globalization (3)

In social sciences, the representations of space depend largely on “images of break, rupture and disjunction” (Gupta and Ferguson 1992: 6). In this sense, nations are separated in terms of fragmented spaces, divided by different colors, names and other symbols which are designed to indicate what distinguishes selfness from otherness. This representation evokes some important issues that are going to be discussed in this article. The first issue relates to space and the division of nations into imaginary territorial boundaries. Different from what we see in the maps, boarders are not fixed edges that separate peoples from different states, but rather areas of intense exchange and confluence of peoples to whom the meaning of the territorial division is not as clear as the maps demonstrate. 

The second issue discusses the question of unity within a state. Through the association of material and symbolic dimensions (Gregory 1994), we assume that each State represent a national unity and we read these representations as such. In this sense, we assume that France is the homeland of French people and French culture; Poland of the Polish, Argentina of the Argentinian and so on. Nevertheless, this “assumed isomorphism of space, place and culture” takes for granted the cultural diversity within each State (Gupta and Ferguson 1992: 7).

 The fact that nation-states are based on the presumption of cultural unity, political and institutional autonomy, and legitimate monopoly of a territory (Smith 2010), obscures the actual representation of the division of nations in the world scale. The inherently hybridity of the human agency and social organization will be the main concern of this article. The main objective is to discuss the nation-state, not as an cultural unity representative of a nation, but the nations within the institutional and political representation of an unifying state. But before getting into this discussion, it is necessary to present some definitions of the terms that will be used throughout this article.  

1 - CONCEPTS

In this section, I will present the definition of four terms I identify as being paramount to the understanding of the main issue discussed in this article, they are: nation, state, community or ethnie and national identity. Some of these terms’ definitions overlap and are used interchangeably in the studies analyzed for this article. Therefore, the intention of this section is not to distinguish one term from the other or adopt the most suitable one for the examination of the issue under discussion, but to offer a better understanding of the concepts that will be used henceforth. 

1.1 - Community or Ethnie

Pain (2001) points out that community is a poorly defined term. The Dictionary of Human Geography defines community as a “social network of interacting individuals, usually concentrated into a defined territory” (Johnston 2000: 101). However, other concepts understand communities as  a form of human association that can be spatial or non-spatial. In this sense, community is a highly flexible and rarely coherent entity that can exist without conflict and speak with one voice (Pain 2001). 

Therefore, communities are social constructions and they can represent several different types of groups at the same time (Pain 2001), such as: clubs, conspiracies, gangs, teams, parties and so on (Gellner 2006). For the purpose of this article, I want to narrow down the definition of community to a single factor that will be relevant to the discussion of the topic at issue. This definition is presented by Smith (2010) in terms of ethnie or ethnic community.  According to the author, ethnic community “usually has no political referent, and in many cases lack a public culture and even a territorial dimension, since it is not necessary for an ethnic community to be in physical possession of its historical territory” (Smith 2010: 12-3). 

Hence, communities are not human groups concentrated in a territory, rather they are imagined communities (Anderson 2010). In this sense, communities are abstract notions to which a group of people share the same sense of belonging based on their ethnicity and origin in the homeland, although this homeland may not represent a physical space. Therefore, the notion of community is based on the representation of space, the indication of a real space and its characteristics, or on space representations, the idea or idealization of a place in terms of a desired space with no specific physical reference.

1.2 - Nation

According to the Dictionary of Human Geography, nation is “a product of nationalism”  (Johnston 2000: 486). It is the foundation of a national community and it “uses geography or imaginative geographies of place and landscape, to create and consolidate conceptions of primordial nationhood” (Johnston 2000: 487). The formalization of a nation is the nation-state, which will be discussed in the following subsection. 

The difference between a community and a nation is based on two main traits: the political unity (Gellner 2006) and the spatial linkage (Smith 2010). According to Smith, a nation “must reside in a perceived homeland of its own, at least for a long period of time, in order to constitute itself as a nation” (Smith 2010: 13). For this author, a nation has a space referential, even if they don’t reside in the territory anymore and the link  between community and space is created through cultural and historical values. 

This definition relates to Anderson’s (2006) concept of imagined communities, where people identify more with a nation through their shared culture, ethnic unity and certain symbolic representations of space, than with physical space itself. For Gellner the major trait that defines a nation is the political unity achieved through “in terms of will and of culture” (2006: 54). Gellner (2006) does not include the term territory in the definition of nation. This author recognizes that many nations do not have a homeland,  but share the same territory with other nations of the same nation-state. For this reason, he perceives political unity as the main defining characteristic of nations. 

