The Spread of a The Spread of a Globalized Culture Globalized - - PDF document

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The Spread of a Globalized Culture The Spread of a Globalized Culture

Nino Boccara Nino Boccara

What is globalization? What is globalization?

http://www.sociology.emory.edu/globalization/about.html Frank J. Lechner and John Boli (editors) The Globalization Reader (Malden, MA: Blackwell 2003) http://www.sociology.emory.edu/globalization/about.html Frank J. Lechner and John Boli (editors) The Globalization Reader (Malden, MA: Blackwell 2003)

• Globalization refers to the growing integration of economies and

societies over the past two decades made possible by the rapid advances in communication technologies.

• It has created a smaller world in which ideas and money can move

across borders almost instantly.

• Globalization refers to the growing integration of economies and

societies over the past two decades made possible by the rapid advances in communication technologies.

• It has created a smaller world in which ideas and money can move

across borders almost instantly.

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Since the early 1990s, globalization has triggered a storm of controversy among social activists, intellectuals, business leaders, policy makers and politicians. The debate over globalization is

• ften passionate and, sometimes, even violent.

Since the early 1990s, globalization has triggered a storm of controversy among social activists, intellectuals, business leaders, policy makers and politicians. The debate over globalization is

• ften passionate and, sometimes, even violent.

Proponents consider market liberalism as highly productive, raising living standards worldwide, and favoring innovations. Proponents consider market liberalism as highly productive, raising living standards worldwide, and favoring innovations. Critics argue that globalization creates inequalities, loss of jobs, environmental degradation, and ``is a declaration of war upon all cultures.’’ Critics argue that globalization creates inequalities, loss of jobs, environmental degradation, and ``is a declaration of war upon all cultures.’’ To understand why globalization has engendered the hostility of so many protesters, and why developing countries are not in fact developing, refer to Joseph Stiglitz, Globalization and its Discontents, (New York, Norton & Company 2002) To understand why globalization has engendered the hostility of so many protesters, and why developing countries are not in fact developing, refer to Joseph Stiglitz, Globalization and its Discontents, (New York, Norton & Company 2002)

What is culture? What is culture?

Culture is Culture is an integrated pattern of human behavior that includes thoughts, communications, languages, practices, beliefs, values, customs, courtesies, rituals, manners of interacting and roles, relationships and expected behaviors of a racial, ethnic, religious or social group; and the ability to transmit the above to succeeding generations. an integrated pattern of human behavior that includes thoughts, communications, languages, practices, beliefs, values, customs, courtesies, rituals, manners of interacting and roles, relationships and expected behaviors of a racial, ethnic, religious or social group; and the ability to transmit the above to succeeding generations. National Association of School Psychologists www.nasponline.org/culturalcompetence/definingculture.html National Association of School Psychologists www.nasponline.org/culturalcompetence/definingculture.html

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Sociologists and the globalization

• f culture

Sociologists and the globalization

• f culture

Samuel P. Huntington, The Clash of Civilizations and the Remaking of World Order, (New York: Simon & Shuster, 1996) Samuel P. Huntington, The Clash of Civilizations and the Remaking of World Order, (New York: Simon & Shuster, 1996) It is far more meaningful now to group countries not in terms

• f their political or economic systems or in terms of their level
• f economic development but rather in terms of their culture

and civilization. It is far more meaningful now to group countries not in terms

• f their political or economic systems or in terms of their level
• f economic development but rather in terms of their culture

and civilization. The clash of civilizations will dominate global politics. The fault lines between civilizations will be the battle lines of the future. The clash of civilizations will dominate global politics. The fault lines between civilizations will be the battle lines of the future. George Ritzer, The McDonaldization of Society: an Investigation into the Changing Character of Contemporary Social Life, (Thousand Oaks, CA: Pine Forge Press, 1993). George Ritzer, The McDonaldization of Society: an Investigation into the Changing Character of Contemporary Social Life, (Thousand Oaks, CA: Pine Forge Press, 1993).

