Now, there are many globalization processes taking place in current times. Since globalization theory and literature focus on these processes as being product or process related, this essay would also consider the same (Williams, 2007). For instance, consider how the products and processes being made in order to sell to different cultures around the world.
Consider the product and marketing industry that exists in current times. The product industry understands the need to create a market where they can sell their goods. For instance, the product industry considers that it is necessary to sell goods in both western nations and eastern nations. The philosophical elements of the western nations and the eastern nations however are different. Marketing studies show that marketers will hence study the philosophy of the different nations that they want to market, how they perceive things, etc, and based on that create marketing advertisements and promotions. For example, McDonald’s makes products that sell both in the United States and in India. In India, McDonald’s is able to sell better because of the burgers that has introduced without bacon. In India, eating bacon is usually not a welcomed social thing. Similarly, in other countries, McDonald’s attempts to introduce the common flavors in the country, so as to keeping up with their religious faiths, their preferences in palate and more. Now in doing so, it could be said that it is the company which caters to the different needs of the audience or the consumer segments (Hall, 1991). The audience and their identities are the same, but then the globalization processes of trans-nationalization of businesses have catered to introducing products and processes that serve them. The same applies in the case of selling of philosophies such as yoga or processes. The businesses or the person who wants something sold or advertised might bend it to suit a culture. So why does the fear of cultural merging appear, the fear is discussed in the next section.
People management and Fear
In the current times, much emphasis has been given to management of people, by Governments, by institutions and more, and they are what are driving the fear. The central paradigm of forming a management culture and understanding about the identity paradigm is culture. Culture of an individual or a particular group stems from development of shared beliefs and customs. This has changed owing to globalization. Globalization has caused people from across the spectrum to work and function together. This has caused a considerable shift in the ideology of culture (Hall, 1991).
From 18th century onwards, there is an ideology of national culture that has been studied and formulated in the societies. It is essentially that a sense of belonging for the individuals is as a part of national identity. The dynamics of national identity is considered to be a binding force towards modernity. The national identity is important for the sustenance of the people as they feel a sense of belonging to a particular group. The people develop a sense of fear where they feel that their identity as a nation has been threatened by the advent of globalization. This is because of intermingling of races. There is common criticism that the people start to lose their identity in an effort to collaborate with the people. In this paradigm, a dominant culture emerges with other cultures being stifled. As an example consider how the East European philosophy of communism and the fall of Yugoslavia have caused some nations to lose their original identity to the oppressive regimes. Even though this is not because of the globalization, there is a sense of fear that there will be homogenization of certain dominate culture and loose of the indigenous nationalistic culture (Hall, 1991).