Chapter 5. Cultural Patterns and Processes
5.7 Culture Hearths and Global Culture
5.7.1 Cultural Hearths
The birthplaces of important cultural innovations are known as culture hearths. While different innovations originated (and subsequently spread) from different hearths, the hearths below are especially important since they are the ancient birthplaces of multiple major cultural innovations (e.g. languages, religions, agriculture).
Source: “Depicts culture hearths and their associated rivers, where applicable” by David Dorrell is licensed under CC BY-SA 4.0.
- West Africa
- The Nile Valley
- Mesopotamia
- The Indus Valley
- The Ganges Delta
- The Huang He (Yellow River) Valley
- Mesoamerica (Central America)
- Andean America
These regions are considered culture hearths because such key cultural practices as religion, the use of iron tools and weapons, highly organized social structures, and the development of agriculture started and spread from these areas. In short, a cultural hearth is a geographic area where new cultural ideas and innovations originate and spread to other areas. The term “hearth” comes from the idea of a fireplace or campfire gathering where people would socialize and share ideas. Cultural hearths are often densely populated areas, such as permanent settlements, seaports, or agricultural areas. These areas are usually well-positioned for trade or have access to food.
Modern cultural hearths include New York City, Los Angeles, and London because these cities produce a large amount of cultural exports that are influential throughout much of the modern world.
5.7.2 Global Culture
One of the primary effects of globalization on cultural identity is the phenomenon of cultural homogenization, wherein diverse cultural practices and traditions become standardized and commodified on a global scale. As Western cultural products and media permeate into virtually every corner of the globe, there is a growing sense of cultural convergence, whereby local traditions and customs are supplanted by globalized consumer culture. This process of cultural homogenization can lead to the loss of cultural diversity and the marginalization of indigenous and minority cultures, as dominant cultural narratives and norms come to dominate the global cultural landscape.
Local culture may be changed or may eventually be replaced by mass-marketed products that will sell and generate profits in the global marketplace. Think about how the authenticity of Chinese cuisine is discarded by Panda Express, and replaced with food items of a new culture (e.g. spices, ingredients) that drive sales locally and globally. This new culture is called global culture.
In a globalized world where people and cultures are becoming more interconnected and similar, local specialties (e.g. music, movies, clothes, foods) are quickly replacing their local flavors with the global culture to appeal to the international market.
Global culture refers to shared experiences, norms, symbols, and ideas that transcend national boundaries and influence people worldwide. This culture is often disseminated through media, technology, travel, and international trade, leading to the homogenization of certain cultural practices and consumption patterns, as mentioned above. Here are two examples:
McDonaldization
Definition: McDonaldization is a term coined by sociologist George Ritzer, describing the process by which the principles of the fast-food restaurant are coming to dominate more sectors of society globally.
The proliferation of McDonald’s restaurants around the world is a prime example of global culture. This phenomenon illustrates the spread of a standardized, efficient, and predictable form of service that has become familiar in diverse cultural contexts. McDonald’s presence in cities from New York to Tokyo and Buenos Aires to Moscow demonstrates how a specific aspect of American culture has become integrated into the everyday lives of people globally. This geographic spread influences local eating habits and business practices, leading to a blend of local and global cultures.
Cultural Convergence in Media
Definition: Cultural convergence refers to the tendency for cultures to become more alike as they increasingly share technology and organizational structures in a modern world united by improved transportation and communication.
The global popularity of Hollywood movies exemplifies cultural convergence. Geographic terms like “media hub” and “distribution networks” are crucial here. Hollywood, a media hub located in Los Angeles, California, produces films that are distributed through extensive global networks. Movies such as “The Avengers” or “Avatar” achieve worldwide box office success, reflecting a shared cultural experience. These films often incorporate universal themes and values that resonate across different geographic and cultural boundaries, contributing to a global culture where people in various countries enjoy the same media content, thereby influencing local entertainment industries and consumer preferences.
It appears, global culture emerges from processes that spread and standardize cultural practices across different regions, with examples like McDonaldization, and the global reach of Hollywood movies showcasing the geographic distribution and influence of these practices.
Although they are part of our everyday life, global culture and globalization have their critics.
Source: “McDonald’s Kiwiburger” by Lcmortensen via Wikipedia is licensed under CC BY-SA 3.0.
This includes people who perceive globalization as the Western countries’ attempt to secularize, corrupt, and/or threaten their cultures because of the spread of products, ideas, and services across international borders. One solution companies have come up with is glocalization, i.e. the process of adapting those products to local needs and cultures. Thus, companies or governments may pursue the compromising strategy of glocalization, where they acknowledge and integrate elements of the local culture as they expand into new countries. Examples of these attempts include the introduction of the Sakura-flavored Frappuccinos by Starbucks in recognition of Japan’s fondness of cherry blossom (sakura), and the introduction of the kiwiburger by McDonald’s in New Zealand in honor of the country’s national icon (Kiwi bird).
However, these compromises may not work every time. In particular, the opposition may be especially fierce when globalization is perceived to threaten national icons and cultural identities, as you can hear in the news story below:
Please listen to the NPR news, Starbucks Closes Coffeehouse in Forbidden City (2007, July 17). You can click the title to find the transcript of the audio.
