Sociocultural+integration

Homogenization refers to the uniformity of landscape in terms of settlements and cultural traits around the world losing their identities and taking on an ‘international’ appearance. It is also referred to as the 'homogenization of landscapes', ‘westernization’ or "Americanization". The process does not refer only to buildings, but also to the shops and services found in cities around the world. For example, there are fast food outlets and brand names around the world, either in their original or imitated forms. Homogenization makes it difficult for cultures to maintain their identity leading to the ‘hybridization’ and homogenization of culture. The homogenization of culture is reinforced by international corporations and media organizations Advertising helps to sustain the homogenization of culture through its support for economic activity and foreign investment. First, it portrays the foreign product as part of the local culture so as to speed its acceptance. Eg children in Japan and Dubai see McDonald’s as Japanese or Arab. The second influence of advertising is that is sometimes portrays the product as exotic in the hope that people will embrace the product as better than what is locally produced.
 * Homogenization of culture **


 * Role of international interactions in the homogenization and dilution of culture **
 * Case study of the Dani tribe of Irian Jaya. **

In April 1954, the Christian missionaries landed in the Baliem Valley. They opened schools, churches and provided medical services By 1980 80% of Danis had become Christian
 * Missionaries **
 * The missionary impact includes: **
 * Adoption of Christian names
 * The wearing of clothing
 * Elimination of ritual warfare and cannibalism
 * Promoted travel over long distances by air and road transport
 * <span style="font-family: &#39;Helvetica&#39;,&#39;sans-serif&#39;; font-size: 12px;">Adoption of new farming practices, including the use of implements such as shovels, hammers and nails
 * <span style="font-family: &#39;Helvetica&#39;,&#39;sans-serif&#39;; font-size: 12px;">Promoted trading using money
 * <span style="font-family: &#39;Helvetica&#39;,&#39;sans-serif&#39;; font-size: 12px;">Establishment of small markets
 * <span style="font-family: &#39;Helvetica&#39;,&#39;sans-serif&#39;; font-size: 12px;">Raising age of marriage for girls
 * <span style="font-family: &#39;Helvetica&#39;,&#39;sans-serif&#39;; font-size: 12px;">Promoting literacy
 * <span style="font-family: &#39;Helvetica&#39;,&#39;sans-serif&#39;; font-size: 12px;">Broadening their world view

<span style="font-family: &#39;Helvetica&#39;,&#39;sans-serif&#39;; font-size: 12px;">The Indonesian Gov’t took over the administration of the Irian Jaya in 1962 from the Dutch. Their influences include:
 * <span style="font-family: &#39;Helvetica&#39;,&#39;sans-serif&#39;; font-size: 12px;">2. Government influences **
 * <span style="font-family: &#39;Helvetica&#39;,&#39;sans-serif&#39;; font-size: 12px;">Eliminating the missionaries, leaving the community without support
 * <span style="font-family: &#39;Helvetica&#39;,&#39;sans-serif&#39;; font-size: 12px;">Rice cultivation instead of sweet potatoes
 * <span style="font-family: &#39;Helvetica&#39;,&#39;sans-serif&#39;; font-size: 12px;">Wearing of clothes and use of Indonesian language
 * <span style="font-family: &#39;Helvetica&#39;,&#39;sans-serif&#39;; font-size: 12px;">Western-style houses most of which were rejected

<span style="font-family: &#39;Helvetica&#39;,&#39;sans-serif&#39;; font-size: 12px;">After gov’t and missionaries, tourism is the third influence on the Danis. Tourism started in 1984 with trekkers from the USA, Germany and Australia. Main attractions are the traditional culture. Main town was Wamena. Main attractions include the culture of the Danis. The influence of the tourist can be seen in the following areas:
 * <span style="font-family: &#39;Helvetica&#39;,&#39;sans-serif&#39;; font-size: 12px;">3. Impact of tourism on the Danis **
 * <span style="font-family: &#39;Helvetica&#39;,&#39;sans-serif&#39;; font-size: 12px;">Danis work as tour guides and porters and therefore began to earn incomes
 * <span style="font-family: &#39;Helvetica&#39;,&#39;sans-serif&#39;; font-size: 12px;">Tourist bring gifts and novelties for the Danis, who then expect them to develop a “cargo culture”
 * <span style="font-family: &#39;Helvetica&#39;,&#39;sans-serif&#39;; font-size: 12px;">Danis became exposed to new forms of dressing e.g trekkers gave out T-shirts to the people
 * <span style="font-family: &#39;Helvetica&#39;,&#39;sans-serif&#39;; font-size: 12px;">Development of infrastructure in form of hotels and restaurants, but these were foreign owned.
 * <span style="font-family: &#39;Helvetica&#39;,&#39;sans-serif&#39;; font-size: 12px;">It helped preserved the culture of the Danis, which was the main source of tourist attraction.

