinctive hybrid forms that indicate
continued global heterogenization rather than
homogenization.”
What is the difference between Heterogenization
and Homogenization ?

Heterogenization Homogenization
Implies that cultures can coexist and Pertains to state-led approach that
have a certain role in the world. aims standardize culture and
intersection of the two.
 Glocalization Creolization
Interpenetration of the global and the Involves a combination of languages
local resulting in unique outcomes in and cultures that were previously
different geographic areas. unintelligible to one another.
Hybridization
External flows interact with internal
flows producing a unique cultural hybrid
that combines elements of the two.
Muslim Girl Scouts
 Appadurai’s “Landscapes”

01 02 03
Ethnoscapes Technoscapes Financescapes

04 05
Mediascapes Ideoascapes
 01
Ethoscapes
Actual movement, as well as fantasies about moving, of
mobile groups and individuals.
 Involve those who are mobile,
groups and individuals on the
move that plays an important role
in the ever-changing world in
which we increasingly live.
 02
Technoscapes
Fluid, global configurations of technology and the wide
range of material that moves freely and quickly around the
globe.
The ever fluid, global configurations of
high and low, mechanical and
informational technology and wide
range of material that now moves so
freely and quickly around the globe
and across the borders that were at one
time impervious to such movement.
 03
Financescapes
Processes by which huge sums of money move through
nation-states and around the world at great speed.
 Involve the processes by which
huge sums of money move
through nation-states and around
the world at great speed through
commodity speculations, currency
markets, national stock exchanges,
and the like.
 04
Mediascapes
Electronic capability to produce and transmit information
and images globally.
Involve both the electronic capability to
produce and transmit information around
the world as well as the images of the
world that these media create and
disseminate.
05 Ideoscape
Flows of images primarily
political in nature.

Sets of images, but are largely restricted to

either political images produced by the states
and in line with their ideology or the images and
counter-ideologies produced by movements that
seek to supplant those in power or at least to
gain a piece of that power.
 Cultural
Convergence
 Cultural Imperialism
› Cultures imposing themselves,
more or less consciously, on
 Indian Sari Weavers
other cultures.
 Deterritorialization
– The declining significance of the
geographic location in which
culture exist
– Culture is no longer as tied as it
once was to the constrains of local
geography.
 John Tomlinson
In “Cultural Imperialism”, John Tomlinson deals with issues
ranging from the ideological effects of imported cultural
products, to the process of cultural homogenization, to the nature
of cultural autonomy. He examines a number of national cultural
identity; the critique of multinational capitalism and the critique
of cultural modernity. His analysis reveals major problems in the
way in which the idea of culture, as distinct from economic or
political, imperialism is formulated.
World Culture
 This theory focuses on the way in which participants in the process
become conscious of and give meaning to living in the world as a single
place.
 Involves the spread of global models leading to global convergence.

Isomorphism
CREDITS: This presentation template was created by Slidesgo, including icons by
 A series of global models
Flaticon and
has ledinfographics & images by
to a great uniformity Freepik the world,
throughout
World culture scholars describe the world in terms of an enactment of
culture:

• Culture is associated with a “culture order” and “institutions”, both

of which are seen as “rationalized”.

• Culture is seen as shaping the macro-, meso-, and micro-levels

throughout the world.
MCDONALDIZATION
JIHAD U. SHARIEF
 McDonaldization
• McDonaldization : Process by which the principles of the fast - food
restaurant are coming to dominate more of the world.

• Five basic dimensions: (1) efficiency, (2) calculability, (3) predictability,

(4) control, and (5) the irrationality of rationality.
McDonaldization
EFFICIENCY

• First, a McDonaldizing society emphasizes efficiency , or the effort to

discover the best possible means to whatever end is desired. Workers in
fast - food restaurants clearly must work efficiently; for example,
burgers are assembled, and sometimes even cooked, in an assembly -
line fashion. Customers want, and are expected, to acquire and consume
their meals efficiently.
• Overall, a variety of norms, rules, regulations, procedures, and
structures have been put in place in the fast - food restaurant in order to
ensure that both employees and customers act in an efficient manner.
McDonaldization
CALCULABILITY

• Second, great importance is given to calculability , to an emphasis on

quantity, often to the detriment of quality. Various aspects of the work of
employees at fast-food restaurants are timed; this emphasis on speed
often serves to affect adversely the quality of the work, from the point of
view of the employee, resulting in dissatisfaction, alienation, and high
turnover rates.
McDonaldization
PREDICTABILITY

