According to Barber, those who believe in jihad are fighting against what they feel is a loss of national identity, culture, and religious beliefs. This type of society relies on the ability to remain separate and not be amalgamated. Jihad means almost constant warfare between one 'tribe' and another, between regions. It represents a world that is split along clan lines, tribalised and fractionalised rather than globalised. This type of society does not want to achieve interdependence with others outside the tribe. They are not interested in cooperation. All those things might lead to contamination. Instead, they offer a sense of being part of a closely-knit community and a feeling of solidarity.
Thus the battle seems to be between those who argue for a more homogenised world versus those who want to preserve local customs and culture. The former argue that peace and prosperity can only be achieved through this 'rationalisation' process where everything is done in the same way, no matter where in the world a person happens to be. The latter argue that the sacrifice is too great and that we are in danger of turning humans into interchangeable automatons: universal employees at a McDonalds franchise. They argue that putting reason over passion and the mind over the heart leads to existential disenchantment and a loss of what's truly important in life.
As well, one of the end results could very well be what Ritzer calls 'the irrationality of rationality' (2000, p. 16). In other words, a completely rational system (even if one could be created) may produce effects that are not rational, not part of the system. As Hartley (1995) puts it:
[D]espite all of these rationalising practices, irrationalities will emerge, for two reasons: first, the ordered structures of bureaucratic rationality may clash with the emerging disorder of post-modernist culture; and second, these means may subvert some of the very ends which they purpo...
Effects of Globalisation on Culture. (1969, December 31). In LotsofEssays.com. Retrieved 14:35, January 21, 2017, from http://www.collegetermpapers.com/viewpaper/1304200588.html