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Globalisation and Social Change We have already seen how the strength of Indian culture has been its open ended approach. We also saw how through the modern period our reformers and nationalists actively debated tradition and culture. Culture cannot be seen as an unchanging fixed entity that can either collapse or remain the same when faced with social change. What is more likely even today is that globalisation will lead to the creation of not just new local traditions but global ones too. G ender and C ulture Very often defenders of a fixed traditional idea of cultural identity defend undemocratic and discriminating practices against women in the name of cultural identity. These could range from a defence of sati to defence of women’s exclusion from education and participation in public matters. Globalisation can then be taken as a bogey to defend unjust practices against women. Fortunately for us in India we have been able to retain and develop a democratic tradition and culture that allows us to define culture in a more inclusive and democratic fashion. C ulture of C onsumption Often when we speak of culture we refer to dresses, music, dances, food. However, culture as we know refers to a whole way of life. There are two uses of culture that any chapter on globalisation should mention. They are the culture of consumption and corporate culture. Look at the crucial role that cultural consumption is playing in the process of globalisation especially in shaping the growth of cities. Till the 1970s the manufacturing industries used to play a major role in the growth of cities. Presently, cultural consumption (of art, food, fashion, music, tourism) shapes to a large extent the growth of cities. This is evident in the spurt in the growth of shopping malls, multiplex cinema halls, amusement parks and ‘water world’ in every major city in India. Most significantly advertisements and the media in general promote a culture where spending is important. To be careful with money is no longer a virtue. Shopping is a past time actively encouraged. Successive successes in fashion pageants like Miss A ctivity 6.7 Universe and Miss World have led to a tremendous growth ¾¾ Compare the traditional shop and the new in industries in the fields of departmental stores that have come up. fashion, cosmetics and health. ¾¾ Comparethemallwiththetraditionalmarket. Young girls dream of being an Discuss how it is not just goods that change Aishwarya Rai or Sushmita but how the meaning of shopping changes. Sen. Popular game shows ¾¾ Discuss the new kinds of food that is now like Kaun Banega Crorepati served in eating places. actually made it seem possible 85 ¾¾ Find out about the new fast food restaurants that your fortunes could turn that are global in their menu and operation. over a few games. Reprint 2026-27