Quadrant-I (e-Text)

Module name/ title: Globalisation and Cultural Homogenization

Paper: Media and Globalisation

Component I: Personal Details

Role Name Affiliation

Principal Investigator Prof. Biswajit Das Centre for Culture, Media
& Governance, Jamia
Millia Islamia, Delhi
Co- Principal Dr. Durgesh Tripathi University School of Mass
Investigator Communication, Guru
Gobind Singh
Indraprastha University,
New Delhi
Paper Coordinator (if Dr. Sunetra Sen Narayan IIMC, New Delhi
any)
Content Writer/ Dr. Neerja Singh Satyawati
Author(s) College(Evening),
University of Delhi

Mr. Namit Vikram Singh (Co Author)

Content Reviewer Prof. Biswajit Das Centre for Culture, Media
& Governance, Jamia
Millia Islamia, Delhi
Language Editor Mr. P K Satapathy Department of English,
School of Open Learning,
University of Delhi

Component II: Description of the Module

Items Description of Module

Subject Name Media &Communication Studies
Paper Name Media and Globalisation
Module Name/Title Globalisation and Cultural
Homogenization
Module ID P4-M03
Pre-requisites
Objectives
Keywords

Media & M03–Globalisation and Cultural Homogenization

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1. Module: Globalization and Cultural Homogenization

2. Introduction

This module deals with the notion of globalization, culture and homogenization. It
aims to highlight the process of change brought about by globalization in the
developing countries like India and how it has contributed to a transformational shift
in terms of culture. The module will further help in understanding as to why this
cultural transformation taking place due to globalization is homogenous in nature
across different parts of the world.

It will further highlight how the forces of globalization do have an impact in different
societies but the transformational change brought about by it is relatively similar to
that of the developed societies, especially in terms of cultural understanding. In this
paper you will not only go through the basic concepts of globalization, culture and
homogenization but will also understand the different institutions and processes
involved in bringing about the degree of homogeneity in culture.

3. Learning Outcome

You will learn the idea of globalization and how it is bringing about a kind of
uniformity within different nations due to a growing cultural interdependence. It will
help in further understanding how there is a homogeneity of culture taking place and
its degree of impact in India and whether it should be a concern for the developing
nations from the perspective of cultural distinctiveness.

4. Brief Understanding of Globalization and Culture

The concept of globalization was coined in the 2nd half of the 20th century. It emerged
as a significant process in 1959 and since 1990’s it has become a major
transformational force adopted all across the globe. Globalization, in simpler terms
can be understood as a worldwide movement towards integration of different nations
in terms of trade, finance, communication and culture. It is a gradual process which
reconfigures the cultural setting, bridging the geographical locations through
communication and trade and strives to bring about newer forms of lifestyle and
social status within the society (Scholte, 2000).

Globalization can be broken down into four key terms namely, Internationalization
(growth of transactions and interdependence between countries), Liberalization
(removal of government restriction on trade and foreign exchange between
countries), Universalization (dispersing of objects and experiences to people at all
inhabited parts of the world) and finally Westernization (where social structures of

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modernity like capitalism and industrialism are spread all across the globe) (Scholte,
2000).

Culture, as a term, has been derived from the Latin term called "colere," which
means to tend to the earth and grow, or cultivation and nurture. Culture can be
understood as the distinct characteristics and knowledge displayed by a specific
community which involves the aspects of language, religion, cuisine, social habits,
music and arts (Singh, 1994).

It can be further understood as the shared patterns of behaviors and interactions,

mental constructs and understanding that are interpreted through socialization. As a
result, the process of socialization between different ethnic communities brings about
a diverse set of cultural constructs within the society. For instance, women of Bihar
performing the “Chhath Pooja” (a cultural ritual of observing fast for the long life of
spouses), has become a cultural process from the rural spaces to urban spaces in
India.

What can be further observed here is that the process of globalization has not only
resulted in the movement of material capital but also human and the socio-cultural
capital which has brought about a degree of socialization of different cultural forms
across the globe, thereby, formulating newer forms of hybrid culture or overlapping of
traditional cultural forms by its modern ones.

However, despite such trends, there is a growing argument over homogeneity of

culture taking place in the developing countries due to the cultural dominance of
developed countries, as a result of globalization. The sections below will deal with
the arguments as to whether globalization actually results in the homogeneity of
culture and if so then what is the nature of its impact on the developing countries.

