INTRODUCTION

People around the globe are more connected to each other today than ever before
in the history of mankind. Information and money flow more quickly than ever. Goods
and services produced in one part of the world are increasingly available in all parts of the
world. International travel is more frequent. International communication is
commonplace. We live in an intensely interdependent world in which all the earths
peoples with their immense differences of culture and historical experience are
compressed together in instant communication. This phenomenon has been titled
Globalization.
The Era of Globalization is fast becoming the preferred term for describing the
current times. Globalization describes the political, economic, and cultural atmosphere of
today. The forces that allow businesses to operate as if national borders did not exist also
allow social activists, labour organizers, journalists, academics, international terrorists
and many others to work on a global stage.

The discourse regarding the effects of globalization on cultural diversity is a

challenging debate. The advancement of technology dissolves international
boundaries and opens cultures to a whole new arena (Smith, 2000), enabling
globalization to occur. Globalization can be an empowering entity. It can
interconnect the world, support economic development , provide information
availability and assist in developing a global village (Moahi, 2007).

There is a paradoxical dichotomy, a tangible undercurrent, when it comes to

globalization and cultural diversity . On one hand, globalization has the potential to
mobilize and empower people, provide a means for self-representation, support
a collective identity through socialization and provide employment opportunities. On
the other hand, it has the ability to disempower people by misrepresentation , provide
a process for further colonization , and propel the loss of individualism and self and
group identity.

Political theorist Fredric Jameson presents this as two competing future

visions: one of a corporate-dominated monoculture where nations and cultural
groups alike are deprived of autonomy and identity ; and another of a vibrant
celebration of pluralism , in which various cultural groups are in direct and
harmonious contact with one another, free from limiting political forces such as
national governments (1998). Influences Globalization provides both positive and
negative influences on cultural diversity which can have far reaching impacts.

NEGATIVE INFLUENCES

Due to the unprecedented access to cultures, a much wider

audience than ever before has a gateway to see, hear and experience
phenomena that

were

never

accessible

previously

(Smith,

2000). Misrepresentation, stereotyping and the risk of loss of cultural

and intellectual property rights are the consequences of unmonitored
access.
There

are

on cultural

number
diversity,

of

negative
including

impacts globalization has

the

had

influence multinational

corporations have on promoting a consumer culture, exploitation of

workers and markets and influencing societal values. This increased
availability of commercial media and products can "drown out" local
cultural influences.
Loss

of individualism and

group

identity

occur

when globalization encourages a 'Western ideal of individualism'. This

promotes a homogeneous set of values and beliefs. The adoption
of Western Culture and ideologies is seen as many computer-mediated
technologies are developed, marketed and processed via western
markets. The dominant population and culture of the day determine
the next greatest technology along with the next commercialized
gadget that will be offered up to the masses and longed for by those
who are at arms reach of financially obtaining these devices. Kanuka
3

(2008) also cites that e-learning technologies perpetuates colonization

by designing curriculum that mimics the cognitive styles of the
dominant culture. Not having access to technologies that are present in
the classroom, combined with an education system geared toward the
dominant society can be a lethal combination for non-dominant
cultures. The present education, legal and power structures reflect
western

ideas

and

philosophies.

These

western

ideas

are

easily assimilated into other cultures and paradigms with far reaching
effects. There is an assumption that the values and ideologies of the
"Global North" will provide a suitable framework for the new knowledge
economies of the developing "Global South" (Youngman, 2000).
Globalization allows

further colonization which

impacts

intellectual

property and cultural rights. Global access to information has opened

the gateway to acquiring cultural property and information. Many view
that if it is out there it is free for the taking, which includes cultural
signs, songs, dance, rituals and other cultural artifacts. These icons of
a culture are viewed as a living heritage and are an integral part
of identity (Smith, 2000). Using images, reselling them and Missrepresenting these rights are considered property theft and a heinous
crime against communities. It is difficult to monitor or control what is
out on the Internet and therefore difficult to prevent and prosecute
appropriately.

POSITIVE INFLUENCES

The technological global Mecca can be empowering for various

cultures as it allows self-representation and information sharing on
a whole new level. Technology provides a medium where depiction
of images and portrayals of self-identity can provide the means in
which

truism

can

be

established.