1.3 - State or Nation-State

The difference between nation and nation-state or state is based on two major characteristics, the territory and political institutions. Whereas the nation has political unity and shared cultural values, myths and history, the state is a formalization of these traits under political institutions and norms that legitimize the monopoly of a nation over a certain physical space. In this sense, states are perceived as unifying entities with a unique set of traits symbolically represented in venues such as: national anthem, flag, sport, official religion, language, territory, political regiments and institutions. In short, is the formalization of the legal establishment of a nation. 

 According to the Dictionary of Human Geography, nation-state is “the combination of national governance and national governamentality that emerged as the norm of European state-making in the eighteenth and nineteenth centuries” (Johnston 2000: 489). For Gellner, the State is “that institution or set of institutions specifically concerned with the enforcement of order” (2006: 4). For Smith, states are defined as “a set of autonomous institutions, differentiated from other institutions, possessing a legitimate monopoly of coercion and extraction in a given territory” (2010: 12). From an objective perspective, the main traits of a State is the legitimate use of force and the monopoly of a certain territory.

A State is the formalization of a nation, in other words the legitimization of a nationhood through the establishment of a jurisdiction. Smith (2010) and Gellner (2006) agree that the State can emerge without the nation and vice-versa. However, both authors also agree that nationalism usually is the driving force for the emergence of States. In this sense, nations desire to some degree self-determination, autonomy and sovereignty, therefore, they seek to possess a sovereign state of their own. In Gellner’s words, every nation seeks its “own political roof” (2006: 2).

1.4 - National Identity

National identity is the sentiment of belonging, solidarity and identification to a nation. According to Smith (2010), national identity is different from nationalism, because nationalism is usually defined as patriotism, which entails citizenship, loyalty to the larger territorial state and its institutions. This term became widely used in the eighteenth century, perhaps because of the widespread concern with identity and individualism of the modern society (Smith 2010). 

In Smith’s view national identity is the 

continuous reproduction and interpretation by the members of a national community of a pattern of symbols, values, myths, memories and traditions that compose the distinctive heritage of nations, and variable identification of individual members of that community with that heritage and its cultural elements (2010: 20).

Mavroudi (2010) argues that this notion promotes the sentiment of nation-ness or us-ness in relation to otherness. It is through national identity that individuals and communities distinguish themselves from others and create the sense of uniqueness and autonomy necessary to legitimate a nation and a state. However, as pointed out by Anderson (2006), this process embodies many subjective notion and the most important of all notion raises a simple question posed by Gupta and Ferguson, that is, “what does us stands for?” (1992: 14).

2 -   NATIONAL UNITY

Ernest Gellner (2006) argues that nationality is not, in fact, an innate attribute of humanity. And Anderson’s (2010) insightful argument is that a nation is a symbolic community. Hence, it’s a narrative of a people’s history, literature, traditions that gives meaning and importance to their monotonous existence and creates sort of a destiny to the community, as form of guaranty of continuity (Hobsbawm and Ranger 1983). In this sense, nations and states are social constructs and, therefore, they are socially contested (Gupta and Ferguson 1992).

As discussed in the previous section, states emerge presumably as ‘homogenous’ communities, through the establishment of norms such as “societal behavior, culture, ethnicity and history” (Shapiro 200). However, this is a very simplistic and purist conception that overlooks the diverse nature of human behavior (Laraia 1986). According to Gregory, this need to form concepts of nation through unity and homogeneity is shaped by the “intensified bureaucratization through space, which involves the installation of juridico-political grids by means of which social life is subject to systematic surveillance and regulation by the state” (1994: 401). 

This bureaucratization through space is a form of imposing discipline and power maintaining a symbolic order and stability in terms of space. Therefore, the states control and manipulate belonging within defined boundaries. In this sense, being a migrant, cross-boarder or an immigrant might be a vulnerable position, since the political structure of a state is based on the presumption of unity and homogeneity (Mavroudi 2010). 

This is a very sensitive issue, since there are more nations in the world than states (Gellner 2006). First, because of the assumption that there is a natural relation among people, place and culture (Gupta and Ferguson 1992). The fact that a community belong to a specific territory or that certain territory belongs to a community defies the fluidity and changeability of the human agency. Furthermore, it creates tension between minority groups that recognized themselves as a distinct ethnical groups, such as a diaspora, or migrant and immigrants. 

