Culture is the most visible manifestation of globalization, whether it is the
appearance of new cultural forms (such as Disneyland Paris) or the transformation
of traditional cultural expressions into something a bit different (such as
Egyptian McDonald's restaurants serving their patrons “McFalafel”).
While there are ample data to track the cross-border movement of people, merchandise,
and money, it is extraordinarily difficult to measure the global spread of
ideas and trends. However, it is possible to get a hint of a country's level
of cultural integration by identifying “cultural proxies”—the conduits by which
ideas, beliefs, and values are transmitted. One way to measure the globalization
of culture is to chart the movement of popular media, which have more impact
on our thinking than some of the other, more frequently cited symbols of cultural
globalization (such as the proliferation of Starbucks coffee shops around the
world).
We have created a ranking of the 20 most culturally globalized countries by
measuring each nation's exports and imports of books, periodicals, and newspapers.
(The dissemination of movies would be another ideal indicator. Yet data for
films are only available for a small number of countries. The most recent data
on cultural trade available from the United Nations Educational, Scientific,
and Cultural Organization (UNESCO) date back to 1997). We then divide those
total exports and imports by the nation's population size. The higher a country
is on this index, the more likely an individual in that country is to receive
foreign cultural products.
One clear pattern that emerges from this ranking is that the globalization
of culture may have a significant linguistic component. Three of the top five
nations (Singapore, Switzerland, and Canada) have official bilingual policies.
English-language permeation also tie into a country's capacity to absorb international
cultural products. Seven of the top 20 nations in this index (United States
, United Kingdom, Canada, Australia, Ireland, Singapore, and Israel)
are among the top 10 English-speaking countries in the world.
However, when we consider the bottom 10 countries (Peru, Romania, Morocco,
Thailand, Turkey, Philippines, Egypt, Indonesia, China, and Pakistan), we see
that multilingual nations are not guaranteed a high degree of cultural globalization:
The Philippines and Pakistan—two countries where English is
widespread—still rank near the bottom. The biggest barrier to cultural globalization
seems to be poverty, as all of these countries have a per capita gross domestic
product of under $8,000, and 4 of the 10 have a literacy rate of less than
60 percent. Also, some countries, notably China and Indonesia , have government
policies that restrict the import of foreign books and journals. Poverty, illiteracy,
and lack of social openness all are associated with a lack of cultural globalization.
Source: UNESCO
