Reading 2: The Relationship between Culture and Globalization

 A.     Summary

Tomlinson sees that Globalization’s impact on culture is natural. The major reason of this is that global market processes, where the distribution of iconic consumer goods are relativey easy to understand and it has potential to influence people’s cultural experience. In fact, this is what defines cultural globalization as “cultural imperialism,” “Americanization,” or "Westernization" or as the spread of the global capitalist consumer monoculture.

 

According to Geertz, culture is not only “a context in which events may be meaningfully interpreted”, it is the primordial context in which human agency occurs and takes place. Tomlinson stated, that one way to think about the cultural consequences of globalization is to understand that culturally informed “local” actions can have global consequences.  He also stated The ‘moment of culture’ in the shopping decisions of young people on Saturday afternoons – to buy this or that brand of jeans or training shoes or mobile phone – is one of self-representation, against a background narrative of appropriate cultural style.

 

B.     Interesting point

The difference between globalization and deterritorialization which are: Globalization is the spread of complex socialeconomic connections, meanwhile deterritorialization is to reach the connectivity into the localities in which everyday life is experienced.

 

C.     Discussion Point

Tomlinson stated that culture is not consequential, why not?

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