Showing posts with label globalization. Show all posts
Showing posts with label globalization. Show all posts

Monday, July 26, 2021

Simple Definition of McDonaldization

Definition: McDonaldization is the process of approval , standardization and depersonalization of goods and production . The term was introduced by sociologist George Ritzer in his essay The McDonaldization of Society to describe the hyper- phenomenon rationalization of contemporary global society, inspired by the economic and productive model of the chain multinational of fast food McDonald's : it presupposes the reproducibility Universal of principles of efficiency, calculability, predictability and control, through the replacement of the human workforce with that of non-human technologies.

Strictly speaking, McDonaldizing means developing inexpensive restaurants conceived as assembly lines, easy to export to other places through the sale of rights of use or royalties (share in the profit).

Inspired by the work policy implemented by the company fast food McDonald's in various parts of the world, this phenomenon is linked to the concepts of globalization and Americanization : the worldwide spread of the production system of capitalist industry has generated a large amount of standardized goods and economically accessible to a growing consumer audience . At the same time we are witnessing the expansion of American ideas, customs, social models, industry and capital around the world, producing a global cultural flattening.

Like the sociologist Max Weber , Ritzer also identifies the risk of irrationality in the process of rationalization of McDonaldization: among the main effects of the phenomenon are the alienation of workers and the dehumanization of work, consumers and relationships.

Dimensions/Principles of McDonaldization According to Ritzer - Summary

In his famous article The McDonaldization of Society Ritzer identifies four rationalizing dimensions or principles of McDonald's that contribute to the McDonaldization process:

1. Efficiency: McDonalds offers products quickly and easily without depositing an excessive amount of money. The "McDonalds model" and therefore McDonalds operations follow a predesigned process leading to a specified end, using productive means. The efficiency of the McDonalds model has infiltrated other modern services such as online tax filing, easy weight loss programs, The Walt Disney Company FASTPASSes and online dating services.

2. Calculation:America has grown to connect the quantity of a product with the quality of a product and that "bigger is better." According to Ritzer the "McDonalds model" is influential in this conception because it provides a lot of food for not so much money. While end products fuel the connection between product quantity and quality, so does McDonald's production process. Throughout food production, everything is standardized and highly calculated: the size of the meat patty, the number of fries per order, and the time spent on a franchise. The high computing power of the McDonalds franchise also extends to academics. It is thought that academic experience, in high school and higher education, can be quantified in a single number, the GPA. What's more, calculability leads to the idea that the longer the resume or list of degrees, the better the candidate will be, during an application process. In addition to academics who are affected by McDonaldization in society, sports, especially basketball, have also been affected. It used to be that basketball was a more relaxed and slow game, but through the creation of fast food and McDonalds, a shot clock was added to increase not only the speed of the game, but also the number of points scored. especially basketball have also been affected. It used to be that basketball was a more relaxed and slow game, but through the creation of fast food and McDonalds, a shot clock was added to increase not only the speed of the game, but also the number of points scored. especially basketball have also been affected. It used to be that basketball was a more relaxed and slow game, but through the creation of fast food and McDonalds, a shot clock was added to increase not only the speed of the game, but also the number of points scored.

3. Predictability:Related to calculability, customers know what to expect from a certain producer of goods or services. For example, customers know that each McDonald's Big Mac is going to be the same as the next; There is an understood predictability to the menu, as well as the overall experience. To maintain the predictability of each franchise, there must be "discipline, order, systematization, formalization, routine, consistency and a methodical operation." The predictability of the McDonalds franchise also appears through the golden arches in front of each franchise, as well as the scripts employees use on customers. The Walt Disney Company also has regulations in place, such as a dress code for men and women, in order to increase the predictability of each amusement park or Disney operation. Predictability has also extended to movie and TV show sequels. With every movie sequel the plot is predictable and usually follows a preconceived pattern.

