I now recall with some embarrassment, hours of debate with friends and colleagues about the cultural implications of globalization. Generally there are two sides to this argument. Those who believe that this phenomenon we call globalization is a great thing for cultures all over. We will call them the optimists, and those on the other hand, who like myself are worried that cultural globalization is leading to the homogenization of culture globally.
During such debates I have dutifully supplied all the standard arguments, pointing out how Hollywood is using its powerful machinery to promote American brands and lifestyle world-wide. How globalization is killing diversity in God’s rainbow world, and turning us all into coca-cola drinking, burger munching, CNN watching Americans. Often I have taken these same ideas to the classroom and subtly encouraged my students to view the cultural dimension of globalization from a similar perspective.
Admittedly and thankfully, its not that clear cut, and some scholars of globalization have rightly argued that the phenomenon has often led to cultural hybrids, where the best from different cultures have come together to give birth to beautiful creations in music, film, cuisine, and other cultural expressions.
However on the whole it seems as if the cultures and traditions of the rest of the world are under siege from an all powerful American culture. In discussions of this nature I have always used Ghanaian youth culture to illustrate my point of view. The urban youth in Ghana are very westernized, and the youth are heavily influenced by perceived American values. There is also to a lesser degree, some British influence. This westernization is most evident in the way the youth dress, the music we listen to, our speech, and our irreverent attitude towards some age-old traditions (which is not always a bad thing). Today, because of the power of satellite television the most popular football teams among the youth in Ghana are no longer Accra Hearts of Oak and Kumasi Asante Kotoko, as they were ten years ago, but teams in far away London and Manchester.
So for someone who has been preaching against this cultural invasion for some time, you can imagine how embarrassing it was for me to rely heavily on two all-American brands on a recent trip to China. CNN for the news since I don’t speak Chinese, and McDonalds at least once a day since the food was not always to my taste. I even had the impudence to be irritated when I occasionally had communication problems with some of the locals who could not speak a word of English, as if its mandatory for all peoples of the world to speak English.
The moral of the story?
A teeny weenie bit of cultural homogenization is not such a bad thing after all.