Grobalization, a term coined by Ritzer (2009) himself, refers to "imperialistic ambitions of nations, corporations, organizations, and the like and their desire, indeed need, to impose themselves on various geographic areas". As opposite to glocalization, grobalization aims to "overwhelm local". Its ultimate goal is to see profit grow through unilateral homogenization, thus earning its name grobalization. Capitalization, Americanization and McDonaldization are all parts of grobalization. Grobalization involves three motor forces: capitalism, McDonaldization, and Americanization. Grobalization creates a world where:
1. Things are more homogenous and ubiquitous or ever-present.
2. Larger forces overwhelm the power of people to adapt and innovate in ways that preserve their autonomy.
3. Social processes are coercive, determining the nature of local communities, which have little room to maneuver (scheme or plan).
4. Consumer goods and the media are key forces largely dictating the nature of the self and the groups a person joins.
Thus, glocalization would be most closely associated with postmodern, pluralistic ideas of heterogeneity, whereas grobalization represents a more modern, imperialistic, and homogenizing perspective. It is important to note that no value judgments are intended for either glocalization or grobalization. Many things which are glocal (as well as local) can be “bad” (e.g., discrimination) while many things which are grobal can be “good” (e.g., the spread of medical technology). Grobalization theorists would generally argue that the world is becoming increasingly less diverse as transnational economic, cultural, political, and social entities seek to impose their influence throughout the world.
Grobalization, a term coined by Ritzer (2009) himself, refers to "imperialistic ambitions of nations, corporations, organizations, and the like and their desire, indeed need, to impose themselves on various geographic areas". As opposite to glocalization, grobalization aims to "overwhelm local". Its ultimate goal is to see profit grow through unilateral homogenization, thus earning its name grobalization. Capitalization, Americanization and McDonaldization are all parts of grobalization. Grobalization involves three motor forces: capitalism, McDonaldization, and Americanization. Grobalization creates a world where: 1. Things are more homogenous and ubiquitous or ever-present. 2. Larger forces overwhelm the power of people to adapt and innovate in ways that preserve their autonomy. 3. Social processes are coercive, determining the nature of local communities, which have little room to maneuver (scheme or plan). 4. Consumer goods and the media are key forces largely dictating the nature of the self and the groups a person joins. Thus, glocalization would be most closely associated with postmodern, pluralistic ideas of heterogeneity, whereas grobalization represents a more modern, imperialistic, and homogenizing perspective. It is important to note that no value judgments are intended for either glocalization or grobalization. Many things which are glocal (as well as local) can be “bad” (e.g., discrimination) while many things which are grobal can be “good” (e.g., the spread of medical technology). Grobalization theorists would generally argue that the world is becoming increasingly less diverse as transnational economic, cultural, political, and social entities seek to impose their influence throughout the world.
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