Global media centers

allow

cultures a distinctive voice to promote awareness and provide

public knowledge and understanding of their stories and identities.
It also allows for the communication of their relevant accounts and
commentaries on issues that are important in preserving the culture
and knowledge acquisition of cultural ways - allowing them to retain
their diversity. Being in charge of their own media production
5

companies allows control of their artifacts , signs and symbols that

are regarded as cultural property . When cultures are in control of
their own public images they are better equipped to manage and
represent their images appropriately without misrepresentation .
Instead of destroying some cultures, as others predicted, mass
media assists

in

the

revitalizing

and

restoring

of

cultural

preservation of nations (Ginsburg, 2002). Technology can be used to

preserve language , customs and culture . Technology allows for selfrepresentation

and

preservation

of

personal

and collective

identity by providing autonomy and empowerment.

Global

technology

redefine collective

has

provided

identity along

with

the

opportunity

identifying

place

to
for

distinctive cultures. Global social, political and economic networks,

combined with common goals, will no doubt enable the emerging
empowerment among cultural peoples (Smith, 2000). This is far
more advantageous than individual communities or groups coming
forward to raise global or local concerns. Global positioning of
cultural groups allows social and political power that has previously
not been seen.
A major part of these revolutions can be attributed to social
networking and information

exchanges made

possible

by networking platforms like Face-book and Twitter . These avenues

provide information sharing on a whole new level. Utilizing global
networking provides

the

opportunity
6

to

problem-solve

and

strategize

with

other

cultures

that

are

experiencing

similar

challenges in acclimatizing to technological change . It can become

a platform to mobilize ideas, viewpoints, campaigns and strategies
to protect and cultivate interests and garner political power. Global
technology can become a stage for public support and public
awareness leading to public acceptance. Relationships are a key
component of communities and communication technology thereby
provides the ability to foster and strengthen relationships over the
miles, creating what is commonly known as a global village . These
efforts allow cultures to remain intact.
Global awareness provides

many

benefits,

including

spotlight on government policies, access to education, living

conditions, and injustices, which promotes economic pressure from
foreign countries to promote national change. Cultural awareness
leads to empathy, understanding and tolerance, while global
markets can lead to employment, economic and educational
opportunities.
The positive side of this discussion recognizes that in the history of
mankind, there have been many periods of time when greater
communication between cultures has lead to a flowering of
creativity. Per clean Athens and Renaissance Italy are cited as prime
examples. Diversity has become valued internationally, and is
promoted through international organizations. This discourse views

the homogenization of societies as necessary to create a greater

niche diversity (TWBG, 2004).
Knowledge

Community

Globalization

has

privatized

and

commercialized knowledge forcing a knowledge community to

develop (Moahi, 2007). A Knowledge Community is a driving force
when it comes to national

and international

political, social

and economic development . Therefore contributions to this global

economy cannot be underestimated. Cultural groups have provided
input into this knowledge community; however, the dominant
cultures will generally prevail.
Smith (2000) believes that globalization began in the West ,
and therefore it is their ideas, ideologies , values, and lifestyles that
are promoted and evangelized throughout the rest of the world.
Therefore the dominant culture tends to supersede all others.
The global good is taken into account, as long as the global that is
being referred to means the dominant culture. This creates what is
known as a mono-culture one ideology, one culture and a
homogeneous

pool

where

society

resides

(Smith,

2000). Technology which is not deemed to be culturally neutral,

promotes the ideals, ethics and standards trumpeted by the
dominant society. This provides finger-tip access to a range of
cultures, however, also dissolves cultures into single supermarket
brands ( Dais, 2004). Those cultures and countries that cannot
compete on a global level are left in the dust of the churning
8

harvester of technology created by first-world countries. Developing

countries do not contribute to technology and information building
and sharing as compared to developed countries. Therefore, the
ones who have the knowledge have the political power , and
therefore the dominant ideologies. Their thoughts and belief
patterns are perpetuated throughout society, enabling those who
think alike, while crushing those that do not. For technology to level
the playing field equal access and equal opportunities must abound
in a technological society that is both gender and culturally neutral.

IMPACT ON EDUCATION

Globalization has impacted education which is now available

to remote cultures that previously did not have access. This has
opened the doors to not only educational opportunities, but global
employment opportunities as well.
The advent of the notion of global citizens and the well-educated
workforce

of

the

emerging

globalized

system

has

shifted

educational priorities and created upheaval in traditional styles of

education

also

known

as direct

instruction .

Furthermore,

as

countries recognize the immediacy of globalization, some have

begun to establish guidelines to enshrine their own cultural

diversity

within

an

educational

framework

that

meets

the

requirements of emerging globalization trends.

Globalization has also contributed to an increasing interest in
English-language

education

worldwide.

