Assignment on Globalization and Cultural Representation

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Running head: GLOBALIZATION AND CULTURAL REPRESENTATION
IMPACT OF GLOBALIZATION ON CULTURAL REPRESENTATION
Name of the Student:
Name of the University:
Author’s Note:

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1GLOBALIZATION AND CULTURAL REPRESENTATION
As stated by George (2018), the concept of globalization had been in use since the
traditional times and it was seen that in the ancient times the individuals related to the different
civilizations used to conduct trade and commerce through the usage of this particular process.
Chiu and Kwan (2016) are of the viewpoint that the process of globalization began to be
extensively used during the Industrial Revolution of England when it was seen that the different
business corporations used the improvement of transportation system and the communication
system for the purpose of enhancing trade and commerce. In simple terms, globalization refers to
the integration as well as the interaction among the people, business corporations and the
governments of the different nations globally (Roach 2017). More importantly, it had been seen
that the process of globalization had transformed the entire world into a global village wherein
business corporations from the different countries of the world are being able to conduct trade
and commerce regardless of the countries to which they belong (Buzdar et al. 2016). An
important aspect of the extensive globalization can be attributed to the fact that it had
significantly enhanced cultural representation or cultural diversity and greatly contributed to
make the world a multicultural one. The purpose of this paper is to undertake an analysis of the
impact of globalization on cultural representation.
Crane, Kawashima and Kawasaki (2016) are of the viewpoint that culture is the
amelioration of the traditions, values, beliefs and other attributes of the people and it
significantly guides the actions or for that matter the decisions made by the individuals. Adding
to this, Tsui and Tollefson (2017) have noted that the attribute of culture is unique to the
individuals or a particular social group and thereby over the years had come to form an integral
part of the identity of the individuals as well. However, the important issue arises since it had
been the people related to a particular social group or for that matter a nation often demean or for
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2GLOBALIZATION AND CULTURAL REPRESENTATION
that matter under-value the cultural values followed by others and on the score of this particular
aspect the individuals who follow different cultural values or cultural traditions than the majority
often have to face a significant amount of discrimination, social deprivation, stigmatization and
other kinds of societal evils as well (Cvetkovich 2018). This in turn had given rise to the
situation wherein it had been seen that some of the cultures of the world have not received
adequate amount of exposure and also negated by the individuals who follow the cultural
traditions which is being followed by the majority of the individuals (Sharifonnasabi, Bardhi and
Luedicke 2019). In this relation, mention needs to be made of the discrimination, stigmatization,
social deprivation and other kinds of societal evils that the indigenous people of the different
nations of the world had to face over the years from the people of the mainland on the score of
the difference in the cultural traditions followed by them (Buzdar et al. 2016). Thus, it can be
said that some of the cultures of the world have failed to get adequate amount of representation
over the years despite being practiced or for that matter followed by a large number of people
since the traditional times.
Price and Chambers (2016) are of the viewpoint that perhaps one of the most important
impacts or the effects of the process of globalization is the fact that it had significantly enhanced
the cultural representation of the different cultures and thereby made a direct contribution to
make the world a multicultural one. Adding to this, Tomyuk et al. (2019) have noted that this
particular contribution made by the process of globalization towards the cultures followed by the
different people becomes more apparent when the business activities or for that matter the
business operations of the diverse business corporations are being taken into consideration. The
business corporations prior to the usage of the concept of globalization used to operate only in
their home nations or for that matter in a particular geographical location only and thereby they
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3GLOBALIZATION AND CULTURAL REPRESENTATION
used to focus on the integration of the culture followed by the majority group of the concerned
geographical area only within the products or the services offered by them (Akinro and
Mbunyuza-Memani 2019). Thus, it was seen that the products or the services offered by these
corporations in the earlier lacked cultural diversity and was intended for a specific cultural
group. However, at the same time it needs to be said that the primary rationale behind the usage
of the concept of globalization by the business different corporations during the Industrial
Revolution was to get the opportunity to sell the surplus goods manufactured by them and
thereby enhance their profitability (Clammer 2019). Furthermore, for the effective attainment of
this particular end the corporations have no other option but to take into account the cultural
values or the cultural traditions followed by their target market along with the integration of their
needs or the requirements within the products or the services offered by them (Saddiqa, Garcia
and Ali 2019). This in turn had given rise to the situation wherein it is seen that the products or
services, marketing or advertisement campaigns and others used by the business corporations are
being designed or for that matter formulated taking into perspective the culture of the customers
whom they are targeting (Kaimann and Del Bono 2020). This had enhanced the representation of
the different cultures of the world which in the earlier times were being under-valued or simply
relegated to the background.
