CHAPTER 7:
Five Global Flows of Apparudai’s Landscapes
GLOBAL CULTURE AND CULTURE
FLOWS 1. Ethnoscapes
Actual movement, as well as fantasies about
CULTURAL HYRIDIZATION moving, of mobile groups and individuals.
2. Mediascapes
Glocalization: Interpenetration of the Electronic capability to produce and
Global and the local resulting in unique transmit information and images globally.
Outcomes in different geographic areas. 3. Technoscapes
Fluid, global configurations of technology
Hybridization: External flows interact and the wide range of material that moves
With internal flows producing a unique freely and quickly around the globe.
Cultural hybrid that combines elements 4. Financescapes
Of the two. Processes by which huge sums of money
move through nation -states and around the
Creolization: involves a combination of world at great speed.
Languages and cultures that were 5. Ideoscapes
Previously unintelligible to one another. Flows of images primarily political in
nature.
Examples of Hybridization
1. Muslim Girl Scout
-It is an interesting example of hybridization in the
US who participate in one of the quintessentially
American institutions, the Girl Scouts where
Muslim girls are now wearing a Girl Scout sash
with American flag, troop number, and merit badges
along with the flowing headscarf that is traditional
Muslim garb.
2. Apparudai’s “Landscapes”
-Arjun Appadurai’s Modernity at Large: Cultural
Dimensions of Globalization(1996) emphasizes the
concept – global flows – that is central to this book,
as well as to the disjunctures among them. These
flows and disjunctures serve to produce unique
cultural realities around the world; they tend to
produce Cultural Convergence
Cultural hybrids.
It is an idea that globalization tends to lead
to increasing sameness throughout the
world.
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of different domains – politics, business,
Cultural Imperialism education, family, religion, and so on – and
Cultures are imposing themselves, more or that their spread has led to a surprising
less consciously, on other cultures thereby amount of uniformity throughout the world.
destroying local culture, in whole, or more
likely in part. Key Assumption
Indian Sari Weavers Decline of the nation-state allowing
One of the traditional crafts being threatened these models to flow freely and
with destruction as a result of globalization traverse borders, resulting in
is hand – woven silk sari – making in India. widespread structural isomorphism.
Mike Featherstone Culture is associated with a “cultural order”
“The process of globalization, then, does not and “institutions”, both of which are seen as
seem to be producing cultural uniformity; “rationalized”.
rather it makes us aware of new levels of Culture is seen as shaping and being shaped
diversity. If there is a global culture, it by the macro, meso, and micro levels
would be better to conceive of it not as a throughout the world. Macro-states and the
common state system
Culture, but as a field in which differences, Meso-organizations such as schools and
power struggles and cultural prestige firms, associations including voluntary
contests are played out. ” associations, micro-individual citizenship
and identity.
John Tomlinson
Globalization is uneven and neglects and Isomorphism
even excludes some areas. A series of global models has led to a
Global culture is being formed, most great uniformity throughout the
generally by cultural imperialism emanating world.
from the west, especially the United States. Boli and Petrova (2007) argue that
the prevailing trend in globalization
Deterritorialization emphasizes homogenization,
Declining significance of the geographic emphasizing the global spread of
location in which culture exists; culture is no culture, standardized models, and
longer as tied as it once was to the organizational uniformity.
constraints of local geography. A “soft model highlighting the
voluntary acceptance of these
- Global Connectivity changes, framing globalization as
- Role of social media legitimate rather than illegitimate.
WORLD CULTURE Globalization extends to various
domains, such as education,
Involves the spread of global modes economics, human rights, and
leading to global convergence. governance, promoting individual-
centric models.
John Meyer and his colleagues argue that Tailed state” with issues like poverty
there has developed, especially in recent and social disorder.
years, a series of global models in a variety
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Corporations adopt a globally the effort to discover the best
favored model, accompanied by a possible means to whatever end is
global corporate morality. desired
Globalization’s power lies in its Calculability
influence both internally and this involves an emphasis of things
externally. that can be calculated, counted,
While culture manifests cognitively quantified
in individuals, it also exists Predictability
externally in isomorphic Things (products, settings, employee
organizations. and costumer behavior, and so on)
The educational system plays a are more likely the same from one
crucial role in teaching world geographic setting to another and
culture, reflecting and perpetuating from one time to another.
global homogeneity. Control
There is an existence of diversity, means to exert increasing control
glocalization, and resistance. They over both employees and costumers
stress that globalization doesn’t Irrationality of rationality
necessarily induce resistance but rationality seems often to lead to its
produces legitimate differences and exact opposite-irrationality
diversity.
The authors suggest exploring
international Non-Governmental - McDonalization, expansionism, and
Organizations (INGOs) as globalization
organizational forms shaped by
world culture. - Beyond fast food
The Globalization of Nothing
Globalization
- Imperialistic ambitions of nation-states,
McDONALIZATION
corporations, and organizations, and their
imposition through- out the world.
It is the process by which principles
of the fast food restaurants are
Nothing
coming to dominate more and more
- Social forms largely devoid of distinctive
sectors of American society as well
content.
as the world
Something
- Largely full social forms; those rich in
distinctive content.
Five Basic Principles Of McDonalization
1. Efficiency
Four Sub-types of Nothing
r d
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Non-places
- Settings largely devoid of distinctive
content.
Non-things
- Objects largely devoid of distinctive content.
Non-people
- Those who occupy positions that lead them
to be devoid of distinctive content at least in
those positions.
Non-services
- Services largely devoid of distinctive
content.
Cricket: local, glocal, or grobal?
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