In changes brought by contemporary globalization,in cultural terms,who Essay

In changes brought by contemporary globalization,in cultural terms,who wins and who who loses - Essay Example These changes, though, are the subject of increasing debate. Some find the cultural trends disturbing and dangerous while others praise them as humanity’s march toward a more harmonious and efficient world order. This essay will assume neither approach; the sole purpose of this essay is to identify the winners and the losers in this period of cultural upheaval and change. It will be left for others to decide the implications. As a preliminary matter, cultural globalization most generally refers to the expansion of cross-cultural contacts and relationships. Relationships may be passive or they may be active (Tomlinson, 1999; 14). Passive cross-cultural contacts refer to the receipt of new cultural information and behaviours. There is little interactivity in this regard. For purposes of illustration, this may involve reading foreign newspapers on the internet, watching foreign music videos in the home, or using textbooks written by foreign authors in schools. Active cross-cultural contacts are characterised by interactivity, a real relationship which is established, and is more prone to conflict; being more prone to conflict, therefore, an adversarial context is more likely to arise in a cultural sense and it is here where the winners and the losers are most visible. This might involve the implementation of European standards of corporate social responsibility in Asian countries unaccustomed to such notion s of corporate culture. This might involve tensions caused by the proliferation of non-governmental organizations in countries whose political culture tolerates no extra-governmental criticism or dissent. Both forms of cultural globalization, active and passive, are influential. That said, the biggest winners and the biggest losers tend to be most visible in settings of active cross-cultural globalization. Some of the biggest winners are those whom align themselves with those whom have the power and the desire to homogenise their