Globalization In America

With globalisation, cultures now can be shared across borders. Globalisation is often likened to the spread of Western cultures as most people experience the onslaught of Americanisation through the material goods they consume on a daily basis. However, it is often taken for granted that people, being social beings, do not always accept such cultures blindly. In fact, rather than completely adopting cultures that they come into contact with, people often create meanings through adaptation by adding local features to foreign cultures they are exposed to. Sometimes, unfamiliar cultures may also be rejected by people in bid to protect and preserve their own cultures. In the new era of globalisation, people have become much more concerned about …show more content…
(WHO, n.d) People of different geographical locations are more connected now than they have ever been. Powerful and influential countries have taken advantage of such sense of interconnectedness to impose their cultures on other countries through the flow of goods and services. America, for one, has been actively spreading its culture across the globe living her prints everywhere since the beginning of globalisation. Globalisation is often considered Westernisation because aspects of ‘the West’ can be found all around the world today –from the consumer culture of Western capitalism (with cultural icons such as McDonald’s, Coca-Cola, Levi Jeans and Starbucks), the spread of European languages (such as English), styles of dress, eating habits to TV viewing habits. (Tomlinson, 2002) Hence, an overly simplified notion that a monoculture will eventually emerge has been adopted by many. As many believe that upon being exposed to such western cultures, nation-states and individuals are likely to adopt it while completely abandoning their own …show more content…
Yet as individuals are being exposed to such diverse cultures, they have the choice to decide which cultures, whether local or alternative, they would like to incorporate into their own lives. Cowen claims that cross cultural trade does not eliminate difference altogether but instead liberates difference from the constraints of the place. Individuals then have become more different as their societies become more similar. (Cowen, n.d) As such, a country that is exposed to cultures from America, Europe or Asia could have individuals choosing to consume from each category instead of all conforming to one. For instance, music industry all over the world is extremely diverse. Even though American music is widespread and dominates majority of the global music scene, alternative forms of music such as K-Pop and J-Pop, are also well received. Individuals now not only has to consume American music, but can choose to support other forms as well. Hence globalisation only creates similarity between countries by offering individuals of different geographical locations many similar diverse options. The homegenisation brought about by globalisation is only superficial as it is limited to material level and consumer goods. (Firouzeh, n.d, p. 235) Beyond this consumerist culture and homogenised goods consumed all