Globalisation has led to cultural convergence.’ Evaluate this view
CAMBRIDGE
A level and AS level
2022
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Introduction
Introduce the essay by defining globalisation and cultural convergence. Briefly outline the different perspectives on the relationship between globalisation and culture (convergence, divergence, hybridity). State your thesis statement, arguing whether or not globalisation has led to cultural convergence.
Arguments for Cultural Convergence
Westernisation and the Spread of Consumer Culture
Explain how globalisation has promoted the spread of Western consumer culture. Discuss examples like fast food chains, fashion trends, and media influence. Mention the role of global corporations and their marketing strategies in this process.
The Dominance of English and the Decline of Local Languages
Discuss the role of English as a global language in business, education, and media. Explain how this dominance may contribute to the displacement of local languages and cultural practices. Mention the potential impact on cultural diversity.
Arguments for Cultural Divergence
Glocalisation and Cultural Hybridity
Explain how globalisation can lead to cultural hybridity, where local cultures adapt and incorporate elements of global culture. Provide examples of how local styles are combined with global influences in music, fashion, food, and art.
The Importance of Local Cultures and Cultural Resistance
Discuss how globalisation can lead to a resurgence of local cultures. Mention examples of cultural resistance movements, religious revivalism, and the reinforcement of traditional values in response to perceived threats from global influences.
Evaluation and Conclusion
Evaluate the arguments for and against cultural convergence. Discuss the complexities and contradictions of globalisation in shaping cultural change. Acknowledge the limitations of both the convergence and divergence perspectives. Conclude by reiterating your thesis statement and offering a balanced perspective on the relationship between globalisation and cultural change.
Globalisation and Cultural Convergence
Globalisation, the increasing interconnectedness of the world, has sparked debate about its impact on culture. A key argument suggests that globalisation leads to cultural convergence, a homogenisation of cultures into a single global culture. While this view has merit, it is essential to acknowledge the counterarguments that highlight the persistence of cultural diversity and the emergence of new hybrid cultures.
Arguments for Cultural Convergence
Proponents of cultural convergence point to several trends. Firstly, the global reach of Western consumer culture is undeniable. Martell argues that global processes are eroding territorial boundaries, leading to a homogenisation of tastes (Martell, 2010). Global brands and products, often associated with a materialistic lifestyle, have permeated most corners of the world. This can be seen in the widespread popularity of brands like Coca-Cola, Nike, and Apple, which transcend geographical and cultural boundaries.
Secondly, global media plays a significant role in disseminating a standardized form of popular culture. The same music, movies, and television shows are consumed globally, potentially leading to a homogenization of leisure habits and preferences. The dominance of Hollywood, for example, exposes audiences worldwide to American values and lifestyles.
Thirdly, the spread of English as a global lingua franca contributes to cultural convergence. As the language of international business, education, and the internet, English facilitates communication and cultural exchange, but it also risks marginalizing local languages and cultures.
Finally, the globalization of food and diet, especially through fast-food chains like McDonald's and KFC, further exemplifies cultural convergence. The standardization of food choices and dining experiences can lead to a decline in local culinary traditions.
Arguments Against Cultural Convergence
However, the idea of a homogenous global culture is challenged by evidence of cultural diversity and the emergence of new, hybrid cultural forms. The interaction of different cultures through globalization has not resulted in a simple absorption of Western culture. Instead, it has triggered processes of adaptation, resistance, and the creation of novel cultural expressions.
One counterargument is the concept of glocalization, where global cultural influences are adapted and modified to fit local contexts. For instance, McDonald's, while a global brand, adapts its menu to local tastes in different countries. This indicates that global culture is not simply imposed but rather negotiated and transformed at the local level.
Furthermore, globalisation has fostered increased awareness and appreciation of cultural diversity. Global tourism, migration, and the internet expose individuals to a wider range of cultures than ever before. This exposure can lead to greater understanding and appreciation of cultural differences, rather than homogenization.
The emergence of cultural hybridity is another argument against cultural convergence. Globalisation facilitates the blending of different cultural elements, resulting in new and dynamic cultural forms. For example, world music, fusion cuisine, and global fashion styles demonstrate the creative mixing of cultural influences in a globalized world.
