Key Content: Cultural impact on countries and individuals
homogenisation VS hybridisation
different degrees of acceptance and rejection
Forms of entertainment
food preferences and options
Cultural homogenization is the process by which local cultures are changed by foreign cultures to become more and more similar with aspects of foreign cultures.
It can lead to foreign cultural influences becoming more dominant. This can impact food, language and entertainment.
Cultural Hybridization occurs when foreign and local cultures are blended, resulting in unique combinations.
e.g. AMERICAN INFLUENCES
American films dominate the box offices of more than 150 countries.
American messages of freedom and individuality in their entertainment products can empower consumers to develop their identities.
Hence many people are attracted to American entertainment.
However, it is unwelcomed as it threatens local culture, language and entertainment industry.
E.g. China places restrictions which include a limit of 34 foreign films that could be imported a year.
e.g. KOREAN INFLUENCES
Korean influence has spread through television dramas, pop music, food, fashion and language
Rise of Korean pop music (KPOP) becoming increasingly popular- larger fan base worldwide
Korean films and dramas aired in countries beyond Asia
Case Study: Uniqlo’s Hari Raya Collection and collaboration with Hana Tajima
UNIQLO launched their Hari Raya collection which fuses traditional clothing design together with modern cuts and fabrics, including cotton, rayon, and stretch jersey
It comes in a wide selection for both men and women and will be available in UNIQLO stores nationwide
The Baju Melayu is made of stretch jersey material that provides both softness and comfort and a flattering fit to give you a streamlined silhouette. This innovative shirt dries sweat fast for long-lasting comfort and is quick-drying and wrinkle-resistant.
The men’s Batik Motif shirts are made with extra fine cotton broadcloth, which is pre-washed and brushed to give it a soft, elegant feel.
Uniqlo also collaborated with British Japanese Muslim fashion designer Hana Tajima
Her contemporary, functional designs, which are both culturally sensitive and extremely versatile, continue garnering international attention.
She known to bring a modern interpretation towards ‘modest wear’ suitable for both the Islamic community as well as non-Muslims alike.
Embodying a rich sense of cultural diversity, this exclusive collaboration line features elegantly simplistic yet considered pieces, offering comfortable, versatile clothing for all women of all backgrounds, regardless of age, race, culture or belief.
Wider variety of food options has provided locals with easier access to foreign flavors. ➢ The popularity of fast food across many countries reflects the increasing acceptance of the fast food culture, which is typically a foreign food culture for many countries.
E.g. Mc Donald’s, KFC and other fast food outlets can be found globally, almost everywhere in the world.
However, can be rejected as it threatens local food culture/cuisines
In response, fast food chains have incorporated elements of local food cultures into their menus by hybridising popular foods to cater to local tastes
Hybridisation can take place when foreign and local food cultures are blended, resulting in unique combinations of food that contain elements from both cultures.
For example, McDonald’s offers the rendang burger to cater to Singaporean tastes. This is a result of the influence of local food culture in the foreign food culture.
Hybridisation has a great impact on local food culture as some elements of the local food culture may be lost or changed in the process of fusion.
Over time, the local food culture will face greater competition and may eventually lose its authenticity as more people become more familiar with the hybridised food culture.
On the other hand, hybridisation may help to preserve some of the local food culture and it may be made more appealing to the younger generation who might otherwise shun the local or traditional foods.
Homogenisation can take place when the local food culture is changed to become more similar to the foreign food culture. This can be seen in many countries where fast food restaurants are fast gaining popularity.
Homogenisation does have a positive impact on local food culture as it may cause the food landscape to be dominated by foreign food establishments.
Foreign food establishments such as fast food companies may be more appealing to the people as they offer a wide range of food that is affordable and convenient.
As more people consume from these foreign food establishments, the consumption of local and traditional food may also reduce as it may no longer be appealing to the younger generation. This may eventually lead to its decline. This will erode the diversity in the food landscape
E.g. In the 1980s and 1990s, McDonald’s expanded rapidly with the opening of restaurants beyond the USA.
In 1986, many Italians protested against the plans to build the first McDonald in Italy. This expansion was met with resistance as some saw it as an extension of American culture.
Case Study: Nasi Lemak Burger (2017)
Inspired by the popular local Malay dish of coconut rice, the Nasi Lemak Burger consists of a coconut-flavoured chicken thigh patty, a fried egg, caramelised onions and cucumber slices topped with sambal sauce.
The Nasi Lemak Burger was so popular it sold out in two weeks when it was first launched in July 2017 to celebrate National Day.
Two other fusion desserts such as the the Chendol McFlurry and Bandung McFizz were also introduced to support the locally inspired menu.
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