The Impact of Globalization in Singapore, With Reference To American Brands and Goods - Essay Example

Globalization of Singapore Introduction The globalization phenomenon is one of the most widespread phenomena in the world. In recent years, its impact has been felt in different countries and its impact will likely grow especially with the spread of technology and of the internet. Multinational corporations have also expanded their activities to cover more countries in more diverse regions of the world, including Asia. Asia has always been an exotic region to the West, with their values, culture, and practices very much different from the West. In recent years however, with the expansion of globalized activities, Asia has acquired various qualities which are distinctly western. In the West, Asian influence has also become slowly apparent. Singapore is a richly diverse country. It is an industrialised and highly developed country which lies in the middle of a diverse Asian and Western mix of cultures and economic activities. In so many ways, Singapore has acquired various qualities which seem to be distinctly western; moreover, American brands have also become more popular in the country. This paper shall debate the impact of globalization in Singapore, with reference to American brands and goods, including MacDonald’s, Barbie Dolls, and artists like Lady Gaga. Firstly, it will explain sociologically why American culture and goods have become popular in the world. Secondly, it will also discuss the impact of globalization, with reference to concepts like glocalization and MacDonaldization on Singaporean culture, consumption patterns and lifestyle. It will discuss any other social impacts observed and it shall consider how the local culture has adapted to these goods. This paper is being carried out in order to establish a clear and comprehensive evaluation of the impact of globalization on the Asian culture, especially the culture of Singapore. Body First and foremost, American culture and goods have become popular in the world because the United States of America is one of the most powerful nations in the world, economically, politically, and culturally (Steger, 2002). Its economy is one of the most extensive and progressive economies in the world. It is involved in most every enterprise in the world, and most of its multinational corporations have set up conglomerates and subsidiaries in different parts of the world (Sirkin, et.al., 2008). Politically, its membership in the UN Security Council as well as in other international organizations has ensured that its opinion and position on various political concerns would have to be heard (Sirkin, et. al., 2008). Its culture has also gained a strong following among the youth population in different parts of the world. The internet has also spread the American culture, economy, and politics in different regions, including Asia. American culture and goods have become popular in the world because it is a culture which appeals to the young and vibrant population (Stiglitz, 2002). The current generation has been bred in the internet age, where the definitions and foundations of being up-to-date or of being part of the majority crowd are based on one’s patronage of Lady Gaga or of one’s habit of eating at MacDonald’s. American culture and goods have become popular because these also carry the identity of a powerful country, and many countries and citizens from other parts of the world seek to identify themselves with such a country (Stiglitz, 2002). The fact that many American shows, movies, and songs have become widely available to most countries has also assisted in the spread of American culture. Emulation has become one of the primary motivators for the growth of American culture, and since the popularity and reach of the culture of other countries is not as pervasive as the reach of the American culture, by overwhelming default, the American culture has become dominant (Abdulrahim, et.al., 2009). The culture in Singapore consists of a rich mixture of Chinese, Malay, Indian, and Western culture (Bukisa, 2010). As Asians, Singaporeans have a close-knit family culture, one which emphasizes kinship and filial piety. Each member of the family has his own role within the family, and these roles are often based on age, generation, and gender (Bukisa, 2010). Singapore also emphasizes on the importance of cultural tolerance, and for those reasons, the culture in the country has been diverse. There are basic differences between the Western and Asian culture and these differences have been seen in Singapore. For one, the Western culture emphasizes on the independence of the individual (Bukisa, 2010). By contrast, the Asian culture is one which places a greater importance on what would benefit the bigger community, especially what would be good for one’s family. In Singapore, its citizens have managed to combine Western and Eastern culture with each other, taking the best qualities from each culture and incorporating these into their daily lives (Bukisa, 2010). American culture has become a prominent part of the Singapore culture, especially in recent years. This culture has also become the force compelling nation-states like Singapore towards globalization, primarily because Western nations like the US has pioneered the industrial age, practically “like wildfire round the world” (Toynbee, 1934, p. 86). Moreover, many people, including Singaporeans speak and understand English, the primary language of