Toward an emergent global culture and the effects of globalization on obsolescing national cultures

• DOI: 10.1016/j.intman.2003.08.003
• Publication Date: 2003-09-16T19:03:46Z
• Authors: Allan Bird; Michael J. Stevens
• Keywords: Obsolescence; Cultural Globalization

One of the major effects of globalization is the creation of a new and identifiable class of persons who belong to an emergent global culture. As membership in this new global culture rises, many critics find a distinct threat to national cultures, resulting quite possibly in their eventual obsolescence. In this paper, we consider the trends driving the growth of this newly emerging global culture, the process by which new members are socialized into it, the characteristics, or features, that appear to be descriptive of its members, and the impact of this emerging global culture on the obsolescence of national cultures. Finally, while it is unrealistic to expect that the emerging global culture will replace national cultures, we nevertheless conclude that national cultures must be adaptable and able to emphasize the attractiveness of their core elements if they wish to remain relevant in some viable fashion.