globalization and new media

8/12/2019 Globalization and New Media

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University Sv. Kiril i Metodij Skopje

Law Faculty Justinijan I

Globalization and the new media: The

key role of the Internet in the globalizing

trends of the new millennium

Made y! Mentor!

"ejan "onev# $%"


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Skopje

Contents:

&. Introduction ' w%at is all aout( )

Part I

). *loali+ation and its sp%eres! econo,ic# political and cultural -loali+ation

).&. /cono,ic -loali+ation 0

).). $olitical -loali+ation 1

).. 2ultural -loali+ation &3

Part II

. 4%e i,pact o5 new tec%nolo-y on -loali+ation &0

0. 4%e Internet a %istoric look &6

6. 4%e use o5 t%e Internet in today7s world

' Fi-ure &! Internet users per &33 in%aitants# &881 ' )331

&9

&1

9. Internet and -loali+ation &:

1. 2onclusion )3

;ilio-rap%y )&

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1. Introduction

It has been said that arguing against

globalization is like arguing against the

laws of gravity. - ofi !nnan

"urin- t%e second %al5 o5 t%e )3t% centuries# t%e world %as witnessed a true tec%nolo-ical

revolution# c%aracteri+ed y an uni,a-inale rise and develop,ent o5 in5or,ation#

co,,unication and transport tec%nolo-y. %ere a person needed days and even weeks to travel 5ro, one place to anot%er# now all

it takes is just several %ours. In5or,ation and knowled-e %as eco,e availale to al,ost

everyone wit% just a si,ple click o5 a utton. 2o,,unication and interaction wit% people livin-

on t%e ot%er side o5 t%e world is now ,ade si,ple and easy. ?round t%e turn o5 t%e new

,illenniu, -loali+ation %as entered into a new sta-e# t%e in5or,ation era. 4%e new ,edia#

especially t%e Internet# %as rou-%t a new di,ension to t%e process o5 -loali+ation. It %as

a55ected al,ost every sp%ere o5 people7s lives# no ,atter w%et%er we speak aout econo,y#

politics or culture. 4oday it see,s t%at even t%e ,ost re,ote areas in t%e world %ave access to

t%e Internet# and li5e cannot e i,a-ined wit%out it.

4%is essay will e divided into two parts. In t%e 5irst part# y usin- t%e analytical ,et%od# I

will -o t%rou-% t%e di55erent sp%eres o5 -loali+ation! t%e econo,ic# political and cultural sp%ere.

In t%e second part I will analy+e t%e role o5 t%e new ,edia# t%e Internet in particular# and try to

critically assess t%e i,pact t%at t%ey are %avin- on t%e -loali+in- trends in today7s world. 4%e

=uestion t%at I will try to answer y t%e end o5 t%is paper is! "id t%e new ,edia# especially t%e

Internet# %ave pro5oundly altered t%e way in w%ic% t%e -loali+in- 5orces %ave an e55ect on t%e

world(

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Part I

". Globalization and its s#heres: economic$ #olitical and cultural globalization

?lt%ou-% -loali+ation is certainly not a new p%eno,enon# t%e use o5 t%e noun

@-loali+ation7 %as developed =uite recently&Adurin- t%e &8:3sB. I already discussed in ,y

previous essay t%at -loali+ation is one o5 t%e ,ost AoverBused ter,s in recent %istory. 4%ere

%ave een nu,erous deates in t%e acade,ic circles aout w%at -loali+ation ,eans and w%at is

t%e i,portance o5 t%is concept to today7s world. Cere I will try to -ive a s%ort answer to t%ese

=uestions# e5ore I ,ove on eDplainin- t%e di55erent aspects o5 t%e concept o5 -loali+ation.

*loali+ation is usually seen as a co,ination o5 processes t%at creates and stren-t%ens

interconnected networks all around t%e -loe and leads to t%e co,pression o5 t%e world. 4%ese

processes include econo,ic# political# social# tec%nolo-ical# environ,ental# and ,any ot%ers. Er

as oert Keo%ane puts it! *loali+ation can e de5ined as a state o5 t%e world involvin-

networks o5 interdependence at ,ulticontinental distances. *loali+ation as we understand it

re5ers to processes econo,ic# ,ilitary# environ,ental and social t%at stren-t%en or t%icken

t%ese networks.)In addition# -loali+ation contriutes to t%e de,ise o5 -eo-rap%ical space# as

t%e local is eco,in- -loal# and t%e -loal is eco,in- local. In accordance to t%is# ?nt%ony

*iddens de5ines -loali+ation as# Gt%e intensi5ication o5 worldwide social relations w%ic% link

distant localities in suc% a way t%at local %appenin-s are s%aped y events occurrin- ,any ,iles

away and vice versa.

Many aut%ors ar-ue t%at# alt%ou-% -loali+ation is not a new p%eno,enon# we are now livin-

in a new era o5 t%e -loali+in- trends# si-ni5icantly di55erent t%an t%e one e5ore. 4%is current

level o5 -loalis, is inco,paraly %i-%er t%an anyt%in- t%at could %ave ever een i,a-ined. ?s

Keo%ane eDplains!

>e are now livin- t%rou-% t%e second ,ajor period o5 -loali+ation since t%e

e-innin- o5 industrial society! t%e 5irst took place durin- t%e decades e5ore

>orld >ar I. ;y ,any ,easures# current levels o5 -loalis, t%e t%ickness o5

networks alon- several di,ensions are unprecedentedly %i-%.0

1Robertson, Roland. Globalization: social theory and global culture. London: SAGE Publications Ltd,1992, pp. 82Keoane, Robert !. and "#e $r., $osep S. Between Centralization and Fragmentation: The ClubModel of Multilateral Cooperation and roblems of !emocratic "egitimacy. %asin&ton, '.(.: A)ericanPolitical Science (on*ention, Au&ust + Septe)ber 2, pp. 13Giddens, Anton#. The Conse#uences of Modernity. (a)brid&e: Polit# Press, 199, pp. -Keoane, Robert !. and "#e $r., $osep S. Between Centralization and Fragmentation: The ClubModel of Multilateral Cooperation and roblems of !emocratic "egitimacy. %asin&ton, '.(.: A)ericanPolitical Science (on*ention, Au&ust + Septe)ber 2, pp. 1


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Ene t%in- t%at is certain aout -loali+ation is t%at it is not a one'sided process. Its i,pact is

5elt in ,any sp%eres o5 li5e# includin- t%e econo,y# politics and culture. *rinin acknowled-es

t%at# -loali+ation is an eDceptionally ,any'sided process. $ractically all sp%eres o5 li5e

eDperience its i,pact.64%at is w%at ,akes t%is concept even ,ore si-ni5icant. In addition# we

,ust %ave in ,ind t%at all o5 t%ese sp%eres are not separate 5ro, eac% ot%er# ut ti-%tly

connected. 4%e c%an-es %appenin- in one sp%ere# deeply a55ect t%e ot%ers. ?s Fotopoulos

notices# Gculture# econo,ics and politics are not independent @sp%eres7# ut interdependentG9

4%at is w%y w%en we look at t%e e55ects t%at -loali+ation %as on every sp%ere individually# we

,ust %ave in ,ind t%e circu,stances in t%e ot%er sp%eres as well.

