Globalization and Consumer Culture - Essay Example

Globalization and Consumer Culture Globalization, according to Tomlinson (1999 p. 4), has been described as a process by which the people of the world are being incorporated into a single world society. On the other hand, Usunier (2009 p. 6) describes globalization as those processes that produce interactions and disjuncture between different cultures. From these descriptions, it is safe to suggest that globalization results in both homogenization and heterogenization of culture. It represents a dialectical process, which can both integrate and fragment thereby creating both winners and losers, depending on circumstances that prevail. Obviously, globalization is wide and it involves economic integration, policy transfers across borders, knowledge transmission, cultural stability and the reproduction of power. This paper looks at globalization in the context of consumers’ culture. It particularly seeks to establish the extent to which globalization of consumers’ culture engenders a cosmopolitan culture. In this sense, the paper looks at those issues that make globalization a process that brings about heterogeneity in consumer preferences and behaviours. While the paper looks at the heterogeneity of culture as a result of globalization, it also sets the limits beyond which globalization cannot bring about heterogeneity of culture, but as such, bring about universality of culture. Hannerz (1999 p.12) described cosmopolitanism as an intellectual and aesthetic openness toward divergent cultural experiences. This implies that globalization results in cultural diversification and not the homogeneity of culture. According to Hannerz, people make their way into other cultures through listening, looking, intuiting and reflecting. In the words of Hannerz, cosmopolitanism is the willingness to become involved with the other in a bid to attaining cultural competence. However, in order to make one’s way into a different culture, the social bonds between locals must be weak, less binding and universal (Usunier, 2009 p. 11). These conditions are necessary because they make it possible to allow and accommodate different cultures. One of the widely accepted impacts of globalization is the development of individual outlook, behaviors and feelings that cut across local and national boundaries. This comes about as a result of globalized or globalizing cultural elements which are always related to Western cultural imperialism (Hollensen, 2000 p. 44). A case in point regards to products that originate in the West finding their way to non-west countries. Normally, these products carry Western values with them and are consumed daily on a global scale. Examples of these products include newspapers, music, movies, TV programs, books and magazines. Such products have widely been accepted in many regions of the world. The problem that emerges is whether to call this civilization clash or cultural imperialism. While some people will accommodate this foreign culture, others will protest against it in the name of cultural imperialism (Gesteland, 1999 p. 38). This brings in the concept of cultural relativism. This is a concept that marked the end of the era of Western colonialism. In light of this, the concept recognizes the unique or relative values of different cultures. The extent to which these values are recognized as a result of globalization is limited for the simple reason that these unique values may not be self-sustainable. Also, these cultures may not be in equal positions. From this, it is safe to conclude that globalization is uneven, differentiated and asymmetrical process. As such, the extent to which it engenders cosmopolitan culture is restricted by these characteristics. Human beings are defined by their culture (Gesteland, 1999 p. 44). It is culture that differentiates man from other creations and also differentiates man from other men. This is to say that human beings are unique in the universe due to their culture and that human beings are different from each other on the basis of their locally unique culture. Of utmost importance is the fact that human beings are different from each other more than they are different from other creatures. Therefore, humans put more focus on differences that exist among them rather than differences that exist between them and other creations. A culture is local only when comparison is made with another culture. During such comparisons, interactions among cultures occur and this happens both in peace and in war. This, according to (Tomlinson, 1999 p. 4), results in cultural exchange, cultural diffusion, cultural assimilation, cultural conflict and sometimes, extinction of culture. The process of globalization of consumer culture makes all cultures local, but at the same time exposes these cultures to global influence. This is because globalization provides room for interaction of different cultures. Therefore, with globalization, all cultures reposition themselves in the diversity of cultures (Hollensen, 2000 p. 49). This situation is open to a number of possibilities. First, the culture might become traditionalistic in the sense that it strives to not lose its fundamental pillars. Second, a culture might adopt an expansionist approach which adds more values on top on existing values. This gives room for cultural imperialism. Culture might also get influenced by other cultures and in this case, culture is open and ready to learn from other cultures. This gives room for cultural reinvention. The process of globalization, by its definition, is cross-cultural. This means that different cultures get to interact with one another. The question that arises is how these cultures would react to the existing differences among them. The way a culture responds to these differences is vital in the sense that it enables this culture to maintain its integrity and legitimacy (Usunier, 2009 p. 16). It also determines the nature of relationship that will exist between it and the other cultures. One way through which a given culture will respond to differences emerging from other cultures is through the concept of ethnocentrism. This is the tendency to evaluate the culture of others in terms of one’s own culture (Tomlinson, 1999 p. 4). There is the belief that people in other cultures are less civilized and mentally inferior. When people share the same culture, this culture helps them to develop a mutual understanding and cultivate social trust among themselves. As time goes by, this culture becomes a tradition, something which is difficult to change either through internal or external forces. This explains the reason why cultures become ethnocentric upon meeting other cultures. Therefore, for as long as people will resist the influences of other cultures, universality of consumer culture will be limited to that extent. Ethnocentrism comes in two ways: inward and outward ethnocentrism. The inward ethnocentrism is manifested through xenophobia, religious fundamentalism and cultural conservatism. This comes about when during interaction of cultures; one culture is destroyed while the other is strengthened and empowered. As a result of this, one culture feels vulnerable and therefore resorts to inward ethnocentrism as a way of maintaining its existence. Outward ethnocentrism is manifested through racism, chauvinism and imperialism. A culture that is outward ethnocentric considers itself superior, and tends to impose its values and norms upon other cultures (Hollensen, 2000 p. 53). This is either by peaceful expansion of by violent invasion as in the case of Western ideologies. As always, cultural imperialism would reject any possible equal relations among different cultures. Cultural ethnocentrism