To what extent is globalization enhancing or

eroding cultural identity?

To what extent is globalization

encouraging or discouraging

Americanization?

Cultural Globalization

Cultural Imperialis

m

Americanization

Disneyfication

Coca- colonization McDonaldizat

ion

Universalization of Pop

Culture

Cultural Globalization* The growth of cross cultural

contacts*- One such cross-cultural contact is between America and other nations

+ = ?

Cultural Globalization exists through:* Greater international cultural

exchange * Spreading multiculturalism/diversity via export of pop culture

* Greater immigration* Spread of consumer products

* World wide fads

* Formation of a universal set of values* Greater international travel and tourism

Americanization* The assimilation of American media and

ideas into foreign cultures, superseding the local media and ideas

Assimilation – the absorption of a minority group by a dominant group

Superseding – to force out of use as inferior

- to cause to be set aside

- to take the place

Answer the following questions and leave 1/3 of a page for each one so that you can later write down your classmates findings:

1. What American transnations/multinationals are operating in China?2. Is American business finding success there? Why/why not3. What sense do you have of how Chinese people feel about this Americanization?

4. What aspects of American culture do the Chinese seem to be assimilating into their own culture?

Examples of Americanization* Disneyfication

* Coca-colonization

* McDonaldization

* Universalization of Pop Culture

Disneyfication

Disney is one of the largest media and entertainment corporations in the world. It is today the number two media company in the United States. The company had revenues of $30.8 billion in 2004.

What is Disney?

What is Disneyfication??

The way principles of Disney theme parks and mentality are spreading throughout society.

* Stripping a real place or event of its original character and repackaging it in a sanitized form

* Merchandising and consumerism are paramount

Coca-colonization* What is a colony?

* What do you think coca-colonization has to do with Americanization?

* What is colonization?

A region politically controlled by a distant country; a dependency.

The act or process of establishing a colony or colonies.

What is coca-colonization?* It is a term that is an interchangeable term used for globalization or cultural colonization* Generally it has negative implications

http://video.google.com/videoplay?docid=-6585094223192066946&q=Amerika+by+Rammstein&hl=en

“The song “Amerika” by the German rock band Rammstein is often seen as a satire of Americanization. It has mixed reviews: some perceive it as anti-American, others as being opposed to globalization. The band views it as a satirical commentary on coca-colonization.”

Video Questions

1. What American images and products were shown or sang about?

2. What is satire? What is satirical about the video”?

3. What do you think the message is during the part of the video that shows natives of various countries covering their mouths, i.e, the man who put a black handprint over his mouth?

4. What are people in all the different countries watching on their TV’s? What is the message the band is sending when they show the moon set at the end of the video?

5. Is the video Anti-American or just anti-coca-colonization?

McDonaldizationWhat is McDonaldization?

“principles of the fast food restaurant that are coming to dominate more and more sectors of the American economy and the rest of the world.”The four components of

Mcdonaldization are:•Efficiency – the optimal method for accomplishing a task

•Calculability – objectives should be quantifiable (i.e.,sales) rather than subjective (i.e. taste)

•Predictability – standardized and uniform employees and mechanized labor where possible

•Control – standardized and uniform employees and mechanized labor where possible

RussianIndia

China

Arabic

Israel

Universalization of Pop Culture* Refers to trends spreading to multiple countries

* This trend is youth driven and business driven* It includes: TV shows, movies, toys, music, videos, I-pods, e-bay, YouTube, MySpace, fashion.* Some of what has been universalized is American – but not all of it, for example, DIESEL clothing is immensely popular but is German. Amine too is popular and is from Japan.* As such, some argue that cultural imperialism is carried out by all nations with strong economies

Cultural Imperialism* The practice of promoting or

artificially injecting the culture or language of one nation into another.Imperialism – an association between peoples that intentionally benefits one people over another…..

* Cultural Influence can be seen by the “receiving” culture as either a threat to or an enrichment of its cultural identity*Thus perhaps when judging we should differentiate between a nation that sees itself as superior pushing its culture on other nations and nations that seek to complement or add to their own cultural production