Social Change And Development In India Chapter 6 Globalisation And Social Change

Economies may be dealing more with the economic dimension such as a capital flows studying the meaning of globalisation.

Political Science focused changing role of government, studying the meaning of globalisation.

(i) Tokyo of Japan.

(ii) New york of USA.

(iii) Paris of France.

(i) Bangalore (Karnataka).

(ii) Chennai (Tamil Nadu).

(iii) Bombay (Maharashtra).

(i) The largest number of poor people are in south Asia.

(ii) The poverty rate is particularly high in India, Nepal and Bangladesh.

It is obvious that globalisation is of great social significance. But as you saw its impact on difference sections of society is very different. There are, therefore, sharply divided views about the impact of globalisation regarding its effect. Some believe that it is necessary to herald a better world. Others fear that the impact of globalisation on different sections of people is vastly different. They argue that while many in the more privileged section may benefit, the condition of a large section of the already excluded population worsens. There are yet others who argue that globalisation is not a new development at all.

India was not isolated from the world even two thousand years ago. We have read in our history textbooks about the famous Silk route, which centuries ago connected India to the great civilisations, which existed in China, Persia, Egypt and Rome. We also know that throughout India's long past, people from different parts came here, sometimes as traders, sometimes as conquerors, sometimes as migrants in search of new lands and settled down here. In remote Indian villages often people, ‘recall’ a time when their ancestors lived elsewhere, from where they came and settles down where they now live.

Example:

It is interesting to note that the greatest grammarian in Sanskrit namely Panini, who systematised and transformed Sanskrit grammar and phonetics around the fourth century BCE, was of Afghan origin... The seventh-century Chinese scholar Yi Jing learned his Sanskrit in Java (in the city of Shri Vijaya) on his way from China to India. The influence of interactions is well-reflected in languages and vocabularies throughout Asia from Thailand to Malaya to Indo-China, Indonesia, the Philipines, Korea and Japan.

Before 15 August 1947, India was a British colony. Story of social development in modern India began in colonial period. Modern capitalism had a global dimension from its inception. Colonialism was a part of the system that required new sources of capital, raw materials, energy, markets and a global network that sustained it. Often globalisation today identifies large-scale movement of people or migration as a defining feature. You know, however, that perhaps the greatest movement of people was the migration of European people who settled down in the Americas and Austrlia. You will remember how indentured labourers were taken away in ships from India to work in distant parts of Asia, Africa and Americas. And the slave trade that carted thousands of Africans away to distant shores.

Independent India retained a global outlook. In many senses this was inherited from the Indian nationalist movement. Commitment to liberation struggles throughout of the world, solidarity with people from different parts of the world was very much part of this vision. Many Indians travelled overseas for education and work. Migration was an ongoing process. Export and import of raw material, goods and technology was very much part of development since independence. Foreign firms did operate in India. So we need to ask ourselves whether the current process of changes is radically different from anything we have seen in the past.

Shoes - Chinese

Cameras - Japanese

Computers - Japanese

Televisions - Sony (France)

Cars - Ford (USA)

Music Systems - Philips

Cosmetic like soaps or shampoos - Paris, France

Clothes - USA, Chinese, Japanese

Processed Food - Canada

Tea - England

Coffee - Brazil

Milk Powder - Denmark.

(i) No discussion on social change in the twenty-first century can take place without some reference to globalisation. As far as definition of the term globalisation is concerned it is urged that there cannot be of understanding it. Different subjects or academic disciplines may focus on different aspects of globalisation. For example, Economics may be dealing more with the economic dimensions such as capital flows. Political Science may focus on the changing role of governments. Let us see how sociology seeks to understand globalisation.

(ii) Sociology studies the social or cultural consequences of globalisation. With the opening up of the market and removal of restrictions to the import of many products we have many more products from different corners of the world in our neighbourhood shops. The dramatic changes in the media (including cinema) are perhaps the most visible effect of globalisation, some of the India film producers, directors, actors and so on are being welcome in other countries and regions or film industries of the world. Similarly several foreign filmmakers, directors, heroes and heroins are being called and welcomed by different countries and film industries.

(iii) Children films, cartoon films, comedies, social and love films are produced in several languages side by side. Film festivals and film promotion shows are being screened in different countries and their main cities from time to time with great pomp and show.

(iv) Music, dance forms, styles of presentations, natural and other scenes, filmy sets are mutually exchanged and are impressing minds of the concern people of the film industry on universal level.

