Cultural Globalization Essay

Cultural Globalization Essay

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Globalisation and global flows of culture have redefined the processes in which we share and connect to ourselves, others, and the world. From its onset, globalisation had both proponents’ and critics; some believed that it leads to a rich, hybrid global culture. Others saw it as the west versus the rest, an imprint of Western values and ideologies upon the world’s rich and diverse cultures. In exploring global flows of culture, we can observe these major assumptions about globalisation as well as its changing nature. New, ‘reverse’ cultural flows have begun to emerge and question these traditional assumptions. The case study of Japan’s ‘pink globalisation’ is one such reverse flow.
Globalisation can take on many different shapes and forms in its free flow of goods and services across national borders. Cultural globalisation is one of those forms. Capcioglu (2008) refers to cultural globalisation as a “Global circulation of information, signs and symbols on a global scale and the reactions shown to the various socio-cultural transformations as a result of these conflicts.” Ritzer and Barber (1996) first coined cultural globalisation as ‘Americanisation’ and ‘McDonaldisation’, referring to the spread of western culture from the United States across the globe. The American image was beamed around the globe in the 1950’s and 1960’s through Disney cartoons, music videos, television programs, Hollywood movies and products such as McDonalds and Coca Cola. The global appeal of these goods and services was centred on the fact that America is seen as the place of modernity around the world. It is a culture that is rich, powerful and exciting and thus captures global appeal.
Arjun Appadurai’s Modernity at Large investigated the dimension...


... middle of paper ...


... challenge to the major assumptions about globalisation and the west to the rest traditional vector. Not only is it a transnational journey of a commodity, it is also a journey of Japanese popular culture and its ability to resonate in the hearts and minds of global consumers. This globalisation of Japanese popular culture emanates through Appadurai’s notion of scapes, in technoscapes, mediascapes, consumerscapes and ultimately, ideoscapes, creating new flows of global culture.



Works Cited

Lecture notes
Wink on pink course reader article
In Godzilla's footsteps: Japanese pop culture icons on the global stage
Tsutsui, William M; Ito, Michiko. (Eds).[2006]
Hello Kitty commodifies
Mechademia
Wired magazine article
Acute confusion
Appadurai’s modernity at large review
Cultural globalisation and global flow of culture
Ritzer and Barber
Henry Jenkins

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