4.1 The Debates on Globalization and Cultural Homogenization

The term “homogenization” refers to the idea of some or all things becoming or being
made the same. It can be argued as a kind of imitation or copy in a conscious act of
impersonation. Imitation however can also be used to create equivalence, be it in the
case of art, music, taste, fashion, etc. (Agarwal, 2010).

Homogenization is generally considered as an unfavorable process as it does not

allow for the scope of distinct identities which can be differentiated from each other.
However, it can also be appreciated in terms of developing a universal acceptance
and preventing scope for cultural clash due to unfavorable socialization.

The notion of “Cultural Homogenization” basically refers to the transformation of

existing cultural forms upon interaction with others where certain cultural
characteristics are placed in dominance over others and followed both consciously
and unconsciously by a larger section of the society. The nature of similarity that can

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be seen in terms of culture across different societies is understood as

homogenization of culture (Angus, 2011)

It is argued that with the growing interdependence between different nations, there is
a transfer of cultural forms across different parts of the globe where the developed
nations such as USA, Britain and France have an upper hand in terms of imposing
their cultural forms onto the developing nations through the forces of globalization.
As a result of this, the cultural trends that are seen in the developing nations, to a
greater extent are influenced by the cultural forms of the developed nations. For
instance, the Americanization of the dressing sense in the urban settlements can be
seen as a classic example of cultural homogenization. e.g., people working in India in
various multi-national companies are expected to wear western formals. This nature
of expectation is almost in every multi-national firm where the dressing sense of
people is largely western despite the fact that each employee has his/her distinct
cultural trait (Angus, 2011).
Homogenization from the context of globalization has brought about a nature of
similarity within culture across different regions. Globalization has been a key agent
in this very process because it has brought about different countries to interact with
each other in terms of trade and commerce where exchange of goods as well as
communication is taking place. The communication, to a great extent, is influenced
by various cultural forms. India, for instance is involved in trade with America in terms
of raw and material products. However, in this process, a lot of American traits can
be seen in the case of Indian societies such as people’s dressing sense shifting from
ethical traditional wear such as “Kurtas”, “Pyjamas” and “Saaris” to ethical modern
wear such as “Shirts”, “Pants” or “Jeans” etc. Not just that, there is similarity in terms
of taste, music etc. For instance, the growing taste for EDM (Electro-Dance Music) is
a purely western adopted style of music which has a growing acceptance in India
(Anwar, 2012).

Even in terms of language, it is playing an important role. English, for instance, is

being universally accepted as a general language for communication not only at
formal structures and institutions but even at informal structures and at familial levels.
Globalization has transformed English as the means of communication with the
potential of being not only a divisive factor, but also as a means of communicating
alternative opinions within the society.

It is also argued that homogenization due to globalization is not absolute rather both
homogeneity and heterogeneity exist. Although the visibility at the ground level of
any society may be that of cultural homogeneity due to its greater frequency, there
are, however, certain cultural forms which remain traditional despite the forces of
globalization and tend to evolve within its own space, thereby, creating its own realm
of acceptance. For instance, if we look at the royalty of India, the prince and
princesses have not given away their cultural identity. Their style of conducting their
respective lives in terms of dressing, taste and conduct is purely traditional. Though

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they may show tolerance towards the western influences, but their cultural identity
remains intact (Pagel, 2014).

Similar process can be seen in case of the distinct tribal communities such as
Santhals in Bihar and Mundas in Jharkhad. They still hold onto their respective
cultural identities despite the forces of globalization taking place.

4.2 Factors Causing Cultural Homogenization and Impact on Developing

Nations

Globalisation, as a process of homogenisation, assumes that its main thrust is to

unite the world and make all its different points become alike, whether this be in the
cultural, economic or political field. In order to do so, it involves certain important
factors that are responsible for bringing about a universal similarity in terms of
culture. These are as follows:

(a) The first primary factor for bringing about the process of cultural homogenization
in the developing nations like India is the degree and the nature of communication
taking place which has brought about socialization of different cultures. There is a
communications revolution that has taken place across various regions. It has a
homogenising effect in bringing actors into more direct contact with each other.
There is a far greater circulation of ideas around the world which has affected
different forms of culture. The most obvious examples are the diffusion of Hollywood
movies that can be seen all over the world. India for instance is greatly influenced by
Hollywood and attempts to mimic its traits in several of its films be it the story
narration, the action, the direction etc.