4. Control:McDonald's restaurants pioneered the idea of ​​highly specialized tasks for all employees to ensure that all human workers are operating at exactly the same level. This is one way to keep a complicated system running smoothly; Rules and regulations that make efficiency, calculability and predictability possible. Often, the use of non-human technology, such as computers, is used. McDonalds food is already "pre-prepared", the potatoes are already cut and processed, they only need to be fried and heated, and the food preparation process is monitored and tracked. Computers tell managers how many burgers are needed at lunchtime and other rush hours and the size and shape of pickles, Just as the amount to go on a hamburger is managed and controlled. The control aspect of McDonaldization has spread to other companies, Sylvan Learning and phone operating systems, and even birth and death. Every step of the learning process at Sylvan, the U-shaped tables and instruction manuals, is monitored, as is every step of the birthing process, in today's hospitals, and the dying process.1​

McDonaldization is profitable, desirable, and at the forefront of technological advancements. Many "McDonald's" aspects of society are beneficial to the advancement and improvement of human life. Some claim that rationalization leads to "more egalitarian" societies. For example, supermarkets and large grocery stores offer variety and availability unlike small farmers markets of past generations. The McDonaldization of the company also allows operations to be more productive, improve the quality of some products and produce services and products at lower cost. The Internet has provided countless new services to people that were previously impossible, like checking bank statements without going to a bank or being able to buy things online without leaving the house. These things are all positive effects of the rationalization and McDonaldization of society.

However, McDonaldization also alienates people and creates a disenchantment with the world. The growing normalization of society dehumanizes people and institutions. The "assembly line" feel of fast food restaurants is transcending many other facets of life and leading humanity away from previously human experiences. Through the implementation of machines and computers in society, human beings can begin to "behave like machines" and thus "be replaced by machines." 



Saturday, September 16, 2017

Clash of Civilizations explained

Samuel Huntington's "The Clash of Civilizations and the Remaking of World Order" (1996, based on a lecture from 1992) argues that after the age of big ideologies (Liberalism, Marxism, Fascism etc.) contemporary international relations will be determined by cultural and religious identities. Huntington argues (in the mid 90's) that future great wars will be fought not between countries but cultures or civilizations, starting with the clash between The western civilization and the Islamic world.

Huntington's Clash of Civilizations is a response to Francis Fukuyama's "The End of History" where he argued, based on Hegel, that the fall of the Berlin Wall marks the last stage of human development and conflict with the victory of western liberalism. Huntington agrees that ideology indeed reached its end as the power that drives global politics but argues that it is only replaced by the cultural, not ideological, aspects of identity. This, according to Huntington, will make civilizations the most important factor in analyzing contemporary historical events and processes.       

In "The Clash of Civilizations" Huntington divides the world into several civilizations:

The Western civilization. Christian Europe, North America and Australia.

The Muslim civilization. The Islamic Middle east, North Africa, parts of Asia, parts of the Balkans, Malaysia and Indonesia. 

Latin American civilization. Central and South America and the Caribbean.

The Orthodox civilization. Former Soviet union and parts of Eastern Europe.

The Eastern civilization. Southeast Asia including China, India and Japan.

The Sub-Saharan civilization. Most of Africa south of the Sahara.

(Note that this is a summary, Huntington goes into greater detail and specification of the regions and countries that belong to each civilization.

According to Huntington these civilizations differ fundamentally in almost every aspect of life and culture, with religion being a key factor. People in the modern era are uprooted from their local, even national, communities and this is why civilizations plays a bigger role in identity.  

According to Huntington globalization is bringing these civilizations into closer contact, a process that will result in clashes. The Western civilization is pivotal here, since its power is actually what drives other civilizations (and the western civilization itself) to seek ways to consolidate their identity against globalization pressures originating in the west.  Huntington  therefore thought that the next big global clash will be between the Western and Islamic civilizations, making "Clash of Civilizations" a prophecy fulfilled only 5 year after it was given.          