• McDonaldization also involves an emphasis on predictability , meaning

that things (products, settings, employee and customer behavior, and so
on) are pretty much the same from one geographic setting to another
(globalization) and from one time to another. Employees are expected to
perform their work in a predictable manner and, for their part, customers
are expected to respond with similarly predictable behavior.
McDonaldization
CONTROL

• In addition, great control exists in McDonaldized systems and a good

deal of that control comes from technologies. Although these
technologies currently dominate employees, increasingly they will be
replacing them. Employees are clearly controlled by such technologies
as french-fry machines that ring when the fries are done and even
automatically lift the fries out of the hot oil. For their part, customers are
controlled both by the employees who are constrained by such
technologies as well as more directly by the technologies themselves.
McDonaldization
IRRATIONALITY OF RATIONALITY

• Rationality seems often to lead to its exact opposite – irrationality. For

example, the efficiency of the fast - food restaurant is often replaced by
the inefficiencies associated with long lines of people at the counters or
long lines of cars at the drive–through window.
McDonaldization
Expansionism and Globalization

• Over 43 percent of McDonald’s restaurants are outside the US (in the

mid - 1980s only 25 percent of McDonald ’ s were outside the US). The
vast majority of new restaurants opened each year are overseas – in
2006, 233 of the 280 new restaurants opened were overseas. Well over
half of McDonald ’ s profits come from its overseas operations. The
highly McDonaldized Starbucks has also become an increasingly global
force, at least until its setback in mid - 2008, with locations in 36
countries besides the US, and serving as a strong presence in Latin
America, Europe (it is particularly visible in London), the Middle East,
and the Pacific Rim.
McDonaldization
Expansionism and Globalization

• Another indicator of globalization is the fact that other nations have

developed their own variants of McDonaldized fast - food restaurants.
Canada has a chain of coffee shops, Tim Hortons (merged with Wendy ’
s in 1995), with 2,711 outlets (336 in the United States). Paris, a city
whose love for fi ne cuisine might lead one to think it would prove
immune to fast food, has a large number of fast – food croissanteries;
the revered French bread has also been McDonaldized.
McDonaldization
Expansionism and Globalization

• Now McDonaldization is coming full circle. Other countries with their

own McDonaldized institutions are beginning to export them to the US.
The Body Shop, a British cosmetics chain, had over 2,100 shops in 550
nations in 2006. Three hundred of them were in the US. Furthermore,
American firms are now opening copies of this British chain, such as
Bath and Body Works. Pollo Campero, a Guatemalan chain specializing
in fried chicken, is currently in six countries and is spreading rapidly
throughout the US.
McDonaldization
Beyond Fast-food

• Let us close this section with an unusual example of McDonaldization,

this time as it relates to the globally distributed drug, Viagra. Viagra is
designed to help deal with erectile dysfunction (ED), but it could be
argued that it also serves in many ways to McDonaldize sex (e.g. by
making more predictable the ability of males to perform sexually).
Viagra, and its use, have become global phenomena. Wide – scale use of
Viagra has become a subject of concern (and some humor), not only in
the US, but elsewhere in the world. In Spain, Viagra has been stolen
from pharmacies; it has become a recreational drug demanded even by
young people; and this has led to enormous sales even at high retail
prices ($104 for a box of eight), and illegal sales (at discos, for example)
of a single pill for as much as $80.
GLOBALIZATION OF
NOTHING
JIHAD U. SHARIEF
 Globalization of Nothing
• The globalization of nothing (Ritzer 2007 ), like McDonaldization,
implies growing convergence as more and more nations around the
world are increasingly characterized by various forms of nothing (see
below for the defi nition of this concept). The argument is that there is
an elective affinity , using a term borrowed from Weber (1921/1968) ,
between globalization and nothing. That is, one does not cause the other,
but they do tend to vary together.
 Globalization of Nothing
• Nothing involves (largely) empty forms; forms largely devoid of
distinctive content. It is easier to export empty forms (nothing)
throughout the globe than it is forms that are loaded with distinctive
content (something). The latter are more likely to be rejected by at least
some cultures and societies because the content conflicts, is at variance,
with local content. In contrast, since they are largely devoid of
distinctive content, empty forms are less likely to come into conflict
with the local. In addition, empty forms have other advantages from the
point of view of globalization including the fact that since they are so
minimalist, they are easy to replicate over and over and they have a cost
advantage since they are relatively inexpensive to reproduce.
 Globalization of Nothing
• Central to this argument is the idea of grobalization (a companion to the
notion of glocalization) which is defined as the imperialistic ambitions
of nations, corporations, organizations, and the like and their desire,
indeed need, to impose themselves on various geographic areas
throughout the world
 Definition of Terms