(v) Sociologists have to study villages, families, movements, child reading practices, work and leisure bureaucratic organisations or castes / classes / groups / genders/ customs taking this global interaction into account by films of the present century also.

(vi) The effect of globalisation on cinema is far reaching. It affects us, on culture, our modes of behaviour, mode of thinking, etc. but affects us differently while for some it may mean new pattern and opportunities of culture, music, dance, etc. but for others the challenge for their own style of music for identity of culture, for own dance, etc. Some believe that globalisation is necessary to herald a better world or better universal understanding. Others fear that the impact of globalisation on cinema is different sections of people is vastly different.

(vii) However, advancement in IT (Information Technology), photography, musical instrument, cameras etc. had definitely positive effects on cinema due to globalisation. It has opened more wider and larger markerts for film producers and even for people to enjoy more films of their own choices and likings.

The Distinctive Features of a Global Economy:

(i) Globalisation refers to the growing interdependence between different peoples, regions and countries in the world as social and economic relationship come to stretch world-wide.

(ii) Although economic forces are on integral part of globalisation, it would be wrong to suggest that they alone produce it.

(iii) It has been driven forward above all by the development of information and communication technologies that have intensified the speed and scope of interaction between people all over the world.

(iv) In India the state decided to bring several changes in its economic policy in 1991. These changes are termed as liberalisation policies. Since then globalisation involves a stretching of social and economic relationship throughout the world. This stretching is pushed by certain economic policies very broadly this process in India is termed liberalisation. The term liberalisation refers to policy of decisions that the Indian state took since 1991 to open up the Indian economy to the world market. This market a break with an earlier stated policy of the government to have a greater control over the economy.

(v) Liberalisation of the economy meant the steady removal of the rules that regulated Indian trade and finance regulations. These measures are also described as economic reforms.

(vi) Since July 1991, the Indian economy has witnessed a series of reforms has in all major sectors of the economy (agriculture, industry, trade, foreign investment and and technology, public sector, financial institutions, etc.). The basic assumption was that greater integration into the global market would be beneficial to Indian economy.

(vii) The process of liberalisation also involved the taking of loans from international institutions such as International Monetary Fund (IMF). These loans are given on certain conditions. The government marks commitments to persue certain kind of economic measures that involve a policy of structural adjustments. These adjustments usually mean cuts two states expenditure on the social sector such as health, education and social security. There is also a greater lay by international institutions such as the World Trade Organisation (WTO).

(viii) Among the many economic factors during globalisation, the role of transnational corporations (TNCs) is particularly important. TNCs are countries that produce goods or market services in more than one country. Some Indian corporations are also becoming transnational.

The Impact of Globalisation on Culture:

(i) There are several ways that globalisation affect culture Over the ages our country (India) has had on open approach to cultural influences and have been enriched because of this.

(ii) The last decade (1990 - 2000) has seen major cultural changes leading to fears that on local cultures would be overtaken.

(iii) Some of the scholars declares that India's cultural traditional has been wary of the Kupamanduka (कूपमण्डुक), the frog that lives its whole life within a well, knows nothing else, and is suspicious of everything outside it. It talks to no one, and argues with no one on anything. It merely harbours the deepest suspicion of the outside world. Fortunately for us we retain our ‘traditional’ open-minded attitude to this day.

(iv) From time to time we listen about heated debates (or discussing) in our society (or on mass medias) not just about political and economic issues but also about changes in clothes, styles, music, dance, films, languages, body-languages.

(v) The 19th century socio-religious reformers and early nationalists (moderates) also debated on culture and tradition The issues today are in some ways the same ways different. What is perhaps different is the scale and intensity of change.

(vi) A central connection is that all cultures will become similar, that is homogeneous. Others argue that there is an increasing tendency towards globalisation of culture. Globalisation refers to the mixing of the global with the local. It is not entirely delinked from the commercial interests of globalisation.

(vii) It is a strategy often adopted by foreign firms while dealing with local traditions in order to enhance their marketability. In India, we find that all the foreign television channels like Star, MTV, Channel V and Cartoon Network use Indian languages. Even McDnald sells only vegetarian and chicken products in India and not its beef products, which are popular abroad. McDonald's goes vegetarian during the Navaratri festival.

(viii) In the field of music, one can see the growth of popularity of ‘Bhangra pop’, Indi pop, fusion music and even remixes.

(ix) The strength of Indian culture has been its open minded approach. We also saw how through the modern period our reformers and nationalists actively debated tradition and culture. Culture cannot be seen as an unchanging fixed entity that can either collapse or remain the same when faced with social change. What is more likely even today is that globalisation will lead to the creation of not just new local traditions but global ones too.

