1.1 Introduction
Globalization is defined as the process of increasing interconnection and interdependence among nations, driven by the exchange of goods, ideas, information, and cultural practices across international borders. According to Giddens (1990), globalization is the intensification of worldwide social relations that link distant localities in such a way that local happenings are shaped by events occurring many miles away and vice versa. This process has been facilitated by advances in technology, communication, and transportation, making the world appear as a “global village” where boundaries are gradually diminishing (McLuhan, 1964). While globalization promotes economic growth and technological development, it also exerts profound influence on cultural systems and identities, transforming the way individuals and societies perceive themselves and interact with the world.
As a prelude to other parts of this study, this chapter will discuss the background upon which this study was initiated, the statement of problems that led to this study, the Aim and Objectives of the study. Others are Significance of the study, Scope of work, Research hypothesis and questions, Limitation of the study and Definition of terms.
1.2 Background of Study
Globalization has emerged as one of the most defining phenomena of the modern era, influencing virtually every aspect of human life economic, political, social, and cultural. According to Giddens (1990), globalization is the intensification of worldwide social relations that link distant localities in ways that local events are shaped by occurrences far away and vice versa. This interconnectedness has been made possible by technological innovation, global trade, migration, and the digital revolution. As societies interact more frequently and deeply, the flow of information, goods, and cultural practices across borders has accelerated, creating a global system that influences values, behaviors, and identities.
According to Hopkins (2002), globalization is not a recent development but a historical process that has evolved over multiple phases each characterized by increased human interaction and exchange across regions. Early forms of globalization can be identified in the ancient trade routes such as the Silk Road, which connected Asia, Africa, and Europe, facilitating the exchange of goods, ideas, and cultural practices. O'Rourke and Williamson (2002) reported that the first major wave of globalization emerged between the 15th and 18th centuries, driven by European exploration, colonization, and maritime trade. This period witnessed not only the expansion of commerce but also the imposition of Western culture and values upon indigenous societies. The transatlantic slave trade and colonialism reshaped cultural identities across continents, as traditional systems were displaced by foreign languages, religions, and social structures. The cultural consequences of colonial globalization were profound, as many societies lost autonomy over their cultural narratives and began to assimilate foreign ideologies.
Tomlinson (1999) asserted that globalization is not only an economic or political process but also a deeply cultural one, as it affects the ways in which people experience their identities and connect with others. He further noted that cultural globalization is reshaping how individuals perceive themselves within global and local contexts. Similarly, Hall (1996) contended that identity in the age of globalization is increasingly fragmented, fluid, and influenced by global media, leading to new forms of cultural hybridization. This transformation means that traditional beliefs, customs, and values are being reinterpreted within a global framework, often resulting in tension between maintaining cultural authenticity and embracing global modernity.
Ritzer (2011) reported that globalization contributes to cultural homogenization, in which global consumer culture and Western ideals dominate and standardize cultural practices around the world. This dominance, often expressed through media, fashion, and technology, has led to the marginalization of indigenous cultures and languages. On the other hand, Pieterse (2009) affirmed that globalization is a process of cultural mixing and exchange that produces hybrid cultures rather than total cultural uniformity. He emphasized that while some cultures may experience erosion, others adapt by incorporating global influences in ways that enhance creativity and resilience.
Steger (2013) stated that globalization creates both opportunities and challenges for cultural identity. It promotes cross-cultural understanding and collaboration, but at the same time, it threatens local traditions that define community belonging and historical continuity. In Africa, for instance, traditional practices, languages, and social norms are increasingly influenced by Western media and education systems. This shift is particularly visible among younger generations, who are more exposed to global trends through the internet and social media. As a result, there is growing concern that the erosion of cultural heritage may lead to the loss of national identity and social cohesion.
Held and McGrew (2007) asserted that globalization is transforming the global cultural landscape by redefining the meaning of identity in a world where cultural borders are constantly shifting. They emphasized that the struggle between global integration and cultural preservation remains one of the most complex challenges of the contemporary world. The balance between adopting global practices and preserving traditional values determines how societies sustain their uniqueness amid global change. This study is set against the backdrop of these global transformations, seeking to evaluate the effect of globalization on culture and identity.
1.3 Statement of Problems
Investigation revealed that many developing nations, including those in Africa, are experiencing the tension between preserving their cultural roots and embracing global modernity. Traditional institutions, languages, dress patterns, and social norms are being transformed, often without conscious reflection on the long-term effects (Steger, 2013). The dilemma is that while globalization brings opportunities for progress and unity, it simultaneously poses threats to cultural integrity and diversity.