Grobalization Glocalization Nothing

Imperialistic ambitions of The practice of Social forms largely
nation-states, conducting business devoid of
corporations, and according to both local distinctive content.
organizations, and their and global
imposition throughout considerations.
the world.
 Definition of Terms

Grobalization Glocalization Something

Imperialistic ambitions of The practice of Largely full social forms;
nation-states, conducting business those rich in distinctive
corporations, and according to both local content.
organizations, and their and global
imposition throughout considerations.
the world.
 Globalization of Nothing
EXAMPLE:

SHOPPING MALLS
- which is an empty (largely) structure that is easily replicated
around the world. These malls could be filled with an endless array of
specific content that could vary enormously from one locale in the world
to another.
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“This is a quote, words
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150,000
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About Nicaragua
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 Nicaragua independence day
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1838
1 2 3 The year of
4 5 6 7 8 9 10 independence
11 12 13 14 15 16 17 Despite being red, Mars
is a cold place
18 19 20 21 22 23 24

25 26 27 28 29 30
 Relevant people

Tomás Ruiz Romero Miguel Larreynaga

Mercury is the closest planet to the Venus has a beautiful name and is
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 Who participated in the battle?

Mestizos
Venus has a beautiful name and
is the second planet from the
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Creoles Spaniards
Mercury is the closest planet to Despite being red, Mars is
the Sun and the smallest of them actually a cold place. It’s full of
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 Liberation process
First Mexican
Empire Total Independence
1822 1838
Despite being red, Mars is a Saturn is a gas giant and has
cold place several rings

Republic of Central
America
1823
Venus is the second planet
from the Sun
Awesome
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 Numbers of deceased during battle

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Venus is the second Jupiter is the biggest
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Despite being red, Saturn is a gas giant
Follow the link in the graph to modify its data and then paste the new
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Jupiter's rotation period

333,000
The Sun’s mass compared to Earth’s

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Distance between Earth and the Moon
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Append Autonomy
Mercury is the closest Mars is actually a very
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Unit Constitution
Saturn is the planet with Venus is the second planet
rings from the Sun

Independence Abolish slavery

Jupiter is the biggest Neptune is very far from
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 Captaincy General of Guatemala

Costa Rica Nicaragua

Venus is the second planet from Jupiter is the biggest planet in
the Sun the Solar System

Honduras Guatemala
Despite being red, Mars is a Saturn is a gas giant and has
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 Spanish crown

Ferdinand VII
Venus is the second planet from
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Saturn is composed of hydrogen
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Church
Despite being red, Mars is a
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1st government of Nicaragua Mercury is the smallest planet

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Venus is the second planet

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Managua
Tipitapa
Venus is the second
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Leon
Despite being red,
Mars is a cold place
 Demographics

20% 70% 10%

Africans Europeans Indigenous

Mercury is the closest planet Venus has a beautiful name Despite being red, Mars is
to the Sun and the smallest of and is the second planet from actually a cold place. It’s full
them all the Sun of iron oxide dust
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 Storyset

Create your Story with our illustrated concepts. Choose the style you like the most, edit its colors, pick
the background and layers you want to show and bring them to life with the animator panel! It will boost
your presentation. Check out how it works.

Pana Amico Bro Rafiki Cuate

 Use our editable graphic resources...

You can easily resize these resources without losing quality. To change the color, just ungroup the resource
and click on the object you want to change. Then, click on the paint bucket and select the color you want.
Group the resource again when you’re done. You can also look for more infographics on Slidesgo.
 JANUARY FEBRUARY MARCH APRIL MAY JUNE

PHASE 1

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Task 2

PHASE 2

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JANUARY FEBRUARY MARCH APRIL

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1

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 ...and our sets of editable icons

You can resize these icons without losing quality.

You can change the stroke and fill color; just select the icon and click on the paint bucket/pen.
In Google Slides, you can also use Flaticon’s extension, allowing you to customize and add even more icons.
Educational Icons Medical Icons
Business Icons Teamwork Icons
Help & Support Icons Avatar Icons
Creative Process Icons Performing Arts Icons
Nature Icons
SEO & Marketing Icons