The view of globalization as a process of hybridization

The mechanisms of change, in this view, are associated with the worldwide spread of a market economy and the global strategies of multinational companies. Second, there is much evidence that if cultural homogenization is occurring, it is not simply an Americanization of the cultural world.

Globalization and hybridization in cultural products

By giving rise to the United States as sole superpower and at the same time making the world more fragmented, the end of the Cold War ushered in an era of complexity between global forces of cohesion and local reactions of dispersal.

However, this is still focused, perhaps too greatly, on the Western world as containing the cultural powers that are shaping the rest of the world. Consequently, the globalization of culture through the media is not a process of complete homogenization, but rather one where cohesion and fragmentation coexist.

Indeed, the global interconnection and interdependence do not necessarily The view of globalization as a process of hybridization cultural conformity. Cultural Imperialism and the Global Media Debate In international communication theory and research, cultural imperialism theory argued that audiences across the globe are heavily affected by media messages emanating from the Western industrialized countries.

However, it is not merely the mixing, blending and synthesizing of different elements that ultimately forms a culturally faceless whole. The first feature consists of mixing previously separate cultural systems, such as mixing the elite art of opera with popular music. A cultural hybrid involves the combination of two or more, elements from different cultures and parts of the world.

The hybridization thesis argues that cultures borrow and incorporate elements from each other, creating hybrid, or syncretic, forms. They argued instead for a "free and balanced flow" of information.

No Comments Nowadays the global flows of culture tend to move easier around the globe through the new non-material digital forms. Anyhow, while there is some evidence that supports this theory, the disparities among different cultures and the resistance to Western norms suggests that polarization provides a more convincing picture of global cultural development.

She concludes that it is not so much cultural homogenization, but a global localization. Such cultural globalization may lead to a human monoculture. International communication has been an active interlocutor in this debate because media and information technologies play an important role in the process of globalization.

Whereas some scholars within that tradition questioned cultural imperialism without providing conceptual alternatives, others have drawn on an interdisciplinary literature from across the social sciences and humanities to develop theoretical alternatives to cultural imperialism.

The second one is the increasing multiculturalism of US and Western European countries and the vast differences and hostility between majority and minority population.


This section will begin with a survey of the polarization thesis, followed by an overview of the homogenization thesis, and concluding with an outline of the hybridization thesis. The field is notably broad as there are several concepts which may be perceived as cultural or transnational. According to this theory, there has developed, especially in recent years, a series of global models in a variety of different domains and they have taken to a surprising amount of uniformity throughout the world.

The effects are often complex and in some cases can create a stronger and more extreme sense of local identity. Second, according to John Tomlinsonglobalization replaced cultural imperialism because it conveys a process with less coherence and direction, which will weaken the cultural unity of all nation-states, not only those in the developing world.

Inthe British anthropologist Sir Edward B. Borrowing ideas from one country protects the culture whether it is through speech, clothing or cultural values. Muslim girls wear the scout garb to take part in that institution, reducing the tension in the interaction with non-Muslims and leading to The Girl Scouts to adopt some Muslim traditions.

The explanation for an increase in the interest in this theory, it is due to two sets of events. The concept of hybridization is the product of interdisciplinary work mostly based in intellectual projects such as postcolonialism, cultural studies, and performance studies. This phenomenon allows the creation of ideas to produce bigger and better programs which include foreign elements to make a culture prosper, this permit the continuous authenticity of a culture, and not merely its simulation.

Although the media are undeniably one of the engines of cultural globalization, the size and intensity of the effect of the media on the globalization of culture is a contested issue revolving around the following question: Evidence of this includes the predominance of cricket over baseball in India, or the Coca-Cola consumed in the former French Congo, which is bottled in Europe where the French-speaking Congolese look for cultural status.

This is a very specific description of culture, according to Nederveen Pieterse, and furthermore, is a one sided notion of culture. The global influence of American products, businesses and culture in other countries around the world has been referred to as Americanization.

Suddenly I know him, I see the old face in the altered one. Or the young American students who eat at a Vietnamese restaurant after class in Toronto. Media, Globalization, and Hybridization Several reasons explain the analytical shift from cultural imperialism to globalization.

This reveals that, if there is any warrant to the homogenization thesis, it is not a static homogenization.

Therefore, a degree of hybridization in all cultures can be assumed. Although there are minor differences between "media imperialism" and "cultural imperialism," most of the literature in international communication treats the former as a category of the latter. The Indian experience, to take another example, reveals both the pluralization of the impact of cultural globalization and its long-term history.

Where they are imported, they serve different social, cultural, and economic functions than in their place of origin and their formula is accordingly adapted to local conditions. The Clash of Civilizations Benjamin Barber argues that cultural forces in the shadow of globalization are experiencing a global cultural polarization and characterizes this cultural phenomenon and entitled his monograph as Jihad vs.View purchasing options.

takes issue with both these interpretations as narrow assessments of globalization and instead argues for viewing globalization as a process of hybridization which gives rise to a global mélange. Pieterse, J'Globalization as hybridization', in Featherstone, M, Lash, S & Robertson, R.

Globalization as hybridization is a powerful political, economical, social, and most of all, cultural force and phenomenon that is constantlyand radicallytransforming societies worldwide and the way they interact with each other.

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Get started now! May 23,  · Culture and Globalization: Polarization, Homogenization, Hybridization [Part 2] In recent cultural studies, the foremost inquiry concerns the influence globalization has upon culture.

In what follows, the three major paradigms that have surfaced in contemporary scholarship will be surveyed. Hybridization Theory of Globalization Essay; Hybridization Theory of Globalization Essay.

saying that “hybridity does not preclude struggle but yields a multifocus view on struggle and by showing multiple identity on both sides, Hybridization is a process of re-creation and recombination of culture which can cause a full range of. Therefore, hybridization is a term that underlines the diversity associated with the unique mixtures of the global and the local as opposed to the tendency toward uniformity often associated with globalization.

A cultural hybrid involves the combination of two or more, elements from different cultures and parts of the world.

The view of globalization as a process of hybridization
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