PR 1450 Introduction to Globalization

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PR 1450Introduction to Globalization

• Lecture 4
• Cultural globalization
• Chris Rumford

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Cultural globalization

• So far we have looked at political globalization
  and economic globalization, and the ways each has
  contributed to both the interconnectedness of the
  world and our awareness that the world is
  becoming a single place.
• However, a case can be made for cultural
  globalization being the most significant factor
  leading to both the integration of the world and
  our awareness that this is the case

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• Consider this simple question.
• What is the first day of the year? 1st
  January I hear you chorus.
• Alright then, now consider a further question.
• How long has this been the case?

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• In the Middle Ages the year began on Christmas
  day in Germany, Spain, Portugal. In Venice it was
  1st March, in England 25th March, in France it
  started on Easter Day (which changed every year).
  
• 1st January was adopted as the start of the
  legal year in England in 1752, and in other
  countries at different times (see Sassoon, 2006
  xxv)

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Standardization of time

• Agreeing on a common date for the start of the
  year was an important step towards the
  standardization of time throughout the world

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As was the introduction of the Gregorian
calendar in 1582

• Adopted by Catholic countries in the first
  instance, its influence spread to the rest of
  Europe and the wider world. England adopted the
  Gregorian calendar in 1752.
• It is now the standard calendar used all over
  the world, and a key element of world culture
• The standardization of time is one example of
  the way in which the world has become more
  integrated through globalization

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• In fact, many standards have been adopted
  globally
• issuing passports to enable citizens to travel
• issuing postage stamps to allow mail to be sent
  internationally
• the establishment of a system for categorizing
  blood types (A, O, AB)
• All have increased the interconnectedness of the
  world and point to the existence of a world
  culture

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Globalization of rock music

• In a very interesting article, the Israeli
  sociologist Motti Regev argues that
  Anglo-American pop/rock has given rise to what he
  calls a global rock aesthetic

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• The rock aesthetic has become dominant as a
  cultural form because it can be easily combined
  with other musical styles
• It bestows a subversiveness or seriousness on
  what could otherwise be rather slight and
  ephemeral musical forms.

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• Importantly, the rock aesthetic is not
  experienced as cultural imperialism but is
  domesticated by authentic local musical forms
• This means that when we hear rock music from
  other countries it can appear both strange and
  familiar at the same time
• The rock aesthetic does not lead to the
  homogenization of world music it is a good
  example glocalization, to use a term developed
  by Roland Robertson
• Rock music is global, but finds local
  expression

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Is German hip hop authentic?

• Hip hop culture emerged in New York in the 1970s
  and has since gone global, spreading across
  cultural and ethnic boundaries

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• Listen to a debate on hip hop music on Laurie
  Taylors Radio 4 programme Thinking Allowed.
  He poses the question is rapping in Newcastle,
  Frankfurt or Tokyo the real thing?
• www.bbc.co.uk/radio4/factual/thinkingallowed_2003
  0115.shtml
•  
• Has hip hop culture become global culture? Or is
  it only authentic when it is by and about the
  experience of African Americans?

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McDonaldization

• The idea of McDonaldization is associated with
  the work of George Ritzer
• This does not mean that the world is dominated
  by McDonalds restaurants
• It suggests that economic activity is becoming
  standardized and homogenized and organized for
  efficiency along the lines of fast food outlets
• By the McDonaldization of society Ritzer means
  that other sectors, including hospitals and
  universities are being organized along similar
  lines

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The McDonaldization of Society

• Read a short excerpt from Ritzers book
• http//myweb.stedwards.edu/mikef/dimenz.htm

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Planet Mac

• A key element of the McDonaldization thesis is
  the idea that fast food creates a high degree of
  homogeneity in the world and drives out local
  difference
• To what extent is this true of McDonalds?
• Read the article Planet Mac from The Guardian
  which shows how adaptable McDonalds can be to
  local circumstances
• www.guardian.co.uk/g2/story/0,3604,469231,00.html
  