(b) The second primary factor is the global financial institutions. Global institutions
such as the World Bank, the WTO, the IMF and the UN also play an important role in
this process of cultural homogenisation. By promulgating global rules for all nations
to follow, they contribute to this homogenisation. For instance, the push by the UN for
the protection of human rights has greatly affected the developing nations and is
trying to bring about a structural change in terms of equality, which if looked upon
from the cultural perspective can be quite a challenge. For instance, the idea of
Feminism in India, is trying to break through the dominant cultural constructs and
marrying to make a space for its acceptance within the society. Similarly the IMF, by
imposing demands for structural adjustments to countries’ public finances also has a
homogenizing effect on culture both directly and indirectly.

(c) The third primary factor is the process of trade. Globalization has brought about
an integration of almost all the national economies into the world market. Such
markets are functioning 24 hours a day and allowing operations all over the globe to
be linked through new modes of communication. With the rise of free trade, there is
an availability of goods of similar nature in every country and this is leading to a

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homogenisation of people’s consumption, behaviour and taste. The same is in the

case of cultural products as well. In India, if we look at people’s taste in music,
fashion, family structure etc, they greatly show signs of westernization like taste for
rock music, western attires and nuclear family.

A common element that can be seen in the case of all these 3 factors is that
globalization, in its process of cultural homogenization, is also trying to bring about a
degree of standardization. This is primarily done to reduce complexities and achieve
a universal acceptance all over the world (Backhaus and Ejderyan, 2007).

Media here has a very prominent role to play to push the process of homogenization
of culture and concretize it in different developing realms. The process of
modernization and westernization of developing countries has been pushed and
reinforced by mass media such as TV, newspapers, radio, movies, etc.

The very notion of “global village” (the world considered as a single community linked
by telecommunications) has been possible due to communication revolution.

Media, in the modern societies is creating an image of a man with alternative

attitudes. Such spread of new attitudes is not only unfamiliar but also alienating in
nature. A materialistic culture and consumerism that are spreading through mass
media are creating a mechanistic and individualistic way of life (Backhaus and
Ejderyan, 2007). In general sense the kind of cultural homogenization that is being
witnessed in developing nations such as India, is largely limited to material level and
consumer and cultural goods.

What can be observed here is that technological inventions such as television or

computers have transformed the developing societies. The power of media is
opening the population of developing countries to the outside world with minimal
resistance. The contemporary cultural homogenization is distinct from practices of
the past as it is largely oriented towards capturing mass audiences, not just
converting the elites.

The local media structures such as vernacular press, art, etc, are getting
overpowered by the western forms of media. Western states and enterprises are
integrating most of the countries of developing world in a cultural area that is almost
dominated by them. Most of the developing countries import, by way of mass media,
knowledge, cognitive orientations, cultural and economic values and social systems
belonging to the countries controlling such media. For instance western soap operas,
movies, shows and Hollywood productions are screened everywhere and viewed by
large audiences across the globe. It is the western familial behaviour, western
aspirations which are proposed to developing countries. The diversified way in which
all are presented is much more attractive and persuasive than juridical dispositions
(Backhaus and Ejderyan, 2007).

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MTV, for instance, is a fascinating illustration of the influence of American television

and music industry. The main consumers are young, mostly under thirty. The
messages are complex, sometimes subliminal. They offer an idea of freedom and
disdain of authority. They catalyze consumption; reinforce “we are the world” identity.
It is a feeling of connectedness to a larger world. Its main characteristic and the
strongest tool is that the majority of consumers of this homogenized culture are
young people. Families and traditional social structures are losing or have already
lost their educational role. Pop stars have emerged as moral authorities. They focus
only on consumption. Resistance to this phenomenon seems meaningless
(Nahavandi, 2011).

Such an impact is also a problem. The problem is that most of the people watch
television without any real experience of the western life. All they see is the material
side. This can lead to a development of feeling of inferiority, to the rejection of one’s
own culture and to an eager will to embrace the consumerist mono-culture. Young
people in developing countries, even though not having the financial power, try to
wear jeans, shoes, sunglasses of famous mark. They have the mobile and the CD
record player that develop an illusion to participate in the global culture. This
ultimately leads to a negative self-perception.

People no more compare themselves to their peers or to their neighbours, but to a

utopian image of stars. Community ties are broken. Consumerism generates hunger
for material status symbols, new material needs. The cultural homogenization that
occurs through media also contributes to political passivity. Although hundreds of
millions of children and teenagers around the world listen to the same music and
watch the same films there is no global consciousness appearing, other than the
passion to consume (Nahavandi, 2011).

