Localized Cultural Traditions and Globalizing Forces

“The tension between localized cultural traditions and globalizing forces has produced much cultural conflict.”

During class, we discussed several implications about global cultures integrating into local areas. Whether this clash is helpful in building new cultures or detrimental in destroying old cultures, the debate is still in question. However, it is safe to say that the spread of different cultures can bring about conflict in localized global cities. These ideas follow the theory of glocalization, a process by which established cultures both shape and are damaged by the emergence of a new culture whose values and ideals derive from globalization’s demands.

In Saskia Sassen’s article about Global Cities and Survival Circuits, she makes the point about the emergence of women in global cities becoming popular. She argues that women are important for building new economies and expanding those that already exist. As women enter global cities, they bring their values along with them. And since these women were mostly caregivers and maids, they brought the value of the home to the big city.

Most of the women moving to the big cities were immigrant women. These women primarily served the white middle-class professional women, causing a sharp tendency towards social polarization. These immigrants migrated from all across the world in search of a better life, bringing values and traditions from their home cultures in doing so. As they became employed with other immigrant women, cultures began clashing and spreading.

Globally, the spread of American culture has caused several problems in many countries. Manfred B. Steger commented on the vast expansion of American culture. He argued that Americanization is becoming domineering and may soon overpower all other cultures. This brings about the theory of cultural homogenization. If all cultures become too similar, there would be no diversity or traditional values left. The world would no longer be culturally separated; it would be more like a cultural Pangea. While I do believe that eventually this could happen, I also believe that there are some people in the world that will stay true to their natural cultures.

Using Americanization as an example, the spread of this Western culture to other areas has created conflict. Western culture prizes consumerism and individual luxuries. In foreign countries like Japan, for example, which values the group over the individual, this Western ideal has the potential to corrupt traditional Japanese values. Locally, in areas where cultural diversity is booming, there is the chance of each separate culture wishing to dominate over the other. Each culture has its own beliefs and values, and when they do not match those of other cultures, conflicts can arise.

Lane Crothers discusses cultural hybridity in the sense that it does not always result in equal cultural exchange. Some cultures are able to spread widely and attach to other cultures easily, while some have a more difficult time catching on. These cultures may provide a small influence on other areas, but are still in question as a whole. Before the spread of American popular culture, Western ideals were deemed corrupt by Soviet leaders. They labeled American products as meaningless and degrading, and thus banned any American influence from entering their country. However, this ban only made the influence grow as Soviet citizens were enticed by Western culture.

Ziauddin Sardar brings up the interesting fact that in other countries, American popular culture is more prevalent than in America. For example, in Singapore and China, most of their populations consist of adolescents, so the cultures in those areas shift to attract the younger generations. America’s Hollywood serves that purpose. The shows and movies we see here in America that we may think are not all that popular are top-rated shows in other countries.

These shows are sometimes the sole resource that foreign countries have of learning about American culture. So, what they see on television that portrays “American” lifestyles is what they believe to be true. However, we know that Hollywood like to exaggerate the American dream and the lifestyles that we share, and we think it is humorous. In other countries, though, they see no irony or exaggeration in what Hollywood sells to them. This leads to misinterpretation of a culture, and can cause conflicts between cultures. If someone came up to me and tried to fit in with the “American” culture as portrayed through Hollywood, I would be slightly offended. These social barriers can cause many conflicts, and can lead to culture discrepancies.

             

       Overall, localized cultures and globalized influences can play a major role in how a person views a culture. With the spread of new cultures and the desire to keep traditional values, the world is becoming a melting pot of diversity. However, this can cause conflict in the fight to be the strongest culture with the most influence.

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        Crothers, Lane. 2010. “Globalization and American Popular Culture.” Globalization 3:1-36.

Sardar, Ziauddin. 2001. “Cultural Homicide, Ayoh!” Globalization: The Transformation of Social Worlds 166-70.

         Sardar, Ziauddin. 2001. “Cultural Homicide, Ayoh!” Globalization: The Transformation of Social Worlds 166-70.

         Sassen, Saskia. 2002. “Global Cities and Survival Circuits.” Globalization: The Transformation of Social Worlds 196-211.

         Steger, Manfred B. n.d. “Global Culture: Sameness of Difference?” Globalization: The Transformation of Social Worlds143-146.

