3. i
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Introduction to the Philosophy of the Human Person
Alternative Delivery Mode
Quarter 2- Module 10: Culture and Society in the Globalizing World
First Edition, 2020
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4. ii
Understanding Culture,
Society and Politics
Quarter 2- Module 10
Culture and Society in the
Globalizing World
Department of Education ● Republic of the Philippines
SENIOR HIGH SCHOOL
This instructional material was collaboratively developed and
reviewed by educators from public and private schools, colleges, and/or
universities. We encourage teachers and other education stakeholders to
email their feedback, comments, and recommendations to the Department of
Education at action@deped.gov.ph.
We value your feedback and recommendations.
6. iv
TABLE OF CONTENTS
Page No.
Overview 1
Content 1
Pre-test 2
What I Know 2
What I Need To Know 3
What’s In! 3
Activity 2 5
Activity 3 8
Post Test 9
Answer Key 10
References 10
7. 1
OVERVIEW
TO THE STUDENT
HOW TO USE THIS MODULE
In this module, learners are required to go through a series of learning
activities in order to complete each learning outcome. In each learning outcome are
Pre-Test, Information Sheets and Post-tests. Follow and perform the activities on
your own. If you have questions, do not hesitate to ask for assistance from your
teacher.
Remember to:
o work through all the information and complete the activities in each
section;
o read information sheets and complete the activities. Suggested
references are included to supplement the materials provided in this
module;
o most probably, your teacher will also guide. He is there to support you
and show you the correct way to do things;
o you will be given plenty of opportunities to ask questions; and
o write all your answer in your activity notebook.
Greetings!
This module contains training materials and activities for you to finish. You are
required to go through a series of learning activities. If you have questions, don’t
hesitate to ask your teacher for assistance.
This will give you the opportunity to develop your knowledge, hone your skills,
behavior and motivations required in Understanding Culture and Politics. You need
to complete this module before you can perform the next module.
8. 2
WHAT TO LEARN IN THIS MODULE?
At the end of the lesson, learner is expected to:
1. Explain the changes brought about by modernization while being critical of the
Western dominated definition of modernization;
2. Identify the changes that culture undergoes during the period of globalization;
3. Critically examine the Westernizing influence of globalization on local non-
Western cultures; and
4. Discuss the positive ways in which globalization is able to widen the cultural
horizons of people around the world.
WHAT I KNOW?
Pre-Test
Directions. Multiple Choice. Select the correct answer from
the choices given. Write your answer on your activity
notebook.
1. _________________ is the process whereby spaces between nations
become porous because of the accelerated phase of diffusion of information,
people, capital, and goods.
A. Globalization C. Cultural homogenization
B. Economy D. Diversity
2. _________________ proposed earliest formulation of modernization theory
Weber’s culturalist theory of the emergence of capitalism in the West became
one of the pillars for the development of modernization theory.
A. Walt Rostow C. Weber
B. John Calvin D. Max Payne
3. ______________ was developed as an analytical frame for interpreting global
relations, structures, and practices. Invoking an image of the world as a system of
interrelated interdependent units.
A. World Economy C. World Politics
B. World Polity D. World Bank
4. _______________shaped the work ethics of entrepreneurs and capitalists during
the early part of capitalist industrialization.
A. Weberism C. Rowtowism
B. Calvinism D. Capitalism
5. Cultural universalism refers to cultural elements, such as the Internet, fast food from
McDonald’s, and Nike sneakers.
A. Culturalization C. Socialization
B. Globalization D. Cultural universalism
9. 3
WHAT I NEED TO KNOW?
4 factors that influence Filipinos' decision to buy
1. Filipinos love freebies
2. Filipinos shop around, loyal to brands
3. TV remains main source of product info
4. Advertising influence brand
DO THIS
Activity 1. List down the things you use daily, from food,
shampoo, school supplies, music, and TV programs. Identify
each item whether it is imported or not. (Write down your
answer on your activity notebook)
Process Questions:
1. How did you get to know about these products?
2. Do you believe that Filipinos have neo-colonial consciousness, that is, they
prefer imported products rather than local ones? Prove your point.
_____________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
WHAT’S IN
Culture and Social Change Modernization and cultural
change
CULTURE
https://static.rappler.com/images/Grocery%20shopping%20EPA%202011.jpg
Sociologist argues that….
i. society evolves and develops primarily due to social and
ii. the significant role played by cultural forces like religion.
economic factors
Max Weber provided an interesting analysis that showed how
capitalism in the West could have not developed were it not for
the push given by Calvinist ethics.
10. 4
https://cdn.pixabay.com/photo/2020/03/0
3/09/28/john-calvin4898122_960_720.jpg
John Calvin an
influential French theologian and pastor during the Protestant Reformation
Weber’s culturalist theory of the emergence of capitalism in the West became one of
the pillars for the development of modernization theory.
In the 1960s… many social scientists, governments, and policy makers believed in
the theory of modernization. According to this view, based on evolutionary
theory of culture, all societies undergo a process of change in the direction of
greater complexity and progress.
