The Impact of Globalization on the Culture of Various

Nations

By: Chenoy Ceil

Electronic copy available at: https://ssrn.com/abstract=3520578

Table of Contents
Introduction .................................................................................................................................................. 3

Globalization and its Impact on National Culture ......................................................................................... 5

Conclusion ................................................................................................................................................... 12

References .................................................................................................................................................. 13

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Summary
Globalization which has a good impact on both individuals and societies is multidimensional,
and it connects different countries through advanced technologies promoting the interaction
between the citizens of the nations. However, with globalization there has also been a
convergence in national cultures. Culture can be defined as the collective programming of mind
which differentiates the members of one nation, group, society or community from another.

Introduction

Globalization, the phenomenal integration of global people and intensified economic interaction

of different nations including their people, companies and governments, describes a sense of

global harmony where humans, environment, and everything in this earth is interconnected.

Economic globalization has given us the opportunity to access the products of multinational

companies as nation-states have opened their borders in the international markets.

Globalization which has a good impact on both individuals and societies is multidimensional,

and it connects different countries through advanced technologies promoting the interaction

between the citizens of the nations (Jaja, 2012). It incorporates free markets, private ownership,

competition, and price mechanism which is ideologically based on capitalist traditions of

economy.

However, with globalization there has also been a convergence in national cultures. Culture can

be defined as the collective programming of mind which differentiates the members of one

nation, group, society or community from another (Hofstede, 1980). Culture mainly refers to

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humans as they form a society which collectively makes a nation or a regional group (Hofstede,

2001).

With globalization, there is an impending threat to the culture of nations as it leads to

homogenization and hybridization of national culture. However, the true impact of globalization

on national culture is a debatable and it is important to understand whether globalization creates

any harmful impact on national culture. Cultural homogenization is often defined as a policy led

by the state to nationalize the masses by imposing the culture of dominant elites on the rest of the

people of the nation (Conversi, 2007). Cultural hybridization, on the other hand, is a biological

term, that has been used as a broader concept in this age of globalization. Hybridization leads to

assimilation of multiple cultures, which creates a sense of mixed culture among the people

globally which leads to revolutionary developments in communication and transportations

(Kwok- Bun and Peverelli, 2010).

This essay critically considers the various concepts revolving around homogenization and

hybridization of national cultures and the potential impact of such phenomenon. We can perceive

that there are some subtle but clear interconnections between these aspects, especially in the

business context. However, whether globalization is leading to cultural erosion, or creation of

global cultures is a long-drawn debate. The intention of this essay is to establish that cultural

homogenization or cultural hybridization is not essentially leading to weakening of cultural ties.

In the globalized world, there is a need for global cultures that will carry forward the traditions

and practices of local cultures. The essay establishes why globalization is important and why

intermingling of different cultures is relevant in the present world. Although homogenization of

national cultures may lead to some threat to local cultures. However, cultural hybridization does

not lead to any loss of national culture. Overall, the discussion establishes that globalization and

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cultural exchanges are important to create relevant global cultures that can create standardized

rules for global corporations and individuals.

Globalization and its Impact on National Culture

To understand the impact of globalization on national culture, it is very important to understand

what globalization and national culture implies. Levitt (1983) defines globalization as the

changes in behaviours and technology around the world, that allows companies to sell the same

product around the world due to adaptation of the same. According to Robertson (1992),

globalization is an intensified compression of the world, where people open to new ideas and

become conscious of their surroundings.

Today, the study of globalization and its impact on global economy is expanding gradually with

positive contribution to the growth of world economy, liberalization of market system,

international relations, peace and complete resolution of economic systems (Okoye and

Nwaigwe, 2015). Large multinational companies connect different cultures and economic

systems around the world by influencing them and through advanced communication which not

only increases the interconnectedness but also the scope and density of the consciousness of the

world as a single place (Okoye and Nwaigwe, 2015).

With globalization, national economics are integrating and international markets are expanding

with the emergence of multinational companies that are trying to manufacture and sell their

products in the foreign markets to the people of different countries (Todaro and Smith, 2011).

The revolution of information technology has made globalization a real concept. It has made

communication, conversation and exchange of information easier through emailing, social

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networking, mobile phones and so on that have reduced the whole world to a small industrial and

economic village place (Okoye and Nwaigwe, 2015).

There are three aspects of globalization such as social aspect, political aspect and economic

aspect. At its earlier stages of development, globalization was considered as economic

phenomenon, but in the modern world theoreticians claim that it is more a cultural process which

aims at the basic restructuring of the human life (Okoye and Nwaigwe, 2015). Globalization is

an integration of economics and market across cultures that incorporates multiple cultures

(Hopper, 2007).

The simple biggest impact of globalization is that it has opened business opportunities around the

world. Today, a sweater that reads “Made in UK” may very well be made from the yarn that

came from a Swiss producer, was woven and dyed in Taiwan, then cut, sewn and assembled in

England with zippers and button from Chinese factories in India, and finished, inspected and

packed in French inspecting company for a US buyer to ship to Wal-Mart. Even a few decades

ago this system of manufacturing and marketing was beyond the imagination of the companies

that are now expanding their business in the world market which is significantly influenced and

affected by the globalization which is, although not perfect yet, successful to improve the quality

of human life by creating millions of employment opportunities and raising billions out of their

poverty (Wright and Drewery, 2006).

