Globalization is the growing connection of places through trade, travel, media and the internet. Thanks to time-space compression, popular culture can now reach most of the world within days. What does that do to cultures when they meet?
Key idea
Globalization spreads popular culture worldwide, which can push out local traditions (cultural convergence: places becoming more alike). It also brings local foods, music and languages to the world, and leads many communities to protect and revive their traditions (cultural divergence). Glocalization is when global products and ideas are adapted to local cultures.
Why it works
Global chains, films, music and social media make the same products and trends available almost everywhere, so landscapes and habits can grow more alike. But the flow runs in many directions: foods, music and games from many countries have become popular worldwide. And seeing one's own culture threatened can make people value it more. Hawaiian-language preschools and schools, for example, have raised a new generation of speakers since the 1980s. Scholars debate how much globalization makes cultures alike and how much it mixes and renews them.
Worked examples
Worked example: Glocalization
A worldwide fast-food chain sells vegetarian burgers in India and rice dishes in parts of Asia. Which idea is this?
- The global brand spread.
- It changed its products to fit local tastes and beliefs.
Answer: Glocalization (the same idea as stimulus diffusion).
Worked example: Two directions
Give one example of globalization making places more alike and one of it spreading a local culture outward.
- More alike: the same chain stores, films and phone apps in cities around the world.
- Spreading outward: a regional food, such as sushi from Japan, now eaten worldwide.
Answer: Chain stores (convergence); sushi spreading worldwide (a local trait going global).
Common mistake
Students think globalization simply makes all places the same. It does spread popular culture, but it also carries local foods, music and languages to the world, and many places revive or protect their traditions in response. Look for change in both directions, and treat "how much" as a question scholars still debate.