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Introduction
This chapter looks at the spread of globalization, its effect on culture, 
society and economic development, and its advantages and disadvantages. 
It considers the opposition to globalization and whether globalization has 
an effect on cultural convergence or divergence. The driving forces behind 
globalization are examined and the future trends in globalization are 
suggested, particularly with relevance to the BRICs:
Globalization is not incidental to our lives today. It is a shift in our very 
life circumstance. It’s the way we now live. (Giddens, 1999: 19)
The conduct of international business and diplomacy has been transformed 
by the emphasis on global interdependence and the continuing erosion of 
traditional boundaries. International business has increased global interac-
tivity, with greater participation, for example, by shareholders interested 
Summary
Definitions
The components of globalization
The driving forces behind globalization
Global corporations
Is globalization a myth?
The reaction to globalization
Advantages and disadvantages
Opposition to globalization
Cultural convergence/divergence
Future trends

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Globalization and its Effect on Culture 209
in ethical standards, the spread of the fast- growing influence of the social 
media (for example, Facebook and Twitter) and the influence of interna-
tional NGOs, for example, Médecins sans Frontières and the humanitarian 
relief agencies and international charities. There is also global concern for 
the environment, global warming and the possible countermeasures such 
as control of emissions, as seen at the Davos meetings and the increasing 
demand for the development of renewable energy technology.
We have seen the impact of austerity measures, the shock waves of the 
banking crisis and the recent worldwide recession, the continuing crisis in 
the Eurozone and the impact of natural disasters. Against this background, 
there has been the rise in the economies of the BRICs, the Arab Spring, 
which has still to run its full course, the continued uncertainty about the 
nuclear weapons aspirations of both Iran and North Korea, and the concern 
over ‘failed states’ such as Somalia. All these events have their effect on the 
interdependence of nations in the increasing globalized economy of the 
twenty- first century and hence on traditional cultural values.