Tips: -

M. Imp.

I Meaning of globalisation:

(a) We cannot give one meaning or definition of the term (or of the word) ‘globalisation’. Indeed we find different that different subjects focus on different aspects of globalisation for instance, economy may be dealing more with the economic dimensions such as capital flows Political Science may focus on the changing role of governments.

(b) However, the very process of globalisation is so far-reaching that disciplines (or subjects) have to increasingly borrow from each other to understand both are causes and consequences of globalisation. Let us see how sociology seeks to understand globalisation.

(c) We know that the scope of .... sociological study is extremely wide. It can focus its analysis of interactions between individuals such as that of a shopkeeper with a customer, between teachers and students, between two friends or family members. It can likewise focus on national issue such as unemployment or caste conflict or the effect of state policies on forest rights of the tribal population or rural indebtedness. Or examine global social processes such as the impact of new flexible labour regulations on the working class, or that of the electronic media on the young, or the entry of foreign universities on the education system of the country. What defines the discipline of sociology is, therefore, not just what it studies (i.e., family or trade unions or villages) but how it studies a chosen field.

(d) Since sociology is not defined by what it studies but how it studies. It would be not quite right to state that sociology only studies the social or cultural consequences of globalisation. What it does is the use of sociological imagination to make sense of the connections between the individual and society, the micro and the macro the local and the global. How is the peasant affected in a remote village? How is she connected to global changes? How has it affected the possibilities of big Indian corporations becoming transnational corporations? What does it mean to the neighbourhood grocer if the retail sector is opened up to big transnational companies? Why are there so many shopping malls in our cities and towns today? How has it changed the way young people spend their leisure time? These are just few examples of the wide ranging and different kinds of changes that globalisation is bringing about.

II. International companies, their adopted strategy and cultural synthesis in India:

(i) With the opening up of the market and removal of restrictions to the import of many products we have many more products from different corners of the world in the our neighbourhood shops. Since April 1, 2001, all 'types of quantitative restrictions (QR) on imports were withdrawn. It is no surprise now to find a Chinese pear, an Australian apple vying for attention in the local fruit stall. The neighbourhood store also has Australian orange juice and ready to fry chips in frozen packets.

(ii) What we eat and drink at home with our family and friends slowly changes. The same set of policy changes affects consumers and producers differently. What may mean greater choice of urban, affluent consumer may mean a crisis of livelihood for a farmer. These changes are personal because they affect individuals’ lives and lifestyles.

(iii) They are obviously also linked to public politics adopted by the government and its agreement with the World Trade Organisation (WTO). Likewise macro policy changes have meant that instead of the one television channel we have literally scores today. The dramatic changes in the media are perhaps the most visible effect of globalisation. These are just few random example but they may help you to appropriate the close interconnection that exists between your personal lives and the apparently remote policies of globalisation. As mentioned earlier the sociological imagination enables to make this connection between the micro and the macro, between the personal and public.

(iv) Among the many economic factors driving globalisation, the role of transnational corporations (TNCs) is particularly important. TNCs are companies that produce goods or market services in more than one country. These may be relatively small firms with one or two factories outside the country in which they are based. They could also be gigantic international ones whose operations criss-cross the globe. Some of the biggest TNCs are companies known all round the world: Coca Cola, General Motors, Colgate-Palmolive, Kodak, Mitsubishi and many others. They are oriented to global markets and global profits even if they have a clear national base.

(v) Some Indian corporations are also becoming transnational. We are, however, not sure at this point of time, what this trend may mean to the people of India as a whole.

A.

Since April 1, 2001

A.

The dramatic changes in the media

A.

Trees found in Gujarat

C.

Only (a) & (b)

A.

It is not novel development unique to the modern period or unique to modern India

D.

Americas and Austria, Australia

A.

Africa

A.

B.

Mumbai

A.

New York

D.

 All above mentioned statements are correct

D.

South Asia

A.

Java

A.

The global with the local

D.