Wednesday, September 13, 2017

End of History vs. Clash of Civilizations debate - analysis

"The End of History and the Last Man" by Francis Fukuyama (1992) and  "The Clash of Civilizations and the Remaking of World Order" by Samuel Huntington (1996) famously differ not only in their interpretation of the historical event of the end of the Cold-War, but also in their interpretation of history itself.
Following the collapse of the Berlin Wall and the Soviet Union Fukuyama claimed that the "end of history" has arrived not in the sense of no more events but in the sense of no more opposing historical forces which drive history forward through conflict. Fukuyama utilizes Hegel's philosophy which saw human progress as driven my its internal ideological contradictions. Following Kojeve's interpretation of Hegel, Fukuyama thought that the final victory of the West in the Cold-War marks the final victory of liberal democracy which will remain as the one universal ideology.
Shortly after Fukuyama published his "The End of History and the Last Man" he was criticized by Samuel Huntington who argued that the ideological conflicts which characterized the 20th Century will be replaced by cultural ones. In "The Clash of Civilizations and the Remaking of World Order" Huntington held that culture in its broad sense of religion, language, heritage and tradition is becoming the most important factor in human identity. He therefore offered an analysis of global politics as comprised by several civilizations (like the Western, Islamic, Latin American, Orthodox, Eastern Asian and the Sub-Saharan civilization) which clash between one another.
The theoretical debate between "The End of History" and "The Clash of Civilization" was eventually decided by history itself which shows no intention of ending in the near future. Fukuyama was definitely over-optimistic in thinking that the end of the Cold-War marks the end of human conflict. Huntington on the other hand has been so far proved correct in his prediction of the next big battle being fought between the Muslim and non-Muslim worlds.
But there is still a deeper philosophical sense to the Huntington/Fukuyama debate since it demonstrates the problematic nature of our understanding of historical dialectics. Fukuyama proclaimed "The End of History" since, like many before him, he was unable to see past the constrains of his own position in History, unable to imagine a different meaning to politics. Huntington, very much within the lines of the Hegelian thesis, was only able to see a different current directing history by means of his critique on Fukuyama. In that sense "The Clash of Civilizations" is born out of "The End of History" in perfect line with Hegelian dialectics.                 

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Short summary: The End of History by Fukuyama - explanation

"The End of History and the Last Man" by Francis Fukuyama is a book published in 1992 (expanding on an essay published in 1989) arguing that the end of the Cold-War marks the endpoint of the development of human history.
Fukuyama draws heavily on the Philosophy of Hegel and its interpretation by Kojeve. Hegel, to summarize, saw history as evolving through conflict between opposing ideas (Hegelian dialectics of thesis, antithesis and synthesis). Kojeve translated this highly influential line of thought into an argument holding that the final condition of humanity's socio-political order is a homogeneous state ruled by a single victorious ideology. This will mark the end of ideology (and therefore of history) since such a society will be, according to Kojeve, a "post-political" society which won't be divided by ideological differences.  
In "The End of History and the Last Man" Fukuyama sees the end of the Cold-War and the fall of the Berlin Wall as marking the end of ideological conflict with the unchallenged establishment of Western liberal democracy as the final ideological stage of human evolution. After the opposition between the liberal West and the communist world was resolved Fukuyama sees no further direction in which history can go. Hence the end of history is not to be understood as no more events happening and no more people born of die, but rather as the final resolution of the tensions which drive history forwards. The end of history for Fukuyama is the end of the making of history and human progress in its Hegelian understanding (and by that denying Marx's view of history which saw the endpoint of history in a global communist society, see for example The Communist Manifesto).  
Fukuyama's thesis in "The End of History and the Last Man" was heavily criticized by both other historical thinkers and history itself. Most notable among Fukuyama's critiques is Samuel Huntington in his book "The Clash of Civilizations and the Remaking of World Order"  (1996) where he explains that cultural forces will take over ideological forces in shaping global history. Since September 11th 2001 Huntington's critique of Fukuyama's "The End of History" is proved painfully right, history did not come to its end (see End of History vs. Clash of Civilizations debate


see The End of History (Fukuyama) Explained

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Tuesday, September 12, 2017

Short summary of The Clash of Civilizations by S. Huntington

"The Clash of Civilizations and the Remaking of World Order" (1996) by Samuel Huntington sets forth a hypothesis regarding the nature of global politics in the post Cold-War era. According to Huntington, wars in the 21st century will not be thought between countries (nationalism) not between ideologies (such as Liberalism, Marxism, Fascism etc.) as they did in the 20th century but rather between civilizations. In the "The Clash of Civilizations" Huntington listed several different civilizations comprising the world today (see detail below), and argued that after the end of the Cold-War the next battles will be thought between the Western civilization and the Islamic world (and it took history only 5 years to prove him right).

The philosophical backdrop to Huntington's "The Clash of Civilizations" is the Hegel inspired thought (like Fukuyama's "End of History") that the fall of the Berlin Wall marks the end of human conflict with the eventual victory of Western Liberalism, Huntington opposes this by suggesting that conflicts are only about to take on a different shape, a cultural one. According to his hypothesis, when local and even national identities are being eroded by globalization culture in its broadest sense is becoming more and more important in defining who people are. A common religion, language, history, heritage and traditions is what groups people into sects that oppose one another.

