Exploring Tomlinson’s “Three Theories of Global Culture” in 1999
Globalization has transformed the world beyond recognition in the 21st century. It has intertwined economies, cultures, and societies in unimaginable ways. The cultural aspect of globalization has been studied by many scholars, and one of the most prominent among them is John Tomlinson, who formulated “Three Theories of Global Culture” in 1999. In this article, we will explore these three theories and their relevance in today’s age.
The Cultural-Imperialist Theory
According to Tomlinson’s Cultural-Imperialist Theory, globalization has led to the domination of Western culture over non-Western cultures. This theory argues that globalization leads to the spread of Western values, norms, and practices across the world, which could result in the homogenization of global culture. Critics of this theory point out the fact that it ignores the agency of non-Western cultures in shaping their own cultures through the process of globalization.
The Cultural-Diffusion Theory
The Cultural-Diffusion Theory posits that globalization leads to the exchange and diffusion of culture across different societies. This theory acknowledges the fact that different cultures can interact with each other in many ways, leading to the creation of hybrid cultures. This theory also implies that cultural exchange is a two-way street, and both Western and non-Western cultures can influence each other. An excellent example of this can be observed in the popularity of Korean pop music and dramas in the Western world.
The Cultural-Hybridization Theory
Lastly, the Cultural-Hybridization theory argues that globalization does not lead to either cultural homogenization or diffusion but instead creates a hybridization of culture. Hybridization refers to the process of cultural mixing, where different cultures interact with each other to create new cultural forms. This theory recognizes the agency of individual cultures and their role in shaping the global culture. Hybridization can produce exciting new cultural forms, such as the fusion of Indian and Western music to create Bollywood music.
In conclusion, Tomlinson’s Three Theories of Global Culture provide us with a deeper understanding of the impact of globalization on culture. These theories acknowledge the role of different cultures in shaping the global culture and their agency in the process. In today’s age, where the world is more interconnected than ever before, it is essential to acknowledge the importance of cultural diversity and the benefits of cultural exchange.
