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Globalisation or glocalisation?

Globalisation or glocalisation? ROLAND ROBERTSON This paper deals with the idea of glocalisation as a refinement of the concept of globalisation. Globalisation is apparently widely thought of as involving cultural homogenisation; even more specifically, as a process involving the increasing domination of one societal or regional culture over all others. However, by no means all of those who have directly theorised the concept of globalisation have seen it is as inherently homogenising. In order to make very explicit the ‘heterogenising’ aspects of globalisation the idea of glocalisation is introduced. The idea of ‘glocalisation’ seems to have originated, in the specific context of talk about globalisation, in Japanese business methods in the late 1980s; although by now it has become quite a common marketing perspective. Regardless, however, of both its apparent national origin and of its significance in contemporary marketing procedures, it is argued that glocalisation has some definite conceptual advantages in the general theorisation of globalisation. It also facilitates the thorough discussion of various problems that attend a simple distinction between the global and the local. In this paper some of these are examined, in particular the ways in which localities are ‘produced’ on a globe-wide basis. The bearing of such considerations http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png The Journal of International Communication Taylor & Francis

Globalisation or glocalisation?

18 pages

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References (52)

Publisher
Taylor & Francis
Copyright
Copyright Journal of International Communication
ISSN
2158-3471
eISSN
1321-6597
DOI
10.1080/13216597.2012.709925
Publisher site
See Article on Publisher Site

Abstract

ROLAND ROBERTSON This paper deals with the idea of glocalisation as a refinement of the concept of globalisation. Globalisation is apparently widely thought of as involving cultural homogenisation; even more specifically, as a process involving the increasing domination of one societal or regional culture over all others. However, by no means all of those who have directly theorised the concept of globalisation have seen it is as inherently homogenising. In order to make very explicit the ‘heterogenising’ aspects of globalisation the idea of glocalisation is introduced. The idea of ‘glocalisation’ seems to have originated, in the specific context of talk about globalisation, in Japanese business methods in the late 1980s; although by now it has become quite a common marketing perspective. Regardless, however, of both its apparent national origin and of its significance in contemporary marketing procedures, it is argued that glocalisation has some definite conceptual advantages in the general theorisation of globalisation. It also facilitates the thorough discussion of various problems that attend a simple distinction between the global and the local. In this paper some of these are examined, in particular the ways in which localities are ‘produced’ on a globe-wide basis. The bearing of such considerations

Journal

The Journal of International CommunicationTaylor & Francis

Published: Aug 1, 2012

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