A Comprehensive Study of Cultural Imperialism and Consequences

This essay examines the transformative effects of globalization on culture, focusing on cultural imperialism and its consequences. It explores the integration of economies and societies, leading to cultural diffusion and the concept of a 'Global Village.' The paper discusses the impact of globalization on cultural diversity, the interplay between local and global forces, and how individuals perceive these changes. It critically analyzes globalization, including the Americanization of culture and the homogenization of consumption through theories like McDonaldisation. While acknowledging critiques of cultural imperialism, the essay also presents counterarguments highlighting the adaptation of local forces and the emergence of glocalization, where universal and particular tendencies blend. The research methodology involves data collection through questionnaires, in-depth interviews, and secondary material, aiming to assess the negotiation between personal and cultural identities in a globalized world.

Running head: CULTURAL IMPERIALISM AND ITS CONSEQUENCES
Cultural Imperialism and Its Consequences
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CULTURAL IMPERIALISM AND ITS CONSEQUENCES
Abstract
This paper is going to examine the various ways in which cultural transforms itself and the
people adapt to the changing environment. The interplay between the agent and the structure
will be explored in the following paper.

CULTURAL IMPERIALISM AND ITS CONSEQUENCES

CULTURAL IMPERIALISM AND ITS CONSEQUENCES
Table of Contents
Introduction................................................................................................................................4
Introduction............................................................................................................................4
Research Aims and Objectives...............................................................................................4
Research Questions:...............................................................................................................4
Literature Review.......................................................................................................................5
Critical understanding of Globalization.................................................................................5
Supporters of Globalization...................................................................................................6
Research Methodology...............................................................................................................7
Data Collection Method.........................................................................................................7
Sample Size............................................................................................................................7
Ethical Issues..........................................................................................................................7
Research Limitations..............................................................................................................7
Gantt chart..............................................................................................................................7
Expected Outcome.................................................................................................................8
References..............................................................................................................................9
Introduction
Introduction

CULTURAL IMPERIALISM AND ITS CONSEQUENCES
With the onset of globalisation and increased urbanization there has been a deep
impact on the cultural aspects of the people all over. Globalization typically refers to the
process where different economies and societies become closely integrated and connected
with each other. This kind of close connection with the unit does away with the political
boundary and results in cultural diffusion (Maguire 2015). “Global Village” as the term
represents refers to simplifying of the whole world into a single unit, representative of a
village (Wellman 2018). Marshall McLuhan has coined this term and he based his concept on
the idea of increased use of electronic media. The increased use of electronic media has led to
the increase rate of cultural exchange thus it reduces the extent to which cultural attributes
tends to predominate in a particular territory. This results in the disembeddedness of culture
and people turn into migrating commodities. This paper is going to describe the impact of
globalization on culture and the possible consequences.
Research Aims and Objectives
The purpose of this research is to explore the extent to which cultural practices of the
people have transformed over time. The objectives of this research are as follows:
 To explore the cultural diversity in the age of globalization
 To explore on the local and the global forces of cultural mobilization
 To comprehend the present sense of cultural reality experienced by people and macro
forces underplaying it.
Research Questions:
1) In what way the cultural diversity is existing in the age of globalization.
2) How are local and global factors dissecting each other to produce newer version of cultural
hegemony?
3) In what ways do people comprehend these changes?

CULTURAL IMPERIALISM AND ITS CONSEQUENCES
Literature Review
Critical understanding of Globalization
According to the 21st century, international migration has touched the lives of people
more than ever. Globalization has triggered greater mobility and has resulted in the
qualitative change in the pattern of migration. The migration of people from one place to
another also constitutes the Cultural Diffusion, as the person is the carrier of their own
culture. This brings the notion of Cultural Globalization where, there is transmission of
ideas, meanings and values and this process is marked by advancement of electronic media
network and transportation. In this form of globalization, there is dominance of a particular
form of culture, which threat the existence of indigenous culture (Pieterse 2015). Popularly
known as the Americanization of the world, critiques has been blamed globalization for
having the perishing impact on the indigenous or micro culture. Radical critiques of
homogenization of world culture refers American-led globalization as “cultural imperialism”.
This form of cultural imperialism implies the eroding of local and regional cultures where the
American-value system is imposed in every corner of the lifestyle (Azizi et al 2011). This
makes globalization as another form of re-colonization of cultures where there is the
dominance of the American Capitalists. The homogenization of culture is top-down model,
which is imposed on the multifarious level of cultural practice all over the world. This kind of
assimilation not only happen in the arena of acting, living and thinking but also in what we
are consuming. The best example that state the Macdonalization propounded by George
Ritzer. According to this theory, consumption is also mechanised and systematised to do
away with any scope of irrationality. According to Macdonalization, there are four features
that dominated the arena of consumption, which is also influenced by the fast food