Cultural and Economic Globalization

“Cultural globalization has gone hand-in-hand with economic globalization.”

Throughout this course, our class has discussed several of the economic effects of globalization on the world. However, globalization does not only focus on economics, but the cultural aspect of the lives it reaches. To expand on the statement above, it is important to define what cultural globalization actually is.

The Encyclopedia Brittanica defines cultural globalization as “a phenomenon by which the experience of everyday life, as influenced by the diffusion of commodities and ideas, reflects a standardization of cultural expressions around the world,” (Watson 2013). Essentially, cultural globalization is the spread of different cultures across the world through communication and transportation.

          

  Why do these cultures spread across the world?

            Manfred B. Steger discussed the effects of globalization on the world and whether homogeneity was taking place. He talked about the Westernization, or Americanization, of foreign countries and the lessening of traditional cultures in those areas.

            American values have been overpowering vulnerable countries with their high appeal for the self and independent satisfaction. As society becomes increasingly centered on the self, these values become dominant in everyday thought. People began asking, “What do I want?” “How would this affect me?” “What’s in it for me?” This is essentially the American culture. But, it’s not just Americans that act this way. It is the innate human nature to be egocentric, so therefore anything that concerns the self and promotes self-growth is appealing.

            Welcome to the spread of American culture.

            Although somewhat reluctant, countries all over the world have adopted American brands, television broadcasts, sports, and lifestyles as their own. Before this spread began, though, many countries wanted to preserve their own national cultures and felt that the introduction of new cultures would endanger their own. So they tried to ban Western ideas, clothing, television shows, etc, but to no avail. It soon became the popular trend to become more Westernized against public policy. The ban failed, and eventually foreign governments gave in to the pressure of Westernization.

            And that is exactly what many people feared. They were afraid that Western culture would be too powerful and would dominate the world culture. Western culture overtook vulnerable countries and continued to spread like wildfire.

However, it’s not just the economic or social appeal that attracts other countries, it’s also the culture. While it can be argued that yes, American brands and lifestyles are essentially American culture, I believe American attitudes encompass more of the culture, as well.

            Like earlier, the American culture focuses a great deal on self-improvement and self-satisfaction. Anywhere you go, you will always find an advertisement for weight loss programs or self-help guides. Burger King’s slogan, for example, is “Have it your way.” If that doesn’t say egocentric, then I don’t know what does.

            Steger comments on Ritzer’s concept of McDonaldization, as well. Fast-food restaurants seem efficient and reasonable in their means to lure in customers and fulfill their needs. However, a closer look into their true means reveals that the whole idea behind the design of the restaurant and the food they serve is to satisfy independent needs. Fast-food restaurants bring in uncomfortable seats to ensure that customers get in and get out as quickly as possible to keep the flow of customers (and their money) constantly moving.

            Lane Crothers offers a valid statement that globalization is a combination of economic, political, and cultural factors. Crothers states that these factors make it possible for people around the world to interact with each other easier. An increase in the speed of communication shapes individuals’ ideas and identities as they are more readily exposed to the varying cultures around the world.

            However, several analysts of cultural globalization view this spread of cultures as a negative impact on the world. Specifically talking about Americanization, Western values seem to be dominating popular culture around the world and pushing out traditional cultures. As a result, people’s life orientations shifted from dedication to the social good of their communities to the autonomous desire to satisfy the self (Crothers 27). These critics also discuss the probability of American culture being the center of homogenizing cultures around the world. They worry that values concerned with mass consumer capitalism will spread and be the focus of cultural identity.

            In all, cultural globalization has been a major factor in the development of the world as we know it today. It has shared and brought forth many different cultures and lifestyles that have shaped individual lifestyles across the globe. However, whether this is a good thing or a bad thing has been debated on by several theorists. On the downside, cultural homogenization will lead to the destruction of many unique cultures. On the flip side, the spread of new cultures allows for the enhancement of knowledge, skills, and personal development.

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Crothers, L. (2010). Globalization and American Popular Culture. Globalization (Third Edition ed., pp. 1-36). Plymouth: Rowman & Littlefield Publishers.

Ritzer's "An Introduction to McDonaldization" article printed out in class.