Furthermore, globalization is not entirely detrimental to culture and identity. It also serves as a platform for intercultural dialogue, innovation, and mutual understanding among nations. It has enabled the exchange of knowledge, art, and values that foster tolerance and creativity. However, the concern remains that the pace and direction of cultural globalization tend to favor powerful economies, creating a form of cultural imperialism that undermines weaker cultures (Pieterse, 2009). It is against this backdrop that this research study seeks to evaluate the effect of globalization on culture and identity.
1.4 Aim and Objectives of Study
The main aim of this study is to critically evaluate the effect of globalization on culture and identity. The specific objectives of the study are to:
- Examine how globalization influences cultural values, beliefs, and social practices in Nigeria.
- Identify the major factors of globalization that shape individual and collective identity.
- Assess the extent to which media and technology affect cultural preservation in the global era.
- Determine the relationship between globalization and cultural homogenization in Nigerian society.
- Explore strategies for balancing global participation and cultural preservation.
1.5 Research Questions
Based on the stated objectives, the study will be guided by the following research questions:
- How does globalization influence cultural values, beliefs, and social practices in Nigeria?
- What are the major factors of globalization that shape individual and collective identity?
- To what extent do media and technology affect cultural preservation in the global era?
- What is the relationship between globalization and cultural homogenization in Nigerian society?
- What strategies can be adopted to balance global participation with the preservation of local culture?
1.6 Research Hypothesis
In order to pursue the objective of this study, the following generalized statements have been designed to guide and aids in obtaining the result for the experiment to be conducted. For this work, the null hypothesis will be represented with H0 while the alternative hypothesis will be represented with hypothesis H1.
Hypothesis One
- H0: Globalization has no significant effect on culture and identity in Nigeria.
- H1: Globalization has a significant effect on culture and identity in Nigeria.
Hypothesis Two
- H0: Media and technology are not drivers of cultural transformation in the global era.
- H1: Media and technology are major drivers of cultural transformation in the global era.
Hypothesis Three
- H0: There is no strong relationship between globalization and the erosion of indigenous culture.
- H1: There is a strong relationship between globalization and the erosion of indigenous culture.
1.7 Significance of Study
It is believed that at the completion of the study, this research will find the study useful as a reference for further exploration of globalization's social and cultural dimensions. Also, government agencies will be able to formulate cultural policies that protect indigenous traditions from the negative effects of globalization.
Furthermore, media organizations will recognize their role in promoting balanced representation of both global and local cultural content.
Lastly, the study will contribute to academic discussions on the intersection between culture and global change, offering recommendations for balancing modernity and tradition. The findings will also serve as a valuable guide for educational and cultural institutions to promote awareness of cultural sustainability in the global era.
1.8 Scope of Study
This study focuses on the evaluation of the effect of globalization on culture and identity within Lagos State, Nigeria, as it represents a major hub of global interaction, economic activity, and cultural exchange.
1.9 Limitations of the Study
During the course of this study, there were some problems encountered which stood as limitations to the research work. Some of the limitations include:
- Time Constraint: The time frame given to accomplish this project was very short due to school academic calendar and it was carried out under pressure which made the researcher not to implement some necessary features.
- Financial Constraint: Insufficient fund tends to impede the efficiency of the researcher in sourcing for the relevant materials, literature or information and in the process of data collection (internet, questionnaire and interview).
- Initial Cooperation Delay from Respondents: A particular limitation of this work came as a result of the respondent refusal to offer their cooperation at the initial time they were contacted. This contributed in making the success of this research study difficult.
1.10 Definition of Terms
Globalization:
According to Giddens (1990), globalization refers to the intensification of worldwide social relations that link distant localities, causing local happenings to be shaped by events occurring many miles away. It involves the integration of economies, societies, and cultures through communication, technology, and trade.
Culture:
Hall (1996) defined culture as the total way of life of a people, including their beliefs, customs, values, and traditions that shape their identity and worldview. Culture represents the shared practices and meanings through which societies express their heritage.
Identity:
According to Jenkins (2008), identity is the understanding of who we are and how we relate to others within social contexts. It encompasses personal, social, and cultural dimensions that define an individual or group.
Cultural Globalization:
Tomlinson (1999) described cultural globalization as the process by which cultural symbols, meanings, and practices spread across the globe, leading to shared experiences and hybrid identities.
Cultural Homogenization:
Ritzer (2011) explained cultural homogenization as the process through which local cultures are absorbed and standardized by dominant global cultures, often leading to a loss of cultural diversity.
Cultural Identity:
Pieterse (2009) stated that cultural identity refers to the sense of belonging to a particular culture, characterized by shared traditions, language, and social values that distinguish one group from another.
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