Globalization and Cultural homogenization

Introduction

There are some aspects of globalization - notably in the areas of communication, the media and the economy - that are considered to be having a homogenizing effect. It is argued that new information and communication technologies, improved transportation and the emergence of a global media and powerful MNCs means that the world is becoming a smaller place, local cultures and traditions are struggling to survive and cultural difference is being eroded. This is reflected in the frequently heard comment that city centers across the globe are looking increasingly similar. The same major retailers, banks and other financial houses, fast-food restaurants and advertisement billboards can be found in all of them. In this vein, certain consumer products and brands can be found in countries throughout the world, the same films are being shown at cinemas, and many of the same programs can be seen on our television screens. The concern of critics is that it is eroding cultural authenticity as well as encouraging similar aspirations and greater uniformity of lifestyles. As a result of these developments, it is claimed that cultures and societies are confronted with powerful homogenizing pressures to the extent that it is possible to talk of the existence of a global culture, often viewed as a form of cultural imperialism (Wade, 2003, pp. 65-74. However, the form that this global culture is taking and the forces driving it is a source of considerable debate. It has been variously articulated as Americanization, Mc'donaldization and westernization, with some theorists arguing that it is motored by capitalism or the combined forces of modernity.

Cultural homogenization as Americanization

As well as the USA being the most powerful country in the world and able to exert considerable international influence, it is noted that many of the leading media-entertainment conglomerates, such as Time Warner, CBS and WaIt Disney are American. The USA exports significantly more television programs than any other country in the world. Indeed, the issue of US global media domination has been discussed for some time, notably in the McBridc Report, which was published in I980, and led to UNESCO urging measures be taken to address this matter. More generally, outside of the USA concern has long been expressed about the omnipresence of American popular culture. Alongside television programs, efficient global distribution companies and networks have ensured that US films, news organizations, software programs and other products can be found ...