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Exercises · Q10

Q.Do you agree with the argument that globalisation leads to cultural heterogeneity?

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Globalisation does not automatically lead to cultural homogeneity; instead, it often intensifies cultural heterogeneity by sparking local adaptations, revivals, and hybrid forms.

The question of whether globalisation produces cultural uniformity or diversity is one of the most debated in contemporary social science. At first glance, the spread of global brands, media, and lifestyles — from McDonald’s in Mumbai to K‑pop in Kerala — suggests a world flattening into a single, Western‑dominated culture. This view, often called the homogeneity thesis, argues that globalisation erodes local traditions, languages, and identities, replacing them with a standardised global consumer culture. But a closer look reveals a far more complex picture.

Globalisation does not simply impose a single culture from above. Instead, it interacts with local societies in ways that can actually strengthen cultural heterogeneity. When global products or ideas arrive in a new place, they are rarely adopted unchanged. People reinterpret, modify, and blend them with existing traditions — a process scholars call glocalisation. For example, McDonald’s in India serves the McAloo Tikki burger, adapting its global menu to local tastes and religious dietary laws. This is not cultural homogenisation; it is a creative fusion that produces something new and distinctly local.

Note

The term glocalisation was popularised by sociologist Roland Robertson. It captures how global forces are always reshaped by local contexts — the global and the local co‑produce each other.

Moreover, globalisation can spark a defensive or revivalist reaction. As people feel their traditional culture is threatened by outside influences, they often consciously reassert local identities, languages, and customs. This is visible in the resurgence of regional festivals, the revival of indigenous crafts for global markets, or the use of social media to promote minority languages. Far from disappearing, many local cultures gain new energy and visibility precisely because globalisation makes them aware of alternatives. …

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