The idea of globalisation surrounds the idea of interconnectedness within the world and between nations, particularly facilitated through technology.
The global communication environment is media saturated and offers information overload and access to a virtual global community. (Khorana 2014)
However, although there has been benefits to connecting on a global scale, there is also a potential loss of meaningful interpersonal communication and traditional communities, languages and value systems. O’Shaughnessy and Stadler explain “Globalisation could lead to the homogenisation of world cultures, or to hybridisation and multiculturalism.”
There are five dimensions of global cultural flows, as explored by Appadurai. These are Ethnoscapes – the shifting landscape of tourists, Financescapes – the global flow of capital, Technoscapes – the global configuration of technology and Mediascapes and Ideoscapes – distribution of electronic capabilities to produce and disseminate information and the images of the world created by these media. These five scapes are all interconnected each affect nations.
Through these scapes and globalisation, the idea of ‘cultural imperialism’ forms. This concept refers to the “domination of traditional cultures and the intrusion of Western culture and values” (Khorana, 2014) spreading globally through the dissemination of cultural products. For example, American popular culture, which is especially evident in the influence of Asian media such as Bollywood films (Khorana 2014).
Thus, it’s clear that globalisation has both positives and negatives, connecting nations and building relationships between these nations, however too much influence from dominating cultures, has the potential to change others.
Appadurai, A 2010, Disjuncture and Difference in the Global Cultural Economy, University of Minnesota press, Minnesota.
Khorana, S 2014, ‘Globalisation,’ lecture Powerpoint slides, BCM111, University of Wollongong, viewed 14 October 2014