".1. %conomic globalization

>%en aut%ors speak aout -loali+ation# t%ey usually tend to concentrate on one aspect inparticular# t%e econo,ic -loali+ation. ?ccordin- to ;%a-wati# econo,ic -loali+ation is# t%e

inte-ration o5 national econo,ies into t%e international econo,y t%rou-% trade# 5orei-n direct

invest,ent# capital 5lows# ,i-ration# t%e spread o5 tec%nolo-y# and ,ilitary presence.1

It see,s t%at t%e 5irst way in w%ic% t%e di55erent parts o5 t%e world %ave started to

interconnect wit% eac% ot%er was t%rou-% tradin-. 4%e cravin- 5or t%e econo,ic incorporation o5

t%e di55erent re-ions o5 t%e world %as een t%ere 5or a lon- ti,e. 4%is idea -ot ,any supporters

durin- t%e ti,e o5 t%e industrial revolution in /urope# or as ;%a-wati elaorates# G ever since

?da, S,it% wrote aout t%e advanta-es o5 5ree trade and econo,ists suc% as "avid icardo and

Jo%n Stuart Mill elaorated on t%is de,onstration o5 t%e -ains 5ro, speciali+ation and %ence

5ro, tradeG:?5ter >orld >ar II# a new wave o5 t%e idea o5 5ree tradin- and ,arket econo,ies

e,er-ed# %eaded y t%e neolieral ,ove,ent. 4%e ideas were identical to t%ose in t%e previous

centuries# as 4akis Fotopoulos notices# Gt%e neolieral policies initiated y t%e econo,ic elites

o5 late ,odernity to lierali+e t%e newly opened international ,arkets si,ply repeated a si,ilar

process t%at was initiated y t%e econo,ic elites o5 early ,odernity# at t%e e-innin- o5 t%e &8t%

century# to lierali+e t%e @national7 ,arkets# w%ic% %ad e,er-ed at t%e end o5 t%e &:t% century. 8

/Grinin, Leonid E. Globalization and the Transformation of $ational %o&ereignty. 0nstititute or te Stud#o (oerence and E)er&ence 0.S.(.E., ttp:44isce.edu40S(E5Group5Site46eb7

content40S(E5E*ents4Aucland524Papers4Re&ular435Grinin.pdaccessed on 1/717211, pp. 2-otopoulos, ;ais. Globalisation' the reformist "eft and the (nti)Globalisation *Mo&ement+. ;e0nternational $ournal o 0"(L


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Ene o5 t%e ,ost i,portant steps towards a new -loali+ed order was t%e 5or,in- o5

international or-ani+ations# suc% as t%e International Monetary Fund AIMFB# t%e >orld ;ank and

t%e >orld 4radin- Er-ani+ation A>4EB# w%ic% ,ain -oal would e# in a way# t%e 5acilitation o5

5ree trade and t%e standardi+ation o5 national econo,ies all around t%e world. 4%e neolieral

t%inkers# in -eneral ter,s# called 5or t%e re'estalis%,ent o5 t%e laisse+'5aire concept in t%e

econo,y# or as /l'Ejeili and Cayden eDplain# neolierals called 5or eDtensive econo,ic

reor-ani+ation and -oin- ack to t%e ideas o5 t%e a-e o5 5ree trade# w%ile -ivin- t%e state a

continued role in t%e protection o5 private property# de5ense 5ro, eDternal ene,ies# and even

construction o5 a ,odest sa5ety net 5or t%ose w%o 5ail in t%e ,arket.&34%e i--est oost to t%e

neolieral ,ove,ent ca,e durin- t%e late &813s and t%e e-innin- o5 t%e &8:3s# w%en ea-an

and 4%atc%er ca,e to power in US? and ;ritain respectively. Fotopoulos notes several

institutional arran-e,ents t%at were set up in order to lierali+e t%e ,arkets# w%ic% included! &B

4%e settin- up o5 international rules y t%e >4E H>orld 4rade Er-ani+ation t%at would ,ake

trade as 5ree as possile )B 4%e world'wide institutionali+ation o5 5leDile laor ,arkets B 4%e

privati+ation o5 state enterprises 0B 4%e drastic s%rinkin- o5 t%e wel5are state.&&

4%e develop,ent in t%e transportation# co,,unication and in5or,ation tec%nolo-y durin- t%e

last 5ew decades o5 t%e )3tt% century %as only accelerated t%e te,po in w%ic% t%e new -loal

order %as een takin- place. *loali+ation %as rou-%t ,any c%an-es to t%e world# and t%ese

c%an-es %ad a tre,endous e55ect on t%e -loal econo,ic sp%ere. It %as een noted t%at

-loali+ation# w%en used in an econo,ic conteDt# re5ers to t%e reduction and re,oval o5 arriers

etween national orders in order to 5acilitate t%e 5low o5 -oods# capital# services and laor.&)

4%ere is one t%in- t%at all sc%olars a-ree upon and t%at is# Gt%e 5act t%at t%e ,arket

econo,y o5 today is very di55erent 5ro, t%at o5 t%e last century# even t%e one prevailin- just 5i5ty

years a-o.&In today7s -loali+ed world# t%e ter, econo,ic -loali+ation %as ,uc% ,ore wider

,eanin- t%an just 5ree tradin- etween di55erent parts o5 t%e world. Many aut%ors nowadays talkaout a -loal econo,y in w%ic% t%e national econo,ies are no lon-er su55icient 5or t%e,selves

and cannot stay out o5 t%e i- sc%e,e o5 econo,ic 5unctionin-. For 4akis Fotopoulos# w%en we

talk aout today7s econo,y# we speak aout G a orderless -loal econo,y in w%ic%

econo,ic nationalis, %as een eradicated and production itsel5 %as een internationali+ed in t%e

sense t%at t%e i- corporations %ave eco,e stateless odies involved in an inte-rated internal

division o5 laor w%ic% spans ,any countries.&0?lon- wit% t%e concept o5 5ree 5low o5 -oods#

capital# services and laor# t%ere is one ot%er area key to t%e econo,ic -loali+ation# t%e 5orei-n

1El7!Ceili, (a)s# and Da#den, Patric. Critical Theories of Globalization. Da)psire: Pal&ra*e

>ac)illan, 2-, pp. /211otopoulos, ;ais. Globalisation' the reformist "eft and the (nti)Globalisation *Mo&ement+. ;e0nternational $ournal o 0"(L


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direct invest,ents. Forei-n direct invest,ent AF"IB is considered to e one o5 t%e ,ain pillars

o5 econo,ic -loali+ationG Success in attractin- F"I is one o5 t%e ,ost i,portant steps towards

t%e inte-ration o5 a country into t%e -loal econo,y.&6

Unlike t%e neolieral sc%ool o5 t%ou-%t# t%ere are aut%ors w%o clai, t%at t%e e55ects o5 t%e

new -loal econo,y are not all positive. In t%eir ,ind# t%e i- winners in t%e new -loal

econo,y are t%e developed countries# w%ile t%e undeveloped ones 5ace a lot o5 issues. It %as een

noted t%at# t%e distriution o5 t%e ene5its o5 -loali+ation wit%in and etween countries is o5ten

uneven.&94%e aolition o5 trade arriers and t%e 5ree 5low o5 -oods can %ave a disastrous e55ect

on an econo,y t%at is not properly prepared 5or t%e c%allen-es o5 t%e -loal ,arket!

