Glocalization to the rescue!

As mentioned in my first post, cultural dominance of western nations such as the U.S. is causing a form of imbalance throughout the world. Globalisation is effectively deteriorating smaller cultures throughout the globe. Mass media and the large corporations can been seen as the ones to blame for this, as the spread of right winged proper-gander is causing the homogenization of countries with little international power. This is where the term Glocalization comes into the discussion. Commonly related to the phrase "Think globally and act locally", Glocalization is an attempt to constrict western influences and preserve cultural diversity.

"Like sand castles on a beach, local cultures are being eroded and flattened by the gradual impact of the endless tide of the U.S. and other Western media products."(Croteau, Hoynes, Milan 2012)

It is through the attempt to think globally and act locally that countries are able to maintain traditional values while continuing to progress forward in our even changing global society. A great example of this can be observed through Indian culture and their huge interest in Hollywood. Bollywood is India's local spin on Hollywood, which can be considered as one of the globes largest contributor to Americanization. The Indian film industry (Bollywood) protects local values and therefore puts a stop to the homogenization of India's culture. Although this is only one example of how global media has been altered to maintain cultural diversity, Glocalization is still living in the shadows of the all mighty Globalisation.

"Globalisation is about the export of a monoculture. It is the death of human Diversity"(Ricklefs 1998:B1).

I like to believe that no matter how much mass media is strangled by western societies and their large multinational corporations, that cultural diversity will always be protected by the concept of thinking globally, but acting locally.

Reference: Croteau, D Hoynesm W Milan, S 2012, 'Median/Society, Industries, Images, and Audiences, Fourth Edition' Globalization and the Future, Sage publications, California, pp.335-336.