The Cultural homogenization Is a process in which a dominant culture invades or captures a local culture, returning to homogeneous society.
That is to say, that their customs, ideas or values are transformed, being able to cause the loss of their identity to adopt or assimilate a more global culture.
Homogenization is also understood as a process involving the exchange of elements and the mixing of different cultures to propagate into one.
Its term is taken hand in hand with the Cultural globalization , Which refers to the changes that a society suffers in its lifestyle to adapt to new customs, traditions, economic models, religious and even artistic expressions.
This phenomenon of globalization has generated discomfort in certain cultures that have been affected by the loss of their identity, taking into account that powerful cultures can impose on them their model or pattern of life before society.
Technology and communication in cultural homogenization
The media and technology play an extremely important role in this process. Thanks to the connection that can be achieved today, this allows different companies to interconnect with each other, being able to create links or unity between them.
Technological advances are so powerful that they connect people from one continent to another, making it easier to share ideologies, trends, news, ideas and so on.
The business world has taken the reins of this tool to boost their public relations and, of course, advertise so overwhelmingly that they manage (in some cases) to dominate part of the world.
The companies focused on communication, information and technology are no longer projected at a national level, but include a transnational one, that crosses borders, that investigates different cultures, operating through a system of multimedia that allows them to approach monopolies with high global influence .
The media together with the new technologies are an effective machine not only for economic reproduction, but to establish or impose a planetary culture that consolidates in a society where technology is the center of attention.
Companies or powerful governments can directly influence the transformation of a culture, imposing through symbols or events an idea. This concept is called"McDonaldization"of the world.
McDonalisation
The phenomenon of cultural homogenization that directly encompasses the economic part of nations is also known as Capitalist culture Or"colonization of coca". The latter refers to the impact of the Coca-Cola brand in the world.
McDonalds, the popular fast-food chain, has managed to expand to the most unusual places in the world, with its burger the same on any continent.
For this reason, when speaking of Macdonalización, refers to how the brand has been involved in different cultures, being able to change a representative dish of an ethnic group for hamburgers and potatoes.
But on the other hand, despite the strong appeal of McDonald's for adults and children, there are countries where this establishment has had to incorporate traditional foods and desserts in the area.
Some indigenous cultures have tried to resist this process, but on the other hand, experts point out that cultural homogenization is not unidirectional, but instead tries to unify different elements or mix different cultures so that homogenization is not referred to Diffusion of a unitary culture.
Mcdonalisation is seen as a model to be followed, established as"Monalization of education", which proposes to open new institutes of education in different countries in order to promote the values, integrity and interests of the countries in which they are established .
This is a process of cultural homogenization that intends to become a unique and universal culture.
The economy in cultural homogenization
The economy is a basic piece for the growth or development of a society, and obviously, has the power to generate changes in the level of consumption is concerned.
Many companies use communication mechanisms such as digital marketing, television, movies, advertising and any other medium that generates traffic or feedback With the masses to be able to sell or promote their products or services.
Multinational organizations or companies have formed alliances and created strategic plans to form real private emporiums and with it the expansion of globalization.
The most powerful countries encourage the undeveloped to seek more sustainable economic practices.
Some peoples have been in need of changing their economic mechanisms and have had to face new challenges for their productions, thus obtaining sources of income in the market, such as tourism exploitation to highlight their territories and traditional riches abroad.
This demonstrates the character of the cultural homogenization that is exerted between the towns or communities.
The inclution
Nowadays, citizens are constantly searching for elements to live better, live in democracy and under human, civil and political rights that safeguard them, in addition to cultural rights, recognition and social inclusion, leaving aside the Discrimination.
Cultural homogenization, it takes on a more social and human sense, which seeks to reduce cultural differences between individuals or equity or social equality .
The goal is to reduce cultural diversity, which could function as a breakdown of barriers or end the differences that exist in the world.
Cultural homogenization encompasses lifestyle, trends in dress, food, entertainment, music or the changes that have undergone the various expressions of cultures such as traditions, dances, handicrafts, among others.
You may be interested What is Social Diversity?
References
- Callum Martin. Cultural Homogenization. (2013). Source: e-ir.info.
- Daniele Conversi. Nation, state and culture. (2012). Source: ehu.eus.
- George Ritzer. Social modulation. (2013). Source: mundiario.com.
- Javier Eloy Martínez. McDonald's: homogenization and sociability. Source: ugr.es.
- A. Bojórquez and M. Montalvo. Cultural Homogenization. (2014). Source: travesdelvia.wordpress.com.
- Francesc Torralba. Cultural homogenization. (2007). Source: forumlibertas.com.