CULTURAL IMPERIALISM AND ITS CONSEQUENCES
movement. Predictability, calculability, efficiency and control and fifth and the summarizing
point of McDonalization is irrationality of rationality (Dorsey and Ritzer 2016.). Another
theory propounded by Bauman deals with the new age modernity that does away with
anything that is rigid or constrains mobility (Best 2018). His idea of liquid love also shows
how the culture is becoming more and more malleable to the extent that it is defying
heaviness.
Supporters of Globalization
However, on the contrary the proponents of globalization does not hold any similar
view they try to show that how local forces are not passively imbibing the global forces they
also try to make adjustment into it. Thus, there is the presence of both the global and local
factor that leads to transformation of culture. The hegemonic role of the global force
premised on the American value system only influence the local standards thus it creates a
salad bowl of cultural artefacts. Multinational Companies and the increasing presence of
Trans-national Companies colonised the indigenous market and provided a great challenge to
the local businesspersons. It must be noted that due to the presence of various cultural barrier
a business may not run successful. Thus, they need to adapt to their country-specific cultures
and the Multinational Companies need to mould their style of business. In this way they
become the active proponent of glocalization where there is a presence of both universalizing
and particularizing tendencies. For instance, in Hong Kong one can order Seaweed shake
shake fries, or in India there is veg version of Aloo Tiki Burger. Thus the traditional form of
culture is no longer contained in the particular region there is a constant negotiation that are
taking place in Micro to Chronosphere, creative hybrid form of cultures (Papastergiadis
2018). Cultures in its pure sense cease to exist because it is influenced in various levels and
thus they produces mushrooming hybrid cultural forms.

CULTURAL IMPERIALISM AND ITS CONSEQUENCES
Research Methodology
Data Collection Method
The data for this research will be collected by using questionnaire and in-depth
interview along with audio-visual aids. This research will be based on the qualitative aspect
of the multifarious lifestyles of the people. Secondary material will also be used for
enhancing the understanding of the subject.
Sample Size
Sample size will be 100-200 and quota sampling will be preferred.
Ethical Issues
Assurance of no mal practices and proper ethical conduct has been maintained in the
entire research.
Research Limitations
The possible research limitations will be that of time and money and access to data was also
serving as obstacles.
Gantt chart
0-2 3-6 7-8 9-10 14th
Research
Activities
Weeks Weeks Weeks Weeks Week

CULTURAL IMPERIALISM AND ITS CONSEQUENCES
Research topic
selected
Review Of Literature
Data collection
Techniques
Data analysis
Final Outcome
Fig 1. Gantt chart
Source: (Created by the Author)
Expected Outcome
The expected outcome of this research will vary with the actual outcome. However, the
pronounced nature of the personal and cultural negotiation can be assessed for a better future.

CULTURAL IMPERIALISM AND ITS CONSEQUENCES
References
Azizi, F. and Noruzi, M.R., 2011. Globalization and Policy Making; what capabilities and
competencies should policy makers obey in globalization?(Market
orientation). Globalization, 1(2).
Best, S., 2018. Liquid Love: Zygmunt Bauman’s thesis on sex revisited. Sexualities,
p.1363460718795082.
Dorsey, E.R. and Ritzer, G., 2016. The McDonaldization of medicine. JAMA
neurology, 73(1), pp.15-16.
Drori, G.S., 2018. Glocalization: A Critical Introduction.
Maguire, J., 2015. Assessing the sociology of sport: On globalization and the diffusion of
sport. International Review for the Sociology of Sport, 50(4-5), pp.519-523.
Papastergiadis, N., 2018. The turbulence of migration: Globalization, deterritorialization and
hybridity. John Wiley & Sons.
Pieterse, J.N., 2015. Globalization and culture: Global mélange. Rowman & Littlefield.
Wellman, B., 2018. Networks in the global village: Life in contemporary communities.
Routledge.