Exploring Tomlinson’s Theories of Global Culture (1999): A Comprehensive Analysis
Globalization has transformed the world in numerous ways, and its influence has been seen across different sectors of society. It is no longer a secret that globalization has aided the spread of ideas, culture, and information to various parts of the world. As globalization continues to expand, it highlights the need for scholars of all fields to understand the impact of culture on globalization.
One such scholar who has extensively researched culture and how it interacts with globalization is John Tomlinson, whose theories on global culture have been influential in shaping the way researchers perceive the cultural aspects of globalization. In this article, we will closely analyze the theories presented by Tomlinson in his notable book, “Globalization and Culture,” published in 1999.
The Context of Tomlinson’s Theories
In his book, Tomlinson defines globalization as “the mass culture of the world.” He argues that globalization is a cultural process that is reshaping the world, and culture plays a huge role in how globalization influences society. Tomlinson believes that globalization leads to a blending of various cultures, with the dominant Western culture becoming the most influential as it continues to spread globally.
Tomlinson acknowledges the vague nature of global culture and emphasizes that it is hard to define since culture is dynamic and changes over time. This belief led him to come up with three broad categories of global culture, namely, Homogenized, Hybridized, and Heterogenized global cultures.
Homogenized Global Cultures
Homogenized global cultures are those that have been influenced by the Western culture and are becoming more uniform. Tomlinson believes that globalization is leading to the spread of homogenized global cultures, and the Western culture is the most dominant in this culture category. Examples of homogenized global cultures include fast food franchises and the English language.
Hybridized Global Cultures
Hybridized global cultures, on the other hand, are those that are a fusion of various cultural elements. Tomlinson believes that hybrid cultures are the most dynamic and adaptable because they blend different cultural aspects to create something new and unique. Examples of hybridized global cultures include jazz music and Latin American cuisine.
Heterogenized Global Cultures
Heterogenized global cultures are those that retain their cultural distinctiveness, and globalization has not affected them significantly. Tomlinson believes that there are fewer heterogenized global cultures due to globalization’s cultural impact, and examples of such cultures include the Maori people of New Zealand.
Conclusion
Tomlinson’s theories of global culture are crucial in understanding the role of culture in globalization. Through his theories, he highlights the impact of Western culture and how it is influencing other cultures globally. He also recognizes the dynamic nature of culture and how it can blend with other cultures to create something unique and new.
As globalization continues to spread, Tomlinson’s theories of global culture will remain relevant in understanding the cultural aspects of globalization. It is crucial for scholars to use Tomlinson’s theories as a framework for understanding the impact of globalization and how it is shaping culture in different parts of the world.