In

response

to

the

emergence of English as a world-linking, global language, an

increasing number of schools have stepped up Englishlanguage
requirements, even at undergraduate levels. The argument is that a
universal teaching language is necessary as a natural consequence
of globalization.
An example of the negative impact of globalization on
education is Nigeria , where a plethora of local languages adds
complexity to the task of educating citizens. This means that to
maintain cultural diversity, allowances must be made for the
multitude

of

local

languages.

The

corresponding

situation

in

Germany or China is much different there universities are

purposing

complete

courses

in

English

that

incorporate

and

encourage market mechanisms (Braslavsky, 2003). Impact on

Indigenous Cultures

As a result of globalization, many indigenous groups are being

more widely exploited through the tourism industry. The increasing
ease of access to these cultures by Western tourists allows for a
greater interaction between the two which is not necessarily equal.
10

Western tourists often view indigenous groups as quaint relics of the

past that they can observe and report back on to their friends at
home. Inevitably there is the acquisition of souvenirs which Western
tourists put on display as examples of the primitive encounter they
have returned from. Even though there is interest in the culture of
these indigenous groups, there is rarely a sense of equality. The
tourist often sees themselves as superior and worthy of being
served.

The countries in which this type of tourism occurs (ie. many

African nations) often alter their policies to encourage the influx of
tourist dollars to their countries. Many indigenous groups are moved
from their traditional territories in order to allow the Western tourist
the greatest possible Safari experience. The efforts of Western
conservation organizations have convinced many African nations to
alter their conservation policies to the point where there is a direct
impact on the abilities of indigenous groups to continue providing
for their people in their traditional ways.
A positive spin off is the greater opportunity for employment in the
service industry for locals. Again, though, this tends to perpetuate
the inequity in status between the tourist and the local employee.
As well, the main economic beneficiaries of the tourism industry in
these nations are not necessarily the local indigenous workers but

11

the wealthy elite. Even the displays of cultural practices (ie. dances)
may not be accurate reflections of traditions as they may be altered
for the entertainment of the tourists. Also, this use of tradition for
entertainment simply commercializes the local culture to the point
where its significance may be compromised.

One of the main segments of indigenous society that are

specifically targeted by multinational corporations are the young.
Adolescents are far more susceptible to targeted consumerism and,
as a result, may find that western consumer ideals may be more
appealing to them than their own cultural traditions. They are easier
to convert because their personal identity is not as set as that of an
adult in their community. With this comes an erosion of cultural
hierarchy as the sense of identity becomes more of a personal,
individual choice, rather than a societal one. Many indigenous see
globalization as a threat to the traditional family structure, creating
a disconnect from cultural traditions.

Multinational corporations view indigenous land as a valuable

commodity to be bought, sold, and exploited. This has had a great
impact on local environments as traditional land use is being
pushed aside in favour of specific uses designed to maximize the
profits for larger entities. This conflicts with the view held by many
12

indigenous groups that the land is the anchor that connects them to
their culture. This exploitation has pushed many indigenous groups
even further to the margins of society.

The fear for many indigenous groups is that this global

pressure on their culture is only going to lead to the erosion of their
traditional values to the point that the diversity of culture in the
world will be slowly whittled away to the point that there will be
only one large homogeneous culture world wide. The consumerist
nature of globalization is often contrary to traditional indigenous
values. Globalization does not take into consideration cultural and
socioeconomic circumstances. Instead, it looks to further the
interests of the larger, more influential countries and corporations
which are the impetus behind its spread.

GLOBALIZATION :- A PRELIMINARY DEFINITION

An unprecedented compression of time and space reflected in the
tremendous intensification of social, political, economic, and cultural
interconnections and interdependencies on a global scale.
-

Stegler, p. ix

Globalisation is a complex series of economic, social, technological,

cultural, and political changes seen as increasing, integration, and interaction
between

people

and

companies
13

in

disparate

locations.

CULTURE
Culture is defined as patterns of human activity and the symbols that give
these activities significance. Culture is what people eat, how they dress, beliefs they
hold, and activities they practice. Globalization has joined different cultures and
made it into something different. When cultures receive outside influences, they
ignore some and adopt others, and then almost immediately start to transform them.

