Globalization and Culture Change

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From a sociocultural anthropological perspective, by investigating how globalization affects different parts of the world we can build a better understanding of how global structures affect social and cultural practices. Globalization is the worldwide interdependence of economic and cultural activities through the interchange of worldviews, goods, beliefs, and other aspects of culture (Lalonde slide 22/01/13). To facilitate interdependence, globalization uses new technology, innovation, tourism, international trade, and the media to build and maintain a dominant global culture (Lalonde slide 22/01/13). In recent years, the process of globalization has hastened the destruction of small egalitarian cultures (Larkin and Robbins 2007). Using…show more content…
Alma and Philip use an ethnographic approach to study the Beng culture, which includes participant observation, interviews, and the use of a key cultural consultant, Amenan. The ethnography written by Alma and Philip illustrates how modernization has had a negative impact on the Beng culture causing some men to refuse their cultural identity. Matatu, identifies himself in French as the “prime minister of Côte d’Ivoire”, and refuses to speak the Beng language (Gottlieb and Graham 2011:38). Although unintentionally, the anthropologists contribute to the perception that the Beng lifestyle is less desirable than a modern lifestyle by arriving in Asagbe with cameras, typewriters, audio recorders and a vehicle. The goods show their “family’s privilege” and “pushed in [Matatu’s] face how poor he is and will always be” (Gottlieb and Graham 2011:38). Contrasting the modernization of America with the underdevelopment of Asagbe, introduction of technology lead to a rejection of cultural identity, negatively altering the Beng perception of daily life. World systems theory can be applied to describe the culture change of the Beng men in relation to power. The anthropologist’s describe that the
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