4.3 Cultural Homogenization: A Growing Concern.

There is a growing concern over the process of cultural homogenization due to

globalization. It is generally argued that globalization would ultimately lead to the
extinction of cultural diversity. Many scholars have argued that with the rise of an
“increasingly homogenized popular culture” which is heavily influenced by the
western world in terms of ideals, values, and culture, it may gradually dominate
different developing nations (Nahavandi, 2011).

However, globalization does not mean absolute sameness. There is a difference that
also exists. Although the world does have a strong homogenizing tendencies, but
that does not entirely mean the ultimate extinction to the diversity in culture. It is
important to understand that people also exhibit agency and control over their
respective actions. We are not all just passive shoppers or designers in the
marketplace. Meanings and values are also negotiated, not just absorbed. There is
a complex interaction of homogenizing global tendencies in tension with the cultural
diversity. One does not necessarily mean the end of another (Nahavandi, 2011).

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What is at stake is the need for a shared interest that gets to the core of the cultural,
social, political, and economic issues that dominate the priorities that originate from
the varied experiences and conditions of the world’s people. The anxiety about
homogenization never assumed that absolutely all differences would or could
be abolished. There remain significant cultural differences around the
relationship between individual and the community. The actual cultural identity
between all human beings and groups is no doubt a priori impossible. It is
even hard to say what it would mean if two groups were completely
culturally homogeneous, then surely they would be one single cultural group
and not two. The anxiety originates from the perception of cultural forces
tending towards homogenization such that aspects of one’s cultural identity to
which some importance is attached are feared to have no place in the
future. It is the tendency towards homogenization, not actual homogenization
itself, which produces the anxiety since one can always point to some
existing cultural difference. Moreover, the tendency towards homogenization
would not be of great concern if it were thought to be marginal,
remediable or a temporary phenomenon.

5. Summary

You would now be clear with the basic concepts of “Globalization”, “Culture” and
“Cultural Homogenization”. The module has clearly explained as to how globalization
is pushing for homogenization within the realm of culture across different countries
and the kind of impact that it has created. You will be clear in terms of the aspects
involved in pushing for the process. However, the ultimate question that is worth
thinking is that whether there is a growing homogeneity within culture in India and
should it be a concern for the future?

References

 Agarwal, A. Culture Homogenization: A paradox of globalization. Retrieved

from http://www.ankitasardana.com/pdf/Culture-Homogenization-The-
Paradox-of-Globalisation.pdf

 Angus, I.(2011). The anxiety concerning cultural homogenization. Retrieved

from
https://www.academia.edu/720771/The_Anxiety_Concerning_Cultural_Homo
genization

Media & M03–Globalisation and Cultural Homogenization

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 Anwar, H.M.(2012). Economic globalization: An episode in cultural

homogenization? Retrieved from http://www.globalmediajournal.com/open-
access/economic-globalization-an-episode-in-cultural-homogenization.pdf

 Backhaus, N &Ejderyan, O.(2007). Homogenization. Retrieved from

http://www.glopp.ch/A4/en/multimedia/homogenisation.pdf

 Appadurai,A. (2011). Disjuncture and difference in the global cultural

economy. Retrieved from
http://www.worldhistory.pitt.edu/DissWorkshop2011/documents/Appadurai.pd
f.

 HALL, S. (1997). The Local and the Global: Globalization and Ethnicity. In
KING A. (Ed.), Culture, Globalization, and the World-System: Contemporary
Conditions for the Representation of Identity (pp. 19-40). University of
Minnesota Press. Retrieved from
http://www.jstor.org/stable/10.5749/j.ctttsqb3.6

 Hassi, A. &Storti, G. (2012). Globalization and culture: The three h scenarios.

Retrieved from https://cdn.intechopen.com/pdfs-wm/38348.pdf

 Nahavandi,F.(2011).Globalisation and homogenisation of culture: The role of

mass media in developing countries. Retrieved from
https://www.researchgate.net/publication/265025179_Globalisation_and_Ho
mogenisation_of_Culture_The_Role_of_Mass_Medias_in_Developing_Count
ries

 Pathania-Jain, G. (2016). Localization Strategies of International Media

Companies: Entering India in the 1990s. In Boyd-Barrett O.
(Ed.), Communications Media, Globalization, and Empire (pp. 129-146).
Indiana University Press. Retrieved from
http://www.jstor.org/stable/j.ctt1bmzndf.12

 Pagel, M. (2014). Does globalization mean we will become one culture?

Retrieved from http://www.bbc.com/future/story/20120522-one-world-order

Media & M03–Globalisation and Cultural Homogenization

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