Cultures, Identity and Development
The free online dictionary defines culture as the totality of behavioral patterns, beliefs, arts, thoughts and all other aspects of human work that are socially transmittable. Culture is a crucial aspect in human and social development, constituting self-esteem, identity building and the enhancement of social cohesion and economic development. It also assists in promoting political ownership and participation in the society. In a mainstreaming perspective, it is defined by specific values, and behavioral patterns, which need to be taken into consideration in all development sectors of the society (EUROPEAD, 2012, P1).
In normally circumstances, human beings start to develop a sense of identity individually as well as in their members of their social groups during their earliest years in associating themselves with others (Sheets, 1999a, McAdoo, 1993). Ethnic identity is one of the major types of identity entailing the awareness of one’s membership in a particular social group with a common culture. This common culture may be identified through geography, shared language, history as well as physical characteristics (Fishman, 1989; Sheets, 1999a). As Fishman et al points out, none of such aspects need to be shared for individuals to psychologically relate themselves to a specific ethnic group. Explained broadly, cultural identity is the aspect of individuals from different ethnic backgrounds having an assumption of belonging to the same culture. A good example may be derived from South America and Caribbean states, whereby various ethnic groups share a common Latin culture. Social groups that are extant in a particular nation may opt to sharing common language as well as a broader cultural identity despite them having divergent ethnic identities that are related with the different history and language.
Global Culture
Apparently, cultures come up from the developing history, tradition or experiences of the society. Increased social revolution and change, is basically the determinant of culture change. These cultures also change as people interact with other cultures. Martz, and Smith, (2003) observes that, there is an aspect of global culture emerging in the world perspective today. In accordance to these authors, this emerging global culture seems to connect all human beings as a single entity. Some of the factors that have facilitated the emergency of the global culture is the development in the communication sector, as well as advances in technological perspectives, which have resulted, into a commercialized culture. In addition, the dominant imperial governments, which have acquired massive pieces of land and political structures (such as America), have also constituted to the development of this global culture. This and many other factors have, according to some analysts, homogenized and unified the global culture in the present world.
Extreme development in the field of human history, agriculture, anthropology and other scientific revolutions has been realized. This includes the extreme advancement also realized in the sector of information technology and systems in the present perspectives. The micros coping of human development have resulted into enhanced and massive communication among individuals in whatever part of the world. Guttenberg’s invention of the printing press in the year 1452 facilitated the sharing in of ideas and information with many people, thus also facilitating the culture change (Pieterse, 1995, 21). Other events that followed this Gutternberg invention included the Lutheran reformation, which was in itself a major social change. There was also the development of a large number of libraries, which housed many human recordings at a very significant scale that were observable through the ages. The first telephone was invented in the year 1876, which enhanced the communication level into a higher notch. This enabled individuals from many distances a part to communicate in almost a similar way as it is in face-to-face experiences. The subsequent invention of the television in the year 1923 saw the world civilization coming to a new communication level. Through the advent of the television, people around the world could now share some idea or set of ideas that are produced in television shows. This influenced the thoughts and actions of the viewers. The broadcasting of ideas in the television is highly commercialized and driven by consumers, thereby, unifying the actions and thoughts of the viewers in the world.
As a result of the increased trade, communication and modern advanced technology in the world today, the divergent cultures prevalent in the world today have come to integrate, spread and influence each other in one way or the other. These aspects have brought the world cultures more closely than ever before. In addition, some cultural aspects such as Hollywood movies and music systems are shared by many people across the world today. However, the local cultural aspects such as the myths and language have remained to be the most influential cultural aspects in the globe today.
Lamare explains that globalization has been significant since the early 1990s. This term has however become more relevant in this time of enhanced communication and technological advancement. While the many faces of globalization are now easily differentiated inform of economic, cultural, military, and political, scholars articulate that cultural globalization incorporates the movement of images, people, and ideas.