McDonaldization does not only refer to robotlike assembly of food, McDonaldization is rationalization taken to an extreme level. McDonaldization does not only refer to robotlike assembly of food, McDonaldization is rationalization taken to an extreme level. McDonaldization was preceded by a series of social and economic developments such as Frederick Taylor's system of industrial management and Henry Ford's automobile assembly line technology. A McDonaldized society emphasizes routine and consistency. McDonaldization was preceded by a series of social and economic developments such as Frederick Taylor's system of industrial management and Henry Ford's automobile assembly line technology. A McDonaldized society emphasizes routine and consistency. McDonaldization is a set of threatening and inevitable tendencies to dehumanization. McDonaldization is a set of threatening and inevitable tendencies to dehumanization. The key features of McDonaldization are: efficiency, calculability, predictability, and control. In the U.S. these principles are even applied in higher education. The key features of McDonaldization are: efficiency, calculability, predictability, and control. In the U.S. these principles are even applied in higher education.

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Benjamin Barber, Jihad vs. McWorld, (New York: Times Books, 1995) Benjamin Barber, Jihad vs. McWorld, (New York: Times Books, 1995)

The alternative of the aggressive economic and cultural globalism of McWorld is Jihad, understood not as Islam but as disintegral tribalism and reactionary fundamentalism. The alternative of the aggressive economic and cultural globalism of McWorld is Jihad, understood not as Islam but as disintegral tribalism and reactionary fundamentalism. The two axial principles of our age---tribalism and globalism---clash at every point except one: they may both be threatening to democracy. The two axial principles of our age---tribalism and globalism---clash at every point except one: they may both be threatening to democracy. Caught between Babel and Disneyland, the planet is falling precipitously apart. Caught between Babel and Disneyland, the planet is falling precipitously apart. McWorld is a product of popular culture driven by expansionist

• commerce. Its template is American, its form style. Its goods are as

much images as matériel, an aesthetic as well a product line. It is about culture as commodity, apparel as ideology. McWorld is a product of popular culture driven by expansionist

• commerce. Its template is American, its form style. Its goods are as

much images as matériel, an aesthetic as well a product line. It is about culture as commodity, apparel as ideology. Only global democracy can regulate global markets and a capitalism uprooted from the constraints of the democratic nation state. Only global democracy can regulate global markets and a capitalism uprooted from the constraints of the democratic nation state.

Is it possible to protect cultural diversity? Is it possible to protect cultural diversity?

According to UNESCO, cultural diversity is as necessary for humankind as biodiversity is for nature http://europa.eu.int/comm/avpolicy/extern/gats2000/decl-en.pdf According to UNESCO, cultural diversity is as necessary for humankind as biodiversity is for nature http://europa.eu.int/comm/avpolicy/extern/gats2000/decl-en.pdf In September 1993 Europeans, led by the French, demanded that trade in audiovisual products be left outside the GATT agreement, arguing that cultural products cannot be treated as ordinary commercial products. In September 1993 Europeans, led by the French, demanded that trade in audiovisual products be left outside the GATT agreement, arguing that cultural products cannot be treated as ordinary commercial products. This so called exception culturelle (cultural exception) was that without imposing restrictions to control the flow of cheap American products onto European markets, European culture would be threatened. European protectionism, of course strongly resisted by the US, was seen as an essential condition to prevent all the globe from becoming Disneyland This so called exception culturelle (cultural exception) was that without imposing restrictions to control the flow of cheap American products onto European markets, European culture would be threatened. European protectionism, of course strongly resisted by the US, was seen as an essential condition to prevent all the globe from becoming Disneyland