As discussed by Bell, Murdie and Peksen (2019), the impact of globalization on the
aspect of cultural representation also becomes apparent when the contemporary educational
system of the different nations of the world is being taken into account. Alon et al. (2016) are of
the viewpoint that along with the business world the process of globalization had also positively
affected the education industry as well and it is seen that students from the different nations of
the world are presently undertaking international studies so as to get the best possible quality

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4GLOBALIZATION AND CULTURAL REPRESENTATION
education. More importantly, it had been seen that there is a steep increase in the number of
students who are undertaking international studies which had positively affected their national
economy and this in turn had forced the nations to redesign their educational curriculum taking
into account the culture followed by the international studies who undertake study in their
educational institutions (Tsui and Tollefson 2017). In this relation, it needs to be said that this is
completely different from the earlier times wherein it was seen that neither did the students used
to get adequate amount of opportunities to undertake international education nor was the
educational curriculum followed within the international educational institutions a multicultural
one (Price and Chambers 2016). Furthermore, since students from different cultural backgrounds
get the opportunity to study within the same classroom they also develop the competency of
multiculturalism which had directly contributed to make the world a multicultural one.
Moreover, it had been seen that the different international educational institutions are themselves
focusing on the effective representation of the different backgrounds not only within their
classroom but also within the educational curriculum that is being followed by them so as to
reduce the amount of discrimination, stigmatization and the other kinds of societal evils faced by
the students in the foreign nations (Akinro and Mbunyuza-Memani 2019). In the light of these
aspects, it can be said that the process of globalization had not substantially transformed the
educational system but also directly contributed towards the adequate representation of the
different cultures as well.
Crane, Kawashima and Kawasaki (2016) are of the viewpoint that the impact of
globalization on the enhancement of cultural representation on the different cultures of the world
also manifests itself when the business operations of the hospitality industry, tourism industry
and others are being taken into account. Adding to this, Bell, Murdie and Peksen (2019) have
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5GLOBALIZATION AND CULTURAL REPRESENTATION
noted that the services which are being offered by the above mentioned industries are being
designed for a large number of people who are from different cultural backgrounds. This in turn
makes it important for the corporations related to these industries to take into account the cultural
backgrounds of all its customers and thereby design or for that matter formulate its services on
the basis of the same (Sharifonnasabi, Bardhi and Luedicke 2019). Furthermore, it had been seen
that the corporations related to these industries are taking into account the concepts of cultural
competency, cultural awareness and other similar concepts for offering the required services to
the clients and thereby earning their loyalty or satisfaction (Tomyuk et al. 2019). As a matter of
fact, it had been seen that the corporations related to these industries have started to recruit
employees from different cultural backgrounds so as to be able to modify their services as per the
cultural background and thereby offer the clients the best possible quality services (Buzdar et al.
2016). Needless to say, this had not only spread adequate amount of awareness regarding the
different cultural traditions followed by the people but at the same time had helped in the
adequate representation of the various cultures which are being followed by the individuals as
well.
Price and Chambers (2016) are of the viewpoint that the impact of globalization on the
entity of cultural representation also becomes apparent when the workforces of the different
contemporary business corporations are being taken into account. Adding to this, Saddiqa,
Garcia and Ali (2019) have noted that workforce of the the contemporary business corporations
on the score of their global business operations had become highly diverse as well as
multicultural. More importantly, it had also been seen that the different contemporary business
corporations had started to offer extensive attention of their workforce and thereby they ensure
the fact there is adequate representation of all the major cultures within their workforce
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6GLOBALIZATION AND CULTURAL REPRESENTATION
especially the ones which are being followed by its target market (Chiu and Kwan 2016). This
becomes important from the perspective of the business corporations since the cultural insights
offered by these workers from diverse cultural backgrounds are not only being used within the
product or for that matter the service development stage, the formulation of the marketing plans
for influencing the buying behavior of their target market but also within the other important
business processes as well (Kaimann and Del Bono 2020). Furthermore, it had been seen that the
different corporations over the years through the usage of the cultural insights from their diverse
workforce had been able to design or formulate or design the kind of products or services or
marketing campaigns which had directly contributed towards the success gained by them. In the
light of these aspects, it can be said that the adequate usage of the process of globalization had
enabled the corporations to significantly transform the nature of their workplace by facilitating
the adequate representation of all the major cultural backgrounds which in turn had directly
contributed towards the growth or the success attained by them as well.
