Basic Concepts in Cultural Globalization

Chua, Kayla Jane M.

ED-201

CULTURAL IMPERIALISM
 Imperialism is primarily defined as the extension of power of a state through direct
territorial acquisition or imposing political and economic control of other areas.
 Cultural Imperialism refers to the act of dominating cultural relationships in which the
cultural habits and customs of a superior foreign culture are stipulated upon one or more
native cultures of a country or an institution (Tomlinson, 2012)
 It is a phenomenon wherein the customs, religion, traditions, and language of a dominant
country is passed by a non-dominant country
 In this sense, it can be concluded that the concept of cultural imperialism greatly signifies
“domination” and “influence”

EXAMPLE:

 For instance, whenever people view the advertisements of fast foods and beverages, it
does not only promote the product itself but rather, it promotes an “American Way of
Living” in other nations (Güldaş,2011)
 One of major influences imposed by the Spaniards on us Filipinos is Christianity which is
leading religion in our country up until today.

REFERENCE/S:

Tomlinson, J. (2012). Cultural Imperialism. The Willey-Blackwell Encyclopedia of

Globalization. Retrieved from
https://onlinelibrary.wiley.com/doi/abs/10.1002/9780470670590.wbeog129
Güldaş, M. (2011). Media Imperialism and American Way of Life. Flows in Media and
Communication. Retrieved from http://iletisim.ieu.edu.tr/flows/?p=749#:~:text=Fast%20foods
%20and%20beverage%20brands,to%20other%20nations%20and%20traditions

CULTURAL HYBRIDITY

Chua, Kayla Jane M. ED – 201

  Hybridity is defined as a product resulting from the combination of two different
elements.
 Cultural Hybridization refers to the process in which a cultural element is fused into
another culture by applying significant changes in the element in order to fit cultural
norms (Bell, 2014)
 It is a blending of elements from various cultures to form a new piece.
 It creates a new identity that represents a dual sense of self which goes beyond and within
the borders of nationality, race, ethnicity, class, and linguistic diversity (Albert & Paez,
2012)
 It attempts to preserve a sense of harmony among the traditions, beliefs, and customs of
two or more different cultures

EXAMPLE:

 An example of Cultural Hybridity includes global restaurant chains like KFC and
McDonald wherein they modify their menus to suit the tastes of different cultures. For
instance, due to the religious restrictions on eating beef, the McDonald’s Big Mac in
India is made with chicken or vegetable patty.

REFERENCE/S:

Albert, L., & Páez, M. (2012). Cultural hybridity. In J. A. Banks (Ed.), Encyclopedia of diversity
in education (Vol. 1, pp. 523-524). SAGE Publications, Inc. Retrieved
from http://sk.sagepub.com/reference/diversityineducation/n166.xml

CULTURAL GLOBALIZATION
 refers to the transmission of ideas, meanings, and values around the world in such a way
as to extend and intensify social relations (Bihag 2020).
 One of the characteristics of Cultural Globalization are shared, learned and integrated,
and one of the significant mediums in achieving Cultural Globalization is Education.

Chua, Kayla Jane M. ED – 201

  Education as we all know is one of the basic needs of a person to establish life. To fulfill
this, it needs a cross cultural sharing and learning of ideas, values, and norms. It also
interconnects various culture and forms an understanding between them.
 It is also an occurrence wherein our everyday experiences are influenced by different
cultural expressions (Watson, 2020)
 These expressions came from different mass media platforms

EXAMPLE:

 A specific example of Cultural Globalization is the K-12 Curriculum which is

multicultural based and has an integrated approach where everyone can utilize it
regardless of nationality, culture, and identity.
 A specific example of a mass media platform is Entertainment.
REFERENCE/S:

Bihag, R. (2020). CULTURAL GLOBALIZATION retrieved from

https://youtu.be/nZmClsoc6xo

Watson, J. L. (2020, November 4). Cultural globalization. Encyclopedia Britannica.

https://www.britannica.com/science/cultural-globalization

GLOBAL MONO-CULTURE OR HOMOGENEOUS CULTURE

 a homogeneous societal culture is one in which the shared meanings are similar and little
variation in beliefs exist (Enz, 1986)
 It is opposed to heterogeneous culture and multiculturalism which consists of people
having diverse backgrounds
 Cultural homogeneity is an aspect of national identity that pertains to sense of pride in
one’s culture, ethnicity, and common grounds (Jamali, 2015)
 A culture wherein people speak the same tongue and holds on the same traditional norms
which makes them known of their uniformity

Chua, Kayla Jane M. ED – 201

EXAMPLE:

 A specific example of Homogeneous culture is Japan. Japanese people tend to think of

their society, their culture, as having a distinct identity that is closed off to outsiders. The
Japanese have a clear sense of community and national identity, with little or no racial or
ethnic diversity. The highly organized approach to handling and resolving conflict is
perhaps the most distinctive feature of Japanese culture.

REFERENCE/S:

Enz, C. A. (1986). New directions for cross-cultural studies: linking organizational and
societal culturesv[Electronic version]. Retrieved from Cornell University, School of Hotel
Administration site: http://scholarship.sha.cornell.edu/articles/624

Jamali, R. (2015). National identity, crises of legitimacy and penetration of social

networks. Retrieved from https://www.sciencedirect.com/topics/computer-science/cultural-
homogeneity

“THE MEDIUM IS THE MESSAGE”

 This phrase is derived by Marshall McLuhan, a Canadian philosopher who is well known
for his studies on the effects of mass media
 Marshall McLuhan was a philosopher, a professor, and a communications theorist
 It suggests that the way we send and perceive information is more valuable than the
content of the information itself
 The different mediums that we use today have changed the way we behave
 According to McLuhan, “it is impossible for us to understand social and cultural changes
without the knowledge of how media works”
 Media and Technology are among the factors that shaped the way how we live

EXAMPLE:

Chua, Kayla Jane M. ED – 201

  For instance, during the ancient time where oral culture is normally the tradition in
expressing and acquiring information, the most dominant skills of human were his ears
whereas today in which print based textbooks are commonly used as a tool for
information, people in the present has great visual skills than of their auditory skills as
compared to the people from the past

REFERENCE/S:

Eudaimonia. (2016). The Medium is the Message by Marshall McLuhan | Animated

Book Review. Retrieved from https://www.youtube.com/watch?v=gCr2binb4Fs&t=214s

BBC Radio 4. (2015). The Medium is the message retrieved from

https://youtu.be/Ko6J9v1C9zE

Chua, Kayla Jane M. ED – 201