>%ile -loali+ation allows countries to increase t%eir eDports o5 -oods and

services# it also allows -reater i,ports o5 -oods and services. I5 producers in a

country are not su55iciently co,petitive and *overn,ents raise only li,ited

arriers to trade# i,ports could rise s%arply and result in dan-erously lar-e current

account de5icits.&1

In addition# t%ese aut%ors also ar-ue t%at t%e concept o5 t%e new -loal econo,y# G li,its t%e

5reedo, o5 *overn,ents in t%e application o5 ,onetary and 5iscal policies.&:?not%er ar-u,ent

is t%at t%e current econo,ic order %as done very little 5or t%e ordinary person. ?s "avid Kot+

disputes in one o5 %is papers!

Gt%e current -loal neolieral order %as o55ered little in t%e way o5 ene5its 5or

t%e workin- class or ot%er non'privile-ed sectorsG 2apitalis, in every sta-e

-rants t%e ,ajor power in society to t%e capitalist class and its representativesG

eolieralis, tends to weaken and ,ar-inali+e all o5 t%e institutions t%rou-%

w%ic% popular -roups %ave previously %ad so,e voice# concentratin- power in t%e

-iant transnational corporations and anks and t%e international institutions w%ic%

represent t%e,.&8

"espite t%e opposition# today7s world %as 5ir,ly e,raced t%e neolieral concept o5 a -loal

and 5ree econo,ic order. ?ll around t%e world# national ,arkets eco,e ,ore and ,ore open

and interconnected wit% eac% ot%er. 4%ey stru--le to attract new 5orei-n investors and to -ain a

co,parative advanta-e over t%e ot%er econo,ies. 4%ere is no dout t%at# t%e widely accepted

idea is t%at# G 5reer trade will produce -reater econo,ic prosperity.)3

1/


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".". Political globalization

4oday# ,ore and ,ore political sc%olars write aout t%e decline o5 t%e national states under

t%e pressure o5 t%e new -loali+in- 5orces. $olitical -loali+ation re5ers to an increasin- trend

toward ,ultilateralis,# toward an e,er-in- @transnational state apparatus7# and toward t%e

e,er-ence o5 national and international non-overn,ental or-ani+ations t%at act as watc%do-s

over -overn,ents and %ave increased t%eir activities and in5luence.)&It %as een stated t%at

-loali+ation %as s%runk t%e distance etween di55erent nations and elites# and it is erodin- t%e

ties w%ic% %eld t%e national attac%,ents to-et%er. ?s ?ppadurai eDplains! *loali+ation %as

s%runk t%e distance etween elites# s%i5ted key relations etween producers and consu,ers#

roken ,any links etween laor and 5a,ily li5e# oscured t%e lines etween te,porary locales

and i,a-inary national attac%,ents.))

*loali+ation is seen y political scientists as t%e 5irst all'e,racin- international project inworld politics. 4%e previous trends were all considered as asically internal projects o5 t%e nation

states. Enly lieralis, and MarDis, %as even co,e close to t%is level. ?s one sc%olar# $%illip

2erny# elaorates# t%e ,odern world %as seen only two truly internationalist political projects#

lieralis, and MarDis,G 4%e apparent %istory o5 t%e ,odern world t%us was asored into a

%istorio-rap%y o5 nation states.)4%e occurrence o5 -loali+ation and t%e e,racin- o5 t%is new

political reli-ion all around t%e world# %as c%an-ed t%e conteDt in w%ic% political a-ents operate

and t%e way t%e traditional nation state 5unctions. 4%e c%an-es occurrin- in t%e political sp%ere

are closely connected to t%ose %appenin- in t%e econo,ic and cultural sp%eres. ew tec%nolo-ies

and 5ree tradin- %ave contriuted to t%e re's%apin- o5 t%e political conteDt. Leonid *rinin notes

t%at# tec%nolo-y and trade entan-le t%e world wit% new network connections and ,ake national

oundaries transparent.)0$olitical institutions and structures %ave een reinvented in order to

satis5y t%e de,ands o5 t%e new -loal surroundin-s. In t%e words o5 2erny# Got% political and

,arket actors are increasin-ly seekin-# directly or indirectly# wittin-ly or unwittin-ly# to reinvent

political structures and institutions in a wider -loal conteDt.)6

For 2erny# under t%e new circu,stances# t%e national state %as trans5or,ed into# as %e calls it#

t%e @co,petition state7. 4%e conte,porary trans5or,ation o5 t%e nation'state into a @co,petition

21>o&ada), =alentine >. Globalizing women: Transnational feminist networ1s. @alti)ore: ;e $onsDopins


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state7 is one o5 t%e ,ost i,portant conse=uences and indeed causes o5 -loali+ation.)94%e

co,petition state is seen as a result o5 t%e new trends in t%e political and econo,ic sp%eres!

4%e co,petition state is distinct 5ro, earlier state 5or,sG 4%e state as an

institutional structure per se is not wit%erin- away indeed# it is developin- new

and ,ore co,pleD structural 5or,s and 5eatures in a ,ore open# cross'cuttin-worldG $aradoDically# in a -loali+inworld states play a crucial role as

staili+ers and en5orcers o5 t%e rules and practices o5 -loal societyG t%e

co,petition state %as pursuit increased ,arketi+ation in order to ,ake econo,ic

activities located wit%in t%e national territory# or w%ic% ot%erwise contriute to

national wealt%# ,ore co,petitive in international and transnational ter,s.)1

4%e stru--le o5 t%e nation state durin- previous centuries was to eDpand t%e scope o5 its

soverei-n powers. In political science t%e soverei-nty is usually de5ined as t%e ,ost essential

attriute o5 a state in t%e 5or, o5 its co,plete sel5'su55iciency# i.e. its supre,acy in t%e do,estic

policy and independence in t%e 5orei-n one.):4oday# t%e tide %as s%i5ted in t%e oppositedirection# towards t%e reduction o5 t%e state soverei-nty in ,any key areas. ?s *rinin oserved#

Gsince t%e post'war ti,e Asince &806B t%e tendency is ,ore clearly revealed t%at countries

-radually dele-ate a part o5 t%eir soverei-nty to t%e world international or-ani+ations. /ven a

lar-er part o5 soverei-nty passes to re-ional associations and courts o5 aritration.)8

*loali+ation %as res%aped t%e playin- 5ield in w%ic% nation state operated# and t%e new 5ield is

less deter,ined y do,estic 5orces# and ,uc% ,ore y transnational processes and institutions#

suc% as t%e Er-ani+ation o5 t%e United ations# ?4E# t%e /uropean Union# *:# and ,any

ot%ers. ?s 2erny puts it!