To conclude, the process of globalization propounded in the 19th century is an important
one which is presently being used by the different corporations for enhancing their profitability
and also the growth attained by them as well. More importantly, it had been seen that an
important contribution that the process of globalization had made can be attributed towards the
fact that it had facilitated the adequate representation of the different cultures which in the earlier
times were relegated to the background. This in turn had greatly contributed to make the
contemporary world a multicultural one wherein the individuals from the different minority
cultures do not have to face any significant amount of discrimination, stigmatization or the other
kinds of societal evils. These aspects of the process of globalization and its impact on the entity
of cultural representation become apparent from the above discussion of the same.

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7GLOBALIZATION AND CULTURAL REPRESENTATION
References
Akinro, N. and Mbunyuza-Memani, L., 2019. Black is not beautiful: Persistent messages and the
globalization of “white” beauty in African women’s magazines. Journal of International and
Intercultural Communication, 12(4), pp.308-324.
Alon, I., Boulanger, M., Meyers, J. and Taras, V., 2016. The development and validation of the
business cultural intelligence quotient. Cross Cultural & Strategic Management.
Bell, S.R., Murdie, A. and Peksen, D., 2019. The Impact of Globalization on Women's and Non‐
Women's Protest. Social Science Quarterly, 100(3), pp.604-619.
Buzdar, A.Q., Abbasi, I., Sargana, T.U.H. and Ahmed, K., 2016. Globalization of Cultural
Patterns and its Impacts on Political Development in Pakistan during 21 st Century. Pakistan
Journal of Social Sciences (PJSS), 36(2).
Chiu, C.Y. and Kwan, L.Y.Y., 2016. Globalization and psychology. Current Opinion in
Psychology, 8, pp.44-48.
Clammer, J., 2019. Globalization and the Transnationalisation of Culture: Implications for
Cultural Rights. In Cultural Rights and Justice (pp. 69-85). Palgrave Macmillan, Singapore.
Crane, D., Kawashima, N. and Kawasaki, K.I., 2016. Culture and globalization theoretical
models and emerging trends. In Global culture (pp. 11-36). Routledge.
Cvetkovich, A., 2018. Articulating the global and the local: Globalization and cultural studies.
Routledge.
George, Y.D., 2018. The globalization of culture and the new civil society. Cultures Of
Politics/politics Of Cultures: Revisioning Latin American Social Movements, p.353.
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8GLOBALIZATION AND CULTURAL REPRESENTATION
Kaimann, D. and Del Bono, M., 2020. The Impact of Cultural Proximity and Digital
Dissimilarity on Cultural Trade. The International Trade Journal, pp.1-23.
Price, T.E. and Chambers, M.L., 2016. Globalization And The Cultural Impact On Technical
Communication. European Scientific Journal, (Special Edition).
Roach, S.C., 2017. Cultural autonomy, minority rights and globalization. Routledge.
Saddiqa, A., Garcia, M.I.M. and Ali, N., 2019. Proliferation of Multi-Cultures Through
Globalization: Is It Promoting the Indigenous Culture or Global Culture?. International Journal
of English Linguistics, 9(2).
Sharifonnasabi, Z., Bardhi, F. and Luedicke, M.K., 2019. How globalization affects consumers:
Insights from 30 years of CCT globalization research. Marketing Theory, p.1470593119887469.
Tomyuk, O., Shutaleva, A., Dyachkova, M., Smolina, N. and Novgorodtseva, A., 2019, July.
Legal Culture and Human Rights System in the Era of Globalization. In " Humanities and Social
Sciences: Novations, Problems, Prospects"(HSSNPP 2019). Atlantis Press.
Tsui, A.B. and Tollefson, J.W. eds., 2017. Language policy, culture, and identity in Asian
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