Globalization
Bhagwati and Myers (2004) believed that, “globalization is not new phenomenon and further noted that culture is way of life adopted by people in community at specific time and place as globalization adheres to the economic interaction between more than two countries”. Globalization is relative to social collaboration not just integrate society to larger world economy but also roots out its flaws as the process nourishes innovative ideas that are easily implemented in such grounding stature of marketing, tourism as well as advertising media wherein nations and communities have its cultural identity standards upon connecting to individuals for example, the ability to learn certain lifestyle from other cultures do happens in motion.
Globalization enables to share and adopt several cultures of other nations being interconnected today by means of such TV, business, tourism and presence of the internet. The assimilation of cultural globalization integrates good way of communication that symbolizes one voice throughout the world. Globalization is the one voice that represents world-wide communication, increase interdependency and bridge the economic gap between nations and other aspects. Globalization brought forth cosmopolitan approach in global market where countries compete and culture instances with one another.
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Cultural Globalization
Cultural globalization refers to the everyday life experience that connects to people and the society at large allowing rapid presence of ideas, values as well as attitudes across borders that leads to interconnectedness and interaction of individuals forming in diverse cultures, and life ways. While, globalization assume type of global village describing in effects that there abilities to connect and exchange ideas bringing in an ideal world. Globalization can best understood as process rather than singular condition. It does not reflect simple logic as rather, globalization reflects emergence of interregional networks and systems of interaction and exchange from any notion of global integration. Furthermore, culture maybe akin to process of structuration as product of individual actions of, and the cumulative interactions between, countless agencies and institutions across the globe (Giddens, 1981; Buzan et al., 1998). Globalization is associated with evolving dynamic global structure of enablement and constraint of stratified structure since globalization is profoundly uneven as generating patterns of inclusion and exclusion (Hurrell and Woods, 1995) accounts of cultural globalization must acknowledge that it is best conceived as faceted process. The impact of culture globalization poses enmeshment, displacing ‘notions of sovereignty as exclusive form of public power’ such that ‘sovereignty is conceived today among national, regional and international nature of culture based plurality’ (Held and McGrew, 2007, p. 486). In the more specific sense cultural globalization has occurred due to the spread of global production, but more particularly due to the spread of the consumer society.
The one vital impact of cultural globalization is the commercialization of culture. Production and consumption of cultural goods and services have become commodities, along with the essentials of social life that are the crucibles of cultural creations. Culture whether it is music, food, clothes has become a product, sold in the market place (Akande, 2002). The commercialization of culture has disturbing impact on people. What once was an element of their way of life becomes a product, rather than something unique they had made to suit their own specific needs and circumstances as people are continuously bombarded with new images, new music, new clothes and new values. Global media is increasingly in the hands of powerful organizations as is the production of music and films.
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Cultural Globalization and Its Impacts
Cultural globalization has positive and negative consequences. On the negative side, as cultures are propagated and advanced, share and mix with one another, and are exposed to one another in fast moving world of media and tourism, marketing and others, vulnerable in the ways they may influence each other and become modified from their original and authentic form. When dominant cultures overtake and absorb marginal cultures in any part of the world, the danger of losing cultural integrity on the part of each culture is evident. In an effort to achieve modernization, societies sometimes fail to protect their own cultural integrity. This should not happen. The finding of ways to increase economic advancement without losing cultural authenticity in the process, Chan and Ma argue that cultural globalization should be “the continual development of multiple modernity on a global scale that trans-culturation should develop many modernities around the globe so that different cultures can be true to their own indigenous strengths and not be swept into similar pattern of only one type of transformation”. Cultural globalization can threaten to wipe out minority cultures if not managed well as the culture holds valuable and unique information, for example, medicines used to treat certain diseases are from plants from the Brazilian rainforest. The extinction of such cultures is a loss for the entire world. The media have brought the world closer by their coverage of international events and activities. The media play a large part in raising general awareness about the impact of global cultures on minority communities. It can also help to prevent unfair encroachment of majority cultures on such communities.
