Does the Globalisation of Culture Effectively Mean the Westernisation of Culture - Essay Example

Does Globalisation of Culture de the Westernisation of Culture? Globalisation constitutes a complex and contested concept, which affects societies, across the world. It poses several challenges to state theorists. The world is undergoing an integration process, due to globalisation; and this raises several concerns, regarding the powers of a state and its position in an internationally integrated world. Moreover, globalisation slowly erodes the sovereignty of the state. In addition, politics is significantly influenced by globalisation, due to the fact that globalisation has generated alternative centres of authority (Marinetto 2006: 119). It is a process of transformation that is affected by several changing factors at the global level. The main factors that promote globalisation are technology, economy and culture. Politics has been widely influenced by globalisation; and the political institutions, such as the nation – state have been significantly transformed, on account of globalisation (Shaw 1999: iii). There are a number of concepts involved in the globalisation process, which vary according to the circumstances. It has been argued that globalisation is a symbol of capitalism that is controlled by the market forces. Globalisation legalises transnational capitalism, and establishes international governmental institutions to supervise the world. As such, it brings about global domination, thereby depriving sovereign nations of their power of self – determination (Kellner). Culture can be defined as a combination of diverse features, such as spirituality, materialism, intellectual pursuits and emotions in a society. It incorporates art, literature, lifestyles, social forms of living, value systems, traditions, and belief in a social group or society. Culture can also be construed as communication. Civilisation developed on the basis of the cultural features of society. In the past, the development of dominant societies in a specific region established unique cultural identities for that region. The development of culture resulted in civilisation (Effects on Globalization in Culture Differentiation 2009). In the aftermath of globalisation, cultural identity, in some societies that depict cultural diversity, will emerge stronger. The determining factors, in relation to cultural identity will change, after globalisation. Consequently, diversities in culture will coexist with globalisation. However, the criteria that underlie culture differentiation will undergo transformation, due to globalisation (Effects on Globalization in Culture Differentiation 2009). Western concepts, regarding religion, and science had been exported to different parts of the world. This was chiefly effected by traders, missionaries, anthropologists, and historians. The written accounts of European travellers, between the 16th and 19th centuries, have emerged as historical resources of the greatest value (Magic 2010). Globalisation is commonly presumed to be global westernisation. This assumption resulted in a number of debates, for and against globalisation; and there are a large number of supporters as well as opponents to the process of globalisation. The opponents to globalisation contend that Western capitalist hegemony introduced globalisation, so as to expand their businesses and to strengthen their economy. In this context, the capitalist regimes of the West, such as the nations in Europe and the USA have established rules and regulations, in respect of trade, which are indisputably to their advantage (Sen 2002). These initiatives have scant regard for the interests and demands of the poor nations of the world. There is nothing novel about the process of globalisation. It has been in existence from thousands of years. The world had witnessed the progression of trade, migration, religion and spread of knowledge and understanding through the travellers and traders that visited foreign nations. During that period, knowledge of science and technology was shared between nations. However, the historical events that had taken place in Europe and America, such as the Renaissance, Enlightenment and particularly, the Industrial Revolution, transformed the way in which the world had been living in, prior to these developments. Despite the fact that such changes transpired in Europe and the US, the experiences of the rest of the world were exploited by the US and the European countries (Sen 2002). It has been argued on several occasions that modernisation and westernisation are two different issues. Many people have attributed modernisation to the West; and these individuals believe that the cultural practices and social features that developed in Europe and America constitute modernisation. The demand for the separation of westernisation from modernisation emerged on account of nationalism. Moreover, a number of modern cultural developments have occurred in the West (Khondker 2004). Therefore, these concepts and developments cannot be incorporated into the nationalistic political approaches of many nations. Subsequent to the September 11 attacks, the concept of empire was resurrected. According to Michael Hardt and Antonio Negri, the process of globalisation connotes the existence of an empire. This empire will be regulated by the capitalists (Beyer 2008: 37). The US and Europe have been designated as the chief promoters of globalisation. Some scholars had contended that the US had restored the ideologies of democracy and imperialism during the period of