DEFINITION
Culture of civilization is that complex whole which includes knowledge,
belief, cult, morals, law, custom, and other capabilities and habits acquired by a
man as a member of society.
- E.B.Taylor
INDIAN CULTURE
Indian culture which in effect means Hindu culture, Hindu religion, Hindu society,
Hindu civilization, and Hinduway of life are under the lethal threat of the ruthless forces
of Globalization today. What went by the name of Colonialism in classical history
textbooks produced in the days of British Raj has been replaced today by the synonym of
Globalization. The unbridled expansion of western culture has continued at an accelerated
rate along with the denigration and decline of Hindu culture, civilization, religion, art,
literature and customs. This new Colonialism has taken on several new faces or rather put
on new masks. It cleverly masquerade itself through labels and slogans like democracy,
humanitarian rights, gender equality, internationalism, free trade and humanitarianism.

14

In the name of modernization and Globalization it pretends to be uplifting peoples

whom it is really exploiting. This is not very different in either kind or intent from old
Western Colonialism British Imperialism in the Indian context which vaunted itself as
the benign bringer of Civilization and culture to the uncivilized world. It was given the
glorious title of 'White Man's Burden'.

The Culture of India has been shaped by its long history, unique geography,
diverse demographics and the absorption of customs, traditions and ideas from some of
its neighbours as w its ancient heritages, which were formed during the Indus Valley
Civilization and evolved further during the Vedic age, rise and decline of Buddhism,
Golden age, Muslim conquests and European colonization.

India's great diversity of religious practices, languages, customs, and traditions are
examples of this unique co-mingling over the past five millennia. The various religions
and traditions of India that were created by these amalgamations have influenced other
parts of the world too.

15

IMPACT OF GLOBALISATION ON DIFFERENT ASPECTS OF INDIAN

CULTURE
Due to economic liberalization and globalization, the world has become a
global village. There is increasing interaction between people of different
countries. As a result food habits, dress habits, lifestyle and views are being
internationalized. The influence of globalization on such aspects are analysed under
the following heads

RELIGION
India is the birth place of Dharmic religions such as Hinduism, Buddhism, Jainism
and Sikhism. Dharmic religions, also known as Indian religions, are a major form of
world religions next to the Abrahamic ones. India is one of the most religiously diverse
nations in the world, with some of the most deeply religious societies and cultures.
Religion still plays a central and definitive role in the life of most of its people. Despite
the strong role of religion in Indian life, atheism and agnostics also have visible influence
along with a self-ascribed tolerance to other faiths.

IMPACT
Along with Christian religion came the rest of British or Western culture, thought
and customs and the gradual end of traditional ways of life. Thus our traditional religions
and cultures were gradually subverted or eliminated. The new Indian converts to
Christianity were encouraged not only to give up their religion but their culture, which
often had religious or spiritual implications as well.
16

A good Indian Christian convert would dress like an Englishman and emulate English
manners in all things. Thus in India the Hindus who converted to Christianity were
encouraged to think, behave and live like Englishmen.

SOCIETY
The traditional Indian culture is defined by relatively strict social hierarchy. From
an early age, children are reminded of their roles and places in society. Several
differences such as religion divide culture. However, far more powerful division is the
traditional Hindu bifurcation into non-polluting and polluting occupations.
Strict social taboos have governed these groups for thousands of years. Among
developing countries, India has low levels of occupational and geographic mobility.
People choose same occupations as their parents and rarely move geographically in the
society.

FAMILY
India for ages has had a prevailing tradition of the joint family system. Arranged
marriages have the tradition in Indian society for centuries. Overwhelming majority of
Indians have their marriages planned by their parents and other respected familymembers, with the consent of the bride and groom. Although women and men are equal
before the law and the trend toward gender equality has been noticeable, women and men
still occupy distinct functions in Indian society. Woman's role in the society is often to
perform household works and pro bono community work.

17

GREETING
Namaste, Namaskar or Namas karam is a common spoken greeting or salutation
in the Indian subcontinent. When spoken to another person, it is commonly accompanied
by a slight bow made with hands pressed together, palms touching and fingers pointed
upwards, in front of the chest.

FESTIVALS
India, being a multi-cultural and multi-religious society, celebrates holidays and
festivals of various religions. The 3 National holidays in India, are the Independence Day,
the Republic Day and the Gandhi Jayanti, Popular religious festivals include the Hindu
festivals of Diwali, Durga puja, Holi, Rakshabandhan, Dussehra, Ramzaan etc.

IMPACT
-

Nuclear families are emerging.

Divorce rates are rising day by day.

Men and women are gaining equal right to education, to earn, and to speak.

Hi, Hello is used to greet people in spite of Namaskar and Namaste.

American festivals like Valentines day, Friendship day etc. are spreading
across India.

