The Dynamic of Local and Global Culture

GAME:
2 PICS, 1 PERSON
ANSWER: FRIEDMAN
ANSWER:BARBER
ANSWER:PIETERSE
Dynamics of Local and
Global Culture
Media as a
drive for
Global
Integration
Mary Ann Agan
Media as a drive for Global Integration
The media industry is, in many ways, perfect for

globalization, or the spread of global trade without regard
for traditional political borders. As discussed above, the low
marginal costs of media mean that reaching a wider market
creates much larger profit margins for media companies.
Because information is not a physical good, shipping costs
are generally inconsequential. Finally, the global reach of
media allows it to be relevant in many different countries.
Media is largely a cultural product, and the transfer of

such a product is likely to have an influence on the
recipient’s culture. Increasingly, technology has also
been propelling globalization. Technology allows for
quick communication, fast and coordinated transport,
and efficient mass marketing, all of which have allowed
globalization—especially globalized media—to take
hold.
For Example, James Cameron’s 1997 Movie Titanic, it

becomes the highest grossing film of all time twice as it
made domestically and because of the American
Culture showed in the film, some audiences adopted
some American Norms by watching the film.
Therefore, Media had a big contribution on enhancing
the global village the globalization is promoting.
The
dynamics
of Local
and Global
Culture
Alondra
Formentera
Dynamics of Local and Global Culture
Globalization is a process that develop international

influence on a bigger scale.
According to Friedman and Pieterse (2000)
Globalization is a inevitable force.
In addition, Barber (1996) stated that this force can
cause possibilites in interest positively or negatively.
The intensity of Dynamics in terms of Local-Global Culture

seeks direction that expands success and growth and local
communities needs to be integrated in global system.
Globalization proposes rational alternatives for

development while increasingly recognizing the need to
change in global policies, governance, and the way of life in
order to create a global village.
Local and Global culture is having conflicts with each other

but Local and Global culture needs each other simply
because there is an important relationship between them.
Because Local Culture enables the presence of Global
Culture and the Global culture requires the local culture
recognition.
Therefore, Local and Global culture improves many
aspects in this contemporary world in order to create a
global community.
Global Flows of culture tend to move more easily

around the globe than ever before, especially through
non-material digital forms.
There are three perspective on global cultural flows.
These are differentialism, hybridization, and
convergence.
3 Perspectives
in Global
Cultural Flows
Hashley Jay Ante
Cultural differentialism
- Emphasizes the fact that cultures are
essentially different and are only
superficially affected by global flows.
- The interaction of cultures is deemed
to contain the potential for
“catastrophic collision”.
For Example:
• There are cultural differences attributable to employees’
generations. A diverse workplace includes employees
considered traditionalists, baby boomers, Generation X,
Generation Y and Millennials. Each generation has distinct
characteristics. For example, employees considered baby
boomers tend to link their personal identity to their
profession or the kind of work they do. Baby boomers are
also characterized as being committed, yet unafraid of
changing employers when there’s an opportunity for career
growth and advancement. Employees considered belonging
to Generation Y, on the other hand, also value professional
development, but they are tech-savvy, accustomed to
diversity and value flexibility in working conditions.
Cultural hybridization
- approach emphasizes the integration
of local and global culture(Cvetkovich
and kellner, 1997).
- A key concept is “glocalization” or the
interpenetration of the global and local
resulting in unique outcomes in different
geographic areas (Guilianotti and
Roberson, 2007, p.133)
For Example:
In canada, they speak english as well as
french. In one country, two languages are
the main language; that is
an example of cultural hybridization. Some
African countries speak french and mix it in
with their native language, creating
something new. Language is just
one example of cultural hybridization.Sep
26, 2011
Cultural convergence
- Culture are deemed to be radically
altered by strong flows, while cultural
imperialism happens when one
culture impose itself on and tends to
destroy at least parts of another
culture.
Cultural convergence
- One important critique of cultural
imperialism is Jhon Tomlinson’s idea
of “ deterritorialization” of culture.
- Deterritorialization means that it is
much more diffecult to tie culture to a
specific geographic point of origin.
For Example:
• Technology enables people from different
countries to have immediate access to new
ideas and cultural identities. Small and large
businesses across the globe use the Internet
to interact with a wide customer base.
Adapting to customer interests and needs is
a business necessity. The use of technology
such as computers, cell phones and the
Internet encourages global communication
and provides opportunities for a fast-
changing and evolving cultural experience.
Processing
Questions
Processing Questions:
• Which among the three perspectives on global

cultural flows can explain the reality of today’s global
cultures? Why or why not?
• Which perspective can best explain the Philippine
culture amidst globalization?
Answers
Answers:
It depends on the aspect of the culture that one is

looking at. There are aspects that are highly different
such as race and ethnicity; others are becoming more
similar like the influence of Hollywood in film-making;
and there are those that are hybrids such as the local
versions of foreign cuisines.
Answers:
We can see hybridization in many elements of Filipino

culture like in music and food. We create local covers of
the music of foreign artists or add a different flavor to
foreign recipes. However, differentialism and
convergence can also be observed in Philippine society.
Summary
Ydrille Lorenzo
Summary
• Media as a great contribution in Global Integration

• Local Culture and Global Culture need each other to create and
develop global village.
• The effects of globalization to culture can be explained using the
three perspectives namely differentialism, convergence, and
hybridization.
• Differentialism emphasizes heterogeneity.
• Cultural hybridization stresses integration of cultural elements.
• Convergence focuses on homogeneity.
References:
• https://awanthropology.wordpress.com/2011/09/26/cultural-
hybridization/#:~:text=In%20canada%2C%20they%20speak%20english,one%20example%20o
f%20cultural%20hybridization.
• https://smallbusiness.chron.com/examples-cultural-differences-workplace-11494.html
• https://open.lib.umn.edu/mediaandculture/chapter/13-6-globalization-of-media/
• https://www.theclassroom.com/learn-english-fun-way-7873128.html
• file:///C:/Users/OWNER/Downloads/13-WeschAOBH_Cool-1.pdf
Thank you
and God
Bless
Psalms
126:5

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GAME:

The media industry is, in many ways, perfect for

Media is largely a cultural product, and the transfer of

For Example, James Cameron’s 1997 Movie Titanic, it

Globalization is a process that develop international

The intensity of Dynamics in terms of Local-Global Culture

Globalization proposes rational alternatives for

Local and Global culture is having conflicts with each other

Global Flows of culture tend to move more easily

• Which among the three perspectives on global

It depends on the aspect of the culture that one is

We can see hybridization in many elements of Filipino

• Media as a great contribution in Global Integration

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