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Are National Cultures Still Important Today or Are They Being Overshadowed by a Global Marketing Culture?

In: Business and Management

Submitted By Danjou
Words 1753
Pages 8
Globalisation has brought with it changes that affect almost every aspect of people’s lives. One such change is the result of the growing tendency to culture merger. People from all strata of life from different countries all over the world enjoy the same movies, television shows, food and fashion. The global village ushered in by Marshal McLuhan has not only become a contemporary reality but seems to have demolished all frontiers, not only between countries but also between cultures and so national cultures which give form to national identity have been absorbed in one global culture resulting in the loss of individual national identity. Various debates on whether globalisation improves cultural diversity or else makes this diversity uniform are very much on the agenda.

Culture distinguishes one country from another. It links people to places in a number of ways. These links include religion, dress, food, or the media. The latter serves also as a means for advertising different cultures around the world. One may easily claim that, due to the increasing interpenetration happening in our world, national cultures are becoming diluted and homogenised into one huge global culture. The term ‘interpenetration’ refers to the “distant cultures... come[ing] face to face with each other at a local level...” (Cochrane & Pain, 2004, p.16).

The globalisation of culture is just one way in which globalisation manifests itself. Globalisation can be summarised as the force that covers all areas of our lives: economically, politically and culturally. “It is the organisation and exercise of power on a global scale” (Cochrane & Pain, 2004, p.15).

In this assignment, we will tackle a few of the points that anti-globalists oppose when they talk about globalisation vis-à-vis culture. We will also give our point of view.

Many anti-globalists are saying that because…...

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