cultural hybridisation

cultural hybridisation

- culture moves in multidirectional flows, not just from West to East
- halfway between cultural divergence and cultural convergence

an example of multidirectional flow of culture

Bollywood - popular in many countries outside India and have influenced Western culture with Hollywood incorporating Bollywood-style features.

hybridisation

local, global and alternative cultures mix, sometimes creating a hybrid culture and sometimes existing side-by-side as cultural diversity

which view is cultural hybridity?

optimistic hyperglobalist view

how does this view of cultural hybridisation see cultural globalisation?

as a force of good because cultural globalisation adds to our cultural options and enriches culture rather than displaces it

cultural divergence

- cultures being mutually exclusive and incompatible
- cultural divergence is a criticism of the concept cultural homogenisation

cultural convergence

cultural homogenisation, the whole world becomes the same - one culture takes over the world

cultural divergence as a criticism of the concept cultural homogenisation

- some places resist Western culture, with a revival of fundamentalism and nationalism
- one aspect is rejecting Western media
- but, use new media technology to promote ideologies, recruit members and organise campaigns
- e.g. ISIS used YouTube and Twitter to recruit people to their fundamentalist terrorist movement

AO3 - Curran

- postmodernist and pluralist hyperglobalists fail to take into account economic inequality in their analysis
- Western culture dominates global culture because it has economic power

AO3 - exotic

- features of local culture marketed as exotic because Western consumers like to buy exotic
- this is far from the sort of inequality suggested by the concept of multi-directional flow