Cold War. The US staked its claim, as being the perfect model of democracy; and it urged the other nations to emulate its example. Subsequent, to the Cold War, US did not change its stance, regarding democracy. Moreover, it has strived hard to promote democracy around the world. The economic, military and technological supremacy of the US have established that the ideology promoted by the US is correct and is to be adopted by the rest of the world. Several nations of the world have praised the US for its efforts to promote democracy (Beyer 2008: 38). However, American hegemony has attracted widespread criticism, due to its foreign policies. It has lost its glory due to the poor international policies adopted by successive governments (Beyer 2008: 38). There is international dislike for the supremacy being asserted by the US. In the 19th century, many Western authors and scholars had claimed that western culture was superior to that of the rest of the world. This exaggeration had also contributed to the need to the separate westernisation from modernisation. For instance, Max Weber, a German sociologist, had claimed that science and rationality had developed in the West and that western knowledge was far superior to non – western understanding. However, this claim proved to be false; and denigrating in respect of the knowledge and understanding of the non – western societies. In the East, a large number of Indian sociologists had attempted to distinguish modernisation from westernisation (Khondker 2004). In this endeavour, they had brought to the fore various differences between them. A telling example of this contention is the modernisation of Japan, which was not based on western policies or western influences. Similarly, the modernisation of China in the 20th century was unrelated to rationalisation and other western principles. These events happened at a time, when most of the societies were in transition towards modernisation and were adopting the experiences, ideas, knowledge, and technical sophistication of the already modernised western societies of Europe. Albeit, the momentous changes in the Western world, had transpired, chiefly in Europe, they took cognisance of experience of the rest of the world, and were not restricted to what had transpired in their region (Khondker 2004). To a certain extent, globalisation is no longer the exclusive preserve of the Western powers. This is exemplified by the economic prowess wielded by non – western nations like China and Japan. Nevertheless, the fact remains that by and large, Western culture is a dominant force and it is the principal proponent of globalisation. From the days of colonisation and imperialism, Western culture has strengthened the overbearing presence of the West. The culture of the West is considerably indebted to information technology, which blatantly propagates this culture, via its indisputable status as the primary moving force behind economic globalisation (Akande 2006). It has been opined by Maude Barlow, the chairperson of the Council of Canadians that globalisation, strives hard to impress the culture of the US on the rest of the world. This can be seen in the movie industry, wherein the paradigms and artificial values of Hollywood are promoted as being superior to the movie culture extant in other nations (Barlow 2006). The multinational corporations of the US ensure that the trade rules suggested by them are imposed on the rest of the world. To this end, the World Trade Organization is compelled to impose suitable trade rules that make it almost impossible for local cultural producers to function independently. This pernicious nexus between the US multinationals and the WTO can be overcome, only by establishing international agreements that seek to protect local cultures from these vested and vapid interests (Barlow 2006). In the name of globalisation, a so called monoculture is being sought to be established. Thus, ancient and stable cultures that have successfully withstood the ravages of time and inimical invaders are being systematically attacked by Western cultural influences, which are at best grossly inferior to these long standing cultures. The US industrial – entertainment conglomerate is like unto a juggernaut that has penetrated into every nook and corner of the globe (Barlow 2006). The US has always considered itself to be the champion of Western civilisation. This was clearly evident, during the two World Wars and the Cold War (Kurth 2001: 333). The term globalisation brings to mind American imperialism and its concept of a free market. It also brings to mind rule of law, freedom of the press, and individual liberties. All these ideas are commonplace in Western societies. Western policy chiefly emerged from Anglo – American Enlightenment. Globalisation brings about global capitalism and multiculturalism. It shifts the perception of individuals from production to consumption, by establishing consumer markets (Kurth 2001: 340). In addition, it brings about the development of individualism, which involves unrestricted liberty for the people. Furthermore, globalisation establishes the US as the first multicultural nation; because, these notions are already in existence, in American society. Many of these precepts have been derived from the Christian religion, and the developments in science and technology (Kurth 2001: 340). Moreover, globalisation subsists, in conjunction with Americanisation or westernisation. It brings about global uniformity, and represents some of the Western cultural forms. American brands, such as coca-cola, and