*loali+ation as a political p%eno,enon asically ,eans t%at t%is s%apin- o5 t%e

playin- 5ield is deter,ined less and less 5ro, @do,estic7 processes operatin-

wit%in relatively autono,ous and %ierarc%ically or-ani+ed structures called states#

and ,ore and ,ore 5ro, transnational processes operatin- across states.3

For ,any sc%olars# t%e reduction o5 t%e scope o5 national soverei-nty is one o5 t%e ,ost

i,portant results o5 -loali+ation. 4%e nation state %as lost t%e power to carry out ,any o5 its key

5unctions# suc% as! t%e ri-%t to i,pose duties and taDation# to 5orid and reward i,port and

eDport o5 -oods# to issue currency# to de5ine 5unda,ental rules o5 elections# t%e ri-%t o5 war and

2-0bid., pp. 1120bid., pp. 12712328Grinin, Leonid E. Globalization and the Transformation of $ational %o&ereignty. 0nstititute or teStud# o (oerence and E)er&ence 0.S.(.E., ttp:44isce.edu40S(E5Group5Site46eb7content40S(E5E*ents4Aucland524Papers4Re&ular435Grinin.pdaccessed on 1/717211, pp. 2290bid., pp. -3(ern#, Pilip G. .estructuring the olitical (rena: Globalization and the arado2es of the Competition%tate. 0n Ger)ain, Randall '. Ed.. Globalization and its Critics: erspecti&es from olitical /conomy.London: >ac)illan Press Ltd, 2, pp. 118

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http://isce.edu/ISCE_Group_Site/web-content/ISCE_Events/Auckland_2007/Papers/Regular/034_Grinin.pdfhttp://isce.edu/ISCE_Group_Site/web-content/ISCE_Events/Auckland_2007/Papers/Regular/034_Grinin.pdfhttp://isce.edu/ISCE_Group_Site/web-content/ISCE_Events/Auckland_2007/Papers/Regular/034_Grinin.pdfhttp://isce.edu/ISCE_Group_Site/web-content/ISCE_Events/Auckland_2007/Papers/Regular/034_Grinin.pdfhttp://isce.edu/ISCE_Group_Site/web-content/ISCE_Events/Auckland_2007/Papers/Regular/034_Grinin.pdf


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state s%apes t%e nature o5 -loali+ation.9>%at is ,ore i,portant# it see,s t%at t%e new political

in5rastructure is s%aped in a way t%at is supportin- and en5orcin- t%e -loali+in- trends. In t%is

sense# $alan notes t%at# Gt%e c%an-in- nature o5 political aut%ority is creatin- in a co,pleD

way a juridical and political in5rastructure supportin- and pro,otin- 5urt%er ,oves towards

-loali+ation.14%is ,eans t%at t%e scope o5 t%e national soverei-nty will eco,e even

narrower. 4%e 5uture role o5 t%e state would e ,uc% di55erent t%an t%e one today# w%ic% is# on

t%e ot%er %and# worlds apart 5ro, t%e role o5 t%e state just a century a-o. 4o ,any sc%olars t%e

critical issue appears to e t%e 5uture role o5 t%e stateG:

".&. Cultural globalization

4%e c%an-es %appenin- in t%e world under t%e in5luence o5 t%e stron- -loali+in- 5orces %ave

created a situation w%ere people and cultures are no lon-er con5ined only to a certain piece o5land. *loali+ation %as paved t%e way t%at lead to an interconnectedness and interaction etween

people o5 diverse cultures and ways o5 li5e. Many writers %ave already spoken aout t%e creation

o5 a -loal villa-e and a -loal culture. In t%at sense# cultural -loali+ation# re5ers to t%e present

%o,o-eni+ation o5 culture# as eDpressed 5or instance y t%e 5act t%at al,ost everyody in

today7s7 @-loal villa-e7 watc%es ,ore or less t%e sa,e 4< serials and videos# consu,es or

aspires to consu,e t%e sa,e products and so on.84wo aspects o5 t%e p%eno,enon o5

cultural -loali+ation are very i,portant to t%e understandin- o5 w%at t%is ter, ,eans and w%at

e55ect it %ad# and still %as# over today7s world. 4%ose aspects are t%e tec%nolo-ical and social

-loali+ation. 4ec%nolo-ical -loali+ation re5ers to t%e new co,,unications tec%nolo-y and

t%e in5or,ation revolution. En t%e ot%er %and# social -loali+ation re5ers to t%e

%o,o-eni+ation o5 today7s7 ,ode o5 li5e w%ic% is ased on an individualist and consu,erist

culture.034%e tec%nolo-ical aspect will e discussed in detail later in t%e paper %ere I will 5ocus

on t%e social aspect o5 t%e c%an-es %appenin- to t%e culture under t%e pressure o5 -loali+ation.

/l'Ejeili and Cayden %ave talked aout t%e develop,ent o5 t%e cultural -loali+ation over

ti,e!

In t%e pre',odern period cultural -loali+ation was ,ost i,portantly aout

-loali+in- reli-ions ;udd%is,# 2%ristianity# and Isla,. In t%e ,odern period#

wit% t%e /nli-%ten,ent and t%e spread o5 capitalis,# industriali+ation# and

3-Palan, Ronen. .ecasting olitical (uthority: Globalization and the %tate. 0n Ger)ain, Randall '. Ed..Globalization and its Critics: erspecti&es from olitical /conomy. London: >ac)illan Press Ltd, 2,pp. 130bid., pp. 1380bid., pp. 139otopoulos, ;ais. Globalisation' the reformist "eft and the (nti)Globalisation *Mo&ement+. ;e0nternational $ournal o 0"(L


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de,ocracy# cultural -loali+ation %as een predo,inantly aout t%e ,ove,ent o5

secular ideolo-ies nationalis,# lieralis,# socialis, and t%e di55usion o5 t%e

values and practices associated wit% ,odern science. 4oday# cultural

-loali+ation see,s ,ost ur-ently centered around t%e i,pact o5 t%e -rowin-

volu,e o5 eDc%an-es o5 cultural products# t%e risin- power and visiility o5 t%e

@cultural industries7# t%e apparent ui=uity o5 >estern popular culture# and t%e

conse=uences 5or identity t%at 5low 5ro, t%ese ot%er 5orces.0&

Many sc%olars %ave discussed t%e re,arkale eDpansion o5 t%e /n-lis% lan-ua-e worldwide# as

one o5 t%e trade,arks o5 today7s cultural -loali+ation. Ene aut%or# "ennis E7eil# eDplain t%e

role o5 t%e /n-lis% lan-ua-e in today7s world in co,parison wit% t%e ot%er world lan-ua-es!

/n-lis% is 5ar ,ore worldwide in its distriution t%an all ot%er spoken lan-ua-es.

It is an o55icial lan-ua-e in 6) countries as well as ,any s,all colonies and

territories. In addition# &N0 to &N o5 t%e people in t%e world understand and speak

/n-lis% to so,e de-ree. It %as eco,e t%e ,ost use5ul lan-ua-e to learn 5orinternational travel and is now t%e de 5acto lan-ua-e o5 diplo,acyG /n-lis% is

also t%e do,inant lan-ua-e in electronic co,,unication# particularly on t%e

Internet.0)

In addition# t%e /n-lis% lan-ua-e is considered as one o5 t%e ,ediu,s t%at ,akes t%e process o5

-loali+ation ,uc% easier. ?s ;lock eDplains# t%e /n-lis% lan-ua-e is widely accepted as t%e

,ediu, t%at ,akes possile w%at *iddens re5ers to as @t%e intensi5ication o5 worldwide social

relations7.0

En t%e ot%er %and# not everyody see,s t%rilled aout t%e overuse o5 t%e /n-lis% lan-ua-e.

