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... ). The civilizations are defined by common objective elements, like language, customs, religion, institutions and the subjective self-identification of people. In the future the cultural identification is going to be increasingly important. Why? First, the differences (in religion, history, culture, tradition) between the civilizations are basic. They are products of centuries and that is why it is not easy to make them disappear or change.
They seem to be more fundamental than ideological and political ones. Of course, the difference does not mean the conflict but in this case the risk of its appearing is bigger. Second, one of the effects of globalization is mentioned earlier the proximity. The world definitely is becoming the smaller place. Thanks to new communications technology, flow of people and information, the interaction between peoples of different civilizations are increasing.
This process intensify a civilizations consciousness. We can find many examples: in Europe we are the citizens of different countries but going to Asia or Africa we considered ourselves as European and we see 'us' versus 'them'. Third, a social change and the economic modernization are separating people from their local identities. Facing the pressure of emerging 'global culture' people trying to find something bigger, with what they can identify with and belong to. Fourth, it is truth that cultural characteristic are less mutable and less easy to compromised than for instance political one. People change the political preferences but it is very hard to 'change' the civilizations in which they were brought up, which they know and understand.
Finally, we can not forget about the role of the West. "With the end of Cold War, international politics moves out its Western phase, and its center-piece become the interaction between the West and non-western civilizations, and among non-western civilizations" (S. Huntington, 1993). Westernization, as sometimes is called the globalization, which brings new values, lifestyles, norms, very often is making people to feel confused, lost and to look for a way to defense and to find themselves in a new social and cultural environment. The emerging 'global culture' indeed is heavily American in origin and content.
But is it really possible that 'common global culture' will exist? Very often when people examine this issue they pay to much attention to homogenization of consumer tastes and to the kinds of goods which they buy. But this is the most artificial aspect of culture. A deeper and more important one consists of moral norms and should be understood as the beliefs, values, lifestyle of ordinary people. Consumption of 'new global products', propagated by Coca-Cola, McDonald's, Disney, MTV and so on, especially in modern, development states is very often still superficial. There, a hamburger is only a hamburger.
However, there is a threat that in low-development countries, wearing a NIKE T-shirt or eating in McDonald's may be a result of more significant change. Those societies are not prepared for the confrontation with the powerful globalization and at they absorb almost everything what it brings. That was a case in Poland, in early 90 's, after the collapse of the Soviet Union. Poland opened its markets for international companies. To the first McDonald's all families were coming, first KFC was also very crowded. It was definitely something more than just eating hamburger.
It was a willingness of trying something completely new, a joy that we can also participated in consuming 'global known goods'. Now, after 13 years the situation is different. People got used to it and they are much better prepared for facing the globalization process. It is clear to me that we need a new paradigm to think about the World Politics. I think that everyone can see that phenomena of cultural globalization is very expansive and dynamic. The answer to the question: does it lead to cultural homogenization or diversity, for me is still not clear and obvious.
We can not deny the visible process of standardization of consumer goods and tastes. The spread of new symbols, myths and models is also undisputed. Besides the globalization on elites level, which is easier, we have to also remember about the second type, which is the one of ordinary people. "What they have in common is that both see in all sectors of emerging global culture enhance of independence of the individual against tradition and collectivity." Individualism is regard as a social and psychological process, which is distinguished from 'individualism' as an ideology. A 'cultural earthquake' effects every part of the world. It is very attractive, as well to those who are caught in early stages of the modernization process, as to those who have already experienced the value of individualization. Different people respond in different way.
Ones can totally accept it, others totally reject it. What is most logic way of defense? For me, it is coming back to something what we already know, to what we already got used to, what we feel we need to protect. This is the Jihad what Benjamin Barber was talking about. Noteworthy is the relation between it, at one side and Mc World, on the other one. As more dynamic and aggressive the latter one is going to be, the more reaction will cause.
Societies has to be prepared for a globalization, especially in such important dimension which is the culture. If not they will see only the 'globalizes' and the 'soft imperialism' against which they have to fight. In my opinion it is too early to say that the globalization of culture will bring the homogenization, what think the opponents of this process. Of course, there is no doubt that the culture is going to change. But we don not have to consider that change as a lost but try to make it as best as possible and take as much we can from it. In my personal opinion I agree with Francis Fukuyama, that the democracy showed that it is the best political system.
The most basic values, like human rights, liberalism, the rule of law, equality, constitutionalism, should be common for everyone, no matter in what part of the world we live. The globalization gives people freedom to make their identities in a global world. On one condition, that they will understand it, not afraid of it. We have to learn in a 'Disneyworld' as in ironic way is called our world now. I think that although tendencies to homogenization, WE are the one who really create the culture. The diversity is possible.
The 'West' have to understand that it is not the position to use international institutions, its military and economic power to run the world in way that will maintain the Western domination. The differences have to aspect each other. I am aware that this may sounds too naive and too idealistic. But I really hope that in the future it will be possible.
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