Some find the cultural trends disturbing and dangerous while others praise them as humanity's march toward a more harmonious and efficient world order. This essay will assume neither approach; the sole purpose of this essay is to identify the winners and the losers in this period of cultural upheaval and change. It will be left for others to decide the implications.
As a preliminary matter, cultural globalization most generally refers to the expansion of cross-cultural contacts and relationships. Relationships may be passive or they may be active (Tomlinson, 1999; 14). Passive cross-cultural contacts refer to the receipt of new cultural information and behaviours. There is little interactivity in this regard. For purposes of illustration, this may involve reading foreign newspapers on the internet, watching foreign music videos in the home, or using textbooks written by foreign authors in schools. Active cross-cultural contacts are characterised by interactivity, a real relationship which is established, and is more prone to conflict; being more prone to conflict, therefore, an adversarial context is more likely to arise in a cultural sense and it is here where the winners and the losers are most visible. ...Show more