Culture and Globalization: A Two-Way Relationship

1.  Summary of the Reading

In Cultural Globalization, John Tomlinson argues that culture and globalization are inseparable. Globalization is not just about markets or technology; it is also a cultural process, shaping how people understand themselves and others.

Tomlinson explains that culture provides meaning to globalization. It is through language, symbols, stories, and practices that people interpret global change. At the same time, globalization intensifies the circulation of cultural forms from Hollywood films and K-pop videos to fashion, food, and digital memes. This flow of images and ideas makes the world feel closer, creating what Tomlinson calls “complex connectivity.”

Similarly, Robertson and White highlight that globalization involves both connectivity (the spread of networks) and consciousness (awareness of living in one shared world). Culture mediates between these two forces: it is through culture that global connections acquire meaning, and it is culture that shapes how global awareness is expressed in local contexts.


2.  New, Interesting, or Unusual Insights

Tomlinson challenges the assumption that globalization simply destroys local cultures. Instead, he shows that globalization often stimulates cultural creativity. When global ideas arrive in local settings, they are reinterpreted, producing hybrid forms. K-pop, Bollywood, or fusion cuisine are not passive imitations of Western culture but examples of how global influences can be indigenized and reinvented.

Robertson’s notion of glocalization reinforces this: global practices must adapt to local norms to survive. Even global fast-food chains succeed only when they respect local tastes — think of McDonald’s bulgogi burger in Korea or vegetarian menus in India.

Yet Tomlinson also warns of unequal power relations. Some cultures,  often those with economic or media strength dominate the flow of images and ideas. This creates a tension between cultural diversity and the risk of homogenization, what George Ritzer calls “grobalization.”


3.  A Question or Concern

A major concern is whether the global exchange of culture truly allows for mutual dialogue or whether it privileges a few powerful voices. Can smaller or marginalized communities maintain their traditions and still engage with global culture on equal terms?

Another issue lies in how digital media amplifies cultural flows. Platforms like TikTok, YouTube, and Instagram enable anyone to share content worldwide, but algorithms and corporate interests may favor certain aesthetics or values, shaping what “global culture” looks like. Does this democratize cultural production, or does it subtly reproduce existing hierarchies?


 ==> Conclusion

Culture and globalization are locked in a reciprocal relationship. Culture gives meaning to global processes, while globalization accelerates the movement and transformation of cultural forms. The result is a world where traditions, innovations, and power dynamics constantly interact: local cultures reinterpret global trends, and global culture is enriched yet also challenged by local voices.

To understand globalization, we must see it not only as economics or technology but as a cultural conversation about identity, belonging, and creativity in an interconnected world.

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