This notion also overlooks the stateless nations, such as the Kurdish, who are not related to any physical territory and, therefore, suffer the pressure of certain nations that see them as outsides. The legitimacy of the state control over a territory is a major issue in a culturally diverse global village, where the flux of individuals have been increasingly intensified by globalization process. The need to control a certain territory to secure self-determination and autonomy is one of the most contradictory and remarkable traits of a state. 

Anderson (2006) discusses the reification of a state as legitimate representation of a nation and the place of birth or place of origin as an attribute of belonging. As a social construction, states are imagined communities based on the perceptions of the nations of the abstract representations the physical space has. The division of spaces among groups of people is a very fluid and uncertain process, by all means contested. As people move around the globe forming polarized or sparse human communities, the motivations for this movement and change can only be traced by states in terms of political grids to control and manipulate the entrance and permanence (Gregory 1994). 

This control of the state can be easily observed in term of migration and immigration processes where certain groups of people are authorized or denied access to a certain territory. There are other factors that implicate the legitimacy of a state, that is the nations within the same territory that feel they have been excluded or repressed by the nation-state, where they start promoting nationalist movements to vindicate their own territory, given their representativity and ethnic unity within the state. In this sense, because states compress a number of nations in the same territory, the nations that feel overlooked or repressed somehow defy the unity of the state and demand their own share of the territory.

3 - NATIONAL TERRITORY  

Gellner (2006) explains the compression of several different ethnic communities as part of the same ‘state’ on the basis of a mathematical equation, where there are more nations in the world than viable states to accommodate them. For this reason, nations that feel excluded of a society demand through nationalist movements and  disputes or struggles it’s own ‘political roof’. The main issue here is the diversity of the states that are formed under the myth of national unity. 

 Mavroudi (2010) argues that national identity and nations have created an illusions of homogeneity, which is necessary for the establishment of a nation and a state. In other words, they create the illusion of a natural and essential connection among people, place and culture to justify the demand for a territory and political institutions. Nonetheless, Anderson (2006) points out that nations or states were never homogenous. As imagined communities, states have elements that are shared by groups of individuals in different levels and scales, furthermore they are interpreted in different ways. Gregory (1994) has presented the notion of representation of space and space representation, where individuals read spaces based on their subjective understanding of their ‘space value’, which involves its material and symbolic dimension. In this sense, conceptions of space, demarcation of territory and grids or property are representations of certain claims. 

In other words, the fact that states demarcate the space is an abstract notion of what the territorial space should be, but it is very different from what the concrete space is in fact. That is, the space of everyday life, a space that is not only “enframed, constrained, and colonized by economy and by the state” (Gregory 1994: 402), but also re-signified by groups of people who related to those spaces and occupy them in a daily basis. In this sense, the boundaries of a city or a state can be clear cut in a map, but in fact the fluidity and permeability of human agency is much different in the concrete space. 

Furthermore, the interpretation of space can be limited to some iconic attributes that are shared by groups of people, for instance the Eiffel Tower is a clear representation of the French nation for most people, as the Statue of Liberty is for the American nation, the Redemption Christ is for the Brazilian nation and so on. These are mere local symbolic items of a culture, that represents a very narrow view of the diversity of the national culture of each country. However, they are also important representation of the imagined community that can be interpret by any group of people, nationals or internationals based on their knowledge of the physical territory. 

In short, the spatial division of the states have different interpretation depending on perspective through which they are being overviewed. The monopoly of the state over a national territory can cause tension among nations within this state, specially if they feel they are being repressed or overlooked within a certain state. Nonetheless, if a nation desire to establish their own state and vindicate a monopoly of a territory, usually they replicate the same unity myth the states they are going against to justify the legitimacy of their pledge and their right for self-determination.

NATIONAL IDENTITY - SPACE AND CULTURAL DIVERSITY

Nation is a discourse - a way to build order and organize meanings in a way individual can identify and build their own identity. It’s an imagined community, to use Benedict Anderson term. It is an invented tradition that stands for a number of practices, symbolic or ritualistic that aim at creating values and norms of behavior through repetition, which results automatically in continuity with a suitable historical past (Hobsbawm and Ranger 1983). Tradition, therefore, is another symbolic form to impose order and discipline creating this illusionary perspective of stability to society.

 It is the functional myth, maintained by the manipulation of territorial boundaries and political unity.  Ernest Renan said that three things constitute the spiritual principle of a nations unity: “the shared possession  of a rich legacy of memories.., the desire to live together and the desire to persevere” (cited in Hall 1992: 30). So, national identities result of a reunion of two half of the national equation, as observed by Hall (1992), the sum of culture and politics coherent; plus cultures reasonably homogeneous to have their own political agenda. But can national identity be such an unifying force? 