In the present perspective, there has been a wave that is coming from the Western countries concerning the new global culture. This modern wave which is flourishing has come to be defined as a popular culture in the world. The modern communication tools and advanced I.T systems has facilitated the interaction of the rich and poor countries, old and young, North or South, West and East, and has seemed to make no differences at all. Many youths all over the world can be seen adoring latest American Hip-hop. In addition, the MacWorld and food chains are very popular even to such traditional societies as India. In fact, many examples of western lifestyle could be derived in many parts of the world. It could be the type of jeans worn, type of phone used, and the use of language, which has become so popular in both developing and developed parts of the world. These are the most obvious signs that could be used in supporting the theory of the global culture.
In accordance to Rothkopf (2000), the rise of the global culture can be attributed to economic globalization. Rothkopf further asserts that it is in the best interest of the world superpowers America (included) that all people converge in a cultural perspective that more of oriented to this Western Culture. The author observes that, the differences in these cultures are the main cause for conflicts and even genocides as experienced in some parts of the world. This author affirms that, decreasing cultural different in the world is a measure for the development of civilization and a visible indicator of enhanced understanding and communication (Rothkoph 2000 page 443).
According to Pieterse (2004), the aspect of globalization is perceived as a historical process (P31). He contents that globalization is a global hybridization as well as integration. Therefore, it is probable to identify the forms of cultural integration across the world continents dating many years in history. Pieterse further observes that civilization is not a detached entity but fixed from the intermeshing of a broad range of effects in a long historical period. Giving an example in Latin America where a folk of Catholicism was established from the intermingling of Portuguese, Spanish, and the catholic religion thus further influencing the local cultures as a result of Europe’s encounter with the new world.
Reaction of the Local culture to Resurgence of the Global Culture
According to various studies concerning the sociopolitical, cultural and representations, the interactions of the local culture and the global culture flow has continued to intrigue both scholars and policy makers. On account of Pieterse (2009), “culture and globalization is a prevalent phenomenon which is in a consistent flux” (p7). In the cultural globalization domain, existing literature concerning the factors hindering the interplay between the flow of the global culture and the local culture could be categorized into two perspectives: cultural convergence” differentialism, as well as hybridization (Ritzer, 2010, p. 244). The theoretical perspective of cultural differentialism explains that, it generally becomes problematic to homogenize indigenous cultures. This may be attributed to the fact that distinct cultures are mostly influenced by global flows.
With regard to the intensity of globalization that is being entrenched in many parts of the world, the local cultures are being extremely influenced by the start of the cultural flows, which has been proved overwhelming, though in different forms and degrees. In present times, local cultures are increasingly becoming interrelated within the flow of global cultures. This integration is imbued with the capitalistic consumerism that is finely tuned to modern globalization. Owing to this aspect, more emphasis is being centered with regard to the arguments of cultural convergence and cultural hybridization. For the proponents of cultural hybridization concept, the worldwide flow of capital, technology, information and ideology have felt both the differentiation and displacement of cultural artifacts and space, therefore, resulting into hybrid entities, which cannot be reduced to local or global perspectives (Ritzer, 2010, p. 274).
In consideration of the dislodging of local cultures from their anchoring in specific geographic localities, the approach in the cultural convergence is more focused on global assimilation in the direction of cultures that are prominent, thus, leading to the similarity of the cultures in many parts of the world (Ritzer, 2010, p. 274). Cultural globalization has threatened to eliminate the differences in the local culture and subjugating ethnic cultural identities into a single orbit of modernism. Owing to the fact that globalization is a random process, the rate at of cultural diversity and cultural distinctiveness varies across many nations. The asymmetry between local and global cultures is evinced on a universal scale owing to the fact that, the overriding cultural forms dispersed and augmented in the cultural globalization is felt disproportionately by western countries, more especially in America, whose culture is transported in other countries of the world that are susceptible to external cultural bombardment. In this perspective, the trend of cultural divergence which is professed to be integrated in the entanglement of cultural globalization has typically resulted into a rising anxiety concerning western cultural practices that are perceived to be highly leveled by the continuous globalization process.