First

The TNCs have very important role to play in the process of globalization, they have adapted to the Indian audience through many ways:
 (i)  Introduced a segment of Hindi language programming / MTV India.
 (ii) Introduced entire new Hindi channels.
(iii) Dual commentary on Star Sports and ESPN
(iv) Regional language based programmes/separate channels

1. Due to Globalisation, a new intentional division of labour has come out in which more and more routine manufacturing production and employment is done in the Third World Cities.
2. Globalisation also affects employment. The middle-class youth from urban Centres, globalisation and the IT revolution has opened up new Career opportunities.
3. The Collapse of the erstwhile socialist world has hastened globalisation. The neo-liberal economic measures have changed the whole economic and political vision. The growth of international and regional mechanisms for political collaboration has made new vistas e.g.EU, ASEAN, SAARC and SAFTA are doing an important role.
4. The Globalisation affects the labouring populations. The MNCs seek those countries where they may have cheap labour e.g. When the labour costs grew in South Korea the Nike shoe company shifted to Thailand and Indonesia. However, in the 1990s we in India produce Nike. This total process makes the labouring population very vulnerable and insecure.
5. Globalisation indicates the growing independence between different people, regions and countries in the world as social and economic relationships come to stretch worldwide.
6. Globalisation is posing a serious threat to indigenous craft and literary traditions and knowledge system e.g. about 30 Theatre groups that were active around and the textile mills area of Parel and Girgaum of Mumbai City, have become defunct as most of the mill workers have lost their jobs in these areas.

Following are the changes that have emerged in Indian industries after globalization and liberalization:
1. The government of India has initiated the policy of liberalization since 1990s. Accordingly, private companies and foreign firms are being encouraged in those sectors which were earlier reserved for the government such as telecom, civil aviation and power etc.
2. The impact of liberalization and globalisation can also be felt in retail. Presently, the government is trying to sell its share in many public sector companies. This process is termed as disinvestment. However, the issue of job security has become sensitive.
3. Due to liberalization and globalization, several Indian companies have been bought over by the MNCs. On the other hand some Indian companies have become MNCs.
4. The secure employment in large industry is also decreasing. There is a big gap between industries and their capacity to provide employment. The policy of land acquisition for industries has its own dimensions.

(i) It refers to the mixing of global with the local culture.
(ii) It is a strategy often adopted by foreign firms while dealing with local tradition in order to enhance their marketability.

Fordism refers to a system of production made popular by the American industrialist Henry Ford in the early part of 20th century. Ford popularized the assembly line method of mass production of a standardized product (cars). This age also led to payment of better wages to the workers and social welfare policies being executed by both industrialists and the state.

(i) Corporate culture is a branch of management theory that seeks to increase productivity and competitiveness though the creation of a unique organisational culture involving all members of a firm.
(ii) It also refers to way of doing things, of promotion and packaging products.

Following are the changes brought due to liberalisation:
(i) The process of liberalization includes a range of politics such as the privatisation of public sector enterprises, loosening of government regulations on capital, labour and trade.
(ii) Theh policy of liberalisation is mainly responsible for the globalisation of the Indian economy. This process began in 1980s.
(iii) The foreign companies were allowed to set up in India. For these changes the world marketisation is also used.
(iv) Due to liberalisation reduction in tariff and import duties was made. Now foreign goods can be imported easily.
(v) The process of liberalisation and marketisation have stimulated economic growth. e.g. many foreign branded goods are now sold in the Indian Market.
(vi) However, the processes of liberalisation and marketisation present government interference in markets. If subsidies are reduced or withdrawn, many farmers would not be able to make a decent living from agriculture. In the same way small manufacturers have been exposed to global competition. The foreign goods and brands are in the market, therefore, local goods and brands have gone way behind. The process of privatisation has led to loss of employment in some sectors.

The two adverse impacts of liberalisation:

1. Some sectors like automobiles, electronics did not benefit from the policy of liberalization as they cannot compete with foreign products.

2. Indian farmers now exposed to competition from farmers in other countries, because import of agricultural products is allowed.

(i) TNCs are companies that produce goods or market services in more than one country. 

(ii)These may be relatively small firms with one or two factories outside the country in which they are based. They could also be gigantic international ones whose operations criss-cross globe. Some of the biggest TNCs are companies known all around the world: Coca-Cola, General Motors, Colgate-Palmolive, Kodak, Mitsubishi and many others.

There are so many ways in which corporate culture increases productivity and competitiveness:

1. Management seeks to increase productivity & competitiveness through the creation of unique organizational culture, involving all members of a firm.

2. By involving in company events, rituals and traditions – enhances employee loyalty and promotes group solidarity and by creating new ways of promoting & packaging products.

