Cultural diffusion occurs as a result of globalisation; TNCs, global media corporations (P: role of TNCs), tourism and migration create and spread an increasingly ‘westernised’ global culture which impacts on both the environment and people (Changing diets in Asia). The spread of a global culture has also led to new awareness of opportunities for disadvantaged groups (Athletes at the Rio 2016 Summer Paralympics) particularly in emerging and developing countries. (P: opportunities for these groups)
Globalisation has spread a 'westernised' global culture which originates in North America and Europe. This is a culture based upon:
- Wealth creation, earning money in order to buy consumer goods and high levels of consumption.
- Private enterprise, where people own business rather than the government owning them.
- Success, which is measured by how wealthy you are and how much 'stuff' you buy.
- Fashion, technology and trends, which are important in western culture.
- An attitude that the physical environment should be exploited for its natural resources to create wealth.
Cultural diffusion occurs as a result of globalisation; TNCs, global media corporations (P: role of TNCs), tourism and migration create and spread an increasingly ‘westernised’ global culture
Cultural diffusion is the exchange of ideas between different people as they mix and interact as a result of globalisation.
Western culture has been spread by cultural diffusion:
- Migrants move and spread their ideas and customs
- Tourism brings people into contact with new cultures
- TNCs spread their brands and products around the world.
- Global media organisations like Disney, CNN and the BBC spread a western view of world events.
Impacts on both the environment and people (Changing diets in Asia).
Western culture is viewed as having both positive and negative impacts on the physical environment and people. The spread of a western diet (high fat, high sugar, fast food based) is changing diets around the world, especially in Asian cities, with the spread of McDonald's, KFC and other fast food. This has been linked to rising obesity and diabetes in many emerging countries. A fast-food, consumer culture is also very wasteful in terms of resources such as discarded fast food packaging and fashion items worn only once or twice. This can be linked to deforestation and excessive water use in industry, as well as air and water pollution.
The spread of a global culture has also led to new awareness of opportunities for disadvantaged groups (Athletes at the Rio 2016 Summer Paralympics) particularly in emerging and developing countries. (P: opportunities for these groups)On the other hand, western culture has tended to improve opportunities for some traditionally disadvantaged and discriminated groups such as women, the disabled and LGBT. Global media coverage of the Paralympics, Gay Pride marshes and high profile cases of sex discrimination may help erode sexism and prejudice in developing and emerging countries.