McDonalds have become popular throughout the world, on account of globalisation. Many American consumer products have become household names, in many nations, across the world (Inda & Rosaldo 2002: 15). Televisions shows like Dallas and Bay Watch have gained immense popularity internationally, because of globalisation. The latter has opened several new markets for Hollywood movies, and Hollywood stars have become famous in many nations. In the area of Television, channels like CNN, MTV, and the Disney Channel have emerged as global favourites (Inda & Rosaldo 2002: 15). Moreover, globalisation has brought about the dissemination of concepts relating to freedom, security and welfare, individuals’ rights, liberties, democracy, and national sovereignty. In this manner, globalisation has established cultural uniformity around the world (Inda & Rosaldo 2002: 15). In other words, globalisation has popularised, many of the Western cultural forms, in several regions of the world. Sponsorship by the corporate sector and the media has resulted in the nationalising of culture; and this in turn has spelled unprecedented growth for a number of corporations, in the US. American consumers have funded globalisation, and this has been enabled by the competent and efficient business sector. The huge profits derived from diverse and widespread markets have engendered extraordinary expansion. Such expansion of business, serves to obliterate the distinctiveness of other cultures around the world, and establish cultural uniformity (Houston Institute for Culture). The employment of extremely effective communication technology, such as the electronic media, television, wireless connections, satellite relays, and the Internet, by the process of globalisation; has resulted in the rapid increase in marketing, western entertainment and western business. In addition, engineering and medical sciences of the western universities usher in a slower form of globalisation, due to the dissemination of their content (Houston Institute for Culture). In the present day world, Western culture has become dominant. This culture promotes globalisation, and this is akin to what had transpired during the era of imperialism and colonisation. Globalisation, per se, enables the West to maintain its supremacy over the rest of the world. Moreover, information technology constitutes a very important device for achieving this objective (Akande 2002). It had been theorised by Roland Robertson that globalisation is a hastened compression of the present-day world; and the increase in the awareness of the world, as a singular entity (Globalization of Education - Globalization Theory, The Role of Education 2010). As such, globalisation makes the world a single community, in which culture will be rendered uniform and consumerism becomes all important. It also establishes a single global culture, in which, the English language holds sway and the sports field is dominated by Western sponsored world championships, in sports like soccer and swimming (Houlihan 2008: 556). The most important outcome of cultural globalisation has been the commercialisation of culture. The manufacture and consumption of cultural services and goods have now achieved the status of commodities. Such cultural globalisation is similar to economic globalisation, with regard to the fact that the majority of the people have very little choice in specifying the conditions, under which they should be subjected to cultural globalisation. There is no room for personal preferences, and every aspect of culture has been rendered a commodity that is to be sold in the market (Akande 2002). There is considerable multiculturalism in modern societies. Consequently, the identity of an individual is moulded by several cultures. However, globalisation presumes that a uniform culture is being imposed on the world. Globalisation is founded on a principle of uniformity that is based on the Western model (Sotshangane 2002: 229). We live in an age, in which most social aspects of life are decided by a global process. The latter has brought about the dissolution of national borders, cultures and economies (Farazmand & Pinkowski 2007: 35). The globalisation process entails economic, technological, political, and cultural facets. The position of the present world’s culture can be stated as being essentially connected to the dissemination of information and knowledge. Media is the chief medium for cultural globalization (Farazmand & Pinkowski 2007: 36). Various cultures of the world have come together due to internationalisation of information through communication. It is natural that there will be growing concern regarding non western cultures, as these tend to undermine native cultures, by means of their stronger economies. Undoubtedly, the proliferation of global media networks and satellite communication technologies, permit the Western nations to intervene all over the globe (Farazmand & Pinkowski 2007: 36). Globalization is a process that joins people, governments and corporations, irrespective of national boundaries. It is not possible to disregard the danger of western cultural impact on non western cultures. It is essential to find a balance between societies with different languages and values, in order to protect and preserve such cultures. In such an endeavour societies should adapt themselves to the changing conditions of the world. 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(2002). ‘What Impact Globalization has on Cultural Diversity?’. Alternatives: Turkish Journal of International Relations 1(4), 214 – 231 Read More