Reconceptualizing Cultural Globalization: Connecting the “Cultural Global” and the “Cultural Local”

Scholars generally are in agreement that the pace of globalization is rapidly accelerating. Globalization’s impact, beyond the socio-economic and political discourses, is affecting conceptions of culture and cultural studies, and changing and restructuring spaces, global, national and personal interactions and relationships. The “texts” and artifacts borne of culture—activities, events and our conception thereof are a mechanism for the propagation of culture. Simultaneously Westernization/Americanization impacts local cultures through consumerism, which obfuscates local traditions, knowledge and experiences. This research argues that culture is a dynamic, adaptive concept and practice, “borrowing” liberally from ideological and technological innovations of other cultures and integrating these borrowed aspects into the construction and modification of culture across spatial and geographical divides to ensure particular cultures’ survival. The research shows that the local affects the global, and vice versa . It selects local communication “texts” to show that cultures are not “victims” of globalization or the proliferation of mass media. Cultures actively adopt and integrate globalization’s technological artifacts. Globalization’s positive effects are dynamic and span cultural interactions and permeate structures of authority at personal, national and global levels.