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Between cultural differentialism or lasting difference and cultural convergence or growing sameness, there is a third way: cultural hybridization, global mélange, or ongoing mixing. Between cultural differentialism or lasting difference and cultural convergence or growing sameness, there is a third way: cultural hybridization, global mélange, or ongoing mixing. Jan Nederveen Pietersee, Globalization and Culture, (Lanham, MD: Rowman & Littlefield Publishers, 2004). John Tomlinson, Globalization and Culture, (Chicago: The University of Chicago Press, 1999). Avtar Brah and Annie E. Combes (editors), Hybridity and its Discontents: Politics, Science, Culture, (London: Routledge, 2000). Jan Nederveen Pietersee, Globalization and Culture, (Lanham, MD: Rowman & Littlefield Publishers, 2004). John Tomlinson, Globalization and Culture, (Chicago: The University of Chicago Press, 1999). Avtar Brah and Annie E. Combes (editors), Hybridity and its Discontents: Politics, Science, Culture, (London: Routledge, 2000). According to Benjamin Barber, this might be pure wishful thinking: According to Benjamin Barber, this might be pure wishful thinking: Others will insist global pop culture is not really american, not really a monoculture at all, that it has been internationalized thanks to English pop music, French high fashion, Italian style, Scandinavian minimalism, and Japanese technology; and of course they will be right. But if ``international'' means no more than a collection of Western/Euro/Anglo/American images packaged and marketed in New York and committed to tape and celluloid in Memphis and Hollywood, ``international'' is just another way of saying global-American and thus monocultural after all. (Jihad vs. McWorld, p.83) Others will insist global pop culture is not really american, not really a monoculture at all, that it has been internationalized thanks to English pop music, French high fashion, Italian style, Scandinavian minimalism, and Japanese technology; and of course they will be right. But if ``international'' means no more than a collection of Western/Euro/Anglo/American images packaged and marketed in New York and committed to tape and celluloid in Memphis and Hollywood, ``international'' is just another way of saying global-American and thus monocultural after all. (Jihad vs. McWorld, p.83) Apparent hybridization is just thinly disguised globalized monoculture. Apparent hybridization is just thinly disguised globalized monoculture.

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Model’s description Model’s description

The individuals are located at the vertices of a directed graph The individuals are located at the vertices of a directed graph Out-degrees: uniformly distributed between 1 and a maximum neighborhood size Out-degrees: uniformly distributed between 1 and a maximum neighborhood size In-degrees: Pareto distributed with a probability density function In-degrees: Pareto distributed with a probability density function

Following Robert Axelrod, The Dissemination of Culture,

Journal of Conflict Resolution 41 203-226 (1997), the culture of each invididual is represented by a set of f

features (dress style or customary food). Every feature having a trait value between 1 and n. Following Robert Axelrod, The Dissemination of Culture,

Journal of Conflict Resolution 41 203-226 (1997), the culture of each invididual is represented by a set of f

features (dress style or customary food). Every feature having a trait value between 1 and n. The globalized culture is assumed to be foreign to the local culture and has, therefore, cultural trait values not shared by the population. Conventionally, the globalized culture will be represented by a sequence of f zeros. The globalized culture is assumed to be foreign to the local culture and has, therefore, cultural trait values not shared by the population. Conventionally, the globalized culture will be represented by a sequence of f zeros.

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her name: a number between 1 and N (total number of nodes) her s-value: a real between 0 and 1 representing her social status. A larger s-value implies a stronger convinvincing power when interacting with other individuals, and a stronger resistance to the influence of the foreign culture the list of her neighbors: a list of other individuals with whom she

• interacts. Neighborhoods sizes are uniformly distributed between 1

and a maximum size. Neighbor frequencies have power-law distributed. her culture: a list of f traits values, ranging from 1 to n. her name: a number between 1 and N (total number of nodes) her s-value: a real between 0 and 1 representing her social status. A larger s-value implies a stronger convinvincing power when interacting with other individuals, and a stronger resistance to the influence of the foreign culture the list of her neighbors: a list of other individuals with whom she