Following are the changes that have emerged in Indian industries after globalization and liberalization:

1. The Government of India has initiated the policy of liberalization since 1990s. Accordingly, private companies and foreign firms are being encouraged in those sectors which were earlier reserved for the government such as telecom, civil aviation and power etc.
2. Due to liberalization and globalisation, several Indian companies have been taken over by the MNCS. On the other hand some Indian companies have become MNCs.
3. The impact of liberalization and globalization is being felt in retail. Presently, the government is trying to sell its share in many public sector companies. This process is termed as disinvestment. However, the issue of job security has become sensitive.
4. The secure employment in the large industry is also decreasing. There is a big gap between industries and their capacity to provide employment. The policy of land acquisition for industries has its own dimensions.

Fordism: Fordism refers to a system of production made popular by the American Industrialist Henry Ford in the early part of 20th century. This age also led to payment of better wages to the workers and social welfare policies being executed by both industrialists and the state.

Post Fordism: It refers to the device of flexible production adopted by multinational companies who either off-shore their production units or outsource the whole process of production and distribution to third world countries because of the availability of cheap labour.

The following political changes have occurred with globalisation:

1. The major political change, namely, the collapse of erstwhile 'socialist world' that  hastened globalisation.
2. The changes introduced by the process of globalisation are often termed as neo-liberal economic measures as it gave a specific economic and political approach to the economic policies.
3. The globalisation support the policies that reflect a political vision of free enterprise which believes that a free reign to market forces will be both efficient and proper.
4. The important political development which is accompanying globalisation is the growth of international and regional mechanisms for political collaboration e.g. EU, ASEAM, SARC and SAFTA.
5. The other political dimension of the process of globalisation is the rise of 'International Governmental Organisations' (IGOS) and 'International Non-Governmental Organisations (INGOs). WTO has a major say and significant role in the rules that govern and control trade practices.
6. The existing process and pattern of globalisation does have a political vision as much as an economic vision. The concept of an inclusive globalisation includes all sections of society.

1. The term 'Sanskritisation' was coined by the eminent sociologist M.N. Srinivas.  It may be briefly defined as the process by which a ‘low’ caste or tribe or other group takes over the customs, ritual, beliefs, ideology and style of life of a high and, in particular, a ‘twice-born (dwija) caste’.
2. The impact of Sanskritisation is many-sided. Its impact can be seen in language, literature, ideology, music, dance, drama, style of life and ritual.
3. The process of 'Sanskritisation' was primarily found among Hindus, however, Srinivas argued that it was visible even in sects and religious groups outside Hinduism.
4. Srinivas argued that, “the Sanskritisation of a group has usually the effect of improving its position in the local caste hierarchy. It normally presupposes either an improvement in the economic or political position of the group concerned or a higher group self-consciousness resulting from its contract with a source of the 'Great Tradition' of Hinduism such as a pilgrim Centre or a monastery or a proselytising sect.'
5. Through 'Sanskritisation' people want to improve their status through adoption of names and customs of Culturally high placed groups.
6. Sanskritisation as a concept has been critiqued at different levels. This process has been criticised for overstretching social mobility or the scope of lower castes to move up the social ladder.

1. The term liberalisation refers to a range of policy decisions that the Indian state took since 1991 to open up the Indian economy to the world market.
2. The state after independence had put in place a large number of laws that ensured that the Indian market and Indian indigenous business were protected from competition of the wider world.
3. Liberalisation of the economy meant the steady removal of the rules that regulated Indian trade and finance regulations. These measures are also described as economic reforms.
4. The process of liberalisation also involved the taking of loans from international institutions such as the International Monetary Fund (IMF). These loans are given on certain conditions.
5. The Indian economy has witnessed a series of reforms in all major sectors of the economy like: agriculture, industry, trade, foreign investment and technology,
   public sector, financial institutions etc.
6. There has been reduction in tariffs and import duties so that foreign goods can be imported easily and allowing easier access for foreign companies to set up industries in India.

In developed countries, the majority of people are in the services sector followed by industry and less than 10% in the agriculture sector. Whereas in developing countries the majority of people are in the primary sector(agriculture and mining) followed by secondary and tertiary sector.

Arguments for:

1. The policy of liberalisation is mainly responsible for the globalization of the Indian economy. This process begain the late 1980s.
2. Due to liberalisation reduction in tariff and import duties was made. Now foreign goods can be imported easily.

Arguments against:

1. Small manufacturers cannot face global competition. The foreign goods and brands are in the market, therefore, local goods and brands have gone way behind.
2. The process of Privatisation has led to loss of employment in some sectors.