;lock %as noticed t%at so,e sc%olars# G5ear t%at /n-lis% is eco,in- t%e do,inant lan-ua-e o5international co,,unities devoted to political# co,,ercial# cultural and acade,ic endeavors.

4%ey warn o5 t%e deat% o5 ot%erlan-ua-es in t%e wake o5 -loali+ed and -loali+in- /n-lis%.00

2ultural -loali+ation %as een# in its essence# aout t%e spreadin- and ,in-lin- o5 diverse

cultures all around t%e world. ?n i,portant 5eature o5 cultural -loali+ation is t%e assu,ed

predo,inance and power o5 t%e so'called @cultural industries7# w%ic% are seen as# G ,ost

directly involved in t%e production o5 social ,eanin-7# includin- advertisin- and ,arketin-#

roadcastin-# 5il,# print and electronic pulis%in-# ,usic industries# video and co,puter -a,es#

and ot%er ,ore @orderline7 cases suc% as 5as%ion# sports# and so5tware.064%ese industries

include 5ood'c%ain Mc"onalds# co55ee s%op Starucks# Collywood ,ovies# roadcasters M4ac)illan, 2-, pp. 132!"eil, 'ennis. "anguage and Culture: (n ,ntroduction to -uman Communication.ttp:44antro.palo)ar.edu4lan&ua&e4lan&ua&e51.t)accessed on 17172113@loc, 'a*id. Globalization' Transnational Communication and the ,nternet. 0nternational $ournal on>ulticultural Societies 0$>S, =ol. -, "o. 1, 2, pp. 10bid., pp. 1/Des)ondal&, 'a*id. The Culture ,ndustries. London: SAGE Publications Ltd, 22, pp. 11

12
http://anthro.palomar.edu/language/language_1.htmhttp://anthro.palomar.edu/language/language_1.htm


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and 2# Microso5t co,puters# and ,any ,ore. Many sc%olars ar-ue t%at wit% t%e world

eco,in- a @-loal villa-e7 and t%e way -loali+ation is a55ectin- cultures around t%e -loe# a

sin-le -loal culture will eventually e created!

>it% t%e 5lows and networks o5 closer social relations and connections# t%e 5ear

o5 %o,o-eni+ation %as sur5aced. Sc%olars adoptin- t%e stance t%at *loali+ationwill ,ean one world culture -enerally elieve t%at %o,o-eni+in- 5orces will

eventually leave everyone in t%e world livin-# t%inkin- and actin- in very si,ilar

ways.09

For ,any o5 t%ese aut%ors# t%is -loal culture will take ,any o5 t%e 5eatures currently

associated wit% t%e >estern cultures# t%e ?,erican particularly. Sc%iller# Latouc%e and it+er#

all see -loali+ation as %e-e,onically >estern# and aove all an eDtension o5 ?,erican

i,perialis,.01In one o5 %is ook# Latouc%e writes aout t%e @>esterni+ation o5 t%e world7 and

t%e pro-ressive @worldwide standardi+ation o5 li5estyles7!

G5unda,ental >estern ideolo-y and culture# est eDe,pli5ied in t%e United

States# are eco,in- t%e nor, around t%e world as t%ere is conver-ence in all

aspects o5 people7s lives# 5ro, %ow t%ey dress to %ow t%ey eat# 5ro, t%eir

entertain,ent pre5erences to t%eir work %aits and 5ro, arc%itecture to t%eir

attitudes towards personal 5reedo,# -ender# race# reli-ion and science.0:

In addition# *eor-e it+er and ;enja,in ;arer speak aout t%e Mc"onaldi+ation o5 t%e world#

as t%ey associate -loali+ation wit% t%e 5ast 5ood c%ain Mc"onalds# w%ic% is# in a way# sy,ol

o5 t%e >estern A?,erican in particularB culture and its spreadin- around t%e world. ?s ;arer

eDplains# we are %eadin- towards a sin-le -loal culture# called @Mc>orld7# de5ined as @anentertain,ent s%oppin- eDperience t%at rin-s to-et%er ,alls# ,ultipleD ,ovie t%eatres# t%e,e

parks# spectator sports arenas# 5ast 5ood c%ains Awit% t%eir endless ,ovie tie'insB and television

Awit% its ur-eonin- s%oppin- networksB into a sin-le vast enterpriseG708

Cowever# not all sc%olars look at -loali+ation as a one'way street and an opportunity 5or

>estern culture to -ain a %e-e,onic status in t%e world. For t%e,# -loali+ation rin-s all

cultures to-et%er and does not ,ean just purely su,ission o5 t%e local to t%e -loal. Ene

pro,inent aut%or# ederveen $ieterse# introduced G into t%e discussion t%e concept o5

%yridi+ation# understood as t%e natural ,in-lin- and ,iDin- w%ic% -oes on w%en t%e -loal

,eets t%e local.63In t%e sa,e conteDt# $ieterse and oertson ,ake t%e point t%at#

-@loc, 'a*id. Globalization' Transnational Communication and the ,nternet. 0nternational $ournal on>ulticultural Societies 0$>S, =ol. -, "o. 1, 2, pp. 1/0bid., pp. 1-8Latouce, Ser&e. The 0esternization of the 0orld: The %ignificance' %cope and "imits of the !ri&eTowards Global 3niformity. (a)brid&e: Polit# Press, 199-, pp. 39@arber, @enCa)in. F$iad *s. >c%orld: Do6 Globalis) and ;ribalis) Are Resapin& te %orldH. "e6?or: Rando) Douse 0nc, 199/, pp. 9/@loc, 'a*id. Globalization' Transnational Communication and the ,nternet. 0nternational $ournal on>ulticultural Societies 0$>S, =ol. -, "o. 1, 2, pp. 1/

13


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-loali+ation entails a syner-eticrelations%ip etween t%e -loal and t%e local as opposed to t%e

do,inance o5 t%e 5or,er over t%e latter.6&

Ene o5 t%e ,ost pro5ound writers# ?nt%ony *iddens# ar-ues t%at alt%ou-% -loali+ation is

do,inated y t%e >est# it s%ould not e seen as si,ply >estern or ?,erican i,perialis,.

2ultural -loali+ation ,oves in all direction and a55ects all world cultures. ?lt%ou-% still

do,inated y >estern power# -loali+ation today can no lon-er e spoken o5 only as a ,atter o5

one'way i,perialis, G now# increasin-ly# G t%ere is no ovious @direction7 to *loali+ation at

all# as its ra,i5ications are ever'present.6)

>it% t%e rapid develop,ent o5 tec%nolo-y# t%e relevance o5 cultural -loali+ation %as -rown

even -reater. ew tec%nolo-ies %ave destroyed all o5 t%e re,ainin- constrains o5 place and ti,e#

w%ile at t%e sa,e ti,e rin-in- new ways in w%ic% diverse cultures spread and ,in-le wit% eac%

ot%er.