Most nations consists of separate cultures that were unified throughout a long violent process of conquest, in which the weakest was suppressed by the conquerer. In this sense, one can argue that national identities were strongly generalized. Hence, instead of thinking of unified national cultures, we should think of them as a discourse device that represents the difference as unity and identity. Especially in the globalized society, one is forced to convey that nationality or even ethnicity is actually a fabric where various characteristics are sewed together in order to provide a discourse of meanings. 

Space plays an important role in this signifying process, where communities related to places, either concrete or abstract spaces, to form their national identity and their share notion of selfness. Therefore, as they become more structured the territorial control becomes more important as a defining feature of belonging to include or assimilate the desirable nations and to exclude and repressed the unwanted ones. In this process, tensions arise and most communities feel the need to rescue their historical ancestry and reaffirm their ethnic unity and authenticity to justify their claims. 

Sometimes, this attempt leads to the replication of the unfair system the nations were fighting against, Smith (2010) believes that this conservative notion of state-making based on the European model of the eighteenth and nineteenth century is changing, in a slow process from a generation to the other. This would lead to more pluralistic and accommodating political grid divisions of space. Nonetheless, Mavroudi (2010) points out to the opposite direction where she sees the reemergence of xenophobic and racists movements that repress and exclude visible minorities, migrants and immigrants out of irrational fear of difference and the inability to deal with the inherently diversity of society today. 

My conclusion is in between both assumptions. On the one hand, I see the resistant movements pointed out by Mavroudi (2010) specially racist irrational rants against visible minorities and immigrants that are segregated as outsiders and aliens in a supposedly cohesive state. On the other, I know I understand Smith’s (2010) generational theory, since I am part of a small group of people that try to change the ways we have understand and arranged society so far. However, whether this understanding will stem to better social structures in the future is a question that is still open to discussion. 

REFERENCES

Bauman, Zygmunt. 2005. Liquid Life. Cambridge; Malden, MA: Polity.

Gellner, E. 2006. Nations and Nationalism. New York: Cornell University Press.

Gupta, Akhil and James Ferguson. 1992. "Beyond "Culture": Space, Identity, and the Politics of Difference." Cultural Anthropology 7(1):pp. 6-23.

Hall, Stuart. 1992. A identidade cultural na pós-modernidade; tradução Tomaz Tadeu da Silva e Guacira Lopes Louro: Rio de Janeiro: DP&A.

Hutnyk, J. 2005. "Hybridity." Ethnic and Racial Studies 28(1):79-102.

Inglis, F. 1976. "Nation and Community: A Landscape and its Morality." Higher Education Quarterly 30(4):444-461.

Isla P, A. 2003. "Los Usos Políticos De La Memoria y La Identidad." Estudios Atacameños:35-44.

Johnston, R. J. 2000. The Dictionary of Human Geography. 4th ed. Oxford, UK ;; Malden, Mass.: Blackwell Publishers.

Laraia, Roque de Barros. 1986. Cultura: Um conceito antropologico. Ed.14. Rio de Janeiro. BR: Jorge Zahar. 

Mavroudi, E. 2010. "Nationalism, the Nation and Migration: Searching for Purity and Diversity." Space and Polity 14(3):219-233.

Meyer, John W., John Boli, George M. Thomas and Francisco O. Ramirez. 1997. "World Society and the Nation-State." The American Journal of Sociology 103(1):pp. 144-181.

Pain, Rachel. 2001. Introducing Social Geographies. London: Arnold.

Shapiro, M. J. 2000. "National Times and Other Times: Re-Thinking Citizenship." Cultural Studies 14(1):79-98.

Smith, Anthony D. 2010. 

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Cultural diversity is a combination of two complex concepts which make up for an even more complex one. From an anthropological point of view, culture and diversity are intrinsically related, given that culture is a characteristic of human beings and human beings are unique, therefore culturally diverse (Laraia 1986). Nonetheless, since 1970, society has been changing in such a fast pace and in so many ways, that some critical theorists began to wonder what would be the consequences of all these changes (e.g. Hall 1992; Bauman 2005; Giddens 1990). The global market that was seen by many free trade negotiators as the  key to development began to be perceived as a dangerous cultural obliterating process (UNESCO 1999; Álvarez 2005).  