Walt Rostow (1916–2003) proposed earliest formulation
of modernization theory. Walt Rostow (1916–2003), an
American economist and political theorist, proposed five stages
of development.
5 STAGES OF DEVELOPMENT
Calvinism shaped the work ethics of entrepreneurs and capitalists
during the early part of capitalist industrialization. Calvinism created
anxiety among the believers that could only be relieved through hard–
work, total devotion to work, avoidance of idleness, and renunciation
of worldly pleasures. Furthermore, Calvinist doctrine of predestination
(i.e., the doctrine that teaches that God already preordained some
people to be saved), led its members to equate prosperity in this
world with salvation. Hence, the cultural ethos generated by the
teachings of Calvinism supplied the work ethic necessary for capital
accumulation during the incipient growth of capitalism.
https://upload.wikimedia.org/wikipedi
a/commons/thumb/e/e9/Walt_Rostow
_1968.jpg/1280px-
Walt_Rostow_1968.jpg
https://i2.wp.com/revisesociology.com/wp-content/uploads/2017/09/rostows-five-stages-growth.jpg?resize=640%2C480&ssl=1
Stage 5: High Mass
Consumption
Consumer oriented durable goods,
flourish, service sector becomes
dominant
Stage 4: Drive to Maturity
Diversification, innovation, less
reliance on imports investments
Stage 3. Take Off
Industrialization, growing
investments, regional growth,
political change
Stage 2. Transitional Stage
Specialization, surpluses,
infrastructure
Stage 1. Transitional Society
Subsistence, barter, agriculture
Dependent on Global Economy or
Market Managing Economies
Dependent on Growth and
Developed Economies
Dependent on Sub-urban
Economy
Dependent on Social Appreciation of
Education and Skill Development
Dependent on Rural
Economy
Demographic research requirement using Rostow’s model prior to Product Launch
Rostow’s 5 Stages of
growth
Dr. Krishnan Umachandran
11. 5
DO THIS
Activity 2. Base on your own understanding, answer the
following questions in your activity notebook. Read Annex A
for further reading on the five stages of development by
Rostow.
1. Are Rostow’s 5 Stages of growth still ideal for today’s economies?
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
2. Must an economy follow these 5 stages to achieve sustainable economic
growth?
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
3. Can technology transfer or technology acquisition enable an economy skip
early stages stipulated by Rostow and still achieve sustainable growth?
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
WHAT’S IN?
Globalization and Culture
Cultural homogenization is the process whereby spaces
between nations become porous because of the accelerated
phase of diffusion of information, people, capital, and goods.
Immersed in computer-mediated technologies, people’s
relationships and forms of interaction around the world increasingly have become
unconstrained by geography and are no longer necessarily local or national in
nature.
Roland Robertson (1992) defines globalization as ‘the
compression of the world and the intensification of
consciousness of the world as a whole. Globalization process
intensifies the consciousness of the people that cultures are
intricately linked on the global scale. This is globality—as
opposed to globalism— that equates globalization with simple
spread of Western-style liberal democracy and unhampered
market forces of capitalism. With globalization has come the idea
of a world culture, that is, the universality of particular cultural
traits, whose spread is a consequence of globalization.
https://www.dur.ac.uk/images/
IAS/2018_revisions/Fellows181
9/Fellows1011/ProfRRobertson.
jpg
12. 6
Cultural universalism refers to cultural elements, such as the Internet, fast food
from McDonald’s, and Nike sneakers. Technological objects such as “iPhone” and
“Android” are known all over the world although many people do not possess them.
Scientific ideas have the same status.
Fear of consumerism leads many sociologists to invent new words to characterize
this corporate process of homogenization of the world like:
Cultural Homogenization-Ours is a consumers’ society, in which culture, in
common with the rest of the world experienced by consumers, manifests itself as a
repository of goods intended for consumption, all competing for the unbearably
fleeting and distracted attention of potential clients, all trying to hold that attention for
more than just the blink of an eye.
“Globalization” a kind of cultural homogenization is called which is defined “as the
imperialistic ambitions of nations, corporations, organizations. (Ritzer 2011, p. 172).
Ritzer popularized the word McDonaldization.
The best example given by Ritzer on globalization of nothingness are the malls. The
structure of the malls can easily be adapted and transported to other localities yet
allowing for local choice of goods, services, and commodities to be served and
displayed. Malls have created a culture of “malling.”
Cultural heterogenization as hybridization
As globalization intensifies cultures become hybridized. Hybridization denotes a
wide register of multiple identity, cross-over, pick-’n’-mix, boundary- crossing
experiences and styles, matching a world of growing migration and transnational
families, intensive intercultural communication, everyday multiculturalism and
erosion of boundaries. In optimistic takes on hybridity, ‘hybrids were conceived as
lubricants in the clashes of culture; they were the negotiators who would secure a
future free of xenophobia’ (Papastergiadis 1997, p. 261). A Filipino-American, for
example, may find himself or herself in Seoul, South Korea watching American soap
opera dubbed in Korean language while eating Mediterranean food.
