Cultural Globalisation deals with how beliefs, values, ethos, art, music, and literature have spread across borders. It is a socio-cultural process in which the constraint of geography on social and cultural structures is declining. In this way ‘‘The concept of global village’’ is used to describe the process of social interdependence. There is also the emergence of the globalized culture often described in terms of Westernization, modernization, coca-colonization, and Americanization, this is where popular culture comes in Thomas 1999 also recognized that from the 1990s everybody wanted to imitate the west, it has been characterized by the spread of more global culture of consumerism and popular culture. In other words, cultural globalisation has made it possible for the spread of consumerism which has made certain cultures become globally practiced and popular.
Popular culture also called pop culture is the entirety of attitude, ideas, images, perspectives and other phenomena within the mainstream of a given culture, especially western culture. Pop culture was coined in the 19th century, and many countries have contributed to the global culture such as Korea, India, America, South Africa and Nigeria e.t.c it is just that American culture is very popular. Americanization is the order of the day looking at the centrality of the English language throughout the world to the Jeans culture, people around the world have adopted the American style of singing/ music through rap music, dressing, and popular culture.[1]
There are several factors that promote popular culture one of them is the emerging global mainstream (Globalisation) of the late 20th and early 21st century has heavily influenced the spread of popular culture. Technology, mass media, and social media such as Facebook, TikTok, etc. Other factors include industrialisation, urbanisation, etc. Due to cultural globalisation there is the spread and mass dissemination of pop culture and its effect.
Also, Technology is one of the power driving globalisation especially cultural globalisation, it has turned the world into a global village turning the traditional conception of time and distance meaningless in the contemporary international system. It is important to note that technology advancement is mainly from the North.[2] Technology effectively promotes the integration of world economies and culture and America and Americans are one of the major countries and individuals at the forefront. An example is Bill Gates of Microsoft, Steve Jobs of Apple, Mark Zuckerberg of Facebook to mention but a few. Popularly known as MTV, Cable News Network alias CNN influence and operate globally which promotes American culture, music, television [3] All these promote homogeneity (homogenisation) through the mass dissemination of pop culture and the CNN effect.[4]
Conclusively, Cultural globalisation is familiar to everybody, prominent icons of popular culture, like Coca-Cola, KPOP. Afrobeat, different fashion styles and food and snacks such as McDonald’s etc. It is important to note that there are also several sources of cultural globalisation, one of which is the cultural ideology of consumerism as it refers to “the emergence of a specific set of values and beliefs that are shared around the planet. Another source of cultural globalisation is the global information flows is mass media. This entails a flow of information in a sign of direction.
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[1]William Mazzarella 2004. Culture, Globalisation, Mediation 33:345–67 doi: 10.1146/annurev.anthro.33.070203.143809 . Annual Reviews. Pp346-348
[2] Ako-Nai R.I and David I.D. Globalisation, Human Development and The Female Gender in Nigeria p274-278
[3] ______ 2005. Outline of U.S History, Bureau of International Information Programs: U.S Department of States. Pp 296-297
[4] Vaughan O. Wright M and Small C. 2005 Globalisation and the politics of Marginality p211
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