Steger, Manfred B. n.d. “Global Culture: Sameness of Difference?” Globalization: The Transformation of Social Worlds143-146.

Watson, J. L. (2013). Cultural Globalization. Encyclopædia Britannica. Encyclopædia Britannica, Inc.

Americanization

                This past week, our class discussed globalization as a whole and its effects on the spreading of cultures and values. More specifically, the articles we talked about focused on the spread of Western (American) values across many different countries.

Steger addresses the important question of “does globalization make people around the world more alike or more different?”While there are arguments for both sides, it seems that the side for cultural homogenization seems to be dominant. It is argued that Western, more specifically American, values are overpowering more vulnerable countries. Countries all around the world are adopting many of the same brands, television shows, ideas, and lifestyles as those of America. Even though some countries have tried to stop this spread of Americanization, this Western force of culture norms is just too overbearing.

Steger also comments on Ritzer’s coined term, “McDonaldization.” He states that the surface features of fast-food restaurants seem reasonable and efficient in their means to attract customers and fulfill their needs. However, once you look closer into their schemes, you notice that there are a number of problems with the restaurants. For example, the low nutritional value of the food they serve has given rise to serious health implications. Also, the uniformity of fast-food standards has suppressed human creativity and has dehumanized social relations.

Personally, I find the argument of cultural homogenization to be true. I believe that the world is becoming more and more Westernized in its values and lifestyles. However, whether this is a good or bad thing is still up for question. While experiencing and taking in new cultures offers a broader view of the world, it also lessens the sense of one’s own culture. It is important to retain one’s own cultural ideas and traditions, but it is also imperative to explore new cultures. It just depends on the individual’s sense of culture and home values that determines the spread of Western values.

                Sardar brought up the interesting topic of globalization, or rather Americanization, in Singapore. It was stated that “in Singapore it is easier to find out who is dating whom in Hollywood than anywhere in the world, except perhaps Hollywood,” (Sardar 166). In both Singapore and China, youth make up much of the population; therefore, their cultures are predisposed to attract younger generations. Hollywood’s bright lights and flashy stars serve that purpose in those countries. While Americans may not pay much attention to American pop culture, other countries do.

                The values and lifestyles expressed through American television shows are being broadcasted across the world. And in countries like Singapore and China, the youth see these values and believe that is how Americans truly act and live. As a result, they take these lifestyles upon themselves and try to act like “Americans.” It was stated that some of the youth would just sit around the mall, most likely bored out of their minds, wearing certain types of clothing just to try and look cool.

                Going back to my personal statement about Americanization, I believe this is a step back in the spread of Western values. Sure it’s not a bad thing to be interested in other cultures, and it’s definitely not a bad thing to take on some of the aspects of another culture. However, if someone is just trying to conform to a culture’s lifestyle to look the part, I believe that is, so to say, false advertising. Those kids bored out of their minds aren’t obligated to act that way – they’re just doing so to look cool. Also, for all they know, that is the true American adolescent lifestyle. If they believe that being bored is what America values, they could lose interest in American culture without fully experiencing it.

                On another topic, the spread of American values in sports has increased. Basketball has piqued the interest of Israeli sports, and has taken a big role in the country. However, it has begun to shift back to American styles. The transfer of American players into the Israeli team has brought up many controversies as to the authenticity of the team. The rules have also had to be changed because of the transfer players. There can only be a certain number of foreign players on and off the court at one time.

                Also, because of the American players on the team, many American styles have been introduced. Of course the new techniques would be in English, which requires the other players to learn the English terms and apply them. The team has become increasingly Americanized, despite it being an Israeli foundation.

                In all, the Americanization of other countries has spread rapidly over the years. While some countries experience what the stereotypical American values and lifestyles are, some are experiencing first-hand the culture of Americans. Either way, Western values are changing cultures and affecting the lifestyles of the next generations.

Galily, Yair, and Eran Shor. 2012. “Between Adoption and Resistance: Grobalization and Glocalization in the Development of Israeli Basketball.” Sociology of Sport Journal 29:526-45.

Sardar, Ziauddin. 2001. “Cultural Homicide, Ayoh!” Globalization: The Transformation of Social Worlds 166-70.

Steger, Manfred B. n.d. “Global Culture: Sameness of Difference?” Globalization: The Transformation of Social Worlds143-146.