In "Glocalization:Time-Space and Homogeneity-Heterogeneity" sociologist Roland Robertson suggests
replacing the concept of globalization with the concept of
"glocalization". In using "glocalization" rather than
globalization Robertson wishes to blur the boundaries between the local and the
global. Former views in sociology saw globalization as a contrast between the
local and the global as theorized it in terms of action-reaction patterns.
Robertson offers instead to see the local itself as one of the aspects of
globalization. For example, the search for "home" and
"roots" are a counter reaction to globalization but rather a need
structured by it.
One
of the ramifications of using the term glocalization instead of globalization
is that claims of homogeneity of culture under globalization lose ground. Even though
intercultural ties are increasingly fastened throughout the world Robertson believes
that we are definitely not heading for a united human culture. The reason is
that in glocaliztion these ties and influences are selected, processed and
consumed according to the local culture's needs, taste and social structure.
The
shift from globalization to glocalization is also a shift in historical perspective.
While many researchers position globalization in the second half of the 20th
century, Robertson prefers to see it as modern phenomenon which can be traced back
to the 19th century and even before, like the rise of the nation
state, standardization of time, the emergence of international exhibitions and
more. Robertson holds that these examples show how global processes are local
processes and vise verse starting already with the 19th century and
modernity.
In short,
the term glocaliztion means that trends of homogenization and heterogenization
coexist throughout the modern age. According to Robertson the use of the term
glocalization means that it is local culture which assigns meaning to global
influences, and that the two are therefore interdependent and enable each
other.
See related summaries:
Arjun Appadurai – Disjunction and Difference in the Global Cultural Economy
The Clash of Civilizations - Samuel Huntington
The Clash of Civilizations - Samuel Huntington
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