• interacts. Neighborhoods sizes are uniformly distributed between 1

and a maximum size. Neighbor frequencies have power-law distributed. her culture: a list of f traits values, ranging from 1 to n. At each time step each individual interacts with a small group of other individuals (her neighbors) and the globalizing foreign culture. Her state is represented by a 4-element list: At each time step each individual interacts with a small group of other individuals (her neighbors) and the globalizing foreign culture. Her state is represented by a 4-element list:

Imitate rule: At each time step, every individual locates the person in her neighborhood who has the highest s-value and changes the value of one of her randomly selected feature trait to equal the value of the corresponding trait value of that person if, and only if, her s-value is less than the s-value of that person. Globalizing rule: At each time step, a randomly selected feature trait of each individual is changed to 0 with a probabilty where s is the s-value of the individual and a the exponent characterizing the resistance of the society to the spread of the globalizing foreign culture Imitate rule: At each time step, every individual locates the person in her neighborhood who has the highest s-value and changes the value of one of her randomly selected feature trait to equal the value of the corresponding trait value of that person if, and only if, her s-value is less than the s-value of that person. Globalizing rule: At each time step, a randomly selected feature trait of each individual is changed to 0 with a probabilty where s is the s-value of the individual and a the exponent characterizing the resistance of the society to the spread of the globalizing foreign culture The global evolution rule can only modify individuals’culture. It consists of two synchronous subrules: The global evolution rule can only modify individuals’culture. It consists of two synchronous subrules:

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A fraction r of the total number N of individuals, selected among those having the highest in-degrees, defines the subnetwork of leaders that is, the subnetwork of the most influential individuals whose s-value is set equal to 1. Leaders represent a small fraction of conservative individuals firmly attached to their culture keeping unchanged their cultural traits under the action of the evolution rule. A fraction r of the total number N of individuals, selected among those having the highest in-degrees, defines the subnetwork of leaders that is, the subnetwork of the most influential individuals whose s-value is set equal to 1. Leaders represent a small fraction of conservative individuals firmly attached to their culture keeping unchanged their cultural traits under the action of the evolution rule. If it were not for the imitate rule, under the action of the globalizing rule, all individuals having an s-value less than 1, that is, the majority, will eventually adopt all the trait values of the foreign culture. The globalizing rule mimics the role of the huge advertising power of multinational corporations conquering a new national market. Increasing the exponent a allows the society to counterbalance the influence

• f the globalized culture (cultural exception).

If it were not for the imitate rule, under the action of the globalizing rule, all individuals having an s-value less than 1, that is, the majority, will eventually adopt all the trait values of the foreign culture. The globalizing rule mimics the role of the huge advertising power of multinational corporations conquering a new national market. Increasing the exponent a allows the society to counterbalance the influence

• f the globalized culture (cultural exception).

For example, in an initial configuration of a social network of N = 2500 individuals, with a fraction r = 0.1 of leaders, a maximum neighborhood size equal to 8, and a culture defined by only two features (f = 2), each taking only two possible different trait values (1 or 2), the state of individual 789 is

(789, 0.094619, (1396, 579, 2117, 2143, 148, 702), (2, 1)).

Her s-value is equal to 0.094619, her neighborhood, of size 6, is (1396, 579, 2117, 2143, 148, 702), and her culture is represented by the pair of trait values (2,1). In the same initial configuration, individual 1518 in the state

(1518, 1.0, (867, 503, 2237, 1007), (1, 2)),

is a leader. It is found that she belongs to 63 different neighborhoods, making her a very influential individual. For example, in an initial configuration of a social network of N = 2500 individuals, with a fraction r = 0.1 of leaders, a maximum neighborhood size equal to 8, and a culture defined by only two features (f = 2), each taking only two possible different trait values (1 or 2), the state of individual 789 is

(789, 0.094619, (1396, 579, 2117, 2143, 148, 702), (2, 1)).

Her s-value is equal to 0.094619, her neighborhood, of size 6, is (1396, 579, 2117, 2143, 148, 702), and her culture is represented by the pair of trait values (2,1). In the same initial configuration, individual 1518 in the state

(1518, 1.0, (867, 503, 2237, 1007), (1, 2)),

is a leader. It is found that she belongs to 63 different neighborhoods, making her a very influential individual.

