Cultural Consequences

Globalisation does not stop at the border of politics or economics. It enters your home — it changes what you eat, what you wear, what you drink, and even what you think you like. The cultural consequences of globalisation are deeply personal, and they raise a serious question: does globalisation destroy local cultures?

The fear of cultural homogenisation

The most common fear is that globalisation leads to a uniform culture — a process called cultural homogenisation. This is not the same as the emergence of a genuine global culture. What passes for a 'global culture' is, in reality, the imposition of Western — especially American — culture on the rest of the world. This is one aspect of what is called the soft power of US hegemony. The popularity of a burger or blue jeans is not just about taste or comfort; it reflects the powerful influence of the American way of life.

When a politically and economically dominant society leaves its imprint on a less powerful one, the world begins to look more like the dominant power wishes it to be. Critics call this the 'McDonaldisation' of the world — cultures everywhere buying into the dominant American dream. This is dangerous not only for poor countries but for the whole of humanity, because it leads to the shrinking of the rich cultural heritage of the entire globe.

But cultures are not static

It would be a mistake to assume that the cultural consequences of globalisation are only negative. Cultures are not static things. All cultures accept outside influences all the time. Some external influences are negative because they reduce our choices. But sometimes external influences simply enlarge our choices, and sometimes they modify our culture without overwhelming the traditional.

Consider food. A burger is no substitute for a masala dosa and therefore does not pose any real challenge. It is simply added on to our food choices. Consider clothing. Blue jeans can go well with a homespun khadi kurta. Here the outcome is a new combination that is unique — a khadi kurta worn over jeans. Interestingly, this combination has been exported back to the country that gave us blue jeans, so that it is now possible to see young Americans wearing a kurta and jeans.

The opposite effect: cultural heterogenisation …