Globalization is not an
emerging and upcoming phenomena rather it has become “Global culture”. This
process is marked by the common consumption of cultures that have been diffused
by the Internet, popular culture, and international travel. Global culture is
manifested in sports, business, cuisine, religions and languages. It is need of
the hour to promote indigenous historical background, values, cultural aspects
and ideology to development. Critics argued that globalization tends to destroy
the diversity of local culture, emphasizing the strong forces of American and
Western influences (Schiller 1976; Van Elteren 2003).
Pakistan is modern name of country once named as “Sindu Supta and India” (Land
of Indus). Indus valley is known for its rich cultural values, arts, unique
language, dresses and folk lures. With the technological advancement cultural
industries are controlling values and life style of nations. The term cultural
industry was introduced by the critical theorists of the Frankfurt School.
Adorno suggested that “the culture industry is not the art of the consumer but
rather the projection of the will of those in control onto their victims”
(1991:12)
Globalization impacts on our all aspects of life which are social, political &
economic. Socialization of children and personality stabilization of adults/
teenagers are major roles of family. With the expansions of information five
important global changes are occurring.
First one is influence of clans & kin groups are decreasing. Second is expanding
rights for women (e.g. education & economic independence). Third is, we are
moving from joint family system to nuclear family system. Four is decline in
birthrates due to women is working as labor in economic market. Last one is
increasing room for children’s rights. Now youngsters have right to select their
mates with in family and out of family.
Family institution and its role are also changing with women empowerment. Women
empowerment is “the process by which women become aware of sex-based unequal
power relationship acquire a greater voice in which to speak out against the
inequality found in the home, workplace & community”
Today, women are economically independent because they are educated. They came
in labor market after 2nd world war. That was the time when first Feminism wave
started and they struggled to achieve economic status. Later on with the
globalization women started their movements around the globe.
In the result women are playing multiple roles such as working in labor market
and same time she is mother, wife, and sister-in-law. In Pakistan family system
is moving from joint family system to nuclear family system. From last two
decades with increasing affect of globalization Pakistani culture is now moving
individualistic culture.
Dress code of any society depicts the traditions and norms of any society. The
dress code of Pakistan is Shalwar and Kameez. Women usually wear Shalwar, Kameez
and Dupatta. And men wear Shalwar, Kameez and Pant, Shirt. The main purpose of
being dressed is to cover oneself. The women are expected more to be concerned
about this purpose. Styles and fashion trending is always present in dressing.
But the cultural dress code is same i.e. Shalwar, Kameez.
Men wearing Pant, Shirt is not the cultural dress in Pakistan but it is adopted
as an influence of globalization. Not only is that but also wearing T-Shirts,
Sunglasses, Long Shoes and Jacket is not a part of Pakistan’s indigenous
culture. They are becoming more conscious about their dressing styles and
fashions. Now they also see if a fashion is suitable for them or not.
Globalization is a continuous process so the change in dressing codes would also
continue, as the variations in fashion are introduced.
Globalization is having impact on men’s dressing as well as women’s dressing.
Women have become brands conscious. The trend of wearing jeans and Shirts is
increasing in women also. Everyone wants to be looked decent, beautiful and
attractive. The fashions and trend keeps on changing very quickly. As compared
to Pant and Shirt, our cultural dressing is more beautiful, decent and easy to
adopt: according to some foreigner’s interview.
Fast food culture is wide spread around the globe. In Pakistan first, Fast food
center was opened in 1997 that was KFC and just after one year in 1998 McDonalds
started its first outlet in Pakistan. Now Fast food centers are found on the
corners of streets, off the side of interstates, airports, malls, schools, gas
stations, local shopping centers, and even in hospitals.
Our cultural food has very deep roots in our culture. Due to IT revolution and
globalized world, our food is being globally recognized. The term “continental
foods” or “Pakistani foods” has global identity own itself. Pakistani food is a
refined blend of various regional cooking traditions of South Asia. Pakistani
cuisine is known for its richness and flavor. Every region of the country has
its own set of specialties in food.
For “winners” of the process, globalization becomes an integrating
phenomenon—one that brings together markets, ideas, individuals, goods, services
and communications. For the “losers”, it can be a marginalizing phenomenon. Just
as the winners come closer to each other they become more “distant” from the
losers. The dependence within society on each other becomes diminished as
trans-boundary dependence increases.
In my opinion we can easily see Pakistani culture is hybridization of culture.
Global culture is not only impact differently on individual, society and nation.
It also affects our daily life routine. Its effect can be different on people
because of their socio-economic status. It is also effecting in our intimate
relations, their nature and their influence. It also speeds up our life & its
activities. Due to I.T, revolution and its innovations our activities are
inclusive on time. Basically whatever changes came in life it is due to I.T.