The English sociologist Max Weber observes that, there is a resurgence of the local culture and language in the reaction against its mugging by the western counterpart. Weber observes that westernization of the global culture is a conceited behavior of the secular ideology and cover of US domination in the world. This fragmentation is also depicted through overt and covert forms, public manifestations and scholastic debates. In his book ‘Orientation’ Said (1978) argues that the West have a narrow perception of the orient, as well as how the disrespecting and lack of identification of the orient culture has results into the present world conflicts. Even though the fight against the might and popular culture is openly waged by those against globalization, both intellectuals and locals have been concerned on the threat on their nations territories and sovereignty by the emergence of the global culture. This author adds that global culture is seduced by the sheer marketing force and the assurance of pleasure, which is more instance than long terms aspects. Scholars and professionals have disdained popular culture owing to its arrogant commercialism mechanisms, which are specifically directed to the consumer society other than a productive function. Said continues to explain that globalization of culture has instilled fear of annihilation of traditional values in a shuttle way. The antiparty by the elites in the cultural domination as Huntington claims has resulted into the emergency of religious and nationalistic counter elites (P73).
On the other hand, Scholte (2000) postulates a single word culture that is focused on mass media, consumerism, American as well as the English language. Other diagnosis has also associated it with the ever increasing and cultural diversity. The author adds that globalization of culture has resulted into a lot more people failing to embrace national differences.
Pieterse (2001c) explains that differentiation of culture could be very effective in defending cultural diversity. This could be evoked by the resistance of the local groups as stream roller of an assortment of artists, “developers”, travel agencies and advertisers who are focused on promoting their local validity. Culture and development which is a rising preoccupation in the development perspective may alter culture to be a crucial asset. According to this author, this calls for what can be referred as “human mosaic “nostalgia and the opposite of this perspective is the politics of reminiscence (prominence). This is a conservationist posture which subsequently leads to the endorsement of open museums. The notion here is the reification of the local, putting aside the interplay between the global and local cultural aspects. However, as Hannerz (1992) explains, the mosaic perspective is biased. This is because it constitutes a discrete and fixed piece which according to human experience is fluid and open ended (p134).
Conclusion
The issue of the global culture and its impact will continue to be an everlasting debate across the world on whether it can be used to unite or divide the world populace. While it may be true that American cultural and economic attraction has won the hearts and minds of many people across the globe, including the youth who have become vulnerable to the influence of American culture, this influence can no be said to be afflicting all parts of the world. It should be considered that in developing and third world nations, there is countless number of people who are afflicted with poverty. On the other hand, extremesm and fundamentalism have been on the rise. Countries such as those in the Asian continent are still engrossed in their conventional culture.
These also include islands such as the Caribbean, the Indian Ocean and the pacific which continue to exhibit strong feelings of their own culture. While millions of people in third world nations are languishing in poverty and other hardship, it cannot be construed that such could aspire to converging to the global culture despite the rapid advancement in information and communication technology. This owes to the fact that the nations seems to live in a world of their own. The development of the global culture has had more impact on Western nations where interestingly, more questions and debates have been raised concerning the velocity of this globalization aspect of the culture.
Globalization of culture has failed to take effect in countries such as Russia, Asia, China, Middle East and some parts of Africa. Such countries have preffered to remaining with their traditional culture against the popular wave of globalization. While it influences those who could afford because it also has a price, there are those who seem to be “out of touch” with this rising popularity of culture. Hence, it can be rightly argued that popular culture distinguishes between those who are in it and those who are out. This is similar to how the globalization of economy has continued to widen its gap between who have and those who do not have.
Works Cited
Europead. “Development and Cooperation”. (2012). Available on
http://ec.europa.eu/europeaid/what/culture/
Huntington Samuel P. “The Clash of Civilization?” 1993. Foreign Affairs 72(3).
Martz, N and Smith, L. “World Tour”. 2003. Available on
http://www.bsu.edu/worldtour/polyark14/site%20documents/njm/njm_colloq.htm
Rothkopf D : “In Praise of cultural imperialism?” 2001.Foreign Policy, 107.
Ritzer, George. “Globalization: A Basic Text” 2010. Chichester,UK: Blackwell
Said Edward W. “Orientalism,” London : Routledge & Kegan Paul.1978.
Scholte Jane A. “Globalization: A Critical Introduction”, Basingstoke : Macmillan 2000.
Pieterse, Nederveen . “Globalization as Hybridization” InM. Featherstone, S. Lash & R.
Robertson (Eds.), GlobalModernities (pp. 15-68). London Sage Publications. (1995).
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