Given the unequal socioeconomic distribution of wealth in the world, the concern of critical theorist is that trade liberalization is disadvantageous for developing countries which cannot protect their markets from the competitive commercial strategies of developing countries (Beltrame 2005). In fact, the validity of this argument lies on the asymmetrical relation amongst countries and the potential of some specific countries to control and manipulate the means of production. What social theorists have been arguing is that local markets and developing countries are not able to compete with the ones from developed countries, and, because capitalist liberalism prerogatives are based on consumerism, the more globalization advances the more societies will have to adapt themselves to the global market rules, leaving behind their local culture, their traditions and their customs (Segovia 2005).   

Since, asymmetry  is a characteristic of contemporary society, this competition for the market share will soon lead to the substitution of the old processes and systems of meanings for the globalized ones, in an mutative adaptation process which will slowly obliterate local culture and tradition or not (Hall 1992). Some theorists have been defending this argument and promoting debates about the damages globalization has caused to society by commodifying culture, goods and services and homogenizing creative processes and cultural values (UNESCO 1999; Álvarez 2005). It is noteworthy that this argument has a strong economical appeal, for it  is focused on the issues of globalization and free trade as the two major dangers to cultural diversity. but it doesn’t give much evidence about how cultural diversity is being obliterated or how society is being homogenized or if this process is actually perceived by society as harmful. 

As mentioned in the first paragraphs, cultural diversity is an intrinsic characteristic of human nature. Therefore, why is “society” concerned that globalization or free trade is going to obliterate cultural diversity? Better yet, what society is worried about it? It is important to understand that critical social theorists often use the term society without  providing a clear definition to which society they are referring to. 

My argument is that societies have different characteristics, sometimes as many characteristics as individuals. Therefore, it is important to indicate the society that is being investigated in order to verify if the assumptions above are true in each context they take place. For this reason, this research proposes to analyze two countries that regard the issue of cultural diversity as a key element of their public policy, that is: Brazil and Canada. 

Both of these countries have taken the issue of the defense of cultural diversity as a major concern of their cultural policy and has demonstrated their concern in the national level as well as the international (Álvarez 2005). Given the cultural diversity of both countries, it will be interesting to examine in which arena the concerns about cultural diversity arises and what part society takes in the construe of the axis of these concerns. As stated before, globalization and free trade is often appointed as the evil cause of the cultural obliterating process. In the case of Brazil and Canada, do these concerns arise because of globalization and free trade or do these societies have other concerns when it comes to protecting cultural diversity?

 

LITERATURE REVIEW

Globalization is one the most important phenomena of the twentieth century. It refers to those processes that take place in the global scale and pass national boundaries integrating and connecting communities and organizations in new combinations of time-space making the world, reality and experience more interconnected (McGrew, quoted in Hall 1998).  It is part of the socioeconomic evolutionary process started by  mercantilism and followed by capitalism (Giddens 1990). But, since 1970, when the global integration rhythm spiked accelerating the flow and bonds amongst nations. Many concerns have been raised about globalization, including the necessity to protect culture and national identity (UNESCO 2001). 

As observed by Marx and Engels, modernity “is a constant revolutionizing of production, uninterrupted disturbance of all social relations, everlasting uncertainty and agitation (...) All fixed, fast-frozen relationships, with their train of venerable ideas and opinions, are swept away, all new formed ones becomes obsolete before they can ossify (...) All that is solid melts in the air” (1973: 70). This mutative, rapid changing process is most often perceived as the evil machinery behind the cultural obliterating process. As indicated by Giddens “in traditional societies, the past is honored and symbols are valued because they contain and perpetuate the experience of generations” (1990: 37-8). As opposed to modern societies which are, “by definition, societies that are constantly changing, rapidly and permanently” (Hall 1992: 599). 

The intense process of liberalization triggered by international efforts to build commercial frameworks to regulate free trade such as the General Agreement on Trade and Tariffs (GATT 1947) and the Free Trade Agreement  (FTA 1988) brought up many concerns about the consequences of this intense process of world exchange would be, especially in terms of cultural values and national identity (Goldsmith 2005, Thiec 2005; Neil 2005). 

Stuart Hall (1998) points out that we are as post-modern as our world. The changes that occur in society reflects in the individual and vice-versa creating a symbiotic flow.  In this sense, globalization wouldn’t bring much consequences as for the processes of construing cultural values or identities as such, because if it disarticulates stable traditional identities of the past, on the one hand, it also creates new opportunities for new identities to and new subjects in this continuous permanent flow of changes, on the other (Hall 1998). As pointed out by Roland Robertson “globalization leads to increase cultural differentiation, not homogenization” (cited in Mitchell 2000: xiii). For society is not an “unified and well-bounded whole, a totality producing itself through evolutionary change from within itself, like a daffodil from its bulb” (Laclau quoted in Hall 1992: 600).

