Coworld M1-T4

COWORLD
MODULE 1: Topic 4 - Dynamics of Local and Global Culture

Dynamics of Local and Global Culture
One of the characteristics of culture is being dynamic. Globalization changed the pattern of cultural
diffusion and sharing that caused to produce glocalization and hybridization. These processes make
culture becomes more global with local flavors.
Today local and global cultural production are in decline. That's the new dynamic. Globally due to rising
fragmentation and locally as a result of the search of what originally was suppose to be there. Neglecting
that culture is not static but dynamic as it is the product of reflection necessities and discoveries.
Dynamics of Local and Global Culture

Global flows of culture tend to move more easily around the globe than ever before, especially through
non-material digital forms. There are three perspectives on global cultural flows. These differentialism,
hybridization and convergence.
• Cultural differentialism emphasizes the fact that cultures are essentially different and are only
superficially affected by global flows. The interaction of cultures is deemed to contain the
potential for “catastrophic collision.”
• Cultural hybridization approach emphasizes the integration of local and global cultures.
Globalization is considered to be a creative process which gives rise to hybrid entities that are not
reducible to either the global or the local.
• Cultural convergence approach stresses homogeneity introduce by globalization. Culture are are
radically altered by strong flows, while cultural imperialism happens when one culture imposes
itself on and tends to destroy at least parts of another culture.
• One of the critique of cultural imperialism is Deterritorialization of culture which means that it is
much more difficulty to tie culture to a specific geographic point of origin.
In the convergence of culture around the globe these concepts describe different processes like:
• “Glocalization” or the interpenetration of the global and localr esulting unique outcomes in
different geographic areas. (Giulianotti & Robertson, 2007)
• Arjun Appadurai’s “Scapes” in 1996, where global flows involve people, technology, finance,
political images, and media andthe disjuncture between them, which lead to the creation of
cultural hybrids.
• Global cultural flow, a theory coined by Arjun Appadurai, demonstrated the definition and effects
of cultural flows in 5 distinct scapes: ethnoscapes, technoscapes, financescapes, mediascapes
and ideoscapes. Global cultural flow is a result of the process of globalization.
• 1. Ethnoscapes refer to the shifting landscape of people across culture and borders such as
tourists, immigrants, refugees, exiles, guest workers. An example of ethnoscapes is Australia – a
multi-ethnic country with one of the most linguistically and culturally diverse populations in the
world
• 2. Technoscapes are the transmission of cultures through the flow of technology. New types of
cultural interactions and exchanges are brought about by technology, particularly the Internet.
The globally integrated information network has become a powerful tool in shaping how culture
and communication are transmitted across the globe. Nowadays, it is extremely easy to access an
online forum and hear an English man complaining about politics or watch a Brazilian dancing
Samba.
• 3. Financescapes refer to the global movement of money, including currency, trade and
commodity. Countries nowadays are allowed to freely exchange good. However, it leads to the
intensification of competition amongst corporations.
• 4. Mediascapes refers to the electronic capabilities of production and dissemination of
information through media.
• 5. Ideoscapes are the global flow of ideologies. Mediascapes and ideoscapes have a close
relationship as they usually work upon the reliance of the other scape. Ideas can be disseminated
via media platforms. An example is Michael Jackson, famously known as the king of Pop. He used
his fame to promote world peace, equality and human rights through his songs. These songs were
then broadcasted on media and his ideology approached thousands of his fans around the world,
which helped shape their perceptions and inspire them.
Hybrid Culture
Hybridization has become part of an ongoing trend in cultural production, with both the globalization and
localization of the culture industry. Hybridization, however, is not merely the mixing, blending and
synthesizing of different elements that ultimately forms a culturally faceless whole. In the course of
hybridization, cultures often generate new forms and make new connections with one another (Wang, et,
al 2005). This video explains cultural convergence and eventually hybridization.

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COWORLD

MODULE 1: Topic 4 - Dynamics of Local and Global Culture

Dynamics of Local and Global Culture

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