Globalization of the Local

The Cultural Revolution Is About to Begin

Adapted from Adrianne Kenny, Joseph Keavy, Ashley Lamich, Andrew Rosten, Samantha Perr, Erik Petrulis

Major Topics

The flattening of the world. Globalization and localization Americanization and cultural

hegemony Homogenization and diversity Culture identity Mass communication

The World Is Flat: A Brief History of the Twenty-First Century by Thomas Friedman

An international bestselling book that analyzes globalization, primarily in the early 21st century. The title is a metaphor for viewing the world as a level playing field in terms of commerce, where all competitors have an equal opportunity.

The title was derived from a statement by Nandan Nilekani, the former CEO of Infosys. The World is Flat won the inaugural Financial Times and Goldman Sachs Business Book of the Year Award in 2005.

As the first edition cover illustration indicates, the title also alludes to the perceptual shift required for countries, companies and individuals to remain competitive in a global market where historical and geographical divisions are becoming increasingly irrelevant.

The book was first released in 2005, was later released as an "updated and expanded" edition in 2006, and yet again released with additional updates in 2007 as "further updated and expanded: Release 3.0".

Globalization = Americanization“…it was primarily American-based manufacturers and service providers, American brands and American moviemakers, American singers and American entertainers, American clothing designers and American fast-food chains that were in the best position to take advantage of the falling of the walls and flattening of the world. They were the first out of the gates, and it seemed inevitable and unstoppable that they would take advantage of the flat world to homogenize culture…Globalization would have an American face, an American look, and an American taste.”

In what ways have Americanizing forces extended to other countries?

E.g. movies, music, food, ….CocaColonization, McDonaldization,

Hollywoodization of the film market

Globalization of the local

“The flat world platform, while it has the potential to homogenize cultures, also has, I would argue, an even greater potential to nourish diversity to a degree that the world has never seen before.*Uploading

-Podcast your own music in any language-Make home video with Webcam

Globalization of the local

Pizza- most popular food in world-Flat piece of dough -Every culture puts own distinctive foods and flavors

*Flat world is like a pizza-Different cultures can flavor it as they like

Globalization of the local China and India don’t have to emigrate to

innovate-Don’t have to give up culture to get a decent job in America.

*Immigrants can stay connected to culture-Reading local newspapers online-Watch local news online or on satellite TV-Communicate with family and friends via the Internet

Globalization of the local Indrajit Banerjee, secretary of Asian Media Information and

Communication Centre- “One would think that globalization in Asia would mean going English, but that’s not the case. The diasporic market means you can have international newspapers, international TV and radio channels which are completely based on local languages. This is what I call the globalization of the local. It is not the global which comes and envelops us. It is the local which becomes global.”

Examples:-Britain and U.S. TV in other languages

Local Globalization Helping Companies Thrive

“The global is going to be interesting only if it is a range of the local.”

Ashish Kulkarni, COO of Jadoo Works in Bangalore Because the world got flat, this Indian company was able

to thrive in the global market. Uses Indian traditional art skills to help inspire new art design and

have a unique advantage in its gaming product. Globalization was enabling Kulkarni to take his skills and

sell them all over the world.

Globalization is not Simply Economic Globalization is helping produce new forms of

communication and innovation. “The flattening of the world is about the

creation of a global platform for multiple forms of sharing work, knowledge and entertainment.”

However, not all of this is good. Iron law of globalization: “If you think it is all

good or all bad, you don’t get it.”

Negative Effects

Many dangers of globalization and the flat world: Homegrown racism, lies, etc. Cultural terms “…But the fact is that the Internet has magnified

the capacity of individuals to generate their own stories and inscribe themselves on the world, both as individuals and as part of communities. Should we be against that? Of course not.”

In what ways or in which instanceshave you witnessed the flat world"empowering the forces of darkness?"

(I.E. pornography, racism, libel, conspiracies)

“The flattening of the world is bringing diversity to different corners of the world, even without the internet. There is more radio today, more

TV, more phone, more travel more trade.”

Globalization = Homogenization

Before Flattening After Flattening

Sub-Saharan African Tribe American NBA star showing Chinese children how to shoot a jump shot at Disney World……….in Hong Kong

Globalization can produce homogeneity but it can also threaten homogeneity…

Villagers of Kumasi, Ghana In a much more dynamic give-and-take

relationship Listen to the radio, drink coca-cola Access to better medicines, cleaner drinking water, and

more schools.

Homogenization is the theory that as countries globalize dominant cultures will prevail

Result one world with one set of values, characteristics and beliefs

The many forms of Homogenization

As countries increase interaction cultures will begin to defuse

Spread Religion Corporation Sports Trends Music

Dominant cultures will spread to other countries before the country is able to determine there own culture

“People from all over the world will draw knowledge and inspiration from the same technology platform, but different cultures will flourish on it. It is the same soil, but different trees will grow.”

Globalization Happening Commercially “The flattening of the world is starting to equalize and

diversify the flow of investment – so globalization is no longer driven by primarily Americans or Western Multinationals, but also by the Chinese, Indians, Russians, and Asian companies.”

(p.487)

“Globalization now belongs to everyone who can figure out how to take advantage of its opportunities and minimize its dislocations. American-bred technology may be its midlife, but Americans are no longer solely the parents. That’s a big

power shift indeed.” (p.488)

Globalization and Culture

The ideas of culture, globalization, world-system and identity have become increasingly problematic.

Under the influence of the recent globalization with its manifestation of global economy, global mass media and advertising, global cultural life, and global hybridization, local and national identity have become increasingly fuzzier and more problematic.

The assumption that globalization is primarily Westernization, Europeanization, and Americanization is limited and problematic.

In fact, globalization could be Japanization or Brazilianization (cf., Featherstone & Lash, 1995). For example, the Japanization of the global economy and market cannot be overlooked.

The pervasive consumption of Japanese products (e.g., cars, electronic appliance) in the American and Chinese households can be a clear indication of the Easternization/Japanization of the global economy.

Study questions

What’s the relationship between globalization, localization and mass communication?

Mass Communication public meetings/speeches exhibitions, fairs, festivals radio, television, newspapers, films

O.J. Simpson case

Go global

Languages and products French English Chinese …

Go local When Gerber first started selling

baby food in Africa, they used the same packaging as in the USA - with the cute baby on the label. However, the food is seldom picked by the locals. Do you know why?

Think globally, act locally!

君子和而不同，

小人同而不和。

《论语·

子路》