This can be argued from a cultural point of view, that perceives the dangers of globalization for individuals when construing their identities, languages, symbolic values, national traditions. From a socioeconomic perspective, on the other hand, globalization is perceive as an evil to be defeated especially in terms of cultural industry (Goldsmith 2005). In terms of the production of cultural goods and services, the discussion about the consequences of globalization for cultural diversity is a major concern of countries, such as: Canada, France and Brazil (Álvarez 2005; Thiec 2005; Neil 2005). 

Canada was the first country to retain the right to protect its cultural industries, during the negotiations of the Free Trade Agreement - FTA, in 1987 (Álvarez 2005). A similar approach was introduced by France in the General Agreement on Tariffs and Trade (GATT) negotiations in 1993 (Thiec 2005). Since then, these countries together with UNESCO have promoted many meetings and discussions about the issue of cultural diversity and the necessity to protect it (Álvarez 2005). Clearly, there is a distinction between the discussion about the danger of globalization as an obliterating force of identity and symbolic values, and the danger of globalization for the economic sector called “cultural industries”. 

In relation to the first issue, Stuart Hall points out three possible consequences: “the disintegration of national identities as a result of the growing cultural homogenization process, national identities and other local identities are being reinforced as a resistance movement of this globalization and national identities are in a decline, but new identities - hybrid - are taking its place” (1992: 69). The second issue has a political appeal and it seems to be drawn from economic purposes focused on the production and consumption of cultural goods and services (Thiec 2005; Neil 2005). It seems that the discussions that led to the establishment of the Universal Declaration on Cultural Diversity and the Convention on the Protection and Promotion of the Cultural Diversity Expressions have little to do with the issues concerned by Hall and other critical theories (Goldsmith 2005).

 

Hall (1994) investigates the impact of globalization on the symbolic perspective in relation to identity and society. His main concern is how individuals are represented in such a mutative globalized world. Goldsmith (2005), Neil (2005), Thiec (2005) and Alvarez (2005) are also concerned about globalization, but from the economic aspect in relation to the impact of free trade for cultural production and consumption. My major concern is about society and what part it plays in it. I take globalization from the citizenship perspective, in which I question if individuals are aware of the rapid changing process Hall talks about and if they act upon this changing process by resisting it or by embracing it. In other words, is cultural diversity a demand from the Brazilian and Canadian societies or is it a political discourse?

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Cultural Diversity - the first attempt

Let's talk about it for a change, shall we?



Difference and diferent always caught my attention. Actually, excentric!


The whole debate on the subject of cultural diversity is that the economic model, modern society has adopted, - some say capitalism, other consumism, others simply follow along - is a predatory obliterating machine that doesn´t care about traditions, rituals, costums, symbolism, unless "it" can profit from it.


Well, I would like to make some observations about this stament. i know I exagerated and it came out a bit poetic but it does bring about some of the most relevant questions on the subject, in my opinion.


1. Globalization and Homogenization


First of all, it is very true that the economy is the jugular vain of our society, it has most of our attention and it tends to lead us to competiviness and anthropofagism*. Money, property, credit, wealth. I mean, at this point I'm talking about cultural industry and mass production not only from the point of view of the idolizing way of life of the rich and famous and trends, fashions, labels and so on and so forth. I'm also talking about what these "dreams" or "idolized life styles" stand for as a mean of production (understanding product as a good or service, doesn´t matter which). I'm talking about accessing your bank account from any part of the world and having your meal prepared in the fastest most efficient way, costumizing your whatever to suit your own needs. It's all so great, but wait a minute! What does that actually mean?
Well, let´s start with banks because we have become so good with money it deseves a paragraph at least.Here we start to talk about something that people normally don´t talk about, it is the homogenization of means of production and processes. High speed technology provided the world with the fastest most efficient system to exchange and intercommunicate. But in order to do this, of course, the system has to be homogeneous or unified, because we need to CONTROL AND ACCOUNT everything that goes on. ORDER PEOPLE ORDER, WE NEED ORDER... and how are we gonna do that if everybody has different system, different idea, different method? No, no no.. there has to be a system that interacts with everything, that is efficient, that speaks our language (first the language of those who got if first, than the others), it has to come with a manual and everybody has to follow the instructions for it to work out right.