aside, another concept emerges which is in opposition to ethnocentrism. This is cultural relativism which acknowledges the relative values of different cultures. Its priority is placed on understanding other cultures (Gesteland, 1999 p. 50). The idea behind cultural relativism is decentralization or reconstruction. In other words, it decentralizes everything that has been centralized and deconstructs everything that has been constructed as absolute or essential. Therefore, different cultures are able to coexist peacefully in a society. This is exhibited in two ways, domestically and globally. On a domestic scale, cultural relativism is all about multiculturalism while on a global scale, it is all about decolonization where Western colonialism declines as the world moves into postcolonial era. Multiculturalism is designed to provide social space for the coexistence of different cultures within a country (Tomlinson, 1999 p. 4). This promotes the willingness of individuals to show openness toward divergent cultural experiences as stated by Hannerz. However, according to King (2011 p. 26), multiculturalism does not necessarily imply the mutual recognition of different cultures among themselves. It only works where governments are in the form of liberal democracy. With liberal democracy, comes the assumption of freedom of belief, which in practice leads to recognition of different cultures. This means that those governments that do not embrace liberal democracy will not be in a position to embrace multiculturalism. As such, it would not be easy for individuals to show openness toward the existing divergent cultural experiences. Hollensen (2000 p. 56), contends that there are a number of aspects which influence culture and in the process ensuring cultural diversity. All these aspects refer to a type of movement as a result of globalization. One way involves movement of people such as tourists and immigrants. Others are expats, refugees and guest workers. When these people get to new regions, they bring about cultural diversity. This gives room for them to obtain new culture while at the same time use their culture to influence the locals. The extent to which individuals will show openness toward the divergent cultural experience is limited to what the people involved consider right or wrong. As such, what is considered right is assimilated while the culture that is perceived to be wrong is rejected. The other way is the flow of technology, both high and low across boundaries. In most cases, high technology will always be absorbed and accommodated by people in areas characterized by low technology. Still on technology, it is next to impossible for people who already enjoy the benefits of high technology to shift to an inferior technology in the name of embracing cultural diversity. While high technology is easily accepted in areas of low technology, the extent to which people will accept it is limited to several factors. For instance, people might reject high technology on account of loss of jobs. Others will reject high technology because they lack the financial resources to purchase new technology, or they just don’t know how to use it. The flow of capital and currency markets is the other way though which cultural diversity is embraced. In addition to these flows are the flows of various financial instruments that make markets run. Examples include the derivatives market and the remittances business. As asserted by King (2011 p. 29), the remittance businesses have facilitated both the global movement of workers and the transfer of consumption resources to new regions. The flow of mass media technology and images is the other way of embracing cultural diversity. This is all about the distribution of electronic capabilities to produce and disseminate information (King, 2011 p. 31). For instance, privatized commercial media empires now coexist with decentralized and fragmented small media diverse in economic and social organization. Media of many forms play crucial roles in shaping national consumer prototypes. As such, we end up having a Chinese consumer, Asian consumer or an African consumer. It is evident that not every person in a country interprets the same information in similar ways. As people have different personal experiences, educational levels, social and political views, the way they interpret new messages vary from place to place. As a result of this argument, more attention is paid to smaller local groups rather than approaching the issue from a national perspective. This is the concept that multinational companies employ in order to attract foreign customers. They do this by adding new products or changing their strategies according to different countries (Hollensen, 2000 p. 59). A case in point is MTV which its motto ‘think big, act locally’. It combines national, regional and international artists along with locally produced and shared programs. This strategy recognizes the importance of cultural diversity when dealing with consumer culture. While the multinational companies will embrace openness toward divergent cultural experiences, the people seem to have a conservative approach. All they want is material or content that is related or associated with them. Anything that is foreign is, in most cases ignored. That is the reason why companies decide to localize their products. In conclusion, we have faced a dramatic change as a result of globalization over the last two decades. Globalization of consumer culture is a process in which double reality manifests itself. On one hand, a greater capacity for communication and exchange on a global scale takes place. On the other hand, there is the danger of all cultures getting homogenized. This is as a result of the imposition of the Western cultural model. Therefore, the extent to which people show openness toward divergent cultural experiences is affected by the homogenization effect of globalization. It is therefore vital to define globalization from a multicultural point of view so that every culture is recognized. This should be done in a manner in which there is no domination of any one culture. Different cultures need to re-examine their own realities in the context of globalization for them to relocate themselves in this new reality. Marginalized communities, on the other hand, should be actively involved in discussions on the relationship between globalization, social justice and cultural diversity. All these measures should be taken if cultural diversity has to be maintained. One thing for a fact is that individuals become homogenized and pollute their culture as a result of their personal choices. From the foregoing, it is evident that the extent to which individual show openness toward divergent cultural experiences is limited to several factors. Since cultural competence is of great importance, it is imperative for people to do their best to preserve their culture and bring about cultural diversity. Reference\ List Gesteland, R.R., (1999). Cross-cultural business behavior (marketing, negotiating and managing across cultures). 2nd ed. Copenhagen, DE: Munksgaard Intl Pub Ltd Hannerz, U., (1996). Transnational connections: culture, people, places (comedia). 1st ed. London, UK: Routledge Hollensen, S., (2000). Global marketing: a market-responsive approach. 2nd ed. London, UK: Financial Times Management King, D.A., (2011). Culture, globalization and the world-system: contemporary conditions for the representation of identity. 1st ed. Minneapolis, MN: Univ of Minnesota Press Tomlinson, J., (1999). Globalization and culture. 1st ed. Boston, MA: University of Chicago Press Usunier, C.J and Lee, J., (2009). Marketing across cultures. 5th ed. Upper Saddle River, NJ: Prentice Hall Read More