Globalization and cultural diffusion

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Globalization and cultural diffusion

  1. 1. Sociocultural exchangesCultural diffusion
  2. 2. Culture – what is it?• Shared meanings• Community• Interpretations• Making sense
  3. 3. Culture is many things• Language• Religion• Customs• Traditions• Ideas• Under a constant process of change
  4. 4. Culture is a process• It is embodied in the material and the social world
  5. 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. 6. Cultural diffusion• A long history• Example: religion
  7. 7. Cultural diffusion• Language – slow but sure process
  8. 8. Cultural diffusion• Race, food, music, traditions
  9. 9. A global culture• Rapidly changing world• New technologies – Internet – Satellite communications – Transport – Economy and culture – commodification – Growth of international migration
  10. 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. 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. 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. 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. 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. 15. Viewpoints• The world is becoming increasingly westernized and homogenous (globalization)Or:-• Cultures are hybridizing where they intersect (glocalisation)• Discuss!

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