"Globalization" started all this, some would say. Of course, globalization has as many meanings as cultural diversity, that is to say none or so many it confuses most people. So let´s just understand globalization as the interaction amongst nations and the uprising of international organisms and enterprises (transnational, governmental or non-governmental). Globalization started out with finance and economics because, let´s face it, the main source of interactiviness amongst nations and peoples is based on commercial exchange. Or exchange of some sort. Finance was only the begining of what other sectors would later apply as an strategy to widen their clientele. So the "technology" was applied and today we have food,
clothes, entertainment, cars, eletronic devices, softwares.. EVERYTHING ORGANIZED and FAST and SIMPLE. Is it?
Well, the accounting, warehouse, managerial, marketing, auditing and financing softwares and strategies surely are, especially if it is an international or multinational organization. We "modern" people like order and we seek information. under these two paradigms we develop our systems and ways of lives. Whoever can deliver the fastest and the most accurately, that is the one who is modern, who´s trendy, an outburst of innovation.
Now we're getting close to my second point which is individualization.

2. Global Individualization

Yes, yes, yes, Maurice! Because the world is filled with individuals. Individuals who want so many different things and most of all they want to be different and unique, and they want to fit in, and they want to be recognized, and they want equality, and they want what you want and I want and everybody wants and at the same time not so much. Liberty, JUSTICE, EQUALITY, TRANQUILITY, LOVE, BLAAAAAAAAAAAAHHHHH!!

What a load of crap, you say! Yes, it is, indeed. the question is why is that? So, here we are living in this world that suddenly began to shrink. It is so global that you can get in touch with people and exchange things in a real time basis. Internet is genious, telephone, telegrams.. Wow, and it allows us to have whatever we want depending on how much we're willing to spend, of course. Then, services and products that were designed for an specific crowd gained a new and wider crowd, the global crowd. Then again, whoever got it first, whoever register the label first, the idea, the genious catch is the winner of the game and this luckY one is going to conquer the world, it doesn´t matter if it is a device, a software, clothes, an exquisit delicacy, a song or a trend.

With the right propaganda, everybody from Nepal to Marrakesh is gonna feel it, they are gonna love it, they´re gonna buy it. Yes, and you, my brother, are going to profit. The greatest product of our time, in my opinion, is info. You got INFO, it is PRECISE, it is DIVERSE, it has many SOURCES and you got it FAST, it is ACCURATE, easy to UNDERSTAND. Is it cheap? for free? That is all you need to get the attention of many many people around this microspic cosmic grain of dust we like to call planet earth. Yes, give me what I want the way I want and in the size I want. Don´t give more or less, just enough to satisfy my request. Also give me storage space and high speed access, broad band connection so I won´t have to wait, to worry, to burst my brains out in order to get it.

is that what people want? I don´t think so. No, I don´t, my dear. Actually, what I think is that we´re so different that is impossible to make a single product that will interest us all and the only reason that we adopt most of the "systems" we use is because WE HAVE NOT COME UP WITH IT FIRST AND whoever did is more powerful and has more money and this lucky marvelous person/company won´t help or deal with us unless we adopt what they so cleverly developed. This whole modern paradigm is actually a monopoly paradigm. Not many enterprises and enterprenuers have enough influence to impose its "system"**.

A silly example of these kind of behaviour relates to eletronic devices. for many years most of the eletronic devices human beings could produce on this planet were not translate to not even half of the languages we speak and I'm not talking about computers or aircrafts, I'm talking about a sound system, a blender, vaccum cleaner. If you're smart enough, you've already guessed that these devices, softwares, high tech whatever were not designed for the whole world. So, this world filled with individuals has many products and services designed for some of them and advertised, sometimes provided, to a small part of them and sell out as STANDART to all of us. From haircust to cellphones, softwares and way of life, we´re fed up with all what we want. All individuals have the chance to choose, not all of them can choose as they want, BUT THEY HAVE THE RIGHT. And thisis bliss!

But, then, you ask me: I don´t understand. What's that to do with cultural diversity? I'll say, well, that is going to be my next and last point.

