Globalization and Cultural Identity

It is fair to say that the impact of globalization in the cultural sphere has, most generally, been viewed in a pessimistic light. Typically, it has been associated with the destruction of cultural identities, victims of the accelerating encroachment of a homogenized, westernized, consumer culture. This view, the constituency for which extends from (some) academics to anti-globalization activists (Shepard and Hayduk 2002), tends to interpret globalization as a seamless extension of – indeed, as a euphemism for – western cultural imperialism. In the discussion which follows I want to approach this claim with a good deal of scepticism. I will not seek to deny the obvious power of globalized capitalism to distribute and promote its cultural goods in every corner. Nor will I take up the argument – now very commonly made by critics of the cultural imperialism thesis (Lull 2000; Thompson 1995; Tomlinson 1991) that a deeper cultural impact cannot be easily inferred from the presence of such goods. What I will try to argue is something more specific: that cultural identity, properly understood, is much more the product of globalization than its victim.