Do Globalization Processes Change Identities - Assignment Example

CULTURE AND IDENTITY- DO GLOBALIZATION PROCESSES CHANGE IDENTITIES? Name Name of Class Name of Professor Institution Affiliation City and State Date Culture and Identity- Do Globalization Processes Change Identities? Globalization has changed the cultural identities across the world. Globalization is the process through which the world is becoming more and more interconnected. The pace of interconnectivity has increased tremendously since the 21st century. Several factors have played out in favor of globalization. To begin with, economic interdependence has increased the world trade. More and more economies are adopting policies that will invigorate cross-border trade (Guidry, Kennedy and Zald, 2000). For example, the WTO and other organizations are calling for economies to deregulate to allow free and faster movement of goods and factors of production including human capital. Besides, the WTO is on the frontline rooting for rules that will enhance international trade. As a result, big companies have opened branches and subsidiaries in other countries. For example, McDonald’s is a fast-food chain that was originally incorporated in the US. Today, the company has opened thousands of restaurants in more than 119 countries across the world. Shell is an oil and gas company that was originally incorporated in the UK, but it is now operating in more than 70 countries. In In this essay I will argue that the globalization process is indeed changing cultural identities across the world. Strong diplomatic relations are the prime goal of the international community. For example, the UN has been mediating peace talks to end the tensions between Israel and Palestine; China and its Asian neighbors such as the Philippines; and the US and Russia over Syria. Political stability is important for international trade. Apart from trade, globalization is also a result of the cultural exchange. The modern word is a borderless realm where interconnectivity is so rife. First, strong diplomatic relations between nations has made it easier for people to travel across the border and even overseas. This has facilitated the sharing of cultures. In fact, culture tourism is a major subset of tourism, whereby the international traveler seeks to learn about the lifestyle, history, and art of the host community. Apart from travel, cultures can also be shared through trade. For example, in cases where institutional support is lacking, the religious cultures between traders in different nations can enhance trust which can be leveraged to forge international trade networks. Arguably, the most pervasive way of sharing culture is through the modern communication technology. The Internet has revolutionized communication in many ways. For example, social media tools have made the world a virtual global village. Social media has enhanced the high level of interconnectivity in the contemporary world. In fact, social media is posing a threat to traditional media. More people are now turning to social media for news and other information that can help them in making decisions. Social media has allowed people in different nations to hold real-time conversations. This is an avenue for culture sharing. According to Arnett (2002), globalization has psychological consequences, particularly regarding identity. As a result, most people now have a bicultural identity that is made up of the local identity and an identity emanating from the global culture. Essentially, the global culture can rub off on someone through communication; international travel and even trade networks. The world culture theory of globalization proposes that globalization makes the world a single place through the interaction of different elements of life. According to Arnett (2002), the theory incorporates different components of the human circumstance on the global context, including humankind, individual, societies, and system of societies (international system). The theory crystallizes the four components towards unicity. The interaction of the four components follows a distinctive process. Relatinization involves the acquisition of a shape by every unit in a system relative to the shape of other surrounding units. Emulation is the pursuit of goals by comparison. The theory also highlights the reality of contestation, whereby some people advocate for tight integration while others maintain that diversity should be upheld, thereby giving rise to cultural conflict. However, the theory maintains that globalization is an ongoing process. The rise of pop culture among the Millennials is prevalent because of mass media. Through social media, young people can track the day-to-day activities of their favorite celebrities including their lifestyles. For example, liking the Facebook page of a celebrity or even becoming friends on the platform gives one an opportunity to receive first-hand news about the celebrity before the news reaches the traditional media. The celebrity can upload their photos and videos, post messages on their timeline and even hold live broadcast for their fans across the world. More importantly, fans can hold real-time conversations with their favorite celebrities. The celebrity can also update his or her fans of projects they are undertaking and even ask for their support. Most celebrities often use the term ‘family’ to refer to their fan base on social media. This validates the strong bond between the celebrity and his/her fans. Some of the celebrities with massive social media following include the football legend Cristiano Ronaldo with over 121 million likes, Hollywood actor Will Smith, with over 75 million likes and pop singer Beyoncé with over 64 million likes on Facebook. In addition, popular talk show hosts Oprah Winfrey and Ellen DeGeneres use their shows to inform and entertain their fans across the world. According to Croucher (2003), celebrities are opinion shapers in the world of their fans. The celebrities are often the SI unit in terms of fashion styles and worldview. The identity of the fans is often informed by the persona of the celebrity. In fact, iconic brands are increasingly leveraging the influence of the celebrities to promote their products. For instance, popular musician Rihanna is often contracted to promote the hip-hop fashion style which is very popular among the Millennials. Young people, particularly those living in urban areas have embraced the pop culture as depicted by their fashion and ideas. Their personal identity is, therefore, a blend of local and