A global culture can be seen in one of two ways. One suggests that today’s communications and technologies allow a more open spread of culture around the world – people in far corners of the globe are able to be aware of and share each others culture. It is a view that sees global culture as generally positive – something that encourages diversity and a mixing of culture and has enabled people around the world to overcome national boundaries to embrace common causes. The more common perception of global culture is that of a Western, predominantly American culture gradually imposing itself around the world, often to the detriment of long established local cultures.
For analysts opposed to globalisation this type of global culture is slowly killing diversity and devastating traditional ways of life. Scholte suggests that this viewpoint is that: “Globalisation introduces a single world culture centred on consumerism, mass media, Americana and the English language.” (Scholte 2000, p 53) It is this type of global culture in particular that transnational companies are linked to and are generally happy to promote.
Transnational companies have become economic superpowers as globalisation has spread and the development of a global culture is seen to benefit them economically. Certainly the potential wealth that the transnationals can offer to indigenous populations can take precedence over the upholding of local tradition and culture. The basic human desire to accumulate wealth can often override cultural, ethnic and religious factors when transnational companies set their sights on economic expansion in a particular area.
A global culture involves the spread of popular cultural icons around the globe, often diluting and overriding local cultures with the threa ...