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Marketing and Tourism Impacts
The cultural globalization impact for marketing is evident for instance, market led globalization create challenges and opportunities for marketing centered business as there impacts towards stable opportunities such as the access to new markets in regulation as well as ability to tap resources such capital, knowledge on market base as well as opportunity to participate in global production networks that are prevalent in many industries such as automotive, electronics, toys and textiles in HK. There is a challenge from competitors entering markets, reducing market sanctioned costs through global sourcing, and moving production offshore or gaining economies of scale by expanding in better markets. The other impact places in adoption of internet market, as firms manage operations and coordinate culture based chains across nations (Cavusgil, 2002; Williams et al., 2001; Globerman et al., 2001). The pressure of culture globalization is having an impact on SMEs that adheres to tourism industry as globally acting suppliers, decreasing transportation costs and emerging new destinations have put pressure on SMEs in usual destinations. As many countries are economically very dependent on tourism, need for effective policy support arises. There can be implementation of flexible operating network alliances and holistic destination management techniques geared to meet modern tourism demands as there have alleviated certain impacts of culture oriented globalization on SMEs and its marketing ways (Smeral, 1998 p. 371). Sugiyarto, Blake and Sinclair (2003, p. 683) have indicated “
References and further reading may be available for this article. To view references and further reading you must purchase this article. issue of culture globalization is beneficial remains controversial as because globalization policies are examined without consideration of their interactions with key sectors of the economy, notably tourism”, as for example, through equilibrium model of Indonesian economy to examine impact of globalization in conjunction with tourism growth as the growth amplifies to positive impact of culture led globalization and have few adversities. Thus, production increases and welfare improves, while impact on government deficits and the trade balance is being reduced. Globalization of tourism is utilized to improve quality of life of the people and their communities within tourism destinations.
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Advertising and Media Impacts
In addition, van Raaij (1997, p. 259) have mentioned that, “globalisation of markets leads to global products, global brands as well as global advertising, the presence of global communication advertisements does imply high level of culture standardization as the latter might be in conflict with diverse cultures among nations”, there accounts for standardized advertising as it does not optimally fit within cultures. There outcomes to a global adaptation, differentiation, as well as consumer based communication strategies from such adverting products and services, from within globalize paradigm of advertiser culture formation.
References and further reading may be available for this article. To view references and further reading you must purchase this article. The one aspect of globalization is convergence of media and
Technology as Bullmore (2000) expected media convergence to lead to homogeneous consumer needs, tastes and lifestyles. For example, some music channels as Music TV, travel, global communications have encouraged the notion of global teenager, notion that teenagers possess similar values, regardless of country of origin (Assael, 1998). The global media includes CNN and MTV television networks, programming of which is directed at and consumed by what might be called horizontal audiences, rather than vertical ones. Thus CNN is consumed by middle-aged and older viewers, business people, government officials, policy makers, and local news services around the world. Similarly, MTV disseminate similar non-local identity, but one directed at global youth and mediated largely by music videos. Moreover, Levitt (1983) argued that new technology would lead to homogenization of consumer wants and needs because consumers were expected to prefer standard products of high quality and low price. Upon ignoring cultural globalization influence lead to various companies to centralize advertising, media operations as well as marketing stance which outcomes in declining sales and profit gains. Henceforth, business firms have seen sales and profits decline because centralized control lacks local sensitivity and are consequently changing their strategies from global to local for example, Coca Cola decided to move closer to local markets because of declining issues in lieu to business profitability. Coca Cola have stated that the “firm’s ‘big successes have come from markets where they read the consumer psyche every day and adjust the adverting media and market model every day” (Byrnes 2000, p. 221).
