From Globalization to Glocalization

Transcription

1 Reading Text From Globalization to Glocalization 1 The 20 th century witnessed one of the largest expansions of social, economic, and political forces in history. It was a time when technology advanced, economies grew, and the population exploded from about 1.5 billion people in 1905 to more than 6.5 billion people in Communications and trade have expanded, and now the world is more connected than ever, largely due to a process that we all know as globalization. However, as we have turned the corner into the 21 st century, certain dynamics are beginning to change; and there is much evidence to show that new trends are emerging that are notably different from the past. The great expansion of everything in the last 100 years is now leading to a focus on the small scale. With the fast growth of poorer countries, historic trends are changing, which are now characterized by a greater balance and closer relationship between the global and local dimensions. Thus, there is now a need for a new term to describe the way in which the interconnectedness of trade and culture is shaping our world. This is happening with characteristics that resemble globalization, but the focus is smaller and more local. Hence not globalization, but glocalization. 2 In order to fully understand this new term, we must first get to know the concept from which it comes. Globalization is one of the most important ideas to have emerged from the social sciences. The author of the term is unknown, but it was originally used in the field of education to describe student trends. These days, the meaning is broad enough to be relevant in each social science and academic field, with only slight changes in meaning. Yet, it is used most often in the context of economics or politics, and in combinations such as economic globalization, cultural globalization and political globalization. It has been defined by renowned sociologists Martin Albrow and Elizabeth King as, all those processes by which the peoples of the world are heading toward a single world society and by economist David Held as the widening, deepening and speeding up of global interconnection. 3 Glocalization can be defined as the process of localizing global products, business methods, or advertising. It is how global companies are able to advertise and adapt their products to a local context. Also, it is being used to describe the way local products are advertised in the global marketplace. Interestingly and appropriately, the word glocalization did not originate in English. Japanese businessmen had been using it to describe the way in which their companies tried to appeal to local cultures and tastes. It was based on a market strategy they used to advertise to smaller markets. However, it was when British Professor Roland Robertson started using it in his research that it was first used to describe certain changes in social and economic practices. Robertson and other sociologists were interested in these global processes and noticed that many social practices take on a local character despite the fact that they originate in a different culture. 4 As we are in the 21 st century, processes for which the term globalization does not quite fit are at work. Global companies are adjusting their focus toward smaller, local markets. Low-budget companies, on the other hand, benefit from their local authenticity to sell their products on the global markets. This is quite different from the previous approach of trying to be universal. Technology and communication continue to PLEASE TURN THE PAGE

2 shape the world, but the situation is different under glocalization. Indeed, it is also possible for a local business to expand globally with an original idea, a little money, and an internet connection. And once they have this, the rest follows with less challenge. For this reason, glocalization is largely regarded as a positive trend, offering significant advantages for smaller businesses. Non-governmental organizations and development agencies also identify trends in developing countries that show how poor countries try to sell items in richer countries and in the larger global economy. For example, many business people in Africa and Asia are now able to connect with larger markets in Europe and the U.S. This drives development. As African development reporter Solomon Johnson mentions, As a process, Glocalization is the beginning of a new era for developing countries. 5 Things are also changing for large global companies. Companies such as Coca-Cola and Sony established diverse markets throughout the world some time ago. What is different now is that today there is a new kind of customer one who is better informed and has new demands. These big companies are now trying to fulfill the expectations of this new consumer. This is requiring a departure from outdated methods of one-size-fits-all advertising. This was appropriate for the context of the last century. Now, the aim is to create more detailed and culturally informative advertisements, which is usually called micro-advertising. It is based on individual cultural contexts. For instance, McDonald s restaurant changes its menu according to the local context worldwide in order to appeal to local foods. In Turkey, McDonald s created the McTurco sandwich, which can only be found in this country. Also, for promotions in France, McDonald s replaced its familiar clown symbol with Asterix the Gaul, a popular French cartoon character. This is an example of glocalization in the business world. 6 In some ways, however, these new processes have created new problems. We often talk about the benefits of increasing cultural awareness, improved economic productivity, and the way in which large companies and governments are now focusing more on individuals, but glocalization has also caused quite of bit of danger and uncertainty for people. One problem is that it requires a lot of data. Information such as address, age, height, weight, health history, address, and marital status are all important pieces of information in a glocalized world. This information is collected so that companies know all the aspects of their customers better through their shopping habits. However, when this data is collected it can be stolen or used in ways that the person does not agree with. Another issue is that glocalization has the potential to push out local businesses. Although glocalization can be helpful to local businesses by helping them reach a larger market, it can also help large, international companies appeal to consumers who like to support local. Rather than label everything with their own brand names, many times they will buy the small company without informing the public and keep the local name. When this happens, people may think that their money goes to the local business, but in reality, they are purchasing from an international chain. This can take money out of the local area and thus make it poorer as a result. 7 To sum up, globalization is changing. Though many of the characteristics that describe the history of the 20 th century continue to exist, new signs cannot be ignored. Glocalization is a way to talk about the policies and attitudes that are beginning to take shape everywhere. Global companies want to be more specific about the cultures of their customers, and the local companies are trying to be more global. The goal is always to establish a more beneficial connection between thinking on a global level and the importance of acting in local cultural realities. In this way, glocalization encourages a bottom-up system that benefits small and big together. If global companies and large countries begin to place their focus on the needs and interests of the small local populations and cultures, then this new idea of glocalization may be a good thing.

3 Reading Questions PART A. Complete the summary of Paragraphs 2 and 3 with information from the text. Do not write more than 7 words in each blank. Globalization, which has been an important concept in the social sciences since the 20 th century, first appeared in (1). In different academic areas, however, the term is used in different ways. Sociologists use globalization to talk about how cultures are becoming (2); whereas economists use it to describe increasingly connected economic relations. Glocalization, on the other hand, simply means making any kind of global businesses more appealing to local markets. When it was used in a study for the first time, the term glocalization referred to (3). PART B. Answer the following questions according to the text. Do not write irrelevant information. - What are TWO ways that glocalization may have a positive effect on small businesses? What is the result of the need to reach today s customer? PART C. Complete the sentences below in the best way according to the text. 7. Information collection can be a negative issue for the consumer due to the fact that. 8. Despite customers attempts to support a local business, money may leave the local area when big companies. PLEASE TURN THE PAGE

4 PART D. Put ONE tick ( ) next to the correct statement. 9. Which ONE of the following statements best gives the MAIN IDEA of the text? Our age is characterized by glocalization, which benefits small companies more than global companies. Glocalization is becoming a popular trend that will put an end to poverty in many parts of the world. Big companies use glocalization tactics to reach a new profile of customers by localizing their products. Glocalization is a beneficial trend if interconnectedness between global and local values is achieved. Sample Erasmus Exam Reading Section Answer Key 1. the field of education OR order to describe student trends 2. a single world society 3. certain changes in social and economic practices 4. Low-budget companies benefit from their local authenticity to sell their products on the global markets. 5. It is also possible for a local business to expand globally with an original idea, a little money, and an internet connection. 6. a departure from outdated methods of one-size-fits-all advertising OR detailed and culturally informative advertisements OR micro-advertising 7. it can be stolen or used in ways that the person does not agree with 8. buy the small company without informing the public and keep the local name 9. Glocalization is a beneficial trend if interconnectedness between global and local values is achieved

5 Writing Section Write an essay of about 400 words on the writing question given below. Use the necessary supporting techniques to develop your opinions in your essay. Writing Question: In what ways do international student exchange programs contribute to a student s future life?