Cultural Homogenization Communications Assignment

CULTURAL HOMOGENISATION
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Cultural Homogenization
There is contention on the use and definition of cultural globalization, and more specifically on the definition and meaning of ‘global cultural homogenization.’The Impact of cultural homogenization on the convergence of markets can be perceived as simply leading to the unrealistic formation of global market segments. The international clusters of consumers can be found in all national and local marketplaces due to the convergence of consumer preferences and needs as a result of cultural globalization. This essay critically reviews the definition of cultural homogenization from the perspective of different scholars.
Prasad & Prasad (2006) suggest that different forces of cultural globalization have adversely impacted on local cultures and traditions. These scholars argue that the assault of globalization on local cultures is uncontrollable particularly given that local cultures cannot resist the invasive forces of globalization. Subsequently, they posit that cultural globalization is gradually eroding the authenticity of indigenous cultures by destroying the distinctness of local cultural practices and traditions. Moreover, they posit that globalization is gradually destroying the distinctness of national cultures and hence heralding the demise of global cultural diversity. The destruction has led to the formation of cultural homogenization which is a subset of the western cultural values. These scholars thus define cultural homogenization as a process of ‘Americanization’ or ‘westernization’ that is gradually spreading across the globe. However, their definition has been largely underscored by the understanding that cultural globalization leads to the destruction of the unique national cultures which ultimately paves the way for cultural homogenization.
Several other scholars have however, dismissed Their perspective on cultural homogenization. According to Greig (2002) the notion that cultural homogenization is taking place across the world is unrealistic and alarmist. The scholar disagrees with the notion of cultural homogenization arguing that though inevitable, cultural homogenization is unrealistic and impractical given that most local and national cultures can withstand or resist the impact or influence of cultural globalization. They argue that local cultures are resilient and remain unreceptive to the indigenization of foreign cultural practices. Furthermore, they posit that local cultures are capable of resisting the infiltration and entrenchment of foreign cultural precepts. Also, they state that the dynamics of intercultural interaction can trigger a phenomenon called cultural hybridity, as opposed to cultural homogenization.
Also, Greig (2002) posits that under circumstances where cultural interaction leads to the indigenization of the foreign culture, unlike in prior arguments, it is cultural globalization that creates cultural homogenization of the local and global cultural forms. This alters the very definition and understanding of the notion of cultural homogenization. Furthermore, they affirm that foreign cultural practices, traditions, and beliefs are simply allowed to influence the local cultures minimally, and hence, cultural globalization merely results to a parallel co-existence of both local and foreign cultural practices and products rather than displace the pre-existing indigenous cultures. In a nutshell, their argument is that rather than erode and completely replace the indigenous cultures, the process of cultural globalization only introduces a new culture that remains distinctly different from the local culture. In other words, they posit that cultural homogenization does not lead to the extinction of the indigenous culture but rather forms a discrete culture. Based on the perspective of these scholars, we can deduce that cultural globalization is simply a process of cultural hybridization as the two terms are synonymous in definition and complexity.
On the other hand, Segal- Horn (2002) seems to support the views expressed by Parisi, Cecconi & Natale (2003) that cultural homogenization refers to a phenomenon in which local and national cultures that were previously disparate gradually converge due to globalization issues such as increased international travel and a wider reach of global media systems. This has caused customers in those national markets to buy similar products as those in foreign countries or those advertised in global media. Based on this argument, cultural homogenization leads to homogenization of consumption since people in the national markets are more likely to purchase products and services similar to those in other foreign jurisdictions. For example, due to the globalization phenomenon, people from the African continent who frequently travel to the west often import the western cultural practices which include food, products, services, and fashion designs. An example of a predominantly western product that has been exported to the rest of the world is Coke. Similarly, the use of social media platforms such as Facebook and Twitter are classic examples of the impact of cultural homogenization as these trends begun in the west but later spread across the world. The European Union is a good example of cultural homogenization since it provides a current marketplace ...