What is Globalisation & How Does it Affect Behaviour? (DP IB Psychology)

What is globalisation?

• Globalisation is best described as the ways in which the world is becoming increasingly interconnected via channels such as international trade, travel, mass media and the growth of multinational corporations such as McDonalds, Apple, Starbucks, IBM (this links to Marshall MacLuhan’s concept of the ‘global village’)

• This increase of business and interconnectedness is seen not only in terms of economic relationships but in the sharing of cultures across the globe i.e. it is so much easier to visit a country on the other side of the world and to become familiar with its cultural norms than it was even 50 years ago

• The concept of globalisation is one in which a company or business has no given national or cultural identity or location but instead spans the world, with branches of that company being found in a huge range of countries

• Due to the rapid development of globalisation over the last half century it has become an increasing phenomenon that individual countries now depend on the global economy

The world is interconnected in ways that previous generations could not have imagined.

How does globalisation affect behaviour? The positive effects

• Globalisation allows people to come together in ways which were impossible before international travel became available - and affordable - to ordinary people which in turn can bring with it an increased appreciation and understanding of other cultures

• Allport’s (1954) contact hypothesis suggests that increased contact between cultures decreases prejudice and discrimination 

• Globalisation can bring with it employment opportunities and the chance for some countries to advance in economic terms e.g. some countries are almost entirely dependent on the tourism industry for their economic stability

• Globalisation also allows companies and businesses to have access to a huge customer base rather than having to rely on trade only within their own country which can boost sales and strengthen the local economy which in turn can mean cheaper products for consumers

How does globalisation affect behaviour? The negative effects

• Globalisation may have contributed to harming the planet due to the use of air travel, widespread pollution, the deforestation of certain areas, the stripping of natural resources from some areas (some multinationals set up in developing countries to take advantage of less strict environmental laws and by doing so they may damage the environment)

• One of the issues with the contact hypothesis is that in order for it to produce a positive outcome the cultural groups involved in the process must have equal status and this is not necessarily what globalisation brings with it e.g. luxury hotels in developing countries may not benefit the local economy and may contribute to inequality between hotel guests and staff by perpetuating stereotypes

• There are inherent risks in relying on the global economy for prosperity and stability  e.g. the impact of the financial crisis of 2008 created shockwaves beyond Wall Street and the banks originally involved in its inception

• It could be argued that individual cultural identities can be lost to globalisation: authenticity and staying true to one’s culture may be impossible when faced with the economic powerhouse of global brands e.g. local traditions and nuances may be lost when a generation reject them in favour of a more globalised approach and mindset

Studies which investigate the effects of globalisation on the individual:

• Bhugra & Mastrogianni (2004): the influence of globalisation on depression

• Lyons-Padilla et al. (2015): the effect of ‘Coca Colonisation’ on immigrants