Finally, globalisation can also lead to a resurgence of local cultures. As people become aware of the homogenizing tendencies of globalization, they may actively resist by reviving traditional practices, languages, and beliefs. This can be seen in the rise of nationalist movements and the growing emphasis on cultural identity in many parts of the world.
Conclusion
In conclusion, while globalisation has undoubtedly led to the spread of Western culture, the assertion that it has resulted in complete cultural convergence is an oversimplification. While trends towards homogenization exist, they are countered by processes of glocalization, hybridity, and the resurgence of local cultures. Globalisation has created a complex and dynamic cultural landscape characterized by both convergence and divergence. Rather than a monolithic global culture, the world is witnessing the emergence of interconnected yet diverse cultural expressions.
References
Martell, L. (2010). Sociology of Globalization. Polity Press.
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Globalisation has led to cultural convergence. Evaluate this view.
The question invites discussion of the view that globalisation has led to cultural convergence (a single global culture). The cultural convergence perspective is associated with the idea that globalisation has brought about a one-way flow of culture from the West to the less economically developed countries. A process of Westernisation (or Americanisation) has occurred whereby local cultures become less valued by people in poorer countries who come to Explain increasingly with the same values and lifestyles that are found in rich capitalist countries such as the US and Western Europe. Good answers may contrast the cultural convergence viewpoint with transformationalist and postmodernist theories of globalisation. The latter theories argue that the idea of cultural convergence exaggerates the impact of globalisation and fails to acknowledge how Western culture is enriched by inputs from other world cultures and religions. In this view, globalisation is actually producing greater cultural diversity, both by exposing more people to different cultures and through glocalisation (a process whereby cultural influences from other countries are modified and adapted to local culture and needs). Good responses will set out the arguments for suggesting that globalisation is producing greater cultural convergence and offer an evaluation that is likely to make contrasts between the cultural convergence and the cultural divergence perspectives.
Indicative content For:
- Martell argues that global processes are sweeping away significant territorial boundaries and bringing about the global homogenisation of cultural tastes.
- Global markets and trading networks have spread Western consumer culture to most parts of the world and an interest in products, brands, and materialistic lifestyles is undermining the appeal of local cultures to young people in particular.
- Leisure habits in many parts of the world are increasingly shaped by a global popular culture disseminated by global media that specializes in distributing the same music, television, film, computer games, and video to a global audience.
- Globalisation has contributed to the dominance of English as the universal language of international trade and global culture. It is predicted that at least 50% of languages spoken in the world in 2018 will have disappeared by the end of the 21st century.
- Cultural globalisation of food and diet has been particularly promoted by American fast-food transnationals such as McDonald’s, Burger King, and KFC.
- Cultural icons are increasingly global celebrities, including pop stars, sports stars, and film stars.
Against:
- It can be argued that the social interaction of people from very different cultures has produced glocalised and hybrid responses to globalisation, which in turn has led to an increase in cultural diversity in most parts of the world.
- Global tourism, travel, migration and trade have all contributed to a situation where people are exposed to a wider variety of cultural influences today. Elements of different cultures are increasingly combined together (what Steger refers to as ‘cultural hybridity’).
- Global corporations have seized the opportunity to strengthen the appeal of their products and services by incorporating attractive elements from different cultures around the world (aspects of Bollywood incorporated in Hollywood films, for example).
- The spread of global media is helping to diffuse different cultural styles around the world and creating new global hybrid styles in fashion, food, music, and lifestyle.
- Local people modify and adapt elements of global culture to strengthen and enhance local cultures.
- Globalisation may also have led to a revival or reinvigoration of some cultural forms. For example, traditional social values have been reasserted by fundamentalist movements opposed to the influence of globalisation. A resurgence of nationalism and interest in national cultures is another response by those who feel threatened by the globalising forces.
- The extent to which the world is characterized by cultural homogeneity today can be questioned; there are still considerable differences between cultures and countries, and the extent to which different parts of the world are affected by the processes of globalisation varies (some people and countries are more connected to global networks than others).