18

CUISINE
The multiple families of Indian cuisine are characterized by their sophisticated and
subtle use of many spices and herbs. Though a significant portion of Indian food is
vegetarian, many traditional Indian dishes also include chicken, goat, lamb, fish, and
other meats. Cuisine across India has also been influenced by various cultural groups that
entered India throughout history, such as the Persians, Mughals, and European colonists.
Though the tandoor originated in Central Asia, Indian tandoori dishes, such as chicken
tikka made with Indian ingredients, enjoy widespread popularity.

IMPACT
Indian cuisine is one of the most popular cuisines across the globe. Historically,
Indian spices and herbs were one of the most sought after trade commodities. Pizzas,
burgers, Chinese foods and other Western foods have become quite popular.

CLOTHING
Traditional Indian clothing for women are the saris and also Ghaghra Cholis For
men, traditional clothes are the Dhoti, Kurta. In southern India men wear long, white
sheets of cloth called dhoti with shirts. Women wear a sari draped over a simple or fancy
blouse. This is worn by young ladies and woman. Little girls wear a pavada. Traditionally,
the red bindi (or sindhur) was worn only by the married Hindu women, but now it has
become a part of women's fashion.

19

IMPACT
Indo-western clothing, the fusion of Western and Sub continental fashion
is in trend. Wearing jeans, t-shirts, mini skirts have become common among
Indian girls.

PERFORMING ARTS

MUSIC
The music of India includes multiples varieties of religious, folk, popular, pop, and
classical music. India's classical music includes two distinct styles: Carnatic and
Hindustani music. It remains instrumental to the religious inspiration, cultural expression
and pure entertainment.

DANCE
Indian dance too has diverse folk and classical forms. Bharatanatyam, kathak,
kathakalimohiniattam, kuchipudi, odissi are popular dance forms in India. Kalarippayattu
or Kalari for short is considered one of the world's oldest martial art. There have been
many great practitioners of Indian martial Arts including Bodhidharma who supposedly
brought Indian martial arts to China.

IMPACT
- Indian Classical music has gained worldwide recognition.
20

- Western music is becoming very popular in our country.

- Fusing Indian music along with western music is encouraged among
musicians.
- More Indian dance shows are held globally.
- The number of foreigners who are eager to learn Bharatanatyam is
rising.
- Western dance forms such as Jazz, Hip hop, Salsa, Balley have
become among Indian youngsters.

21

OTHER CHANGES IN SOCIAL AND CULTURAL LIFE

Access to television grew from 10% of the urban population (1991) to 75% of the
urban population (1999).
Cable television and foreign movies became widely available for the first time
and have acted as a catalyst in bulldozing the cultural boundaries.
All these technologies have changed perceptions and dreams of ordinary people.
Unmarried boys and girls are sharing same apartment and staying away from
their parents.
Indian youths leaving education in mid-way and joining MNC's
There has been a increase in the violence, particularly against women .
Scientific and technological innovations have made life quite comfortable, fast
and enjoyable.
More availability of cheap and filthy material (CD's or DVD's of Hollywood
movies, porn movies, sex toys, foreign channels like MTV) in the name of
liberalization.
In India, land-line or basic phone was a prestige symbol few years back but now
you find people riding bicycle with a mobile in hand, talking or listening music
or even clicking cameras of their phones targeting pretty girls or ladies.

22

 Society has become more open compared to its earlier conservative look due to
exposure to other cultures through DTH or cable network.

This has contributed to dating, celebration of friendship days/valentine day, and

resulted to rising number of call girls and makes them more prone to sexually
transmitted diseases.
People are less worried for government jobs as MNC's and private or public
sector are offering more lucrative jobs.
People are more wary of the world events and have a direct opportunity to
participate in world politics and economy. As a result of this, a new middle class
has emerged. This class is a fusion of Indian and western value system. It is
unique and characteristic of globalization.
Extension of internet facilities even to rural areas.
In place of old cinema halls, multiplex theatre is coming up.
Old restaurants are now replaced by Mc. Donalds. Fast food and Chinese dishes
have replaced juice corners and Parathas.
More inflow of money has aggravated deep rooted problem of corruption?
23

 More scandals and scams compared to pre-globalization era.

Girls being blackmailed by their ex-boy friends using MMS
Ban on TV channels for showing sex and violence violating all norms
Girls being raped in moving vehicles
There is deterioration in social values as evident from less respect for ladies and
older people.

