Sociocultural exchanges
definitions
Culture
A system of shared meanings used by
people who belong to the same
community, group or nation to help them
interpret and make sense of the world.
These systems of meanings include language, religion, custom and
tradition, and ideas about “place”.
Cultural diffusion
The spread of cultural ideas from
their place of origin to other regions,
groups or nations.
Consumer culture
A society that places great emphasis
on the consumption of bought items.
Diaspora
A migrant population living abroad,
for example, the Irish in the USA,
the current Irish migration to Australia
or the Polish migration to Norway.
Cultural imperialism
The practice of promoting the culture/language
of one nation in another. It is usually the case
that the former is a large, economically and
militarily powerful nation and the latter is a
smaller, less affluent one.
Homogenization
The process of becoming similar.
Mass media
A section of the media specifically
designed to reach a large audience.
(The term was coined in the 1920s with the advent of nationwide
radio networks, and mass-circulation newspapers and magazines).
Brand
A distinguishing name and/or symbol
intended to identify a product or producer.
Cultural commodification
When the objects, ideas and traits of a
culture become part of the capitalist system
of exchange and are bought and sold.
Brand identity
Image and values associated with a
brand.
Brand image
The totality of consumer perceptions
about the brand.
Franchises
Businesses that are based upon the
name, logos and trading methods of
an existing organisation.
You should be able to:
 describe cultural traits in terms of language, customs, beliefs, dress,
images, music, food and technology
 examine the diffusion of cultural traits resulting from the international
movement of workers, tourists and commodities
The spread of the English language and the game of cricket are good examples of
cultural traits. Equally, the popularity of Indian and Italian foods shows a diffusion of
cultural traits.
The growth of British-style pubs or Irish-themed pubs and supermarkets in tourist
resorts, such as Playa de las Americas in Tenerife, is another example of cultural
diffusion. Growing Chinese incfluences in parts of Sub-Saharan Africa is an excellent
contemporary example.
You should be able to:
 describe the role of TNCs and the media in spreading
consumer culture
 select two different branded commodities and examine the spatial
and temporal pattern of adoption on a global scale
are all very good examples of branded goods that have spread globally.
The speed of diffusion has accelerated in recent years.
You should be able to:
• examine the role of diasporas in preserving culture in one country and the
adoption of minority traits by host societies
• examine the impact of cultural diffusion on one indigenous and remote society
through the influence of international interactions
• examine the ways in which international interactions may result in the
homogenization and dilution of culture
• define and exemplify the concept of cultural imperialism
The Irish in the USA are a very important and powerful diaspora. Irish culture has been maintained in terms of music,
dance, language, Gaelic football, hurling and Irish food and drink. Many of these have been popularized and adopted
by the host population, for example, St. Patrick’s Day parades in New York, Chicago and Boston.
Many indigenous groups have been adversely affected by contact with Western civilization. The Jarawa of the
Andaman Islands have, for example, been affected by poachers, Indian settlers, new tourism developments and
disease.
International movement of workers, tourists and commodities makes places more similar. The spread of global
brands, such as Disney and McDonalds, has lead to a global culture and the dilution of local traditions.
Cultural imperialism occurs when a larger, more powerful nation promotes its culture on another, less powerful
country, for example, the spread of the Chinese culture in Tibet.