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Globalisation and the Homogenised Society

Tentatively, this paper answers the original question by arguing that the process is no longer as simple as McDonaldisation. Globalisation is no longer a monolithic force and can now mean a number of competing elementsłNorth American, European Union, Chinesełall vying for the same world cultural pie. Thus, while a homogenised world culture may indeed be the final product as these various cultures blend, that culture may not be recognisable as a Made In America product. Or it may only have certain elements recognisable as such: for example, in the scenes of a futuristic Los Angeles as seen in the movie Bladerunner.

Benjamin Barber, in Jihad Vs. McWorld (1996), puts forth an interesting argument: the two most dominant forces in the world are globalisation and tribalism. Or as he more provocatively puts it: McWorld and Jihad. According to Barber, neither of these two opposing forces are good for a democratic world. In fact, the decisive victory of one over the other will lead to a dictatorship of one kind or another. The best thing that can happen is for the two to remain at odds and evenly balanced.

Barber defines McWorld in the same way that Ritzer does: a method of doing business where efficiency, predictability, calculability, and control over all processes are of prime importance. This is the world of Western technology and industry, the rational system first proposed by Weber. McWorld


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Globalisation and the Homogenised Society. (2000, January 01). In Retrieved 09:22, October 25, 2014, from
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