GLOCALIZATION: THE NEW ESTABLISHED TRENDAFTER GLOBALIZATION?
GLOCALIZATION: THE NEW ESTABLISHED TRENDAFTER GLOBALIZATION?

Summary/Abstract: Glocalization is a term introduced into the sociological literature by Roland Robertson and Zygmunt Bauman to indicate “the simultaneity - the co-presence - of both universalizing and particularizing tendencies ”. If Coca Cola or McDonald invading Tiennamen square and colliding with Mao have been described as crucial example of the globalization process, now we look at intriguing contamination of these global symbols, a declination of them enveloped by the local atmosphere and culture. So thanks also to Slow Food Movement (inspired by Carlo Petrini ) global fast food is served using local ingredients (like McFalafel ), in such a way that even if global at the beginning the meal has now become local and to a certain extent unique. In a different field, all global languages (like English, Latin or Esperanto more recently) that have been created or were born in order to dominate all over the world have failed, and new local languages created by single authors are being developed, also to convey micro-meanings or micro-sentences. But glocal currencies and even glocal languages are different faces of the same medal : they represent the intrinsic need of man to rediscover the own Self and to make heard his voice, among many other voices.

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