this age of globalization (Vaish, 2010). Exposure to the Western culture has also prompted many Singaporeans to be more open-minded and liberal in their thinking and their culture. In other words, there seems to be a glocalization of American culture into the Singaporean culture, especially with American products being modified to fit their culture. This includes the menu in MacDonald’s which has been modified to fit an Asian flavour (Koh, 2010). Popular culture including music and fashion has also been derived from the American culture among the young Singaporeans, thereby causing the influx of westernized Singaporeans (Zhang, 2002). This culture has encouraged many Singaporeans to consider new ways of behaving and of perceiving events and decisions. Inasmuch as such beliefs and behaviour has brought about various benefits for Singapore, various disadvantages have also become apparent. American and Western culture has impacted on many newly-married couples in Singapore, veering them farther away from their extended families. As a result, a breakdown in extended families has been seen in Singapore and also in other Asian countries (Zhang, 2002). Like Western societies, personal gain, as well as material wealth and status has become a major concern for many Singaporeans. For which reason, American stores and products have gained much popularity among Singaporeans. American brands like MacDonald’s have become a major draw for many consumers eager to participate in the fast food culture (Koh, 2010). The MTV culture has also influenced the young Singaporeans as their musical tastes now include Lady Gaga, Justin Bieber, and Katy Perry. This current culture in Singapore is now leaning towards more explorations of the American culture. It is unfortunate to note that this culture seems to be veering veered away from many of the distinctive qualities of their own culture and identity (Koh, 2010). Some even perceive that their culture is wrong and that only one culture should be right. Instead of a more tolerant culture, a more ethnocentric culture is also emerging. Nevertheless, diverse cultures in Singapore are peacefully coexisting with each other and such coexistence is mainly based on a strict political and legal system which does not tolerate dissent (Bukisa, 2010). The social impact of globalization in Singapore is most apparent among the younger age set which seems to assimilate both the Western and the Eastern influence. As a result, social interactions are often carried out in both the English and their native language which may be Hindi, Malay, Chinese, depending on their ethnicity. The bilingual and multilingual generation has emerged because of their exposure to the Western culture through the television, movies, and music, as well as the influx of Western products in Singapore (Kong and Yeoh, 2003). The local culture has adapted to these goods with the incorporation of the Asian flavours of influence in these goods (Khondker, 2004). As was mentioned, MacDonald’s menus have incorporated Asian flavours. Movies have also been dubbed or subtitled to various languages applicable to their country (Khondker, 2004). Fashion choices have also accommodated Asian styles. In other words, these practices have managed to glocalize the Western culture in order to fit the more Asian preferences of Singaporeans. Conclusion Globalization is one of the most inevitable phenomena currently unfolding in the world. In so many ways, it is also considered by many as the Westernization or Americanization of socio-cultural, political, and economic aspects of human life. The impact of the West and of America to the rest of the world is so strong that it has managed to infiltrate many countries and many regions. One would be hard put to turn off the TV and not see at least one American movie or reality show, even if one would be in the more liberal countries like Australia or the more conservative countries like the Philippines or in this case, Singapore. The impact of the American and Western culture to Singapore has been strong with local cuisines, fashion, language music, and movies being affected by such culture. However, Singapore has also managed to merge and glocalize the Western culture into the Singaporean culture. This glocalization has also managed to maintain essentially what makes the country Asian. Nevertheless, it is undeniable to note how the Western and American culture is gradually chipping away into the Asian culture in Singapore. The essential values of the Asian people are however still strong influences in Singapore and under these conditions, the country will likely remain a diverse and rich, exotic, and peaceful blend of the Eastern and the Western culture. References Abdulrahim, M., Ali, A., Al-Kandari, A., & Hasanen, M. (2009). The influence of American television programs on university students in Kuwait: a synthesis. European Journal of American Culture, 28(1): pp. 57–74. Bukisa (2010). Singapore: how culture affects racial and religious harmony. Retrieved from http://www.bukisa.com/articles/351742_singapore-how-culture-affects-racial-religious-harmony Khondker, H. (2004). Glocalization as globalization: evolution of a sociological concept. Bangladesh e-Journal of Sociology, 1(2): pp. 1-9. Koh, A. (2010). Tactical globalization: learning from the Singapore experiment. London: Peter Lang. Kong, L. & Yeoh, B. (2003). The politics of landscapes in Singapore: constructions of "nation". 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