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Some Examples
Disneyisation and McDonaldization
Indeed, there impacts towards Disney infrastructure of communication in support of economic and social organization transcending in nation based boundaries of aspects of contemporary economic and social life (Sandel, 1996). Globalization in culture essence is being associated with transformation as unbundling of relationship among sovereignty and state power (Ruggie, 1993; Sassen, 1996). Cultural globalization impacts does imply to stretching of certain social, political and economic activities across communities for example relating to events, decisions and activities of the nation come together in having significance for individuals in far nations of the globe. There has been impact of globalization linking to Westernization, modern concept developed because of impacts of western expansion and colonization as globalization spreading its roots to make communication easier wherein cultural globalization matters to achieve global production and consumer society on the positive domain. The existence of communication technology and mass media placers a valuable tool for cultural globalization dominance for example, Disneyland in HK have impacted the global culture in the sense that it serves as a factor bringing in connective values to customers and the marketing community in the wider perspectives which provides universal communications to other nations outside HK. Cultural globalization is perhaps linked to the existence of pop culture for instance, there is Disneyland musical and theater shows which is not only known in HK but in some other nations mostly in US and Europe countries also, Japanese anime’ is being watched in HK, while soap operas of other nations are frequently watched and popular in the Philippines. There is homogeneity in culture as becomes easy for business companies to sell services and products globally good example, is McDonaldization as meals are sold in several countries linking to same food choices and properties. Globalization strikes in deepest core of business operations wherein the most known process integrates to cultural globalization generally affecting markets, media and other infrastructures that connects to people and his community successfully along which the community connects to the nation and its pressing idealism and value assimilation. There possibilities that globalization is in danger of becoming as there encompasses everything from global financial markets to the Internet but which delivers little substantive insight into the contemporary human condition.
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Cultural Imperialism
Moreover, there can be impact of cultural globalization resulting into cultural imperialism issue as there cultural imperialism argument of certain penetration and make leap of inference from presence of cultural goods to the attribution of deeper cultural impacts. Culture simply does not transfer in this nonlinear way. Movement between cultural areas always involves interpretation, translation, mutation, adaptation and ‘indigenization’ as the receiving culture brings its own cultural resources to bear, in dialectical fashion, upon ‘cultural imports’ (Lull, 2000; Tomlinson, 1991) from global ubiquity of capitalist consumer goods or Western media products towards the vision of a uniform capitalist culture are to be doubted precisely because they trade on an inadequate concept of culture. If the critical understanding of cultural globalization seems haunted by the tendency to assume either an implausibly utopian or dystopian scenario, then the lesson may be that we need to approach cultural processes not via the macro perspective of globalization but by understanding the effects of globalization as felt within particular local stance. Culture is no longer tied to the constraints of local circumstances and not that globalization destroys localities but that cultural experience in anchoring particular community and nations by connectivity of globalization. Societies have successfully produced just systems of social protection and provided opportunity and economic growth for their citizens as complementary. The social and cultural impact of globalization has also been widespread. It is manifested most clearly in the worldwide presence of certain patterns of consumption and lifestyles. These include cars, television, videos, fashions and designer clothing, popular music, films, television and video shows, dance, alcohol, beverages and fast foods, just to mention a few of the more prominent symbols of world culture. The social and cultural impact is especially noticeable on two sections of the population affluent minorities and youth. While many consumption goods and services are available only to affluent minorities in developing and former communist countries, others such as television programs, videos and fast food reach much larger proportions of the population in these countries. The demand for government services increases because of laid off workers and their families and the increased wage pressure on low income families. Governments try to care for these workers and have to run expansionary fiscal policies. Unfortunately, if they do so, they face a number of problems. Governments have difficulty raising taxes in general and cannot raise taxes on corporations because that will only encourage firms to move offshore. This accelerates the impact of globalization on deindustrialization by discouraging capital formation. Governments have to be careful about running large budget deficits because over time, world currency markets will force down the value of their currency. There will be increase the costs of financing deficits by world debt markets who will demand higher interest rates. High interest rates will translate into slower economic activity. Governments are therefore trapped by not being able to respond to globalization which produces deindustrialization and more inequality. Globalization from within several impacts as some government can only run economic policies that promote low inflation, low tariff barriers, and cut back on protection for workers and their families in the hopes of attracting foreign investment to stimulate economic growth. The only positive thing culture imperialism adheres into is, effective globalization processes that impedes to the functionality of individual as part of the community and communities being part of the nations.
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