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Cultural Integration. Syllabus. the diffusion, adoption and adaptation of mass consumer culture reflected in media, fashion, brand images, sport, music and religion
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Syllabus • the diffusion, adoption and adaptation of mass consumer culture reflected in media, fashion, brand images, sport, music and religion • the factors affecting cultural integration such as technological change, transnational corporations (TNCs), global media networks, cultural imperialism and the actions of governments
Globalisation • Globalisation involves shrinking space, time and disappearing borders that link people’s lives more intensely than before. • As a result of faster and more efficient transport networks and advancing computer technology, the individual nation state is becoming less of a force on the global scene. • Show smartboard globalisation doc
Cultural integration? • Is it true that major western cities and societies are looking more and more like the sort of cities that middle-class, white, plastic Americans want to live in? • There is a pervading sense that major western cities are becoming very much the same.
Invisible Cities. • Italo Calvino described a fictional city called Trude in his novel Invisible Cities. Calvino's character Marco Polo referred to how there increasingly seemed to be many Trude-like cities in the world.
This was the first time I had come to Trude, but I already knew the hotel where I happened to be lodged; I had already heard and spoken my dialogues with buyers and sellers of hardware; I had ended other days identically, looking through the same goblets at the same swaying navels. Why come to Trude? I asked myself. And I already wanted to leave. "You can resume your flight whenever you like," they said to me, "but you will arrive at another Trude, absolutely the same, detail by detail ..." (Calvino, Invisible Cities, 1972:128).
Do we have a world composed of Trudes? Is the culture of western cities homogeneous, uniform? Or increasingly homogeneous?
Are culture and economybecoming increasingly uniform across the globe? • Cities increasingly seem to share compatible systems of commerce, identical leisure pursuits and cuisine, similar social relations, and uniform built environments. There is plenty of evidence of Trude-like convergence across the planet.
Uniform ways of life: language; architectural styles; leisure; fashions; sports; etc
Take for example the spread across the globe of US cultural products, such as Hollywood films, McDonald's cuisine and Coca-cola. The spread of such products helps explain why the beverages and entertainment in Trude-like cities had become so monotonously familiar to the traveller.
Diffusion • Diffusion is the spreading of mass consumer culture
Adoption • Adoption is the taking up of mass consumer culture
Adaptation • Adaptation is the adjusting of mass consumer culture to suit new circumstances
Factors affecting cultural integration • So what lies behind the spread of such products?
Three key influences include: • technological developments (communications) • commercial forces (TNCs) • international regulatory environments (free trade)
The rapid development of communications technologies, the aims and strategies of transnational corporations in the entertainment industries, and the international regulatory environment, have all contributed to cultural integration.
Learning Objective:To know how our locality is linked to other placesTo be able to use an atlasTo be able to describe patterns on a map Title: How is our place connected to other places?
What is a connection? • A connection is a link between two places!
Challenge: You have 5 mins • Using an atlas identify the countries that you have been connected to in the last 24hrs. Link these places with a line and identify the factor that linked you to this country
Challenge 2 • What pattern can you see on you map. Which continent were you linked to the most? Which countries were you linked to? Did you connect with a country more than once? Is there a relationship between the places you linked to and the factor that linked you to that place? • Thinking Time – Consider these questions for 1 minute
Challenge 3 • Describe the patterns on your map • Use the prompts below to help:My map shows………………From my map I can see the continent I had most links with…..This included countries such as…….The main factor that linked me to these places was…………..The second continent I had many links with was………… This included countries such as…….The main factor that linked me to these places was…………..The continents I had few links with include……..One possible reason for this could be………
Factors affecting cultural integration • 1.Technological change • http://www.youtube.com/watch?v=pMcfrLYDm2U 8 min video
2. Media • http://www.globalpolicy.org/globaliz/cultural/2003/0804media.htm 9 Firms that dominate the globe
In recent years, due to sponsorships by large companies, especially globalised companies, and the role of media in particular new cable and satellite channels, the process has accelerated.
4. Sport • http://news.bbc.co.uk/2/hi/africa/7396348.stm Man United in Sierra Leone 2008 • http://www.globalpolicy.org/globaliz/cultural/2006/0609kofifootball.htm • At the UN, How We Envy the World Cup - Kofi A. Annan
www.youtube.com/watch?v=ZVArC_klWEI • Samoa • At least 16 a side • Sing & dance when wicket taken • New Caledonia • Bowl alternately • Stumps together • No bails • Mostly women who • wear floral dresses • Vanauatu • Bowl alternate ends
