Paper Summary:

The paper outlines the pessimistic approach of cultural imperialism that believes that western culture is displacing local customs, leading to homogenisation. The paper looks at the ideas of critical theorists such as Ritzer, who fear that mass produced brand-goods such as Coca-Cola and Starbucks will obliterate local cultures. The paper then explains how others argue for hybridity and indigenisation, emphasising how local consumers adapt the products being sold to them to fit with their culture. The paper highlights the problem with the cultural imperialism approach and reaches the conclusion that the reality of a global monoculture suffocating diversity and difference is unlikely.

From the Paper:

"Among pessimistic globalist critiques are George Ritzer's McDonaldization theory (1993) and Ulf Hannerz' Coca-Colonisation (1992). Their titles refer to global cultural products (both originally American) that can be seen as 'central symbols of "cultural imperialism"'. For Ritzer the US influence lies in the principles of the fast food restaurant - efficiency, calculability and predictability. At the core of his thesis is the premise that this mass production-related ideology is spreading not only throughout American society, but also globally."

Sample of Sources Used:

• Axford, Barrie. (2000). 'Globalization'. In: Browning, G., Halcli, A. and Webster, F., eds., Understanding Contemporary Society: Theories of the Present. London: Sage Publications Ltd, pp.?
• BBC News (2006). Brown Speech Promotes Britishness. Saturday, January 14. <http://news.bbc.co.uk/1/hi/uk_politics/4611682.stm>, 19/04/2008.
• BBC News (1999). 'TV Brings Eating Disorders to Fiji'. Thursday, May 20. <http://news.bbc.co.uk/1/hi/health/347637.stm>, 19/04/2008.
• Cohen, Robin and Kennedy Paul. (2000). Global Sociology. Basingstoke: Palgrave.
• Giddens, Anthony. (2002). Runaway World: How Globalisation is Reshaping Our Lives. 2nd ed. London: Profile Books Ltd.

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