What this lesson teaches
I can explain how globalisation spreads culture and can make cultures more alike or blend them.
Syllabus K336, Issue 3, Guiding Question 3, Cultural impacts of globalisation. Spread of culture
Make a guess
Malls in many cities now have the same global brands, such as Uniqlo and McDonald's. What do you think this does to city life?
- People in those cities now share one culture in their beliefs and customs too.
- Each city becomes more different from the others.
- Cities start to look and feel more alike than before.
Show the answer
Cities start to look and feel more alike than before.
This growing similarity is cultural homogenisation. Wide distribution and familiar brands lead people everywhere to buy similar things.
Cultural homogenisation is when cultures around the world become more alike, sharing the same products and tastes.
Picture cinemas in three countries that once showed quite different films. Now one distributor supplies the same popular film series to all three, and those films fill more of their screens. Viewers everywhere increasingly see similar entertainment.
This growing similarity is called cultural homogenisation. Wide distribution, repeated advertising and familiar global brands encourage people in different countries to watch, buy and do similar things. Fast-food chains and global fashion brands are other examples.
Shared interests can make products familiar and connect people across borders. But when a few global products dominate attention, smaller local creators and traditions may get less space. Whether this causes a lasting decline needs further evidence.
Similarity in one area does not make whole societies identical. People who watch the same films still speak different languages, keep different customs and understand the films in their own ways.
- Homogenisation
- Cultures becoming more alike.
- Causes
- Global brands, heavy promotion, the same products everywhere.
- Limit
- Similar tastes in one area do not make societies identical.
Real examples to use
English as a global language
English is widely used for business, the internet and entertainment, so people in many countries learn and use it.
Same shops everywhere
Shopping malls in many cities now have the same global brands, such as Uniqlo, H&M and McDonald's. City life starts to look more alike.
Worked example: The same playlist everywhere
A music app promotes the same playlist in several countries. After two years, the most-played songs in those countries look more alike. Local musicians still make and share music.
- Promotion makes listening habits more similar.
- That is homogenisation in music.
- Local music still exists, so it has not disappeared. The finding is only about listening habits: to claim dilution, check whether fewer people play, hear or learn local music.
Watch out for this
If people buy the same products, they have the same culture in every way.
Shared products are one part of culture. Language, customs and values can remain different.
Check your understanding
Which is an example of cultural homogenisation?
- The same coffee chain and pop songs becoming popular in many countries.
- A local band mixing traditional drums with electronic music for a festival.
- A community teaching its traditional dance to children at weekend classes.
Show the answer
The same coffee chain and pop songs becoming popular in many countries.
Right. Tastes become more alike across societies.