Globalisation is apart of many aspects is our day to day life.
It is a concept described us “an international community influences by technological development and economic, political, and military interests. It is characterised by a worldwide increase in interdependence, interactivity, interconnectedness, and the virtually instantaneous exchange of information.” (O’Shaughnessy and Stadler, 458)
As we develop as global society, becoming increasingly interconnected with other cultures, concepts such as homogenisation and hybridisation are becoming possibilities.
‘The central problem of today’s global interactions is the tension between cultural homogenization and cultural heterogenization…Most often, the homogenization argument subspeciates into either an argument about Americanization or an argument about commoditization, and very often the two arguments are closely linked. What these arguments fail to consider is that at least as rapidly as forces from various metropolises are brought into new societies they tend to become indegenized in one or another way: this is true of music and housing styles as much as it is true of science and terrorism, spectacles and constitutions’ (Appadurai, 32).
Homogenisation involves the influence of American culture upon the rest of the world. Appadurai discusses this through ‘Cultural Dimensions of Globalisation‘, arguing the whether they are becoming americanised or commoditised. This threat may not be as prominent in some countries, such as the threat of Japanisation for Koreans. There are other factors and fears involved for countries although a main concern is always being absorbed or drowned out by an alternative culture.
The global flows that explore the 5 dimensions between culture, economy and politics are described by Appaduri as;
“…at all periods in human history, there have been some disjunctures in the flows of these things, but the sheer speed, scale, and volume of each of these flows are now so great that the disjunctures have become central to the politics of global culture” (Appadurai, 37).
Appadurai, A 1996 ‘Disjuncture and Difference in the Global Cultural Economy’ Modernity at Large: Cultural Dimensions of Globalization Minneapolis and London, University of Minnesota Press, p. 31
O’Shaughnessy, M and Stadler, J (2008) ‘Globalisation Media and Society (fifth edition) Oxford: Oxford University Press, pp. 458-471