2.1. Homogenization versus Glocalization of culture

A central contention is that all cultures will become similar, that is homogeneous. Others argue that there is an increasing tendency towards glocalisation of culture. Glocalisation refers to the mixing of the global with the local. It is not entirely spontaneous. Nor is it entirely delinked from the commercial interests of globalization. It is a strategy often adopted by foreign firms while dealing with local traditions in order to enhance their marketability. In India, we find that all the foreign television channels like Star, MTV, Channel V and Cartoon Network use Indian languages. Even McDonald sells only vegetarian and chicken products in India and not its beef products, which are popular abroad. McDonald’s goes vegetarian during the Navaratri festival. In the field of music, one can see the growth of popularity of ‘Bhangra pop’, ‘Indi pop’, fusion music and even remixes.

Ritzer(2004) has coined another word grobalization that refers to what he calls “growth imperatives(pushing) organisations and nations to expand globally and to impose themselves on the local”. For Ritzer, Globalization is the sum total of ‘glocalization’ and ‘grobalization’.

Homogenization of Culture

♤ Family structure: Joint family has been adversely affected due to globalization. There has been an increase in nuclear families. This can be clearly manifested in the increasing number of old age homes that are present now. The diversity in family forms has given way to a dominance of nuclear family in the globalized India

♤ Food: due to opening up of food joints like McDonalds, KFC across the country, there has been a homogenization of food available across the country, but there has also been heterogenization in food. Old restaurants are now replaced by Mc. Donalds. Fast food and Chinese dishes have replaced juice corners and Parathas.

♤ Borrowing of money has become more acceptable now as compared to the past. Taking loans is very common due to increasing access to financial institutions

♤ In place of old cinema halls, multiplex theatres are coming up.

♤ Use of English has increased manifold in urban areas, this has led to a homogenization in language across the country, but the rural areas have been less affected by it.