3.Cultural Hybridisation

Question 1

Outline 3 factors to why western world is not dominating:

Answer 1

• Bollywood films
• Hybrid culture
• More individual choice

Question 1

Outline postmodernists/Cultural hybridists views on globalisation

Postmodernists

Answer 1

Postmodernists see the media as central to globalisation and emphasise the positive effects media globalisation has on society.

Argue that culture moves in multidirectional flows not just from west to east

Postmodernists are against the pessimistic globalist view, they argue the west is not dominating due to:

Question 2

Outline how Bollywood films show the west is not dominating

Answer 2

Bollywood films-Thompson (1995) argues that global media products are modified by local cultures which results in new hybrid forms
e.g Bollywood films are popular in many countries outside of India, they have influenced western culture , with Hollywood films now incorporating Bollywood style features & Bollywood stars crossing over into Western culture

Question 3

Outline how Hybrid culture shows west not dominating & is a positve feature of globalisation

Answer 3

• Hybrid culture- Hybridisation-means local culture, global culture & alternative cultures have mixed, creating a hybrid culture.
• This optimistic Hyperglobalist view sees cultural globalisation as a force of good where cultural globalisation adds to culture options & enriches rather than displaces it
• Thus Ritzer’s cultural imperialist McDonalds example can be criticised , as McDonalds does not export its American menu & replicate it in every country e.g. in Egypt you can order a Falafel, Hyperglobalists thus point to Mcdonalds as an example of a global brand responding to local culture rather than obliterating it.

Question 4

Outline how individual choice is a positive factor of globalisation

Answer 4

More Individual choice- globalisation of the media means people are more aware of diverse cultures all over the world, gives inspiration to break with their own local traditions and live the lives they choose to. more consumption opportunities: more choice of films, music, travel opportunities and of course global products , thus more opportunities for individuals to express themselves via social media.

Question 5

A03 of Cultural hybridisation

Postmodernist view

Answer 5

Curran-suggested that Postmodernists & Pluralists Hyperglobalists fail to take into accout economics and economic inequality in their analysis. The west dominates global culture because of its economic power. It co-opts some aspects of other cultures if its able to exploit it for profit

Western consumers like to buy the exotic and therefore features of local culture that can be marketed as exotic will be.