Part II

&. The im#act of new technology on globalization

4%ere can e no ar-u,ents t%at durin- t%e second %al5 o5 t%e last century# t%e world %as

pro5oundly c%an-ed. 4%e type o5 c%an-es we %ad in transport Acars# airplanesB# co,,unication

A,oile p%ones# e',ails# online c%attin-# video con5erenceB and in5or,ation Acale and satellite

4


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4%e pace o5 -loali+ation picked up rapidly durin- t%e 5ourt% =uarter o5 t%e

twentiet% century# spurred y rapid advances in tec%nolo-y and t%e adoption y a

-rowin- nu,er o5 countries o5 outward'lookin- econo,ic policies.

4ec%nolo-ical advances were led y t%e spread o5 co,puters and t%e Internet#

w%ile outward'lookin- policies were sti,ulated y t%e rules and re-ulations o5 t%e

>orld 4rade Er-ani+ation A>4EB# to w%ic% &00 countries %ave alreadyacceded.

>it% t%e continuin- decline in t%e cost o5 transportation and co,,unicationsG

t%e world is rapidly eco,in- a -loal villa-e.6

Ene pro,inent aut%or# Manuel 2astells %as written aout t%e occurrence o5 a new

in5or,ational society! Gt%e c%an-es under-one in t%e advanced industriali+ed nations o5 t%e

world over t%e past t%ree decades. 2rucially# durin- t%is period o5 ti,e we %ave ,oved 5ro,

industrial societies to post'industrial societies# or w%at 2astells ter,s @in5or,ational societies7.60

4%e new ,edia and t%e ,i-ration o5 people are considered to e ,odern -loali+ation7s two

i--est a-ents. 4%e ,i-ration o5 people %as een eDpedited y t%e develop,ent# and in t%e sa,e

ti,e decline in cost# o5 transportation tec%nolo-y. 4ravellin- is ,ade ,uc% easier# and it see,s

t%at t%ere is no place too re,ote t%at cannot e reac%ed. 4%e nu,er o5 people# w%o eit%er

travelled to anot%er place or e,i-rated# %as increasin- to a totally new level. 4%e nu,er o5

tourists worldwide was approDi,ately 98) ,illion in )33&66. In addition# t%e new electronic

,edia %ave re's%aped t%e way in5or,ation %as een disse,inated. ?s ?ppadurai clai,s# G

electronic ,edia decisively c%an-e t%e wider 5ield o5 ,ass ,edia and ot%er traditional ,ediaG

Suc% ,edia trans5or, t%e 5ield o5 ,ass ,ediation ecause t%ey o55er new resources and new

disciplines 5or t%e construction o5 i,a-ined selves and i,a-ined worlds.69

4%e new ,edia Acale and satellite 4e 5or everyone to read t%e,# no

,atter w%at t%eir place o5 residence is. 4%e new ,edia %ave -iven t%e traditional ,edia ,ore

opportunities to easier and 5aster trans,it t%eir ,essa-es. ?ppadurai noted t%at# electronic

,edia ,ark and reconstitute a ,uc% wider 5ield# in w%ic% print ,ediation and ot%er 5or,s o5

oral# visual and auditory ,ediation ,i-%t continue to e i,portant.61?lt%ou-% t%ere can e a

vast distance etween a viewer and an event# t%e event can %ave a pro5ound i,portance on t%e

/3ulticultural Societies 0$>S, =ol. -, "o. 1, 2, pp. 18//


16/23

everyday li5e o5 t%e viewer. ?lways carryin- t%e sense o5 distance etween viewer and event#

t%ese ,edia nevert%eless co,pel t%e trans5or,ation o5 everyday discourse.6:

/very day# ,ore and ,ore aut%ors %ave written aout t%e arrival o5 a new era# Gera in

w%ic% tec%nolo-y will truly trans5or, every aspect o5 usiness# o5 -overn,ent# o5 society# o5

li5e.68It see,s t%at t%is era %as already arrived it is t%e era o5 t%e new ,edia# and one ,ediu,

in particular# t%e Internet.

'. The Internet ( a historic look

;e5ore we -o on and %ave a look on t%e i,pact t%at t%e Internet is %avin- on today7s world#

let us =uickly -o t%rou-% t%e ,eanin- and ori-in o5 t%is p%eno,enon. 4%e Internet# in si,ple

ter,s# is a -loal syste, o5 interconnected networks o5 co,puters worldwide w%ic% use t%e

standard Internet $rotocol Suite A42$NI$B. 4%e Internet contains o5 nu,erous private# pulic#acade,ic# usiness# and -overn,ent networks t%at are linked y electronic# optical or wireless

tec%nolo-ies. 4%e Internet co,prises o5 a vast spectru, o5 in5or,ation resources and services#

ran-in- 5ro, ooks# ,usic# p%otos# -a,es# videos# docu,ents# and illions and illions o5 ot%er

5eatures.

4%e ori-ins o5 t%e Internet date ack to t%e tec%nolo-ical advances o5 t%e post >orld >ar II

era and are closely connected to t%e develop,ent o5 co,puter tec%nolo-ies. ?s one o5 t%e ,ost

pro,inent writers in t%is 5ield# 2astells# notes t%at# tec%nolo-ical advances in t%e post world war

era# leadin- to t%e inventions o5 transistors A&801B and inte-rated circuits A&861B# paved t%e way

5or t%e invention in &81& o5 t%e ,icroprocessor or t%e co,puter c%ip# t%e asis o5 co,puters and

in5or,ation tec%nolo-y# w%ic% %as yet to 5ind its li,its as re-ards t%e capacity 5or stora-e and

access o5 in5or,ation.93"urin- t%e late &893s# a researc% was co,,issioned y t%e United

States -overn,ent in collaoration wit% private enterprises in order to uild dispersed co,puter

networks. 4%e 5irst connection etween t%ese scattered networks was developed in t%e &813s

a,on- 5our ?,erican universities. Soon t%e 5irst international link %appened in &81 etween

t%e US acade,ic network and t%e University 2olle-e London. ?not%er i,portant event is t%e

launc%in- o5 ?pple co,puters in &811# w%ic% si-naled t%e e-innin- o5 t%e era o5 personal

co,puters. 4%e cooperation etween pulic and private 5undin- led to worldwide participation in

t%e develop,ent o5 new networkin- tec%nolo-ies# and t%e ,er-er o5 ,any networks durin- t%e

&8:3s. 4%e unprecedented oo, in t%e in5or,ational tec%nolo-y durin- t%e neDt decadescontriuted to t%e 5urt%er develop,ent# co,,erciali+ation and populari+ation o5 t%ese networks.

