Globalisation and the Homogenised Society
This paper discusses the topic of globalisation and its effects on culture. Specifically, the question asked is: Does globalisation necessarily lead to a homogenised culture? In order to attempt an answer to that question, it is important to understand what exactly is being spoken of when one uses the word ôglobalisation.ö For the purposes of this paper, the word is taken to mean the effective Americanisation of culture throughout the world. Thus, globalisation is not only the rationalisation of the spread of goods and services in a multinational universe but also the attempt at creating a hegemony when it comes to the spread of a particular cultural message.
At the present time, this paper argues that the effects of the Americanisation of global culture have been extremely powerful. However, the resistance to a homogenised culture has also been great. This is especially true at the present time when American foreign policy and its increased isolation from the rest of the world no longer make it the idealised dreamland paradise that it has long made itself out to be.
On the other hand, there is another side to this process of globalisation, a side that Ritzer so eloquently argued for in his classic book The McDonaldization of Society. Ritzer argued that, no matter what happens to any particular firm, the idea of McDonaldisation is here to stay. In fact, this societal process ôwill continue, almost certainly at an accelerating rateö (Ritzer, 2002, p. 257).
Tentatively, this paper answers the original question by arguing that the process is no longer as simple as McDonaldisation. Globalisation is no longer a monolithic force and can now mean a number of competing elementsùNorth American, European Union, Chineseùall vying for the same world cultural pie. Thus, while a homogenised world culture may indeed be the final product as these various cultures blend, that cult...