Huntington's analysis also holds that globalization brings civilizations into closer interaction, resulting in higher tensions. The victory won by the West in the Cold-War and the global spread of its Capitalism actually prompted these processes and pitted the West against "the rest". The spread of Western ideology and economy actually drives other cultures into fundamentalism in an attempt to protect their cultural identity.

Huntington lists several civilizations and sub-civilizations including: the Western civilization, the Muslim world, Latin American civilization, the Eastern civilization, the Orthodox civilization and the Sub-Saharan African civilization. These civilizations are the tectonic plates of humanity, and when the clash earthquakes happen. Huntington further maps out the relations between the civilizations and their potential for conflict. For Huntington the most acute potential for conflict is along the fault lines of the Islamic and non-Islamic worlds (remember he first suggested "The Clash of Civilizations" in 1992 and published the book in 1996).       

 


Saturday, September 9, 2017

Jihad vs. McWorld / Barber - summary

"Jihad vs. McWorld: How Globalism and Tribalism Are Reshaping the World" by Benjamin Barber (1995) describes two mutually opposing historical forces that together threaten modern democracy. Both Jihad and "McWorld" are the result of neoliberal economy which creates pressure of identity and community. In "Jihad vs. McWorld" Berber holds that these forces cannot be avoided. He therefore proposes a way (he calls the confederal option) to satisfy them both while still keeping the freedom democracy has to offer.  

On the one hand of Barber's "Jihad vs. McWorld " stands the Islamic Jihad (literally: struggle) which offers strong social connections and a sense of identity at the cost of a closed off and intolerant society. Jihad according to Barber relies on a holy war waged against and external threat (modern democracy and globalization). This type of fundamentalism can lead to various types of non-democratic forms of government. Jihad, according to Barber, seeks to retribalize the world into mutually exclusive sects.

On the other hand of the equation we have "McWorld" which is a form of non-democratic corporate globalization. "McWorld" is a force that breaks down any form of boarder between cultures and regions. Its ideology is opposed to the tribalizing Jihad, Open markets and modern communication technology play and important part in "McWorld". This is a much safer and economically rewarding option compared to what Jihad has to offer, but "McWorld" also has its costs such as limiting people's freedom.

Barber does not think that democracy can fend off Jihad of McWorld completely. Barber argues that it (democracy) can save itself by satisfying some of its adversaries' needs., this is what he calls the "confederal option". The idea is to withdraw from the idea of the large nation state into smaller communities that maintain a market that extends the size of that of the nation state (that is, a global market between local communities). 


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Sunday, March 19, 2017

Empire / Hardt and Negri - Summary

Empire by Michael Hardt and Antonio Negri tells a story with 2 main characters: the Empire and the Multitude.

1) Empire
Empire is the form of sovereignty that exists under conditions of globalization. Hardt and Negri are responding to the debate over whether global capitalism has caused sovereignty to decline by arguing that while the nation-state’s sovereignty is indeed declining this does on mean that sovereignty per se is declining.

Rather sovereignty has been re-scaled from the level of the nation state to the level of the global. Of course, state institutions continue to exist. But now, when governments intervene to keep the peace, their police forces (whether in Seattle in the US or in Genoa in Italy) act in the name of empire (the US in Iraq) in much the same way that the US judges act in the name of the American people.

The difference is that “America” is a national identity that is articulated to a given territory, while Empire, since it is global, is deterritorialized.  

Empire is an original contribution to debates over the fate of sovereignty in a globalized world.

2) The Multitude
The second main character in Hardt and Negri's Empire is the multitude. Hardt and Negri see the coming of Empire and the imperial world as good news. Both the imperial world and capitalism are oppressive forms of power that are like parasites upon our labor power. The conditions that define Empire will enable the possibility of the overthrow of these oppressive forms of power and the self-organization of democracy.

The constituent power that will constitute this new world of absolute democracy is the multitude. 

As capital reorganizes itself globally to take advantage of a global labor pool and as capital organizes this activity through global communication networks, it gradually crosses the barriers from one nation to another or between home and factory.