?t t%e e-innin- o5 t%e &883s# 4i, ;erners'Lee o5 t%e /uropean institute 5or %i-% ener-y

p%ysics# 2/# devised a %yperteDt syste, w%ic% allowed in5or,ation to e s%ared over t%e

/80bid, pp. 3/9ried)an, ;o)as L. ,t+s a Flat 0orld' (fter (ll, ;e "e6 ?or ;i)es, 3tApril 2/-@loc, 'a*id. Globalization' Transnational Communication and the ,nternet. 0nternational $ournal on>ulticultural Societies 0$>S, =ol. -, "o. 1, 2, pp. 18

1-


17/23

et# w%ic% was released 5or -eneral use as t%e >orld >ide >e in &88). 4%is is asically t%e

Internet as we know it today. >it% t%e 5urt%er develop,ent o5 t%e co,puter# satellite# optical and

wireless tec%nolo-y at t%e turn o5 t%e new ,illenniu,# t%e use o5 t%e Internet %as -rown to

unparallel %ei-%ts# and t%e >orld >ide >e %as eco,e t%e ,ost used tool in today7s world.

4%o,as Fried,an# anot%er e,inent writer# eDplains %ow t%e develop,ent o5 tec%nolo-y

contriuted towards t%e astonis%in- eDpansion o5 t%e Internet!

>%at %appened over t%e last years is t%at t%ere was a ,assive invest,ent in

tec%nolo-y# especially in t%e ule era# w%en %undreds o5 ,illions o5 dollars

were invested in puttin- roadand connectivity around t%e world# undersea

cales# all t%ose t%in-sG co,puters eca,e c%eaper and dispersed all over t%e

world# and t%ere was an eDplosion o5 e',ail so5tware# searc% en-ines like *oo-le

and proprietary so5tware t%at can c%op up any piece o5 work and send one part to

;oston# one part to ;an-alore and one part to ;eijin-G9&

). The use of the Internet in today*s world

In t%e )&st century# ,any people cannot i,a-ine t%eir lives wit%out co,puters and t%e

Internet. 4%e nu,ers speak 5or t%e,selves! In )33 t%e nu,er o5 personal co,puters

worldwide reac%ed 086.0 ,illionGIn t%e sa,e year# t%e nu,er o5 Internet %osts reac%ed &0&.0

,illion worldwideG 4%e nu,er o5 Internet users reac%ed so,e 633 ,illion worldwide.9);y

so,e esti,ation# it is considered t%at today a =uarter o5 t%e /art%7s population is usin- t%eservices o5 t%e Internet. Fi-ure & s%ows t%e trend in t%e nu,er o5 Internet users 5ro, &881 to

)331 worldwide.

-1ried)an, ;o)as L. ,t+s a Flat 0orld' (fter (ll, ;e "e6 ?or ;i)es, 3tApril 2/-2


18/23

4oday# people use t%e Internet 5or all kind o5 t%in-# like playin- -a,es# accessin- news#

weat%er and sport reports# ookin- tickets and %otel reservations# payin- ills# c%attin- and

,essa-in- people all around t%e world# and ,any ,ore. 4%e Internet %as eco,e people7s

5avorite leisure activity y usin- t%e >e to play one o5 t%e ,any ,ultiplayer -a,es

AMME$*B# watc%in- ,ovies# listenin- to ,usic or visitin- t%e in5a,ous social networks suc%

as Faceook# MySpace# 4witter or Oou4ue. In t%e re,ainder o5 t%is paper I will try to

disse,inate t%e i,pact t%at t%e Internet %ad and is %avin- on all sp%eres o5 t%e -loali+in-

trends! econo,ic# political and especially cultural -loali+ation.

+. Internet and globalization

?s I discussed previously# -loali+ation %as lead to t%e co,pression o5 t%e world and created

networks etween people all around t%e -loe. ;ut# new tec%nolo-ies# especially in5or,ation

tec%nolo-ies# %ave raised t%is to a totally new and uni,a-inale level. 4eleco,,unications and

in5or,ation tec%nolo-y are considered to e t%e drivin- 5orce e%ind t%e current trend towards

18


19/23

-loali+ation. "urin- t%e last =uarter o5 t%e twentiet% century t%ere %as een a tec%nolo-ical and

teleco,,unications revolution.94%is revolution %as lead ,any aut%ors to discuss aout a new

sta-e in t%e -loali+in- processes and t%e occurrence o5 a new in5or,ation society. 4%is new

sta-e w%ic% occurred at t%e turn o5 t%e new ,illenniu,# unlike t%e previous ones# is not centered

around countries or co,panies# ut on individuals and s,all -roups. In %is article# 4%o,as

Fried,an# w%ile eDplainin- t%e di55erent sta-es o5 -loali+ation# ar-ues t%at today7s world is

s%rinkin- to a tiny si+e and is eco,in- 5lat at t%e sa,e ti,e!

*loali+ation &.3 A&08) to &:33B s%rank t%e world 5ro, a si+e lar-e to a si+e

,ediu,# and t%e dyna,ic 5orce in t%at era was countries -loali+in- 5or resources

and i,perial con=uest. *loali+ation ).3 A&:33 to )333B s%rank t%e world 5ro, a

si+e ,ediu, to a si+e s,all# and it was spear%eaded y co,panies -loali+in- 5or

,arkets and laor. *loali+ation .3 Aw%ic% started around )333B is s%rinkin- t%e

world 5ro, a si+e s,all to a si+e tiny and 5lattenin- t%e playin- 5ield at t%e sa,e

ti,e. ?nd w%ile t%e dyna,ic 5orce in *loali+ation &.3 was countries -loali+in-

and t%e dyna,ic 5orce in *loali+ation ).3 was co,panies -loali+in-# t%e

dyna,ic 5orce in *loali+ation .3 '' t%e t%in- t%at -ives it its uni=ue c%aracter

is individuals and s,all -roups -loali+in-.90

4%is new sta-e# as Fried,an continues# is a result o5 several i,portant events and 5orces

durin- t%e &8:3s and &883s# a,on- w%ic% two are o5 ut,ost si-ni5icance!

&B ov. 8# &8:8# is t%e day t%e ;erlin >all ca,e down# w%ic% was critically

i,portant ecause it allowed us to t%ink o5 t%e world as a sin-le space )B ?u-. 8#

&886# is t%e day etscape went pulic# w%ic% did two i,portant t%in-s. First# it

rou-%t t%e Internet aliveG Second# t%e etscape stock o55erin- tri--ered t%e dot'

co, oo,# w%ic% tri--ered t%e dot'co, ule# w%ic% tri--ered t%e ,assive

overinvest,ent o5 illions o5 dollars in 5ier'optic teleco,,unications cale.

Suddenly ,ore people could connect wit% ,ore ot%er people 5ro, ,ore di55erent

places in ,ore di55erent ways t%an ever e5ore.96

4%e new tec%nolo-ies# especially t%e Internet# ,ade a re,arkale i,pact on t%e cultural

sp%ere o5 -loali+ation. Ene o5 t%e ,ost i,portant i,pacts o5 t%e new tec%nolo-ies is t%at it

,ade knowled-e and in5or,ation availale 5or everyone. 4oday# t%e ,ost pro5ound t%in- to ,e

is t%e 5act t%at a &0'year'old in o,ania or ;an-alore or t%e Soviet Union or


20/23

addition# t%e Internet contriuted towards t%e intensi5ication o5 cultural -loali+ation ecause it

allows interaction and co,,unication etween people 5ro, all over t%e world# w%o co,e 5ro,

diverse cultures and %ave very di55erent li5estyles. /ssentially# t%e Internet reaks down cultural

oundaries and 5or,s co,,unities t%at could not %ave een i,a-ined wit%out t%e instantaneous

co,,unication t%at t%is new tec%nolo-y o55ers.

