Aside from having a profound effect on the social, political, economic, geographical, and legal climate of the world, globalization can also affect culture and the cultural values of the world. These effects can vary in nature, and they can sometimes be positive, negative, or neutral. Furthermore, the most common and probably most prominent cultural notion on which globalization has an effect is pop culture.
The term "popular culture" first appeared in the nineteenth century and was associated with the lower and less educated social classes. It has various definitions; however, it is most commonly regarded as a type of a post-modernistic subculture which incorporates the fields of entertainment (such as movies, music, comics, television, and video games), technology, sports, news, fashion, advertisement, and other consumer goods and services. Thus, it is considered a global phenomenon.
While globalization can be an augmentative process, opening the doors to new ideas, concepts, and experiences, especially in the field of pop culture, it can also be quite concerning and risky. Because of its global power, pop culture carries a system of socially and politically relevant beliefs, norms, values, and expectations, which are of extreme importance for younger audiences.
For instance, people (mainly young adults) don’t listen to rap music just because they enjoy the beat, the lyrics, and the musical arrangement or because they like the artist. Rap music can also be a lifestyle; it constitutes a subculture of its own and, as such, dictates certain ways of self-expression and self-representation. So, if a child was to be influenced by a rapper who raps about violence, racism, or discrimination and writes lyrics that promote and support a crime mentality, then how will that child contribute to society in the future?
Additionally, many analysts argue that the globalization of pop culture is, essentially, Americanization. The United States benefits greatly from the entertainment industry, which is considered one of its most important and most profitable economic spheres. Through globalization, the US is able to share its products overseas and thus spread American popular culture, which only strengthens the link between globalization and pop culture.
In conclusion, globalization has transformed pop culture into a universal concept which has the power to greatly influence our views and opinions of many areas of life, model the way we construct images, and (re)shape the way we communicate with and understand the different cultures of the world.
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