3. Cultural diversity - diverse culture

I feel I haven't made the global individualization clear so before talking about cultural diversity let's talk about individuals and their means. Every single individual that lives in this world is subject at some point of its existence to interaction with other beings. In this interaction they realize they´re different somehow from each other at the same time they have similar needs. so they are not so different, at all. of course, most of us, have encountered several different individuals and still does every single day. We realize we have some things in commum and others not so much. Everybody has clothes, but we all look different and wear them differently. Also, most of us have bank accounts and use their systems, but that doesn´t mean we´re all the same. It just means that in some point we all combined and pursue the same things and that´s why there is the global individualization.
Nowadays is possible to get something that is so especific for you that everybody wants one or has one. Most people have a cellphone and a cellphone serves a purpose, we might use it for the same purposes and have the same brand the same services but mine is pink and yours is plain black.
Nevertheless we all have it. But what does that has to do with cultural diversity again? Well, I guess I couldn´t really explain what I meant with global individualization but i'm gonna jump into the cultural diversity paradigm before you give up reading my ideas. Diversity is by nature a characteristic of a human being, because we have our own specific way of interacting with the world as a whole. cultural diversity is how we behave differently from each other. We all eat potatoes but we all have our own speacial way to plant it, cook it, eat it, trash it. It´s our expression as humans that signify our culture and most of us pertain to a certain group and sometimes we really want to fit in, because we are human beings and these beings live in packs we call it: family or community, cities, nations, societies. It doesn´t matter how you call it, these packs are the places where our culture condense and sometimes modify. And it is in this environments that we affirm our values, rituals, traditions, costums. But in a globalized world that is a very difficult thing to do, because we´re in touch with so many different references and sometimes they´re so appealing that we feel compelled to like it, to want it. So, comparisions are made and we start thinking what is best for us and what is good or bad or satisfying and sometimes we come to realize what we have is shitty and what the people on the shiny LCD screen in the middle of the department store windowshop have is much better, because they´re so happy and clean and white and beautiful. I should have that in navy blue!
Well, that is very sad, isn´t it? I mean, we come to realize our poor existence and suddenly we know that is not how is supposed to be! it should have been much better and I deserve this like everybody else. and we claim for equality, liberty, justice, wealth. And this is all good. However, what about the store we were looking at? was that a national store or was it a multinational? the LCD Screen we were gazing at was made by whom? the view it was showing , was it really real or were those people FACKING IT? WHAT??? WAS IT A LIE??? DOES IT MATTER TO YOU?

Yes, yes, yes Maurice. It was a bit of lie, actually, a propaganda.

Why am I talking about that? for the last time, I'm gonna try to answer that question and I hope I'll succeed this time. It is because we, human beings, have many dreams and ideals, but few, very few good systems. Our money&info driven society has had many ideals but few good ideas, and those ideas that worked are the ones that prevails because nobody came up with something better; and, if they have, Well, where are they? Maybe they got swallowed by the brain monopoly market of good ideas or maybe they never got the chance to put it in the market at all. That is because we fear the new, but we love innovation. Because innovation comes with a brand, a good brand, a brand that has money to sell its propaganda,a brand that Angelina Jolie uses, Paris Hilton and the Hanson's. But the good idea, new ideas maybe developed by a John Doe, an intelligent nobody or clever somebody that nobody recalls the name and, truly, who wants to know?

I DO! I do, yes, I do. Because, what has been proven many times over and over again is that individuals rather have what everybody has and it´s the best in the market, then give a try to some good idea. In this rollercoaster appealing consuming instintic many traditions and costumized methods of producing and processing things have been replaced and obliterated by innovating high tech speed systems. it has been crushed for being old-fashing and out of the market. did i made myself clear?

other horrible things happened together with this oblitareting systems like the disappearance of important rituals and cultures old traditional knowledge systems, but for me, the worst homogenization process ocurrs in the intellingentia department, in the development of intelligent ideas and new procedures. Speacilly because societies are bound to adopt and legitimize the well stablished and tested idea of that somebody full of money that responds by a brand or a group of brands. the monopoly of information has made us homogenized. or maybe we´re just happy to adopted something we know we won´t be responsible for updating and renewing it. We like CONFORTABLE and it´s so confortable to just accept something and not worring about it, isn´t it?

tell me, was that enough said?

not really right, ok.. let´s just say this is the first attempt. Next time 'll try to bring more concise ideas of how cultural diversity has been swept away of our society and replaced by a innovative intelligent method or system.

If we have a single tool or system that can be costumizes does that mean we´re becoming singular or plural? Which way are we going? What do you feel when I say these things?

* this is a term used by many reknowed brazilian modernists artists and it meant the obliteration of culture, as if we renegated our own traditions and adopted other in an anthropofagic act. Mário de Andrade, Oswald de Andrade, Anita Malfatti, Heitor Villa-Lobos, Tarsila do Amara are some of my favorit brazilian modernist artists, their work consisted in finding the brazilianity and turning away from the foreign european reverence.
** I'm using system too much in the text. So in order to clarify the use of this word, I would like to stress that in this specific text the word "system" refers to a method, estructure, strategy, software of device used with the intention to organize, control and manage an activity that can be commercial or social or spacial oriented. According to www.dictionary.com: " any formulated, regular, or special method or plan of procedure"
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