4%e Internet %as %ad a tre,endous e55ect on t%e econo,ic -loali+ation# as well.

?dvance,ent in in5or,ation and co,,unication tec%nolo-ies %ave enaled ,ajor corporations

to o55s%ore various usiness processes to t%e developin- world.91?s Fried,an eDplains# t%e

new tec%nolo-ies %ave created# a -loal# >e'enaled playin- 5ield t%at allows 5or ,ultiple

5or,s o5 collaoration on researc% and work in real ti,e# wit%out re-ard to -eo-rap%y# distance

or# in t%e near 5uture# even lan-ua-e.9:In t%e usiness world# t%e Internet %as eco,e an

i,portant ,ediu, w%ic% co,panies use to advertise and sell t%eir products. Furt%er,ore# t%e

>e %as eco,e an international ,arket place w%ere ooks# ,ovies# ,usic# electronic devices

and ,illions o5 ot%er ite,s are sold every day.

In relation to t%e political sp%ere# t%e Internet %as c%an-ed t%e way politics is conducted. 4%isnew tec%nolo-y %as e,powered t%e people wit% a new space w%ere t%eir ,essa-es can e

eDpressed 5reely and %eard y ,illions o5 people. $olitical parties all around t%e world use t%e

>e to pro,ote t%eir political pro-ra,s# ca,pai-ns and candidates. "urin- t%e )33:

presidential ca,pai-n# ;arack Ea,a used t%e Internet to or-ani+e %is supporters in a way t%at

would %ave in t%e past re=uired an ar,y o5 volunteers and paid or-ani+ers on t%e -roundG 4o

date# 9.1 ,illion people %ave watc%ed t%e 1',inute speec% on Oou4ueG 4%e ca,pai-n7s

o55icial stu55 t%ey created 5or Oou4ue was watc%ed 5or &0.6 ,illion %ours. 4o uy &0.6 ,illion

%ours on roadcast 4< is P01 ,illion.98?dditionally# ,any political -roups AeDtre,e ones

includedB %ave used t%e et as a new ,et%od o5 or-ani+in- and co,,unication in order to carry

out t%eir ,ission. 4%is %as lead to situations w%ere so,e countries %ave e,ployed a censors%ipover certain wesites.

o ,atter w%et%er we talk aout t%e cultural# econo,ic or political sp%ere o5 -loali+ation#

one t%in- is 5or certain# t%at t%e new tec%nolo-ies# especially t%e Internet# %ave %ad a pro5ound

in5luence on t%e -loali+in- trends o5 t%e new ,illenniu,. It %as ulti,ately altered t%e way in

w%ic% t%e people# as individuals or as ,e,ers o5 particular -roups Aco,panies# political parties#

certain co,,unities# etcB# 5unction in t%e world. ?s Fried,an concludes# -loali+ation %as

eco,e Ga tale o5 tec%nolo-y and -eo'econo,ics t%at is 5unda,entally res%apin- our lives ''

,uc%# ,uc% ,ore =uickly t%an ,any people reali+e.13

,. Conclusion

-"adee), SeBad. Macaulay+s 5Cyber6 Children: The Cultural olitics of 4utsourcing in ,ndia. (ulturalSociolo, *ol. 3, no. 1, >arc 29, pp. 1-8ried)an, ;o)as L. ,t+s a Flat 0orld' (fter (ll, ;e "e6 ?or ;i)es, 3tApril 2/-9>iller, (lair (. -ow 4bama+s ,nternet Campaign Changed olitics, ;e "e6 ?or ;i)es, t"o*e)ber 28ried)an, ;o)as L. ,t+s a Flat 0orld' (fter (ll, ;e "e6 ?or ;i)es, 3tApril 2/

2


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*loali+ation is not a one sided process. Its i,pact is 5elt in ,any sp%eres o5 li5e# includin-

t%e econo,y# politics and culture. 4%ese sp%eres are in no way separate# ut deeply

interconnected wit% eac% ot%er t%e c%an-es %appenin- in one sp%ere %ave an instantaneous

e55ect on t%e ot%ers.

"urin- t%e second %al5 o5 t%e last century# t%e world %as witnessed a true tec%nolo-ical

revolution and %as pro5oundly c%an-ed t%e way in w%ic% it 5unctions. 4%e new ,edia# especially

t%e Internet# %ave ,oved -loali+ation into a new sta-e o5 its eDistence. 4oday ,any sc%olars

talk aout t%e new in5or,ation society and t%e 5lattenin- and co,pression o5 t%e world. 4%e

Internet %ad an e55ect on al,ost every aspect o5 our everyday lives. It turned t%e world into a

@-loal villa-e7# w%ere people and cultures 5ro, various parts o5 t%e world ,in-le and

interconnect. It ,ade in5or,ation and knowled-e availale to everyone everyw%ere. It turned t%e

econo,y into a 5ield w%ere usinesses cooperate wit%out re-ard to -eo-rap%y and distance. In

addition# t%e Internet e,powered political actors wit% a new space w%ere t%eir ,essa-es can eeDpressed 5reely and %eard y ,illions o5 people.

4%ere can e no dout t%at t%e new tec%nolo-ies# t%e Internet especially# %ave %ad a pro5ound

in5luence on t%e -loali+in- trends o5 t%e new ,illenniu,. *loali+ation# under t%e in5luence o5

t%ese new tec%nolo-ies# %ave si-ni5icantly c%an-ed t%e world and altered t%e way we -o t%rou-%

our everyday usinesses. In t%e new ,illenniu,# ,any people cannot i,a-ine t%eir lives wit%out

t%e new tec%nolo-ies. ?nd on top o5 all# t%is looks like as t%e e-innin- t%e tec%nolo-ical

revolution %as just cau-%t up pace. 4%ere is no clue w%at t%e world will look like in &6 or )3

years. /very person is put up in 5ront o5 a c%allen-e! eit%er you e,race t%e new trends or -et

crus%ed y t%e,. 4%e decision is pretty ovious.

ibliogra#hy

&. ?ppadurai# ?rjun. Modernity at Large: Cultural Dimensions of Globalization. Minneapolis!University o5 Minnesota $ress# &889

). ;arer# ;enja,in. !ihad vs. M"#orld: $ow Globalism and %ribalism &re 'esha(ing the#orld. ew Oork! ando, Couse Inc# &886

. ;%a-wati# Ja-dis% . In Defense of Globalization. ED5ord! ED5ord University $ress# )330

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0. 2erny# $%ilip *. 'estru"turing the )oliti"al &rena: Globalization and the )arado*es of theCom(etition +tate. In *er,ain# andall ". A/d.B. Globalization and its Criti"s: )ers(e"tivesfrom )oliti"al ,"onomy. London! Mac,illan $ress Ltd# )333

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1. Kot+# "avid. +o"ialism and Global 5eoliberal Ca(italism. International 2on5erence! 4%e

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'egion. ew Oork# )33)

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