World polity theory was developed as an analytical frame for interpreting global relations,
structures, and practices. Invoking an image of the world as a system of interrelated
interdependent units, it is a theory of transnational interaction and global social change
“Coca-Colonization”
by Kuisel, (1993)
“McDonaldization”
by Ritzer (2008)
“Disneydization” by
Bryman (2004)
“Starbuckization”- prompted by the phenomenal spread of Starbucks
worldwide (Ritzer 2010, p. 36).
13. 7
Hybridity has always been with us. But the pace of mixing accelerates and its
scope widens in the wake of major structural changes, such as new technologies
that enable new phases of intercultural contact. Scholars who support cultural
heterogenization does not deny that there is some truth in claims as to global
cultural homogenization, – that is, the whole world becoming culturally similar in
some ways. But this is not the whole story, for forms of cultural heterogenization—
things becoming more culturally complex—are also part of, and are produced by,
globalization processes (Back, et al. 2012, p.122). People do frame their thinking—
especially thinking about themselves and who they are—within global frames of
reference. They are compelled to see themselves as just one part of a much greater
global whole. In this view, cultural globalization is ambivalent: it can either
encourage a cosmopolitan consciousness and open attitude towards the wider world
and all the different cultures and groups within it, or it can involve the creation of
negative feelings towards people from other cultures, involving racist and
ethnocentric attitudes. Eric Hobsbawm (1982) puts this analysis in good light:
…somewhere on the road between the globally uniform coke-can and the roadside
refreshment stand in Ukraine or Bangladesh, the supermarket in Athens or in
Djkarta, globalization stops being uniform and adjusts to local differences, such as
language, local culture or... local politics (p. 2, as quoted in Back 2012, p. 122).
14. 8
DO THIS
Activity 3. Easy Interview and essay. Conduct an
interview to your parents and answer the questions below.
1. Cultural differences are often expressed in the
“generation gap.” List 10 things that you and your parents
share and believe together (religion, education, and family
values) as well as those that you disagree with (music, clothing, and love
relationships,).
Things that I Believe
but my parents don’t
believe in
Things that my
Parents believed but I
don’t believe in
Things that we both
believe in
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
1. How will you explain these differences based on the lesson?
2. List the things you think are good about traditional Filipino values (example:
resiliency, “kasipagan,” and family ties). List also those traditional values that
you think should be discarded (example: ningas kugon, family ties, and
mamaya na habit).
Good traditional Filipino Values Filipino values that should be
discarded
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
3. Explain your answer why you like or want to discard the Filipino values you
listed above.
________________________________________________________________
________________________________________________________________
________________________________________________________________
16. 10
ANSWER KEY
Pre-Test Post Test
REFERENCES
https://cdn.pixabay.com/photo/2020/03/03/09/28/john-calvin-4898122_960_720.jpg
https://upload.wikimedia.org/wikipedia/commons/thumb/e/e9/Walt_Rostow_1968.jpg/1280px-
Walt_Rostow_1968.jpg
https://i2.wp.com/revisesociology.com/wp-content/uploads/2017/09/rostows-five-stages-
growth.jpg?resize=640%2C480&ssl=1
https://www.dur.ac.uk/images/IAS/2018_revisions/Fellows1819/Fellows1011/ProfRRobertson.jpg
https://www.tutor2u.net/economics/reference/rostow-five-stages-of-economic-growth-model
17. 11
ANNEX 1
THE FIVE STAGES OF DEVELOPMENT BY ROSTOW
https://www.tutor2u.net/economics/reference/rostow-five-stages-of-economic-growth-
model
Walt Rostow took a historical approach in suggesting that developed countries have
tended to pass through 5 stages to reach their current degree of economic
development.
These are:
1. Traditional society. This is an agricultural economy of mainly subsistence
farming, little of which is traded. The size of the capital stock is limited and
of low quality resulting in very low labour productivity and little surplus output
left to sell in domestic and overseas markets
2. Pre-conditions for take-off. Agriculture becomes more mechanised and
more output is traded. Savings and investment grow although they are still a
small percentage of national income (GDP). Some external funding is
required - for example in the form of overseas aid or perhaps remittance
incomes from migrant workers living overseas
3. Take-off. Manufacturing industry assumes greater importance, although the
number of industries remains small. Political and social institutions start to
develop - external finance may still be required. Savings and investment
grow, perhaps to 15% of GDP. Agriculture assumes lesser importance in
relative terms although the majority of people may remain employed in the
farming sector. There is often a dual economy apparent with rising
productivity and wealth in manufacturing and other industries contrasted with
stubbornly low productivity and real incomes in rural agriculture.
4. Drive to maturity. Industry becomes more diverse. Growth should spread to
different parts of the country as the state of technology improves - the
economy moves from being dependent on factor inputs for growth towards
making better use of innovation to bring about increases in real per capita
incomes
5. Age of mass consumption. Output levels grow, enabling increased consumer
expenditure. There is a shift towards tertiary sector activity and the growth is
sustained by the expansion of a middle class of consumers.
18. 12
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