Glocalization: When Globalization Goes Local | The Odyssey Online
Start writing a post
Lifestyle

Glocalization: When Globalization Goes Local

The more we expand, the more we search for our roots.

193
Glocalization: When Globalization Goes Local
Madelynn Esteb

I am sure we have all heard the term “globalization” from our history classes. It is the spread of ideas on a global scale, going on as long as humans have been on this earth. Today, globalization refers to the global economy and how interconnected humanity is by how technology, business and philosophy is spread throughout the world.

We are more connected than ever with the ability to access the web from almost anywhere on the globe. Some would even go as far to argue that global knowledge puts everyone on the same level playing field. Up until recently, I have unquestionably agreed and accepted this idea.

But what I am coming to realize the world is only a fraction as integrated as I thought. The world seemingly lacks true global connection when most phone calls, web traffic and investment is local. And it seems that only true connection comes from big cities; these economic centers are connected well to one another but still more domestically concentrated in communication. “Glocalization” is the process of conducting business according to both local and global considerations, blurring the boundaries between the local and global.

Contrary to popular belief, I don’t think we are headed towards a united human culture, even though humanity is increasing intercultural ties. In glocalization, global influences are selected and consumed and processed according to local needs, tastes and ideas. Instead of companies saying, “here is a burger” they ask, “how can we make a burger that you like?” The more we expand, the more we search for our roots and the ways we identify with a global market. This is not necessarily a counter reaction to globalization rather a way to be structured by and find meaning in our interconnected world.

The worldwide spread of McDonalds or Starbucks are commonly cited examples of glocalization, especially since the restaurant's menu is often customized to suit local tastes. Regardless of industry, glocalization broadly involves the altering of an overarching brand or product to better appeal to customers within a specified country or region. This phenomenon is the relative inverse of Americanization and the suppressing of local preferences in favor of providing goods and media whose content has been dictated by foreign entities.

Glocalization can also involve the use of culturally friendly media to encourage the acceptance of foreign products among a local audience. Cultural globalization is always transformed by local contexts, we must consider the complex interaction between global and local characteristics characterized by cultural borrowing. We are totally connected through globalization, yet not connected at all because we still enjoy our own local tastes and customs.

People are getting glocalized. The contemporary experience of living and acting across cultural borders has been reduced to what we can see and do in our local communities. This is not necessarily a bad thing.

Glocalization can eliminate many various governments and organizations that stand between global resources and local communities. The creation of a more stabilized world glocalization strategies encourage and revitalize local cultures and emphasize city-to-city diplomacy.

Maybe globalization hasn’t put everyone on the same playing field, but is has led to the adaptation of a global market to local taste and needs. Using information and communication technology to foster economic development and social reform can help develop a world where local areas benefit from global resources while still retaining their own cultural identities.

Report this Content
This article has not been reviewed by Odyssey HQ and solely reflects the ideas and opinions of the creator.
Kardashians
W Magazine

Whether you love them or hate them, it's undeniable the Kardashian/ Jenner family has built an enormous business empire. Ranging from apps, fashion lines, boutiques, beauty products, books, television shows, etc. this bunch has shown they are insane business moguls. Here are seven reasons why the Kardashian/ Jenner family should be applauded for their intelligent business tactics.

Keep Reading...Show less
friends
Photo by Elizeu Dias on Unsplash

If I have learned one thing in my lifetime, it is that friends are a privilege. No one is required to give you their company and yet there is some sort of shared connection that keeps you together. And from that friendship, you may even find yourself lucky enough to have a few more friends, thus forming a group. Here are just a few signs that prove your current friend group is the ultimate friend group.

Keep Reading...Show less
ross and monica
FanPop

When it comes to television, there’s very few sets of on-screen siblings that a lot of us can relate to. Only those who have grown up with siblings knows what it feels like to fight, prank, and love a sibling. Ross and Monica Geller were definitely overbearing and overshared some things through the series of "Friends," but they captured perfectly what real siblings feel in real life. Some of their antics were funny, some were a little weird but all of them are completely relatable to brothers and sisters everywhere.

Keep Reading...Show less
Lifestyle

11 Types Of Sorority Girls

Who really makes up your chapter...

2664
Sorority Girls
Owl Eyes Magazine

College is a great place to meet people, especially through Greek life. If you look closely at sororities, you'll quickly see there are many different types of girls you will meet.

1. The Legacy.

Her sister was a member, her mom was a member, all of her aunts were members, and her grandma was a member. She has been waiting her whole life to wear these letters and cried hysterically on bid day. Although she can act entitled at times, you can bet she is one of the most enthusiastic sisters.

Keep Reading...Show less
Lifestyle

10 Reasons Why Life Is Better In The Summertime

Winter blues got you down? Summer is just around the corner!

2258
coconut tree near shore within mountain range
Photo by Elizeu Dias on Unsplash

Every kid in college and/or high school dreams of summer the moment they walk through the door on the first day back in September. It becomes harder and harder to focus in classes and while doing assignments as the days get closer. The winter has been lagging, the days are short and dark, and no one is quite themselves due to lack of energy and sunlight. Let's face it: life is ten times better in the summertime.

Keep Reading...Show less

Subscribe to Our Newsletter

Facebook Comments