Globalization and cultural diffusion

Sociocultural exchanges

Cultural diffusion

Culture – what is it?

• Shared meanings• Community• Interpretations• Making sense

Culture is many things

• Language• Religion• Customs• Traditions• Ideas• Under a constant

process of change

Culture is a process

• It is embodied in the material and the social world

Culture and identity

• A sense of who we are• Where we belong• An identity shared

with others• Culture is the principle

means of identity formation

Cultural diffusion• A long history• Example: religion

Cultural diffusion

• Language – slow but sure process

Cultural diffusion

• Race, food, music, traditions

A global culture

• Rapidly changing world• New technologies– Internet– Satellite communications– Transport– Economy and culture – commodification– Growth of international migration

An emerging global culture?

• Cultural practises converging - there are 2 possible processes:

1. Export of “superior” cultures from advanced societies– “Americanisation”, Westernization”,

“modernization”

2. Mixing or hybridization – interconnection – leading to a universal culture

Globalized cultures - music• Not language dependent

for primary impact• Dominated by TNCs

(export)• World music becoming

more significant• Increased migration

exposing audiences to other traditions (hybridization)

Globalized cultures - Television

• Originally produced for local audiences

• Government control• Cable, satellite, breaks

regulation• Global channels – circumvent

restrictions (eg advertising)• TV programmes a major

export commodity

Globalized cultures - sport

• Good example of cultural expression

• Increasingly commodified• E.g. football –

– Buying players of different nationalities

– franchises by sports complexes– advertising on strips– Televison coverage (owned by

specific networks)– Inclusion in Olympic Games

Globalized cultures – tourism?

• MEDC dominance (source of tourists)

• Exploitive (e.g. Sex tourism)

• International cultural exchange

• Locks destinations into specific patterns (stereotyping and economic dependence)

Viewpoints

• The world is becoming increasingly westernized and homogenous (globalization)

Or:-• Cultures are hybridizing

where they intersect (glocalisation)

• Discuss!