Sustainable Design Awards Toolkit
Section 1.2 - The effect of globalisation
As different communities are exposed to the same influences, through
film, television, the internet and other global media, both personal and cultural
expectations within these communities are changing to become similar to each other.
Dominant companies and cultures are impressed on less dominant cultures - for example
the introduction of McDonald's restaurants throughout the world, the release of
Disney films with slim, big eyed heroines, and the popularity of blockbuster
movies from the USA. Supermodels and fashion magazines fuel the demand for beauty
and dictate a certain image, which becomes an impossible ambition for people all
over the world to become. Rawiwan, a young Thai woman, complains of being too dark
and wishes her skin were paler, whilst Emily, a young British girl, yearns for her
skin to be more tanned. Increasing amounts of money is being spent on cosmetics and
clothes, with the only real winners being the companies who make a profit from human
insecurities.
Globalisation is when communities start converging towards the same trends.
Using the same language, using the same slang, wearing the same clothes, eating
the same food or reaching for the same goals. As global communication increases
and becomes more accessible, it is not only news that travels fast; fashions,
jokes and even knowledge. The tendency is for the dominant culture to be adopted
by others, for example baseball caps are worn all across the world, in many cases
as a fashion statement rather than an indication of loyalty to a particular team.
However, knowledge and information from other communities is also made available,
which becomes incorporated into other cultures. There may be a loss of national
identity, but there is a delicate mixture, or homogenisation, of cultures to create
a carefully balanced multi-cultural society which we are now able to enjoy.
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Globalisation sees regional values become global values - with
people all over the world wearing New York Yankees baseball caps2
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Example:
Recent interior decoration trends in the UK have been heavily
influenced by Japanese and Scandinavian cultures and traditions.
Interior design in Britain and other countries has been influenced by the Far East3
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Example:
Embroidery and designs from sub continental Asia have been incorporated
into fabrics, furniture and fashion in the west.
Silk sarees. These patterns and bright colours have influenced design in Western countries4
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As a response to globalisation, there are some areas within
a culture which become more distanced from the generic "norm" - those
who purposefully react in the opposite way, by rejecting the influence
of globalisation.
Hollywood makes "blockbuster movies" - which are expected to draw millions
of viewers, and must cater to these mass audiences. As a response to
globalisation, independent filmmakers move away from the "guaranteed
success" formula used by Hollywood to make thoughtful and expressive
films, which engage the viewer on many levels. Independent films have
become more successful and confident as audiences grow tired of Hollywood.
In some communities, the loss of a national identity has lead to the creation
of a local identity, for example, in Spain people seem to have more
association with their region than with their nation, and in the UK there
is tribalism between countries, regions and cities - for example Scotland
& England, Liverpool & Manchester, and Lancashire & Yorkshire.
The world is becoming "smaller" as communication between countries
increases. The internet allows instant communication across the globe,
it allows information to be shared with millions of people. Advances
in telecommunications makes international telephone calls cheaper and
more accessible, providing communication between friends and family
members that may otherwise be too costly to consider. It has been
described as a "global village" - a cosmopolitan blend of ideas and
traditions, which has the potential of enriching each of our lives.
However, the idealistic is not necessarily the realistic, and
globalisation has both positive and negative implications.
2Image courtesy of http://newyork.yankees.mlb.com
3Image courtesy of www.haikudesigns.com/images/collge2001.jpg
4Picture courtesy of: www.indiamart.com/deepikaoverseas/gifs/silk-sarees-pic1.jpg
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Sustainability Issues
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Toolkit Index
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