CULTURAL
growth of cross-cultural contacts; advent of new categories of consciousness
and identities which embodies cultural diffusion, the desire to increase one's
standard of living and enjoy foreign products and ideas, adopt new technology and
practices, and participate in a "world culture". Some bemoan the resulting
consumerism and loss of languages. Also see Transformation of culture . Spreading
of multiculturalism, and better individual access to cultural diversity (e.g. through
the export of Hollywood and Bollywood movies). Some consider such "imported"
culture a danger, since it may supplant the local culture, causing reduction in
diversity or even assimilation . Others consider multiculturalism to promote peace
and understanding between peoples.

24

Greater international travel and tourism. WHO estimates that up to 500,000 people
are on planes at any time. Greater immigration , including illegal immigration .
Spread of local consumer products (e.g., food) to other countries (often adapted to
their culture).
Worldwide fads and pop culture such as Pokmon , Sudoku , Numa Numa , Origami ,
Idol series , YouTube , Orkut , Face book, and MySpace. Accessible to those who have
Internet or Television, leaving out a substantial segment of the Earth's population.

Americans did not meditate or practice yoga . After globalization, this is more
common. Some people are even travelling to India to get the full experience
themselves.
Another common practice brought about by globalization is Chinese symbol tattoos.
These tattoos are popular with todays younger generation despite the fact that, in
China, tattoos are not thought of as cool. Also, the Westerners who get these tattoos
often don't know what they mean, making this an example of cultural appropriation .
The Internet is associated with the process of cultural globalization because it allows
interaction and communication between people with very different lifestyles and
from very different cultures. Photo sharing websites allow interaction even where
language would otherwise be a barrier.
Worldwide sporting events such as FIFA World Cup and the Olympic Games .

25

THE HUMAN EFFECT OF GLOBALIZATION

Pratt & Whitney's International Aerospace Tubes (IAT) plant in Indianapolis
is getting prepared for a big shift to Singapore. Some other companies like
Whirlpool and Evansville are also moving to Mexico by mid-2010. The advantages
of a "global" economy for the companies seem to be a disadvantage for "local"
citizens and workers. Over 100 Pratt and Whitney IAT employees will lose their jobs
and domestic companies relying on IAT will have to look for new suppliers.
The impact of globalization on local culture and the changing role of the
nation-state can be examined by observing the particularities of the social and
cultural patterns and their local, national and transnational manifestations in India.
These social and cultural realities have a plural character in terms of language,

26

geography, ethnicity, religion and culture. With partial exception of the tribal
population, the caste system and its related kinship structures have shaped the profile
of the culture, economy and power-structures within the local communities and
regions. A recent all-India survey of the communities, conducted by the
Anthropological Survey of India, gives us an insight into the plurality of the castecommunity structures and their cultural and social-economic diversities.
The basic category in this survey is 'community' which is conceptually used
as "in ethnography, which is marked by endogamy, occupation and perception"
(Singh, 1992). The term 'community' as used in the survey resembles the concept of
caste-tribe, though it is not exhaustive of all their features. It's findings illustrate
how the local cultures and their particularities do not infringe upon establishing
linkages between the local culture and the national culture and consciousness in
India.

In the Colonial Era (1700-1875), British colonial expansion worked through

military, economic, and religious methods. Military force was the primary and initial
method. This was little more than organized banditry, stealing the gold, jewels and
other treasures of India. Economic exploitation went hand in hand with the military
conquest. Later it stooped so low in its methods as to get involved even with the
drug and narcotic trades. Later economic exploitation developed into a fine art
resulting in the exercise of total control over the natural resources and controlling
the economy of India for long term gains. Religion provided the needed rationale for
this cruel plunder. All native Hindus were dismissed as heathens or pagans;
despicable creatures who don't have to be treated like human beings till they take
27

their fateful decision to embrace Christianity. According to the missionaries who

came to India to play second fiddle to the British Imperial rulers, Christianity was
the only true religion. Jesus Christ was the only true God. All other religions like
Hinduism, Jainism, Buddhism, Sikhism, and many other traditional faiths and
religions in India had to be eliminated to save the souls of India and Indians. All
facets and all aspects of Indian religion and society were dismissed as idolatry and
superstition, in order to advance the noble Christian pursuit of salvation for the
barbarous heathens of India.

Along with Christian religion came the rest of British or Western culture,
thought and customs and the gradual end of traditional ways of life. Thus our
traditional religions and cultures were gradually subverted or eliminated. The new
Indian converts to Christianity were encouraged not only to give up their religion but
their culture, which often had religious or spiritual implications as well. A good
Indian Christian convert would dress like an Englishman and emulate English
manners in all things. Thus in India the Hindus converted by the British to
Christianity were encouraged to think, behave and live like Englishmen. This is what
I call Macaulay-ism. This term derives from Thomas Babington Macaulay (18001859) who was a Member of the Governor General's Council in Calcutta in the
1830s. He introduced the English system of education to produce Brown Sahibs who
were to be English in taste and temperament.

