Cultural Theories Of Globalization

Cultural theories of globalization typically line up along one of three positions (Tomlinson, 1999; Nederveen & Pieterse, 2004). First, theories of homogenization see a global cultural rapprochement and tend to emphasize the rise of a world beat, world cuisines, world tourism, uniform consumption patterns, and cosmopolitanism. Second, heterogeneity approaches focus on continued cultural disparities and highlight local cultural autonomy, cultural resistance to homogenization, cultural clashes and polarization, and distinct subjective experiences of globalization (Esfahani, 2017: p.125). Finally, hybridization theory stresses new and ever-changing cultural forms and identities produced by numerous transnational processes and the merging of distinct

This dominant culture was long perceived as largely made by and in Europe (Lechner & Boli, 2005: p.65). Yet, the West here is understood not as a geographical distinction, but rather as an idea and historical construct. The concept refers to a specific level of development and a particular type of the society (developed, industrialized, urbanized, capitalist, secular, and modern), meaning the West is not necessarily Europe (Hall, 1992).

The rise of the West is a global story, starting from the mid-XV century (although some related processes started earlier) and beginning with the European expansion. What began as an exploration, conquest, and colonization, has quickly spread through transportation, politics, and the economy, then grew into the emergence of a global market and gave rise to the imperialism. The spheres of influence were divided and the rest of the world became economically dependent on the West in terms of trade and

The impact of globalization on the world culture nowadays can be traced through creating a network of professionals, proliferation of the pop culture, and diffusion of beliefs and values. First, a new culture of interconnected professionals and particularly business elites was developed, thereby creating a new class of people. Members of this group are largely well educated, skilled businessmen, who share similar assumptions, speak foreign languages, travel worldwide and are most likely to consider themselves “citizens of the world” (Reich,