The Sociology Book

146

G L O B A L I S S U E S ,

L O C A L P E R S P E C T I V E S

R O L A N D R O B E R T S O N ( 1 9 3 8 – )

G

lobalization is giving rise

to new cultural forms, as

global products, values,

and tastes fuse with their local

equivalents. This intermixing

of the global and the local,

says British sociologist Roland

Robertson, is a key feature of

modern societies and is producing

new creative possibilities.

In Globalization: Social Theory and

Global Culture (1992), Robertson

argues that the cultural dynamics

at the heart of globalization can

be understood by focusing on the

relationships between four areas:

“individual selves,” “nation-state,”

a “world system of societies,” and

“a notion of a common humanity.”

This focus allows him to examine

IN CONTEXT

FOCUS

Glocalization

KEY DATES

1582–1922 Beginning with

the Catholic countries of

Europe and finally the states

of East Asia and the Soviet

Union, the Gregorian calendar

is adopted as the most widely

used calendar internationally.

1884 Greenwich Mean

Time (GMT) is recognized

as the world’s time standard,

becoming the basis for a global

24-hour time-zone system.

1945 The United Nations

(UN) is founded to promote

international cooperation.

1980s Japanese businesses

develop strategies to adapt

global products to local

markets, a process they

call “glocalization.”

1990s Roland Robertson

expands the Japanese concept

of “glocalization” in his work

on globalization.

musical

styles

and

genres.

fashion

trends.

consumer

products.

ideas and

values.

Globalization results in different ideas,

cultural forms, and products being spread

throughout the world, including:

These global forms are modified by contact with local

communities and individuals to become “glocalized.”