exotic cultures (Croucher, 2003). As globalization advances, conservative ideas about fashion are being eroded in favor of exotic styles which are perceived more liberal. Globalization has a hand in determining the type of foods being consumed in different cultures. For example, the traditional staple foods in African culture have always been centered on bananas, yams, maize, rice, potatoes, beans and grilled meat. Africans are known to have a special attachment with their cultural foods. However, globalization is slowly but surely changing the situation. The 21st century has witnessed a remarkable proliferation of global fast-food chains such as KFC, McDonald’s and Subway into the African market. The brands seem strategic in terms of the target market. To begin with, they are in major cities such as Cape Town and Johannesburg in South Africa, Lagos and Abuja in Nigeria, Rabat and Casablanca in Morocco, and Nairobi in Kenya. Also, the brands are targeting the growing middle class on the African continent, particularly the Millennials and the urban dwellers. Apart from rising incomes, the brands are also exploiting the changing lifestyles on the continent. The Internet has played a critical role in popularizing the concept of quick food on the go. In fact, almost all the fast-food chains employ social media tools in promoting their menu not only in the African market but also in all other markets. Courtesy of globalization, the African middle class is curious to try what their peers in other parts of the world are eating (Kumar, 2006). The rapid expansion of the fast-food chains on the continent is a testimony to the changing culture of foods in Africa. Globalization affects pricing in the Less Economically Developed Countries, LEDCs. Those opposed to globalization argue that the LEDCs are bound to lose to the More Economically Developed Countries, MEDCs. They maintain that the role of LEDCs in globalization is to provide raw materials and cheap labor to the MEDCs (Guidry, Kennedy and Zald, 2000). The multinationals from the MEDCs have economies of scale because they are endowed with financial resources to do bulk purchasing thereby enjoying discounted prices from suppliers. Additionally, the multinationals can produce in large volumes so that the average variable cost is very low. Since the multinationals enjoy economies of scale in the LEDCs, their commodities have relatively lower prices compared to those of small local companies. Critics argue that much of the returns generated by multinationals operating in the LEDCs are sent back to the parent companies in the MEDCs. They maintain that apart from killing local industries and annihilating the entrepreneurial culture, they pollute the environment and exploit the local workers by underpaying them. According to Friedman (1994), globalization is also perceived to be eroding cultural diversity. When multinationals start operating in the LEDCs, the local workers are forced to abandon some of their cultural heritage and embrace the culture of the employer including the language, work ethics, and sometimes religious practices. For example, a local Christian worker who does not subscribe to Islam is forced to forego their regular day of worship to report to work. Pricing has also been cited as the major reason behind the competitive advantage of Chinese commodities on the global market. China, being the most populous country in the world, is endowed with cheap labor. This is a major factor that influenced Samsung’s decision to set up a plant in China. One of the most conspicuous physical effects of globalization is the change in architecture and the urban environment. Certainly, housing is a major component of the human-made environment and it is part of a person’s identity (Arnett, 2002). Globalization has enhanced the transfer of technology, information flow and mobility of human capital. This affects urban development policies. Sustainable development is the centerpiece of the modern development. In the backdrop of global warming, contemporary economies are adopting practices that will help conserve the environment. The built environment is one sector that has witnessed dramatic change because of this policy. In making our cities, urban planners are in favor of environmentally sustainable approaches to the built environment. For example, Green Architecture is very popular in the present times. The overall goal is to build an environmentally friendly structure that is also energy efficient right from siting to maintenance. Previously, Green Architecture was a preserve of developed nations, including the US, China, India, and Norway. However, with the rapid flow of technology and information, the concept has gained a lot of popularity in other countries including Africa. According to Kumar (2006), immigration has also contributed to changes in the built environment. For example, the Indian architecture is one of the unique ways of identifying a neighborhood that is inhabited by Indians. In addition, when Muslims move to an area, one of the structures they put up is a mosque. Islamic architecture is common in neighborhoods that are predominantly Islamic. The architecture becomes an important part of the cultural identity. The world culture theory maintains that globalization can potentially change the cultural identity of an individual. In the modern times, technological development, particularly with the rise of social media, has accelerated global interconnectivity. In addition, economic integration for increased international trade has also enhanced globalization. The flow of information is faster and cultural exchange is rife. The pop culture is a major trend, particularly in cities. Admittedly, globalization does influence fashion, food, architecture, and pricing. Globalization is posing a threat to cultural diversity. The society is increasingly moving towards a more homogeneous world, and this trend is a green area for future studies. References Arnett, J.J., 2002. The psychology of globalization. American psychologist, 57(10), pp.774-783. Croucher, S., 2003. Globalization and belonging: The politics of identity in a changing world. Rowman & Littlefield Publishers. Friedman, J., 1994. Cultural identity and global process (Vol. 31). Sage. Guidry, J.A., Kennedy, M.D. and Zald, M.N., 2000. Globalizations and social movements: Culture, power, and the transnational public sphere. University of Michigan Press. Kumar, R. (2006). Modernity, Globalization, and Identity: Towards a Reflexive Quest. 2006. Social Change, 36(3), 234–239. Read More