By developing increasingly mobile subjects to serve its needs, the imperial world paves the way for a democracy that will no longer be limited by exclusionary national boundaries but will become truly global.

As the protests organized against global capital and a global war on terror illustrate, the very communication networks that are outside national control and that facilitate the movement and fluidity of capital, can also facilitate the self-organization of democratic action at a new global level by a new political subject, the multitude.

Today, revolution on a global scale against capital and on behalf of labor has reentered the academic discourse with the publication of Hardt and Negri’s Empire


In this post-911 era, critiques of nation, nationalism and patriotism are controversial to say the least. Nationalism may be on the skids but patriotism certainly seems to be alive and well in middle America.
Hardt and Negri's critique of nationalism is apt and timely. They anticipated with almost uncanny accuracy the emergence of international coalitions and police forces like those that are operating as we speak.       
In addition to describing the sunset of nationalism, Antonio Negri's book explores the sunrise of globalism.  This phase of their account warrants some critical attention.
Briefly, the book offers an effective argument for globalism as a socio-political singularity; and in this respect, Hardt and Negri diverge from the views of, say, Anna Tsing who portrays globalization as an imagined collection of "hit or miss convergences" rather than a "single claimant as a world-making system" ("The Global Situation," Cultural Anthropology 15 (3): 334).
While their argument for globalism as a real and unified force is intriguing, their argument for the formative role played by popular resistance in postmodern sovereignty is vague
Hardt and Negri open their case in Empire by arguing that nation-state based systems of power are rapidly unraveling under the onslaught of world capitalism.  Globalization cannot be understood as a simple process of de-regulating world markets.

The term ‘Empire’ as they use it refers not to a system in which tribute flows from peripheries to great capital cities (the Greek Empire, the Roman Empire, the British Empire).  Their interpretation of “Empire” refers to a fluid, diffuse, anonymous global network … flows of people, information, and wealth which are too fast, vigorous, and disorderly to be monitored and controlled from a metropolitan, urban control center.

The old conformist idea of empire is that of the existence of a statist world of ruling class and proletariat, of a dominant core and a subject periphery.

This statist world is breaking down and is being replaced by a less dichotomous and more intricate and complicated pattern of inequality.

It is generally thought that if the contemporary world system can be described as an empire, it is because of the overwhelming concentration of financial, diplomatic and military power in American hands.

The overlords of Washington and New York themselves no longer shy away from the word “imperialism,” (or pre-emptive, or hegemonic …etc…) as a description of their planetary ambitions and agendas.


Hardt and Negri reject neoconservative views and any suggestion that America can be seen as an imperialist power in the traditional meaning of the word imperialist.  They argue that Empire (note the upper case form and the absence of any definite article) EXCLUDES any state-based imperialism.

Hardt and Negri argue that the new world order can be seen is almost the same way as we view the old statist, traditional state/city based idea of empire with its constitutionally defined concepts of monarchy, aristocracy, and democracy (the Roman Empire is the classic example here).  Monarchy, aristocracy, and democracy were mixed together to enable Rome to become the master of the Mediterranean world.
The new world order can be seen as analogous structure:
  • US nuclear supremacy represents the monarchical principle
  • The economic wealth of the G8 and transnational corporations represent the aristocratic principle
  • The internet and the information revolution represent the democratic principle

Reviewers, critics, and supporters of H&N have reduced these three principles down to:
  • Bomb
  • Money
  • Ether


So where do this put us. If we stay with the comparisons of Empire with empire, are we witnessing the rise and ascendancy or global capitalism or are we witnessing the beginning of the end … the decline of global capitalism.

Overall Hardt and Negri think we are witnessing the beginning of the end …

Hardt and Negri do not believe that Empire emerged from the defeat of systemic challenges to capital.

