WHAT MAKES YOU SAY THAT? Bt Figure 7.30 An advertising campaign for Mecca Cola What does this picture tell us about the response to globalization? Is the company behind this cola brand global or local? What makes you say that? What isthe message conveyed by the brand? Is the company embracing globalization or rejecting it? nwa t Ways does globalization affect us? Itural exchanges be seen as a positive ive product of globalization? WHAT IS THE DIFFERENCE BETWEEN CULTURAL DIFFUSION AND CULTURAL IMPERIALISM? Cultural diffusion is the spreading of ideas, languages and cultural traits from one place to another. Culture can spread in many different ways throughout the and connections in our globalized worid. Cultural traits are constantly diffused through migration flows, information flows and trade flows. In every major historical or contemporary migration flow, whether the inflow of economic migrants from Latin America to the USA or the ‘sunset’ migration of British pensioners to Spain and Mediterranean countries, migrants bring cultural traits and elements of language from their country of origin (see Figure 7.31). The opposite process ako takes place when migrants return to their home country. and bring back with them cultural traits, ideas or customs from their host country (see Figure 7.32). array of networks 4H Huse Fe ery” PAN Dulce Pasteles Bolillos,.. i§ Figure 7.31 English-Spanish bilingual signs in a bakery in California fa a Scanned with CamScanner® Figure 7.32 A Spanish delicatessen in Wales, UK The global flow of commodities and services nributed 16 cultural diffusion with many MIC som beyond thelr loping word, the relatively mare expensive imported goods, consumes in poorer nations nd ideas of richer nations 09. Xd Counties exporting their produc *turated domestic markets towards the des Despite not being able to purcha ave stil exposed to the cultures Uhouah marketing and advert Many cultural wats, ideas Hd languages also spread with the create and entetaivment indus, The impacts of the musi, web, fm reaming fashion and sport media ate the most rapid and direct Impacts of global i Cultures and identities, Geography for the 1y Scanned with CamScannerCultural diffusion Before imagining your role-play situation, you need to research how your diffusion type is helping to spread ideas and tastes from one culture into another culture, You could search for cultural diffusion followed by your chosen diffusion process. Focus on the interactions between people, communities, businesses and the media Before writing your script, identify two or three ideas you would like your audience to understand while watching your role-play performance. On skills: Use a variety of speaking communicate with a variety of What is your goal? Your g ortray through role play a eallife cultural diffusion is taking place. situ processes andl means by which cultural diffusion may __3_-Practise your role play, making changes if necessary. happen i 4 Perform your role play in front of the class. At the Migration # Media and creative end of your performance, check that the class has ‘© Mass tourism irelosiries understood the process of diffusion and the element cio brands and Saar apectaverth of culture being diffused. consumer culture © World cuisine EVAIAHOTE © Social media Were you successful in communicating your ideas to How will you organize your project? the audience? 1 Ingroups of three or four, choose one type of cultural diffusion, Brainstorm what you already know about the type of diffusion you have chosen. You could raw ideas from your own experience. haa STs eR UTI Coy Male sure you pick a typeof diffusion not chosen by other Qroups sothere is a good range of example Watch this video: https:/vimeo,com/10275493 Describe the spatial and temporal pattern of the spread of McDonald's on a global scale. 3 Explain why American products and corporations have spread worldwide (as opposed to other products/corporations). 4. Discuss the positive and negative impacts of these products and corporations, How could they alter local cultures? 5 Suggest reasons why the American market is dominant. 6 Discuss the role other countries play in cultural globalization, How do other countries contribute to ‘American culture? 7 Asa class, agree on a definition of cultural imperialism. me ¥ Critcal-thinking skills: Gather and organize relevant. Ge COCR tuner mee icing Figure 7.33 A fast food restaurant in Dubai Ceres 1 Analyse the photo in Figure 7.33 ot 8 a Suggest reasons why McDonald's is linked with the Promotion of American culture. OO Scanned with camScanner