Blog 2: Cultural Globalization - YeonWoo Jung

1. Summary of the Reading Material

In Cultural Globalization, John Tomlinson explains the relationship between culture and globalization. He argues that globalization is a comprehensive process that includes politics, technology, the environment, and culture. As everyone can feel, globalization increases the connections and interdependence among people and societies around the world. In particular, through the internet and mass media, people have become able to access a much wider variety of cultures than in the past. Just as K-pop spread through the internet and became a global culture. However, Tomlinson emphasizes that culture is not merely an object to which globalization affects. Culture also plays an important role in shaping the process of globalization itself.The conventional notion of the relationship had been reversed.

One important point is that globalization does not necessarily produce a single world culture. Some people believe that the spread of Western products and media is threatening regionally distinct cultures. These concerns are generally called cultural imperialism. For example, the global popularity of brands like McDonald's and Coca-Cola can give the impression that American culture is dominant worldwide. However, Tomlinson argues that consuming a foreign product does not automatically mean one accepts the cultural values associated with it. People interpret and use cultural products differently depending on their experiences and social environment. Therefore, from Tomlinson's standpoint, the global spread of cultural products cannot be seen as the basis for cultural homogenization.

Another important concept is 'territory dismantling.' Traditionally, culture has been closely linked to a particular place, the history of that region, and its customs. However, globalization weakens these connections to specific places by allowing people to experience cultures and events from distant regions in their daily lives. For example, people can hear about other countries through various media in their own countries and communicate easily with foreigners. Does this mean that local culture is disappearing? Rather, a region's identity can be maintained and developed through interaction with global influences.

Finally, discuss cultural identity and global citizenship. Globalization can change the way people understand their own identity and relationships with others. He says we must recognize the importance of both universal human rights and cultural differences. Rather than forcing everyone to follow a particular culture, we should find ways to promote mutual understanding while respecting cultural diversity. This can be seen as the key to a future where globalization progresses positively.

2. New, interesting, or unusual things I learned

What struck me most while reading this was the idea that globalization does not necessarily destroy cultural identity. Before reading this, I thought that as diverse cultures are shared worldwide and popularity increases in certain fields, the forms of culture people pursue might become similar. However, Tomlinson explains that people are not passive consumers who accept everything unconditionally. People interpret coveted cultural products through their own values and the experiences they have accumulated. This made me reconsider that the fact a particular product is popular worldwide does not mean that its original culture dominates other societies.

The famous snack brand 'Lay Chip' releases unique flavors tailored to the food preferences of each country. When I actually traveled abroad, I often wondered, “What does the lay chip in this country taste like?” which made it clear that globalization is not simply a force that homogenizes the world culturally. Globalization seemed to connect us with distant counterparts while also opening up new genres of culture.

3. Questions, Concerns, or Discussion Topics

One question that came to mind while reading this is as follows. Putting theory aside, when some countries and companies have far greater economic and media influence than others, can cultural diversity actually be preserved?

Like Tomlinson, I agree with his argument that people can maintain their regional identity by interpreting foreign cultures in their own ways. However, it is questionable whether these claims fully explain the unequal power relations that actually exist within the media industry. For example, if Netflix releases much more content in some countries than in others, viewers may naturally have fewer opportunities to encounter a small number of lesser-known cultures. Even if people choose the content themselves, the range of cultural content they are exposed to can be unequal in the first place.

We aim to discuss whether cultural diversity can be maintained through individual choice alone, or whether entities with authority, such as public institutions, also have a responsibility to provide support to prevent such problems.