In what ways does globalisation involve a complex cultural process This is the question, this paper tries to answer.
"Global culture involves promoting life-style, consumption, products, and identities. Transnational corporations deploy advertising to penetrate local markets, to sell global products, and to overcome local resistance."2 An example of the global culture is the way MTV is being marketed in the more conservative, less boisterous Asian markets. There are still millions of people in the country-side who do not know what MTV is, and would never accept such a concept. However, MTV has succeeded in penetrating the urban market and has vastly increased the generation-gap between the middle-aged population - who resist MTV and do not want the youth to adopt MTV culture - and the youth - who now have no connection with their traditional cultural values and have accepted the MTV culture.
Not always does globalisation adversely affect the society. Many a time, when a society is globalised, it retains its local character while assimilating the external influence. This leads to a very positive change called 'cultural diversity'. "More and more Individuals stress their multicultural biographies, from writers like Salman Rushdie to Tiger Woods, shooting star of the international golf sport, who calls himself "Cablinasian" to point out his ancestry in black, Indian and Asian cultures."3 This cultural diversity may, in turn, evolve new enduring local cultures and thus contribute to the development and evolution of an already existing local culture.
Another cultural process connected with globalisation is cultural homogenisation. Whether it is good or bad is upon intellectuals to judge, but globalisation does 'homogenise' eating habits, lifestyles, dressing-sense, likes and dislikes of diverse cultures across the face of the earth. "As evidence for the claim of homogenization, analysts point to graphic indicators, such as the abundance of McDonald's restaurants around the world Such blatant symbols of multinational power are indicative of the homogenization of traditional societies."4
Globalisation can also influence the way an individual acquires a culture. As a member of a family, the individual could belong to the most conservative of families. Upon growing up, when the need would arise to work in a multinational firm, or to enrol in an international school or university, the individual may acquire a culture totally different from the family he belonged to. "The world, in which we live, is in a continuous change, with the advancement of technology, and changes in the political and economical structure the changes have become a continuum with great speed. The cultural adaptation has, for many, become part of everyday life."5
The worst possible cultural process involved with globalisation is a cultural backlash. Globalisation is often a one-way exchange. A society which has very powerful media and a very productive industry acts as the cultural donor in this one-way transaction. While the other society, which is not so advanced and which neither has the media to its disposal nor is economically self-sufficient, acts, out of