28

After the outward display and establishment of the forces of Colonialism,

came an intellectual form that was less overt but more dangerous and explosively
insidious. The British rulers attempted to colonize our minds by eliminating all our
traditional schools and education systems through a progressive system of Western
education. This they did in a country like India where Christianity failed to gain
many converts. This gave British Colonialism in India the aura of a civilizing
influence. Educated Indians having higher education in the colleges opened by the
alien rulers in the latter half of the 19th century were made to believe that it was not
colonial exploitation that the Englishmen were bringing to India but progressive
Western values; training our people in science, art and technology and teaching them
better and more equitable forms of government. Native Indian people were helped to
learn the skills of veneer of English civilization by becoming modern and rational.

Though all forms of Colonial Empire in the geographical sense came to an

end after the II World War, yet the same forms of colonial exploitation continue even
today in all parts of Asia, Africa and Latin America under the banner of that allembracing umbrella called Globalization. Western Civilization in spite of its tall
claims to support diversity is only promoting a worldwide monoculture; the same
basic values, institutions and points of view for everyone; which it calls
'Globalization.' The brutal and stark truth is that western culture, with its declared
pursuit of markets and commodities eliminates all true culture, which is based on
quality and not quantity. It creates a culture of filthy lucre and lust for money all the
way that submerges any true culture of refinement or spirituality; a dismal culture in
which everything can be bought and sold, possessed or capitalized on. All our

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capitalists and businessmen in India today are gloating and bloating about the ever
rising tide of consumerism and consumer culture brought about by the ruthless
march of Globalization. This in my view constitutes the greatest assault on Indian
culture and Indian society by the draconian dragon of gargantuan Globalization.

Macaulay-ism of British India has become in letter and spirit the

Globalization of today. Pound Sterling has been replaced by the US Dollar. To the
people of India in general and educated Indians in particular, Globalization seems to
be rather mild and well meaning, more like an imperceptible breeze, which blows in
silently, fills up the psychological atmosphere, creates a mental mood, inspires an
intellectual attitude and finally settles down as a cultural climate; pervasive, protein
and ubiquitous. It is not out to use a specified section of Indian society as a vehicle
of its virulence. It is not like any ism which wants to destroy the body of a culture

in one fell sweep. It is not subtle like Christianity which subverts a society
surreptitiously. Yet at the same time, it is a creeping to xaemia which corrodes the
soul of Indian culture and corrupts our time-honored social systems in slow stages.
And its target is every section of Indian society.

What has been its impact on culture in India? Every educated Indian seems to
believe that nothing in Hindu India, past or present, is to be approved unless
recognized and recommended by an appropriate authority in the West. There is an
all-pervading presence of a positive, if not worshipful, attitude towards everything in
western society and culture, past as well as present in the name of progress, reason

30

and science. Nothing from the West is to be rejected unless it has first been weighed
and found wanting by a Western evaluation. Swami Vivekananda foresaw the
dangers of Globalization as early as in 1893 when he spoke at the Parliament of
World Religions in Chicago. To quote his soul-stirring words: 'Shall India die? Then,
from the world all spirituality will be extinct, all sweet- souled sympathy for religion
will be extinct, all ideality will be extinct; and in its place will reign the duality of
lust and luxury as the male and female deities, with money as its priest, fraud, force,
and competition its ceremonies, and human soul its sacrifice. Such a thing can never
be'. Precisely such a terrible thing is taking place in India today on account of the
inexorable and immutable process of Globalization.

Now-a-days globalization is being talked everywhere by everyone. Lot of

discussion is going on and intellectuals, NGO's, Government officials and different
national and International organizations are studying the impact of globalization on
various aspects of life in India including its impact on Indian culture, value system
and employment but the most important aspect being neglected is "Has it any impact
on rural life", where more than 60 percent of Indian population resides. International
and national organizations are trying to study its impact on various aspects of life in
general.

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DOES GLOBALIZATION BE PRESENT IN RURAL INDIA?

Impact is clearly visible on urban life but rural life in India has not changed
much. If we start from the basic facilities, impact is not so marked as in urban areas.
People are still living in houses made of mud barring houses of few rich and
progressive farmers. Government made houses for people in the name of "Indira
Awaas Yojna" are so poorly designed and constructed that a family of three to four
people cannot live comfortably in these houses. Occupation has been taken by the
people but most of them are still staying in their earlier made "Kuchcha" houses.
Conditions of farming communities are yet untouched from globalization. Laborers
conditions have somewhat improved due to implementation of "Minimum Wages by
the Government.