However, the positive impact of globalization also brings with it negative connotations. It is

believed that globalization leads to cultural homogenization and cultural hybridization. In this

context, it is very important to understand what culture means and how it is impacted by

globalization. According to Edgar Schein (2004), external adaptation as how to survive and

internal integration as how to stay together are the universal problems which have been evolving

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together over time and which are handed down from one generation to the next. Culture is a set

of basic assumptions which share solution to these universal problems (Schein, 2004). Culture is

basically the code of attitudes, way of thinking, norms and values that constitute the core of any

nation. Culture determines how we see ourselves and how we see the world including the sense

that it does not indicate anything right or wrong. It is inherited as different cultures have

distinguished language, food, and communication styles. Every culture has its own system which

is difficult to explain or describe as culture is behavioral and deals with explicit level of human

attitude.

In the business context, culture indicates a profound connection between local practices of the

nation. In order to improve business performance multinational companies have been trying to

adapt cultural diversity, views and values (Wright and Drewery, 2006). Today, businesses

around the world are trying to create their own corporate culture. At the macro level, culture

deals with laws and economic institutions and the nations must be considered by organizations

going about their business. However, at the micro level of culture, organizations are influenced

by a number of cultural elements relating to employer-employee relationship and behaviours and

attitudes among the employees (Browaeys and Price, 2009).

Corporate culture is a combination of organizational culture and national or regional culture.

However, internal cultural factors play an important role of the company culture (Browaeys and

Price, 2009). There are three professional cultures in management that are operators, engineers

and executives. Operators are those who are involved in production of goods and services,

engineers design and monitor the technology and the executives are the senior managers of the

company (Schein, 2004).

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To understand how globalization is impacting national culture, it is important to understand how

businesses have become a core part of promoting cultures around the world. Globalization is

creating impact on a nation’s culture and there is a raging debate around how globalization

differs from global culture. Today, multi-national corporations (MNCs) are operating from

multiple nations. This creates a flow of cultural diversity around the world. Trade and commerce

exchange between nations is also leading to cultural diversity.

It can be argued that globalization is leading to cultural homogenization as the world is

becoming a smaller place, local cultures are mixing with global culture, leading to erosion of

local traditions (Hopper, 2007). Homogenization is leading to fast-food restaurants around the

world, creation of financial houses, billboard advertisements, and selling of same products.

According to Ulrich Beck, the national culture is converging to a similar point, as evident from

people in China, India, Singapore, and the US wearing jeans and smoking the same brand of

Marlboro cigarettes (Hopper, 2007).

Another popular view of researchers is that cultural homogeneity is due to erosion of national

culture due to adaptation of the western way of life, or Americanization. Today, US media is

consumed around the world. American brands such as McDonald’s, Pepsi, Pizza Hut, and Levi-

Strauss have also become a cultural phenomenon in both Asian, as well as European nations

(Hopper, 2007). This is also referred to as McDonalidization or standardization in the food

industry which is again leading to create cultural homogenization (Ritzer, 1993).

Americanization or McDonalidzation are both leading to the phenomena of westernization,

where other nations around the world are being held captive to the ideologies and practices of the

USA. With consumption of Western goods, western media, and the predominance of the English

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language around the world, creates the sense of homogenization, where national cultures are at

threat. The question then remains, should national cultures matter in the globalized world?

To completely assess the impact of globalization on national culture, it is also important to

discuss the relevance of cultural hybridization. Globalization does not only lead to

homogenization, but involves assimilation of national cultures, which creates hybridization

(Blum, 2007). Hybridization does not completely lose the national culture, but instead is based

on traditional elements mixed with modern global practices (Blum, 2007). Hybridization leads to

blending of multiple cultures, which finally leads to creation of a new cultural identity. The

threat of losing cultural identity cannot be completely considered because cultural hybridization

continues to carry forward local cultures and traditions.

Often, cultural hybridization is connotated with deterritorialization. Deterritorialization happens

when boundaries between nations are lost due to globalization. However, such phenomena

cannot lead to loss of cultural identities because deterritorialization can never mean the end of

the locality, but rather its transformation into a more complex space, where multiple cultures

interact and continue to exist (Tomlinson, 1999). In the globalized world, national culture gives

way to global cultures which are generates new identities and narratives of personal meaning for

the people living in such societies (Tomlinson, 1999).

However, despite McDonaldization and Americanization being impending threats to national

culture, it breeds global interdependence and interconnectedness. It cannot be completely called

homogenization of cultures as it only brings standardization to the processes for the business. For

example, in India, although McDonald’s do exist, they do not offer any pork or beef menu items

like they do in the US. Further, in India, McDonald’s do not serve unlimited drinks, which they

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do in the US. This simple example shows that although McDonalds have established their

business in multiple nations, but the company keeps in perspective the local culture and norms.

