Roland Robertson's Concept of Glocalization - definition

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 20^th century, Robertson prefers to see it as modern phenomenon which can be traced back to the 19^th 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 19^th 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

Disjunction and Difference in the Global Cultural Economy -  Arjun Appadurai

Benedict Anderson - Imagined Communities

Jihad vs. McWorld / Benjamin Barber

The End of History and the Last Man / Francis Fukuyama

End of History vs. Clash of Civilizations debate

Hardt and Negri - Empire

Globalization from Below: The Other Side of the Map

Roland Robertson on Globalization in "Glocalization: Time-Space and Homogeneity-Heterogeneity "– Summary and review

Roland Robertson's "Glocalization: Time-Space and Homogeneity-Heterogeneity" is a theoretical article which looks at the concept of globalization through the way it is deliberated in the sociological field. Robertson's agenda in "Glocalization: Time-Space and Homogeneity-Heterogeneity" is to show the weakness of contemporary theories of globalization. Robertson's "cure" for this discursive problem is not through a better definition or more elaborate theory of globalization, but rather its replacement with the concept of "glocalization".

Robertson opens "Glocalization: Time-Space and Homogeneity-Heterogeneity" with the semantic definition of globalization which sees it as a process and not a fixed and resolved state which has clear characteristics. Viewing globalization as  a process means in a sense viewing the world as becoming global as Robertson shows how sociologists tend position local culture in an inferior position to the rising global culture under globalization.

Robertson hold that the vagueness which characteristics sociological discourse on globalization arises in part from the concept of globalization itself, and offers to replace the view of it as a process for a view of it as a condition or a trait of culture which is characterized by globalness.

Although Robertson was one of the first to introduce the concept of globalization into the sociological discourse in "Glocalization: Time-Space and Homogeneity-Heterogeneity" he suggests replacing it with the concept of "glocalization" – a term borrowed from the Japanese business world which refers to the process of adopting and fitting foreign products to meet the needs and taste of the local market. Paradoxically, Robertson in a sense argues that globalization is in actual fact a local phenomenon, and that the worldwide exchange and fusion of culture is always done in local terms. On the other hand, Robertson holds that what is conceived as the local is in actual fact global, like for example of the idea of the nation state which is a global idea. For these reasons, Robertson holds that global culture and local culture are not two opposing forces at odds, as the term "globalization" might suggest, but rather see them as working together, as the term "glocalization" might suggest.

See also: Jihad vs. McWorld / Benjamin Barber

Arjun Appadurai – Disjunction and Difference in the Global Cultural Economy

The Clash of Civilizations - Samuel Huntington

Disjunction and Difference in the Global Cultural Economy -  Arjun Appadurai

Benedict Anderson - Imagined Communities

The End of History and the Last Man / Francis Fukuyama

End of History vs. Clash of Civilizations debate

Hardt and Negri - Empire

Get the book, get smarter: