Aroma; The role of consumption and globalization in a cultural industry: The
case of Xamenco
1. A geographical paradox in the age of globalization
Production in cultural industries, comprised of learning, display, and sale of literary
and visual arts, crafts and music, is largely grounded in uniquely place-spefic cultural
heritages, and therefore has become viewed as relatively resistant to the perils of of-
shoring
Skills in cultural industries are often based on tacit and uncodifed knowledge, and
as a result, proximity and agglomeration still matters for cultural industries.
The rise of cultural industries is in part facilitated by the growing popularity of leisure
and entertainment activities in the advanced industrialized economies
While globalization is frequently viewed as synonymous to cultural homogenization,
demand for distinctive cultural experiences is on the rise, through tourism, ‘food
tourism’ (visiting local restaurants serving ‘ethnic’ cuisines), as well as consumption
of World Music, festivals and cultural performances
2. The role of consumption in a cultural industry: from regionally embedded art
complex to export commodity
In Cities of Civilization, Hall (1998) refers to the importance of the affuent, new
generation of consumers who facilitated the diffusion of Chicago blues. He also
claims that “the union of art and technology and commerce is one of the most
complex and therefore most dificult in the history of human ingenuity” (Hall, 1998, p.
603 ). Music is perhaps the most prominent information ‘content’ that emerges out of
geographic mobility of people. The diffusion and popularity of music has been
reinforced by technologies, starting with the radio waves to recording media to now
the Internet.
Consumers seeking leisure and entertainment in the developed world are
increasingly oriented toward discovering the unique, distinctive, and sometimes
personalized ‘experience’ in return for their time and money, and often as an
expression of class and ideology .
Ritzet, Globalization
Globalists: Believe that there is such a thing as globalization and that it
encompasses virtually the entire globe.
Skeptics: Contend that there is no such thing as globalization.
Transnationalism: Processes that interconnectindividuals and social groups
across specific geo-political borders.
Transnationality: Rise of new commuтities and formation of new social
identities and relations that cannot be defined as nation-states.
Political globalization:Political relations that exist at a global level, including
inter-national relations.
Cultural globalization: Cultural influences that exist at a global level, between
and among various nations.
Globalization from above: Process that is created and controlled by
centralized and powerful actors, such as wealthy elites or MNCs (especially in
the North), and imposed on broader society.
Globalization from below: Marginalized groups and social movements that
struggle to make globalization benefit more people and for global processes to
be more democratic.
Globaphilia: Emphasis on the positive aspects of globalization, especially
, greater economic success and the spread of democracy.
Globaphobia: Emphasis on the negative aspects of globalization, especially
for the less well-off parts of the globe.
Reification: People come to accord social processes a reality of their own and
come to feel that there is nothing they can do about them
The “great globalization debate” engages with the question of the very existence of
globalization. Globalists argue that globalization exists and it encompasses the entire globe.
Skeptics contend that there is no such thing as globalization since a significant portion of the
world’s population is excluded from the processes associated with it. While globalists
observe one broad process of globalization, skeptics point to not one, but many
globalizations. Globalists consider globalization an increasingly powerful phenomenon,
which, among other things, has led to the decline of the nation-state. Skeptics respond by
pointing out that, in recent years, the nation-state has reasserted itself and regained its role as
a key world player. Globalists view globalization as a new process while the skeptics argue
that it is simply a new term for an old, even ancient, process.
Economically, globalists emphasize structures such as the multinational corporations
(MNCs), the transnational economy, and the emergence of a new global division of labor.
Skeptics retain a focus on national economies and nation-state-based regional
conglomerations, arguing that there are few genuine MNCs today. Globalists maintain that
while the continuing power of nation-states is undeniable, their ability to control economic
markets is steadily declining.
In terms of the global order, globalists observe the development of various relationships in
the global world which do not involve the government. On the other hand, skeptics contend
that the world continues to be dominated by relations among and between national
governments.
Culturally, globalists tend to accept the idea of a culture common to most areas of the world.
Skeptics generally reject the idea of a common global popular culture and argue that culture
is becoming increasingly varied.
Some critics argue that we have transnationalism, rather than globalization. Transnationalism
is a more limited process which refers largely to interconnections across two, or more,
national borders. It may be more accurate to say that transnationalism and globalization both
exist today, depending on which phenomena we are analyzing.
The origin of globalization can be analyzed through five perspectives.
First, globalization can be seen as being hardwired into humans, in the form of a basic urge
for a better life. This instinct results in the spread of globalization through commerce,
religion, politics,
and warfare.
Second, globalization may be perceived as a long-term cyclical process. In this view, there
have been other global ages prior to the present one, and each age is destined to contract and
disappear, after attaining a peak.
Third, globalization can be viewed as a series of historical phases or waves, each with its own
point of origin.
A fourth perspective argues that the multiple points of origin of globalization are located in
seminal historical events.
A fifth view focuses on broader, more recent changes in the twentieth century. It argues that
the global processes in motion prior to WW II were more limited in geographic scope and
less intensive than the global processes of the late twentieth and early twenty-first centuries.
There exist various types of globalizations. Some major categories include economic
globalization, political globalization, cultural globalization, globalization of religion, science,
