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Globalization and cultural diffusion
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Globalization and cultural diffusion

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  • 1. Sociocultural exchangesCultural diffusion
  • 2. Culture – what is it?• Shared meanings• Community• Interpretations• Making sense
  • 3. Culture is many things• Language• Religion• Customs• Traditions• Ideas• Under a constant process of change
  • 4. Culture is a process• It is embodied in the material and the social world
  • 5. Culture and identity• A sense of who we are• Where we belong• An identity shared with others• Culture is the principle means of identity formation
  • 6. Cultural diffusion• A long history• Example: religion
  • 7. Cultural diffusion• Language – slow but sure process
  • 8. Cultural diffusion• Race, food, music, traditions
  • 9. A global culture• Rapidly changing world• New technologies – Internet – Satellite communications – Transport – Economy and culture – commodification – Growth of international migration
  • 10. An emerging global culture?• Cultural practises converging - there are 2 possible processes:1. Export of “superior” cultures from advanced societies – “Americanisation”, Westernization”, “moderniza tion”2. Mixing or hybridization – interconnection – leading to a universal culture
  • 11. Globalizedcultures - music• Not language dependent for primary impact• Dominated by TNCs (export)• World music becoming more significant• Increased migration exposing audiences to other traditions (hybridization)
  • 12. Globalized cultures - Television• Originally produced for local audiences• Government control• Cable, satellite, breaks regulation• Global channels – circumvent restrictions (eg advertising)• TV programmes a major export commodity
  • 13. Globalized cultures - sport• Good example of cultural expression• Increasingly commodified• E.g. football – – Buying players of different nationalities – franchises by sports complexes – advertising on strips – Televison coverage (owned by specific networks) – Inclusion in Olympic Games
  • 14. Globalized cultures – tourism?• MEDC dominance (source of tourists)• Exploitive (e.g. Sex tourism)• International cultural exchange• Locks destinations into specific patterns (stereotyping and economic dependence)
  • 15. Viewpoints• The world is becoming increasingly westernized and homogenous (globalization)Or:-• Cultures are hybridizing where they intersect (glocalisation)• Discuss!

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