<span style="font-family: &#39;Helvetica&#39;,&#39;sans-serif&#39;; font-size: 12px;">Cultural imperialism is said to exist when one culture imposes itself on another. It can be deliberate, active, formal or otherwise. It is usually the case that the former is a large, economically or militarily powerful nation and the latter is a smaller, less affluent one. Cultural imperialism dates back to the industrial colonization era. However, it reached its peak when formal colonialism ended in the 2nd half of the 20th century. Cultural imperialism has taken a new dimension of becoming more of a political and economic process. Today, TNCs and international media networks have promoted cultural imperialism in the interest of the core countries such as the United States. This has led to a new form of imperialism which is called **hybridization of culture** can also be seen in terms of music. Modern western music is associated with progress and development and young children in developing countries have the tendency to think that western music is better than their indigenous music.
 * <span style="font-family: &#39;Helvetica&#39;,&#39;sans-serif&#39;; font-size: 12px;">The concept of cultural imperialism **

<span style="font-family: &#39;Helvetica&#39;,&#39;sans-serif&#39;; font-size: 12px;">There various aspects of culture that have been dominated by western culture. <span style="font-family: &#39;Helvetica&#39;,&#39;sans-serif&#39;; font-size: 12px;">These include:
 * <span style="font-family: &#39;Helvetica&#39;,&#39;sans-serif&#39;; font-size: 12px;">Aspects of Global cultural Imperialism **

<span style="font-family: &#39;Helvetica&#39;,&#39;sans-serif&#39;; font-size: 12px;">There are about 6000 languages in the world but this figure is expected to drop to 3000 by 2100 due to cultural imperialism. English is becoming the dominant language in the world today. The total number of English speakers is about 1billion English is medium of communication in air travel, finance, internet etc. Two-thirds of all scientists write in English. 80% of all electronic data is stored in English <span style="font-family: &#39;Helvetica&#39;,&#39;sans-serif&#39;; font-size: 12px;">120 countries receive radio programmes in English, and over 200 million students are studying English as additional language. It is official language in Africa, the Pacific and south and South East Asia. This is due to cultural imperialism by the US and the UK by virtue of being the world super powers.
 * <span style="font-family: &#39;Helvetica&#39;,&#39;sans-serif&#39;; font-size: 12px;">Language **

<span style="font-family: &#39;Helvetica&#39;,&#39;sans-serif&#39;; font-size: 12px;">Tourism is the world’s largest industry It is the number one earner in most developing economies like Kenya. Tourist promote their culture in the places they visit by exhibiting lifestyles that are not familiar with the indigenous people of the tourist destination. For example, British tourist visiting Costa del Sol in Spain while drinking beer and eating fish and chips while lying in a crowded beach becomes a normal way of life for the indigenous people of the area.
 * <span style="font-family: &#39;Helvetica&#39;,&#39;sans-serif&#39;; font-size: 12px;">Tourism **

<span style="font-family: &#39;Helvetica&#39;,&#39;sans-serif&#39;; font-size: 12px;">Capitalist economies promote democracy as the best system of electing leaders. As a result of the dominance of the United States as the world’s super power, democracy is practiced as the best political system. In some cases, the United States promotes their political system by donating money to poorer countries to conduct multi-party democratic elections with further promises to support their economies A recent example is the imposition of democracy on Iraq and Afghanistan by the US.
 * <span style="font-family: &#39;Helvetica&#39;,&#39;sans-serif&#39;; font-size: 12px;">Democracy **

<span style="font-family: &#39;Helvetica&#39;,&#39;sans-serif&#39;; font-size: 12px;">Global Media networks such as the internet, television, etc. have led to the imposition of western culture on other cultures. About 20-30 larger TNCs dominate the entertainment industry, all of which are from the west, especially the USA. Advertisement further fuels the imposition of western culture on others by presenting western product as the best. Media giants such a Time Warner, Disney, News Corporation, Universal Studios and BBC all promote cultural imperialism
 * <span style="font-family: &#39;Helvetica&#39;,&#39;sans-serif&#39;; font-size: 12px;">Media **

<span style="font-family: &#39;Helvetica&#39;,&#39;sans-serif&#39;; font-size: 12px;">The rise in global consumer culture has also led to cultural imperialism. McDonald’s operates over 31,000 outlets in 119 countries and in 1997 it opened one outlet every 4hours. Coca-Cola is sold in almost every corner of the world today. It is a western drink that has permeated almost all cultures of the world.
 * <span style="font-family: &#39;Helvetica&#39;,&#39;sans-serif&#39;; font-size: 12px;">Global Brands **

<span style="font-family: &#39;Helvetica&#39;,&#39;sans-serif&#39;; font-size: 12px;">It is one-way. One culture is imposed on another but that is not the case for the weaker culture to influence the stronger. <span style="font-family: &#39;Helvetica&#39;,&#39;sans-serif&#39;; font-size: 12px;">It leads to homogenization of the landscape, which might not be in the interest of the weaker culture. E.g democracy is not always the best for illiterate societies. <span style="font-family: &#39;Helvetica&#39;,&#39;sans-serif&#39;; font-size: 12px;">It leads to the exploitation of the poor by the rich.
 * <span style="font-family: "Helvetica","sans-serif"; font-size: 12px;">Criticisms of cultural imperialism **