Globalisation and a New International Division of labour:

1. With the rapid progress of globalisation, a new International division of labour has emerged. It has caused more and more routine manufacturing production and employment in the third world cities.
2. The Nike Company progressed profusely from its inception in the 1960s. This company became a giant exporter of shoes from Japan and sold them at athletic meetings.
3. The Nike Company grew to a multinational enterprise or transnational corporation. The headquarters of the company are in Beverton.
4. As the quantum of costs increased the company shifted its production to South Korea in mid-1970s. However, labour costs grew in South Korea, therefore, in the 1980s production widened to Thailand and Indonesia. In the 1990s the company's productions are being made in India. It clearly shows if labour is cheaper elsewhere production centre will shift somewhere else. This policy of shifting the production centres has certainly made the labouring population very vulnerable and insecure.

'Corporate culture' refers to the branch of management theory that seeks to increase productivity and competitiveness through the creation of a unique organisational culture involving all members of a firm.

Globalisation refers to the growing interdependence between different peoples, regions and countries in the world as social and economic relationships come to stretch world- wide.

1. Trans National Corporations (TNCs) are companies that produce goods or market services is more than one country. These companies may be small firms or gignatic international ones like:- Coco Cola.
2. The TNCs are oriented to the global markets and global profits. However, some Indian Corporations are also becoming transnational.

'Corporate Culture' refers to the branch of management theory that seeks to increase productivity and competitiveness through the creation of a unique organisational culture involving all members of a firm.

Economic policy of liberalization:
1. The term liberalization refers to an arrangement of policy decisions that the Indian state took since 1991 to open up the Indian economy to the world market.
2. This marked a break with an earlier stated policy of the government to have a greater control over the economy, in order to protect Indian industry and to develop the economy.
3. Liberalization of economy meant the steady removal of rules that regulated Indian trade and finance which was described as economic reforms; this allowed more freedom to private industry.
4. It would bring about greater integration in a global market, involve taking loans from an institution like IMF.

1. The process of globalisation has affected culture in many ways. Initially, it was expected that all cultures will become similar i.e homogeneous, with globalization. But in fact, this has not happened; instead, there is an increasing tendency
   towards glocalization of culture (mixing of global with local).
2. There are boiling debates and discussions in our society not just about political and economic issues but also about changes in clothes, music, films and languages etc.
3. It has led to the culture of consumption and corporate culture. So, influences from around the world are now affecting all local cultures.Examples- Bhangra pop, television etc. 
4. At present the very scale and intensity along with traditions are changing at a very fast pace. Culture cannot be seen as an unchanging fixed entity. Globalisation has given new dimensions to culture.

No doubt, Globalisation has connected India to the world. There are so many facts proving that:

1. Globalisation indicates the growing independence between different people, regions and countries in the world as social and economic relationships come to stretch world wide.
2. Globalisation also affects employment. The middle class youth from urban Centres, globalisation and the IT revolution has opened up a new career opportunities.
3. Due to Globalisation, a new international division of labour has come out in which more and more routine manufacturing production and employment is done in the Third World Cities.
4. The Globalisation affects the labouring population. The MNCs seek those countries where they may have cheap labour. India is also one of such countries.
5. Globalisation also causing political changes, The neo-liberal economic measures have changed the whole economic and political vision. The growth of international and regional mechanisms for political collaboration has made new vistas e.g. EU, ASEAN, SAARC and SAFTA are playing an important role.
6. Globalisation is also affecting our culture. It is posing serious threat and there are heated debates in our society not just about political and economic issues but also about changes in clothes, styles, music, films, languages, body language.
    

Impact of globalisation on culture:

1. There are several ways that globalisation affects culture, over the ages our country has had an open approach to cultural influences and have been enriched because of this.
2. The last decade (1990 - 2000) has seen major cultural changes leading to fears that on local cultures would be overtaken.
3. From time to time we listen about heated debates (or discussing) in our society (or on mass media) not just about political and economic issues but also about changes in clothes, styles, music, dance, films, languages, body-language.
4. It is a strategy often adopted by foreign firms while dealing with local traditions in order to enhance their marketability. In India, we find that all the foreign television channels like Star, MTV, Channel V and Cartoon Network use Indian languages. Even McDonald sells only vegetarian and chicken products in India and not its beef products, which are popular abroad. McDonald's goes vegetarian during the Navaratri festival.
5. In the field of music, one can see the growth of popularity of ‘Bhangra pop’, Indi pop, fusion music and even remixes.
6. A central connection is that all cultures will become similar, that is homogeneous. Others argue that there is an increasing tendency towards glocalisation of culture. Glocalisation refers to the mixing of the global with the local. It is not entirely spontaneous.