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Cultural globalization is not americanization - Essay Example

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Journalism & Communication
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There exist debates on whether cultural globalization is not Americanization. To some extent the statement is true and somehow false. Individuals in the society have yearned to have products that are produced locally for purposes of identifying themselves with their products. …

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Cultural globalization is not americanization

This paper is going to focus its discussion on the subjects of globalization, glocalization and Americanization, depicting from Philippe Legrain’s statement that: “And just as a big city can support a wider spread of restaurants than a small town, so a global market for cultural products allows a wider range of artists to thrive. For sure, if all the new customers are ignorant, a wider market may drive down the quality of cultural products” from Cultural globalization is not Americanization.”
In the existing global-local debate, “Americanization” has always been used interchangeably with the term “globalization” (Attitudes to globalization 58). This argument has ignored the larger issue on globalization and most probably where the debate tends to concentrate. The invasion of Iraq by America heightened American brands corporate sensitivity in a manner that commercialized on United States Brand muscles. Similarly, the conflict between the two countries threw into liberating the gulf between America’s view of its global values and the actual opinion about the values globally. Whilst the Americans value democracy, frankness, equality, speed of action and equity, the Japanese on the other hand, translates these values as rushed, rude and impractical. Gone are the days when a French or American brand could be launched in the market arena with much enthusiasm suggesting sophistication and freedom. Consumer markets that are mature are beginning to resurface focusing on products with local flavors across various dimensions.
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