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.