They see the emergence of Empire as a resounding testimony to the heroic mass struggles that shattered the old Eurocentric regime of national states and colonialism.
The conclusion that Hardt and Negri draw in Empire, and this is the main point of their book, is that contemporary globalization (which they term Empire), though it certainly introduces new forms of capitalist command and exploitation, is heartily to be welcomed because it is capital's latest concession to the force of insurgent subjectivity. Though as always (until now) this concession has been provided on capital's own terms, it contains the seeds of another globalization, the counter-Empire of global communism. There should be no nostalgia for the decline of the traditional working class. The political subjectivity that emerges within this phase of history is the most expansive and most fundamental political subject of all: the multitude is about to come into its own.
Hardt and Negri locate their thesis of Empire in an immense historical sweep that runs from the Roman Empire to the present day, across a vast geographical swathe from Europe to the U.S. to the former Soviet Union to all corners of the colonial and postcolonial world, and in a range of disciplines from philosophy to juridical theory to economics.
What makes their approach so productive, and what gives it its power, is that it constitutes a new theory of history, concerned to disentangle the plane of immanence from the plane of transcendence.
In Empire, claim Hardt and Negri, the most dramatic historical transformation is that capitalist command is now also immanent to (and has really subsumed) society; but its hold on production is also now absolutely arbitrary. Hence the ferocity of the interventions we have seen in Iraq and Kosovo--"the pure exercise of command, without any proportionate or adequate reference to the world of life" (391).
It is difficult to discuss in detail all the components of Empire's argument. Central themes, however, include:
·         Hardt and Negri's differentiation of Empire (immanent, mobile, and hybrid) from imperialism (composed of a network of transcendent nation-states, fixed boundaries, and clear demarcations);
·         their rewriting of the history of modernity, isolating both a revolutionary strain initiated by Renaissance humanism (and associated with Machiavelli, Spinoza, and Marx) and a conservative reaction (associated with Hobbes, Kant, and Hegel);
·         their praise of the expansiveness of the U.S. constitution compared to the rotting aristocracy of Eurocentrism;
·         their use of the Foucauldian concept of biopower;  They borrow this concept of biopolitics from Michel Foucault.  Biopolitics concerns not a way of life but biological life itself – our body as a species, biological processes, and the supervision of a “population.”  Forms of power that arose in the 17th century, according to Foucault, sought to take charge of life.  Forms of knowledge that facilitated this shift in the organization of power include the rise of public health, demography, and eugenics.  In this way the life and health of the population became a central political preoccupation.  Production is biopolitical for H&N but economic production is also biopolitical.  The multitude is a biopolitical form of life that exists purely on the plane of immanence (p 293).
·         their redescription of late capitalism in terms of immaterial labor;
·         their contrast between constituent and constituted power.
Likewise, it would be futile to cover the many questions and problems that the book raises. Inevitably, at every turn Hardt and Negri set themselves up for criticisms and objections.
There is much that would require further elaboration and specification:
·         Perhaps they treat some colleagues/scholars very off-handedly. Descartes and Rousseau, Bhabha and Said are each dismissed in a paragraph or two
·         Can the Second World War be so simply described as "a civil war [between state and multitude] cloaked in the guise of conflicts among sovereign states" (110)?
·         Does the U.S. really always "have to answer the call" for intervention in regional conflicts (181)--what about Israel or Sierra Leone?
·         Is their description of the "multitude of the poor" (157) not a return to the discredited Marxist idea of immiseration in its image of proletarian destitution?
·         Why do they wish to hold on the concept of value (rather than wealth) beyond measure?

But such objections would be missing the point--in part because the point is precisely that in their grand and confident manner, Hardt and Negri have set the stage for a series of potential explorations that could follow up on each and every one of these queries.
It is also worth commenting on the book's tone. Empire is littered with exclamation marks and with the various indicators of absolute self-belief ("in fact" or "actually" this, "really" the other), not to mention the most brutal of put-downs (Amnesty International and Oxfam, for instance, described as "mendicant orders of Empire" [36]).

Let us begin with a brief historical analysis of the two major characteristics of "modernity," namely immanence and distinction.


Immanence, they contend, names the trend that gained strength as the Middle Ages passed into modernity. It refers to the increasingly strong conviction that authority and its allies (truth, virtue, and beauty) are rooted in the world rather than in heaven. Regarding immanence, H&N have overemphasized the hermetic thinkers of the late middle ages and underemphasized the contribution of Augustinian thought to the shaping of modern social life.

Their handling of distinction, both intellectual (reason) and territorial (borders), is balanced and insightful. Moreover, their analysis makes it clear that the role played by distinction in the history of nationalism implicates an array of related concepts, notably culture, race, and gender, all of which help to distinguish external people and experiences from all that is internal and national.  


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Thursday, May 10, 2012

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 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.


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