Globalization does not lead to eradication of national cultures but leads to integration of

traditional values and practices with international norms (Blum, 2007). Further, most nations

have formed their own defense mechanisms against globalization by upholding their national

cultures. For example, in China and Southeast Asia, the governments have created their own

business structures and media houses to prevent westernization (Blum, 2007). The Malaysian

government has also incorporated broadcasting services that promote local culture. However, the

recent phenomena of K-pop music from South Korea is an example of cultural hybridization

where traditional forms of Korean music have assimilated with pop music from the western

world. However, this does not lead to loss of national culture as it is a form of expression of

national culture which has now helped Korean music and culture to become relevant to the entire

world. This is clearly one of the best examples of the positive impact of globalization.

Globalization has also lead to strategic hybridization, which is evident from the post-colonial

development in India. After independence of India from the British rule in 1947, there was a

proliferation in nationalist movement to rid India of its British remnants (Blum, 2007). However,

the English language continues to be the official languages in most governmental and non-

governmental departments. The nationalist movement raised interest in traditional Hindu

practices, as well as Sanskrit language, but could never completely get rid of English dominance

as the single common language across the nation. This led to strategic hybridization, where

certain Western practices became a part of the daily Indian life and it was assimilated into the

local culture for ease and convenience. Today, Indian is among one of the biggest economies

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around the world, and to remain competitive, the country must accept certain modern practices

which can lead to formation of global cultures (Jaja, 2012).

Hybridization of the national culture in India, due to presence of American brands such as

McDonalds and Pizza Hut does not lead to dilapidation of the national culture. It is important for

business management practices to allow for integration of local culture into the business

environment. This form of intermixing helps in creating the best of cultures. As noted by

Hamelink (1983), the richest cultures in the world emerged at the meeting point of different

cultures. This clearly showcases why it is important for national cultures to come together and

form hybrid cultures. The biggest civilizations around the world, such as the Indus Valley

civilization, Sudan, Athens and Mexico was created due to cultural hybridization (Hamelink,

1983).

Hybridization has also led to divergence of cultures, where differentiation and interconnection at

the root of the culture. Glocalization is a phenomenon created due to hybridization. It preserves

the local culture while assimilating with globalization (Ritzer, 2010). With glocalization, there is

hybridization and formation of cultures that hold on to local traditions despite globalization.

Today, MNCs are focusing on local cultures to lead to better practices. In international human

resource management practices, as well as corporate cultures, local cultures are gaining in

prominence. Companies such as Netflix and Amazon are now gearing their local presence in

multiple nations based on local culture and media consumption. Today, Netflix and Amazon are

bringing out local productions of web series that are in the local language to ensure that they

cater to the local population. Further, business practices are also incorporating local flavours to

ensure that they remain relevant in the local industry. This showcases that global hybridization is

important for proliferation of businesses. There is no impending threat to local cultures from

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globalization and cultural hybridization ensures that the best practices and traditions are

safeguarded against all forms of outside influences.

Conclusion
From the above discussion, it is evident that cultural homogenization and cultural hybridization

are two different aspects of globalization that are leading to changes in national culture.

However, it is difficult to assess whether such intermixing of cultures is a good thing or a bad

thing. Most nations have incorporated specific strategies to prevent westernization or

Americanization of their local cultures. However, global corporations need standardization in

terms of their corporate cultures and it helps them to have cultural assimilation.

Cultural homogenization can lead to eradication of national cultures due to one culture becoming

part of another global culture. Homogenization or convergence leads to easy flow of national

culture from one country to another. However, cultural hybridization often intermixes different

cultures with international norms. This helps in preventing the national culture from losing its

identity. Heterogenization of national cultures is also known as differentiation as it creates

barriers to the flow of same cultures. Further, cultural hybridization leads to creation of a unique

cultural hybrid that has qualities of both the national cultures.

From the examples provided above, it is evident that globalization will continue to preserve

national cultures. Nations will continue to maintain their diversity and uniqueness and it will be

difficult for globalization to completely eradicate a nation of its local culture (Ritzer, 2010).

Cultural openness is an important phenomenon that helps standardize or blend cultures and allow

one culture to learn from the other. There are definite benefits of cultural assimilation that has

come out of globalization. The threat to national culture that was perceived by earlier researchers
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is now less evident and it can be safely presumed that a nation does not completely lose its

cultural identity due to globalization. With globalization, nations are now interpreting their own

cultural identity in perspective of others to find the best compatible culture.

Lastly, it must be mentioned that individuals today have access to immense volume of data from

around the world. Globalization is a continuous process and there is no stopping it. With

globalization and improved access to data from around the world, there will be assimilation of

acquired behaviours and practices. However, this will not result in complete destruction of

national cultures or identities. Most nations will continue to protect their national culture and

heritage. The impact of globalization on national culture can only lead to positive changes as

cultures are dynamic, rather than static. This essay clearly establishes how globalization will

continue to create cultural homogenization and cultural hybridization as nations move closer, and

interact frequently for trade and other purposes. It will be interesting to watch how the world

evolves beyond the 21st century and how traditions intermingle with old and new to create new

cultures and practices that will continue in the future.

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