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The slow movement

• Fast food and the type of global culture it
  represents has provoked an interesting reaction
  the slow movement
• The slow movement resists the cult of speed,
  of which fast food is a manifestation, and has
  several dimensions two of which are the Slow Food
  movement, and Cittaslow, a global network of
  slow cities
• Interestingly, the slow movement has been
  shaped by an awareness of globalization that we
  are increasingly interconnected by technology
  which values speed, disposability, and
  simultaneity

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Slow food

• The Slow Food movement began in 1986 when
  McDonalds opened a branch at the Spanish Steps
  in Rome. Some locals were angered by this
  intrusion and an Italian writer, Carlo Petrini,
  decided to campaign for an alternative to the
  fast life
• Slow Food values fresh, local seasonal produce
  sustainable farming organic produce leisurely
  dining eco-gastronomy
• The slow food motto is Eat well and save the
  planet
• The Slow Food movement now has 78,000 members in
  more than 50 countries (Honore, 2005 53)

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Find out more at www.slowfood.com
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Slow cities Cittaslow

• Inspired by the Slow Food movement, in 1999
  several Italian towns pledged themselves to
  cutting noise and traffic, increasing green
  spaces and pedestrian zones, promoting local
  produce, protecting the environment, and
  enhancing quality of life.
• The Cittaslow movement is most developed in
  Italy with 50 members. The network now includes
  towns in Germany, Portugal, Norway, Poland and
  England (Ludlow, Diss, and Aylsham).
• a slow city is more than just a fast city
  slowed down. The Slow Movement is about creating
  an environment where people can resist the
  pressure to live by the clock and do everything
  faster (Honore, 2005 76-7).

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Cittaslow UK

• Membership of Cittaslow is open to towns with a
  population under 50,000
• Ludlow was the first town in the UK to be
  admitted to the network. Aylsham in Norfolk was
  the second, Diss joined this year
• www.cittaslow.org.uk

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Globo-slow?

• The Slow movement is not about turning back the
  clock, nor is it against globalization as such.
• It is about asserting the possibility of a
  better quality of life based on sustainability.
• As the world becomes more globally connected,
  with international brands and values being
  marketed the Cittaslow approach involves living
  life at a human scale, respecting and supporting
  the environment and local traditions and
  preserving them for current and future
  generations to enjoy (website blurb)

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In praise of slow

• Carl Honore, author of In Praise of Slow is an
  activist for the slow movement
• Visit his website
• www.inpraiseofslow.com
• He says that the Italian slow activists want to
  make February 19th the annual Day of Slowness in
  Italy, starting in 2007
• Do you think this will become an international
  event?

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Concluding comments

• What is interesting about the slow movement is
  that it is a response to globalization based on
  an acute awareness of the world as a single place
• Fast food and McDonaldization have created one
  version of global interconnectedness, the slow
  movement offers an alternative vision of a
  networked world

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• In this lecture we have looked at several
  dimensions of cultural globalization
• Various forms of technical and scientific
  standardization leading to a world culture
• The globalization of one cultural form rock
  music and how this encourages expressions of
  local difference
• The role of the fast food industry in promoting
  the homogenization of the world
• And how the cult of speed has provoked a reaction
  to (not a rejection of) globalization resulting
  in new forms of interconnectedness

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References

• Honore, C. 2005 In Praise of Slow How a
  Worldwide Movement is Challenging the Cult of
  Speed (Orion Books)
• Regev, M. 2003 Rockization diversity within
  similarity in world popular music in Beck,
  Sznaider and Winter (eds) Global America? The
  Cultural Consequences of Globalization (Liverpool
  Univ Press)
• Ritzer, G. 1996 The McDonaldization of Society
  (Pine Forge Press)
• Sassoon, D. 2006 The Culture of the Europeans
  From 1800 to the Present (Harper Collins)