Globalization inevitably leads to a homogenous 'world' culture and the Essay

Globalization inevitably leads to a homogenous 'world' culture and the erasure of local richness. Discuss using a variety of examples from your research into cu - Essay Example external manifestations of globalization which have been the focus of criticism are (a) cultural imperialism (b) Americanization and (c) McDonaldization. This may be noted specifically in the European countries where the cultural and linguistic diversity of this small geographical area is increasingly being made vulnerable to the dominant influence of American culture and values. Critics of globalization argue that it leads to a homogenization or hybridization of cultures, so that the rich diversity of local culture and traditions may be irretrievably lost. (Nederveen Pieterse 1995; Robertson 1995). The end of the Cold War, symbolized by the disintegration of the Soviet Union has resulted in the emergence of a new global era (Meyer et al 1997, p 174) where the competition between the former super powers is being replaced by a consumer driven social, political and economic scenario. (Freidman, 2000). The bureaucratic, tightly controlled economies of the Cold War era have yielded to free trade. The Berlin wall came down and so did the trade barriers between countries, opening up the doors to technological advancement and an age of communication where the Internet has revolutionized the availability of information, creating a knowledge based economy.(Thurow 2000, p 116). Information is the new mantra that spells success in the modern world .(Shapiro and Varian, 1999). Intellectual capital is important and the use of business worldwide webs spells power. (Lynn 2000; Bernhut 2001). The Internet has been described as â€Å"a decentralized, global medium of communication comprising a global web of linked networks and computers.† (Thurow, 2000, p 116). It enables instant communication across geographical boundaries and thereby has fostered the growth of an era of capitalism and consumerism, where the focus has shifted to economic interests, with political, social and cultural aspects being subordinated to the dominant capitalist trend. This has produced the phenomenon