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Numerical results Numerical results

In all simulations the social network consists of 2500 individuals. In all simulations the social network consists of 2500 individuals.

Power-law behavior of the tail

• f the cumulative distribution

function of the number of individuals belonging to the different neighborhoods Power-law behavior of the tail

• f the cumulative distribution

function of the number of individuals belonging to the different neighborhoods Hence, the vertex in-degree probability density function behaves asymptotically as Hence, the vertex in-degree probability density function behaves asymptotically as

We first verify that the probability distribution of the vertex in- degrees does follow a Pareto distribution We first verify that the probability distribution of the vertex in- degrees does follow a Pareto distribution Influence of the exponent a characterizing the resistance of the society to the foreign culture Influence of the exponent a characterizing the resistance of the society to the foreign culture fraction of leaders r = 0.1 maximum neighborhood size 8 number of features f = 2 number of traits per feature n = 2 fraction of leaders r = 0.1 maximum neighborhood size 8 number of features f = 2 number of traits per feature n = 2 probability for a randomly selected cultural trait of an individual to become equal to 0 under the influence of the foreign culture as a function of the s-value of the individual and the exponent a probability for a randomly selected cultural trait of an individual to become equal to 0 under the influence of the foreign culture as a function of the s-value of the individual and the exponent a

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Increasing a increases the resistance of the society to the influence of the foreign culture Increasing a increases the resistance of the society to the influence of the foreign culture For a =1.7 approximately half of the total population either partially or fully adheres to the foreign culture. For a =1.7 approximately half of the total population either partially or fully adheres to the foreign culture. Since r = 0.1, 40 % of the population totally rejects the foreign culture. Since r = 0.1, 40 % of the population totally rejects the foreign culture. Influence of the number of traits n and the number of features f Influence of the number of traits n and the number of features f

Increasing the number n of trait values from 2 to 10 while keeping all the other parameter values unchanged, the numbers of fully convinced, partially convinced and unconvinced individuals are not modified. Increasing the number n of trait values from 2 to 10 while keeping all the other parameter values unchanged, the numbers of fully convinced, partially convinced and unconvinced individuals are not modified. Increasing the number f of features from 2 to 6 without changing the number of different trait values, we have to increase the resistance of the local culture to the foreign culture, i.e., increase the exponent a, to keep the same number of individuals rejecting the foreign culture. Increasing the number f of features from 2 to 6 without changing the number of different trait values, we have to increase the resistance of the local culture to the foreign culture, i.e., increase the exponent a, to keep the same number of individuals rejecting the foreign culture.

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Influence of the fraction r of leaders Influence of the fraction r of leaders

Decreasing the fraction r of leaders, clearly we have to increase the exponent a for the foreign culture not to be able to convince more than half

• f the population accepting the new

culture traits. Decreasing the fraction r of leaders, clearly we have to increase the exponent a for the foreign culture not to be able to convince more than half

• f the population accepting the new

culture traits. The fraction r of influential individuals being equal to 0.02, in this case, 48 % of the population totally rejects the foreign culture. The fraction r of influential individuals being equal to 0.02, in this case, 48 % of the population totally rejects the foreign culture. All the previous results were obtained with a neighborhood maximum size equal to 8, that is, an average number of neighbors equal to 4.5. Increasing this number, the individuals are more connected and, consequently, able to resist more effectively to the influence of the foreign culture. All the previous results were obtained with a neighborhood maximum size equal to 8, that is, an average number of neighbors equal to 4.5. Increasing this number, the individuals are more connected and, consequently, able to resist more effectively to the influence of the foreign culture.

