THE

CONTEMPORARY
WORLD
 COURSE DESCRIPTION:
• This course introduces students to the contemporary world by
examining the multifaceted phenomenon of globalization. Using the
various disciplines of the social sciences, it examines the economic,
social, political, technological, and other transformations that have
created an increasing awareness of the interconnectedness of peoples
and places around the globe. To this end, the course provides an
overview of the various debates in global governance, development,
and sustainability. Beyond exposing the student to the world outside the
Philippines, it seeks to inculcate a sense of global citizenship and global
ethical responsibility.
 GLOBALIZATION

•Broad and inclusive

•Narrow and excluisve
 DEFINITIONS OF GLOBALIZATION:

Ohmae 1992 stated, “ globalization means the

onset of the borderless world”.
 Definitions of Globalization:

Robert Cox define Globalization as “the characteristics of the

globalization trend include the internationalizing of production, the
new international division of labor, new migratory movements from
South to North, the new competitive environment that accelerates these
processes, and the internationalizing of the state… making states into
agencies of the globalizing world”
 Definitions of Globalization:

Ritzer 2015, ”globalization is a transplanetary process or set of

processes involving increasing liquidity and the growing
multidirectional flows of people, objects, places, and information
as well as the structures they encounter and create that are barriers
to, or expedite those flows”
 Definitions of Globalization:

Globalization refers to the existence of free

exchange of goods, services, culture and even
people, between and among countries. (Theodore
Levitt-Globalization Markets)
 HOW CAN THESE DEFINITIONS HELP US
UNDERSTAND GLOBALIZATION?

• First, the perspective of the person who defines globalization

shapes the definition.

• Second, to paraphrase the sociologist Cesare Poppi:

Globalization is the debate and the debate is globalization.

• Third, Globalization is a reality. It is changing as human society

develops.
EXAMPLES OF GLOBALIZATION
• Trade
The exchange of goods and services between nations.
• Immigration
The ability to live, work or go to school in a place other than the place where you happened to be born.
• Travel
The ability to travel and experience other places and culture.
• Media and Entertainment
Media and entertainment such as movies and magazines are commonly distributed in multiple countries.
EXAMPLES OF GLOBALIZATION
• Communication
International systems of communication began with mail services that were impressively global by the
late 19th century. This made the world feel like a smaller place as you could instantly talk to anyone
anywhere in realtime.
• Transportation
International systems of transportation such as shipping and air travel.
• Culture
Cultures have always influenced each other due to the spread of knowledge and people.
• Law
Legal agreements between nations such as trade agreements or environmental regulations.
EXAMPLES OF GLOBALIZATION
• Capital
Integrated banking systems allows capital to flow over borders.
• Knowledge
Knowledge has always spread from country to country with word of
mouth and written texts.
• Human Rights
Trade sanctions are commonly used to respond to human rights issues.
METAPHORS OF GLOBALIZATION
• Solidity
Refers to the barriers that prevent or make difficult the movement of things.
Solids can either be natural or man-made.
METAPHORS OF GLOBALIZATION
• Liquidity
Refers to the increasing ease of movement of people, things, information, and places, in
the contemporary world.
FLOWS
• Flows are the movement of people, things, places, and information brought by the
growing “porosity” of global limitations.
KINDS OF FLOWS
• Poor illegal migrants
• Virtual flow of legal and illegal information
• Immigrants recreating ethnic enclaves in host countries
GLOBALIZATION THEORIES
• Homogeneity
Refers to the increasing sameness in the world as cultural inputs, economic factors, and
political orientations of societies expand to create common practices, same economies and
similar form of government.
HOMOGENEITY
• Homogeneity in culture is often linked to cultural imperialism.
• This means, a given culture influences other cultures.
 HOMOGENEITY
• The global flow of media is often characterized as media imperialism.
• Media imperialism- undermines the existence of alternative global media originating
from developing countries, as well as the influence of the local and regional media.
• Global media are dominated by a small number of large corporations.
HOMOGENEITY
• McDonalization
– The process by which Western societies are dominated by the principles
of fast food restaurants.
– Involves the global spread of rational systems, such as efficiency,
calculability, predictability, and control.
– This process is extended to other businesses, sectors, and geographic
areas. Ritzer (2008)
FOUR MAIN PRINCIPLES OF
MCDONALIZATION
• Efficiency
– is defined as a prime way of transitioning from point A to point B.
– In McDonald's case, we see them offering the best method of getting their customers from
coming in hungry to leave the restaurant full and satisfied. Amazon has an enormous database
of items that they work with and sell which includes grocery items, electronics, digital content,
and dedicated Amazon products.
FOUR MAIN PRINCIPLES OF
MCDONALIZATION
• Calculability
– is an emphasis on the quantitative aspects of products sold (portions, size, cost) and services
offered.
– For example, they have offers to double the Big Mac or the Quarter Pounder along with combo
meal deals, you name it. The Amazon version of calculability would be selling their variety of
products in a bundle or selling the same product in larger quantities, giving the illusion that it
is a deal you could not resist.
– Other examples include online coupon codes, warranty purchases, additional accessories, and
other related products that complement your purchases.
FOUR MAIN PRINCIPLES OF
MCDONALIZATION
• Predictability
– Predictability is best defined as being consistent with your products regardless of the time
and location changes. 
– Communications with the customers are dealt with in a simple fashion. Employers from
Amazon behave in a similar manner. For instance, when customers call in with any
concerns or product inquiries, they are redirected to the call center in which the customer
service representative greets them and begins to formally ask what they can do to help
resolve their issue.
– McDonald's is regulated by corporate rules and dictated by its managers. Amazon reserves
the right to moderate what is appropriate to sell on their website and if by any chance the
item is recognized as being inappropriate, it will be taken down with no refunds on the
seller’s listing fees. 
– Therefore, customers can safely make the purchases they need without the hassles of
worrying about who the sellers are and whether or not they are trustworthy.
FOUR MAIN PRINCIPLES OF
MCDONALIZATION
• Control
– Control is the final principle of McDonaldization which influences the idea of performing fixed tasks
with great accuracy and precision.
– Examples include pre-programmed cash registers, soft drink dispensers that shut off themselves
when full, and French fry machines that lift up when they are done. Amazon has similar products to
further bring this ideology of control and consistency in their products such as Kiva robots which
bring goods from shelves out of storage and carry them out to the employees from warehouses.
GLOBALIZATION THEORIES
• Heterogeneity
Pertains to the creation of various cultural practices, new economies, and political groups
because of the interaction of elements from different societies in the world.
Heterogeneity in culture is associated with cultural hybridization.
 Cultural Hybridization refers to the convergence of different elements of various cultures.
HETEROGENEITY
• Glocalization is coined by Roland Robertson,  is a combination of the words "globalization"
and "localization." The term is used to describe a product or service that is developed and
distributed globally but is also adjusted to accommodate the user or consumer in a local
market.
• ‘Glocal’ is a term that combines “Global” and “Local”. It is a strategy employed by global
brands to adapt to local needs.