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Prime Minister Rojgar Yojna and CM Rojgar Yojna have made partial
employment

available to this segment. Government has initiated several

developmental programs for uplift of living standards of people but full benefits
have not reached to the targeted population due to corruption prevalent in
administrative and political systems. Pradhan Mantri Gramin Sadak Yojna has
resulted in road connectivity in rural India but roads are of poor quality and without
drainage support. Toilet and lavatory systems are not of standard quality and not
even constructed in all houses of the village.

Even today more than 90 percent people in villages attend the call of nature in open
fields. Electricity: Life in rural India is miserable due to non-availability of
electricity. Several states in India claim that 40, 50 or even 100 percent villages have
been electrified. But supply of electricity to villages that have been electrified is not
more than 3-4 hours per day. It is big hindrance in development. Globalization is not
going to make much difference to rural life until and unless electricity is supplied
uninterruptedly 10-12 hours per days too these villages.

EDUCATION AND EMPLOYMENT

School buildings are available in few villages but number of teachers is
inadequate in primary schools. Benches, boards and other facilities are of substandard quality. There is, however, one positive development that girls are attending
the schools in the villages. Also the number of students attending graduate and post
graduate courses is increasing but awareness among students from rural areas lacks

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towards technical education and that is the single reason that most of the students
from rural areas are unable to secure employment.

TECHNOLOGY, CULTURE AND SOCIAL VALUES

Technology has failed to percolate to villages in absence of electricity and
other communication infrastructure. Few people know about the internet. However,
well-to-do families have availed DTH and dish TV facilities. Mobile connections are
increasing in rural areas but at slower pace. There are no small scale industries in
villages to provide employment to educated youth. Indias real culture is still
preserved in rural life. New advancement of technology has not much influence in
rural areas. People still prefer to wear dresses of old fashion and celebrate festivals
in old styles. Folk dances and folk songs are still popular among villagers. Culture is

still untouched and unaffected by western influence. Globalization has no impact on

rural life as standards of living are suboptimal but migration of people is taking
place and poor people are moving to urban areas in search of employment.

AGRICULTURE
Globalization does not have any positive impact on agriculture. On the contrary, it
has few detrimental effects as government is always willing to import food grains, sugar
etc whenever there is a price increase of these commodities. Government never thinks to
pay more to farmers so that they produce more food grains but resorts to imports. On the
other hand, subsidies are declining so cost of production is increasing. Even farms

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producing fertilizers have to suffer due to imports. There are also threats like introduction
of GM crops, herbicide resistant crops etc.

CONCLUSION
The impact of foreign culture is increasing as more people travel abroad and
interact with foreigners. Internet, multinational companies, growing foreign trade is other
means which are contributing to impact of foreign culture. Every educated Indian seems
to believe that nothing in Hindu India, past or present, is to be approved unless
recognized and recommended by an appropriate authority in the West. There is an allpervading presence of a positive, if not worshipful, attitude towards everything in western
society and culture, past as well as present in the name of progress, reason and science.
Nothing from the West is to be rejected unless it has first been weighed and found
wanting by a Western evaluation.

35

Swamy Vivekananda foresaw the dangers of Globalization as early as in 1893

when he spoke at the Parliament of World Religions in Chicago. To quote his soul-stirring
words: 'Shall India die? Then, from the world all spirituality will be extinct, all sweetsouled sympathy for religion will be extinct, all ideality will be extinct ; and in its place
will reign the duality of lust and luxury as the male and female deities, with money as its
priest, fraud, force, and competition its ceremonies, and human soul its sacrifice. Such a
thing can never be'. Precisely such a terrible thing is taking place in India today on
account of the inexorable and immutable process of Globalization.

BIBLOWGRAPHY

INTERNET :-

WWW.GOOGLE.COM
WWW.WIKIPIDEA.COM
WWW.ECONOMYGLOBAL.COM
WWW.ECONOMICSTIMESINFO.COM

SOME REFERENCE FROM E-BOOK FROM INTERNET.

1) ECONOMIC GLOBAL STUCTURE IN INDIA.

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2) IMPACT OF SOCIAL & CULTURAL DEVELOPMENT IN INDIA.

3) INDIAN CULTUAL & EVENT .
4) SOCIAL DEVELOPMENT IN INDIA.

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