Cultural Dimension of Globalization

This article explores the cultural dimensions of globalization and its impact on cultural diversity. The author argues that globalization is paving the way for a homogenized popular culture rather than promoting cultural diversity. The article also discusses the role of global media in shaping people's minds and desires and the dominance of the English language in the world.

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CULTURAL DIMENSION OF GLOBALIZATION
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Cultural globalization is the expansion and the intensification of the flow of culture
across the globe. Cultural globalization is not a new and has existed for a very long time
however with the advent of technology in the recent years and the internet dominating the
world, cultural transmissions has exceeded and has circulated rapidly across the globe.
The author, Steger in chapter 5 talks about the cultural dimensions of globalization
and in this chapter the author explores three important themes of globalizations that are
frequently asked and provides a concrete argument about each theme with examples that
support his argument.
The author here argues that the global culture is paving way for a homogenized
popular culture rather than bringing cultural diversity. He states, rather than exploring
different cultures people are following the westernized American culture. He states that
westernized lifestyles and norms are influencing vulnerable cultures however the
homogenization of culture is evident in the dominant countries as well and has supported this
by providing with the example of the expansion and demand of the fast food chain
McDonalds stating that this chain has been dominating the entire world including the pioneer
of the western culture America (Steger, 82). The author puts forth the argument the opinion
of both the pessimistic and optimistic globalizers where the pessimist state how the global
capitalists are making same global products for the expansion of their business calling it
unethical however the optimistic find the good in the sameness in culture stating that it has
expanded the free market and democracy (Steger, 83). This has fostered new communication
and new expression among people.
Here the author states that global media has a huge role to play in the spreading
popular culture. With global TV shows and senseless advertisements, media houses are
helping in structuring and shaping the minds and the desires of people. The dominance and

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the power of big media conglomerates have negatively impacted the independent and small
books, newspapers, radio stations and movie theatres (Steger, 88). This has however brought
a new change in the educational programs and news broadcasters. The partnership of
entertainment and news companies are becoming common. This part of the cultural
globalization has attacked the professional independence of journalism.
Globalization promotes cultural diversity and the use of different language however,
researches have stated that there are very few languages that are significantly growing and
many other languages are being sidelined and not given much importance. The
westernization has paved way for the dominance of English language in the world (Steger,
89). According to research the world has dropped many spoken languages that is a result of
culture in the time of globalization (Steger, 91).
The author with significant examples and research has stated global culture is paving
way for sameness and is hardly promoting cultural diversity in the world. Global culture is
being highly influenced by the western culture and is paving way for a homogenized popular
culture. Global culture is playing a huge role in transforming the world in becoming same
rather than promoting and enhancing diversity in the world.

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Work cited
Steger, Manfred B. Globalization: A very Short Introduction 4th ed. Oxford: OUP, 2017.Print.