Influence of the number of neighbors Influence of the number of neighbors

Doubling the average number

• f

neighbors, that is, choosing a neighborhood maximum size equal to 17, for r = 0.1, f = 6, and n = 2, the value of exponent a necessary for keeping the sum of the numbers of fully convinced and partially convinced individuals not larger than half of the total population of the society decreases slightly from 3.0 to 2.8 Doubling the average number

• f

neighbors, that is, choosing a neighborhood maximum size equal to 17, for r = 0.1, f = 6, and n = 2, the value of exponent a necessary for keeping the sum of the numbers of fully convinced and partially convinced individuals not larger than half of the total population of the society decreases slightly from 3.0 to 2.8

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Results analysis Results analysis

What does differentiate the different group of individuals? In the case of a society with a fraction r = 0.1 of leaders, 6 features with 2 traits each, and an average neighborhood size equal to 4.5. For a = 3.0 we find that, approximately, What does differentiate the different group of individuals? In the case of a society with a fraction r = 0.1 of leaders, 6 features with 2 traits each, and an average neighborhood size equal to 4.5. For a = 3.0 we find that, approximately, 2.6 % of the population fully adopt the foreign culture, 47.4 % of the population partially adopt the foreign culture, 40 % of the population completely reject the foreign culture, and 10 % leaders who, by definition, do not adopt any foreign cultural trait. 2.6 % of the population fully adopt the foreign culture, 47.4 % of the population partially adopt the foreign culture, 40 % of the population completely reject the foreign culture, and 10 % leaders who, by definition, do not adopt any foreign cultural trait. Individuals fully adopting the foreign culture are characterized by a small number of neighbors, 1.4 per individual on average, and among these neighbors no leaders are

• present. That is, individuals easily influenced by the foreign culture are weakly

connected to other individuals, and have no interactions with leaders. Individuals partially adopting the foreign culture have an average of 2.67 out of 6 traits equal to 0. Their average neighborhood size, which is equal to 4.4, includes 1.47 leaders, allowing them to make up for their small s-values---which are less than the s- values of individuals fully adopting the foreign culture: 0.25 compared to 0.33 on average. In a society with a culture defined by 6 different features, the individuals adopting all the culture traits of the foreign culture are not characterized by the lowest s-value. In

• ur simulations they even have a slightly higher s-value than the individuals who only

partially adopt the foreign cultural traits. Their essential characteristic is their small number of neighbors that, moreover, do not include leaders. Individuals completely rejecting the foreign culture are characterized by a high s- value, 0.88 and an average number of neighbors equal to 4.67 including 1.68 leaders. Individuals fully adopting the foreign culture are characterized by a small number of neighbors, 1.4 per individual on average, and among these neighbors no leaders are

• present. That is, individuals easily influenced by the foreign culture are weakly

connected to other individuals, and have no interactions with leaders. Individuals partially adopting the foreign culture have an average of 2.67 out of 6 traits equal to 0. Their average neighborhood size, which is equal to 4.4, includes 1.47 leaders, allowing them to make up for their small s-values---which are less than the s- values of individuals fully adopting the foreign culture: 0.25 compared to 0.33 on average. In a society with a culture defined by 6 different features, the individuals adopting all the culture traits of the foreign culture are not characterized by the lowest s-value. In

• ur simulations they even have a slightly higher s-value than the individuals who only

partially adopt the foreign cultural traits. Their essential characteristic is their small number of neighbors that, moreover, do not include leaders. Individuals completely rejecting the foreign culture are characterized by a high s- value, 0.88 and an average number of neighbors equal to 4.67 including 1.68 leaders.

13 In essence, this model shows that to resist globalization and keep alive a diverse national culture, role models are essential, creations of as many links as possible between individuals sharing the same national culture has to be encouraged, and the society as a whole must make every effort to protect and promote its own culture even at the cost of not fully respecting the rules of free trade In essence, this model shows that to resist globalization and keep alive a diverse national culture, role models are essential, creations of as many links as possible between individuals sharing the same national culture has to be encouraged, and the society as a whole must make every effort to protect and promote its own culture even at the cost of not fully respecting the rules of free trade