Globalization aims at uniting different people from different nations and culture to form a uniform culture that will experience no diversities. Culture is an evolving process which changes over the years and is passed from one generation to the next (Waterton & Watson, 2010).The formation of multinational firms that operate across different geographical regions has brought interdependence among different nations. People are different and practice different ethical conducts. Humans are social beings who are able to adapt easily to any society for them to achieve their goals (Sayre & Sayre, 2012). Understanding our collective cultural heritage and shared humanity will improve globalization in future. It will not only improve nations in terms of education and the economy, but also on the people’s social well being.
How Cultural understanding shapes the global future
Culture in the context of globalization is intertwined with the economy, politics and social dimensions of any given region. Firms have developed to become multinational organizations which involve the movement of people, passing information and building knowledge (Hopper, 2007).Homogenization of culture has been received with a lot of objection because it is viewed as biased towards particular nations. The communities view it as a way of eroding their present cultures to adopt other people’s culture. This is attributed to the power that some countries have in driving the economy and technology invention. America is an example of these countries which were viewed as threatening to make other nations practise their culture. This means that there ought to be a global understanding of culture that will help grow the economy and improve the quality of life. The Soviet Union has been affected by the differences in culture whereby the west (mostly referring to America) is viewed as exhibiting cultural decay. This is due to their production in movies, music and television. Americans on the other hand claim that their productions offer opportunities for creativity, invention and provision of entertainment (Crothers, 2010). Such differences slow down globalization and these call for a mutual understanding of each nation’s way of life to create one similar code of conduct in which global activities can be carried out.
The development of a third culture has enabled nations to relate at a global level. This is done through integrating different cultures to form a global culture (Featherstone, 1990). This has worked for some nations while lack of adoption has seen some nations lose out on competitive advantage in business. An example of this is Italy which has an individualistic culture that has resulted to losing out in business. If nations endorse this integrated culture they develop a global identity and can easily relate with other nations in terms of business and other aspects of life. Some fields like the medical industry involve medical professionals who have the same code of ethics, same knowledge and read the same information. It is easy for them to work together because they only have to adapt to the different ways of life and environment. When culture is specialized towards a given field, then adoption is easy and manageable (Erez & Shokef 2008). This will help in simplifying the culture globalization task because each industry is able to formulate its global strategies.
Culture is an important aspect in globalization; it determines the economic growth of different nations and helps in creating a good environment for international trade. Understanding the different ways of life in different nations is the first step towards developing a global culture among nations. Therefore when firms are expanding into other regions, studying culture should be given equal weight as politics and economy. These three aspects go hand in hand. Globalization not only affects the economic activities, but also other social aspects of life such as languages, living standards and practises. These are all affected by movement of people across different regions. Therefore cultural understanding is part of globalization and determines its growth in future.
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