4.7

• How does economic development impact cultural landscapes and diversity?

  Economic growth changes the way people live and alters physical landscapes. As global processes reach local areas, new ‘glocal’ cultures emerge, blending local identity with global trends. Ethnic enclaves also shape unique cultural zones, with their own shops, food, street names and traditions, which help preserve and strengthen cultural diversity.
• How do media TNCs influence cultural diffusion and diversity?

  Large media corporations like News Corp dominate global TV, film, and music, leading to cultural homogenisation where global culture becomes increasingly uniform. For example, News Corp owns The Times, The Sun, and several major TV networks across the UK, US, Asia, and Australia, often influencing political outcomes and cultural content.
• What is global cultural homogenisation and why is it significant?

  Cultural homogenisation occurs when global influences erase local differences, making cultures look, sound, and feel the same. This is driven by the dominance of global media, brands, and music industries prioritising profitability over cultural variety, reducing the number of unique voices and traditions globally.
• How has digital technology accelerated cultural exchange?

  Digital communications and the internet allow ideas, trends, and products to spread instantly. Global music, fashion, and consumer goods reach more people than ever, often through just a few dominant companies. For example, 90% of the global music industry is owned by just five corporations who prefer investing in a few high-profit artists.
• What does the list of top global brands in 2023 reveal about global culture?

  The world’s top brands (e.g. Apple, Google, Amazon, Facebook, McDonald's) show how globalisation spreads Western consumer culture worldwide. These brands dominate public life, especially in cities, reflecting shared consumption habits and values, while often overshadowing local brands and cultural practices.
• How are values changing in a globalised world?

  Attitudes towards disability, gender and sexuality are gradually shifting, especially in response to media and international events. In China, for example, disabled people remain marginalised, but the country's success in the Paralympics helped spark conversations about equality.
• What forms of resistance exist against globalised culture?

  Resistance comes from anti-globalisation and environmental groups, as well as governments who fear cultural loss or moral decline. In the 2000s, Iran banned Barbie dolls for being ‘un-Islamic’, while France limited American films and foreign broadcasts.
• How did Cuba’s communist past affect its culture and global interactions?

  After declaring itself a communist state in 1959, Cuba was isolated from Western capitalism and supported by the USSR. For decades, strict state control limited exposure to global culture and capitalism.
• How has Cuba's relationship with global culture changed since 2008?

  Since Raul Castro’s leadership, Cuba began opening its economy, allowing private businesses, property sales, and loans. The US reopened its embassy in 2015, followed by Obama’s historic visit in 2016, signalling a shift towards cultural and economic openness.
• What is the impact of Cuba’s economic reform on its society?

  Cuba’s reforms have led to increased inequality, with luxury apartments and restaurants appearing alongside widespread poverty. While some benefit from capitalist growth, most still rely on basic goods, highlighting the uneven effects of cultural and economic globalisation.