Globalization and Glocalization: A Cultural Uniformity

Abstract

In a world that's becoming increasingly interconnected, translation plays a crucial role in shaping how cultures are perceived and identities are formed. This research investigates the relationship between translation practices and globalization, focusing on how translation fuels cultural homogenization. As media, ads, and cultural products spread globally, translation acts as a key conduit for disseminating universal norms and values, often unintentionally overshadowing local customs, languages, and cultural heritage. Within the commercial domain, this investigation explores the impact of domestication and foreignization strategies, as posited by Venuti's translation theory, on the representation and adaptation of cultural content in global advertising and media. The research evaluates how multinational brands like Coca-Cola, McDonald's, and Nike leverage translation to either harmonize with or diverge from local cultural standards. Employing Qualitative Content Analysis, this research scrutinizes translated advertising campaigns, media content, and promotional materials to uncover patterns of cultural adaptation and the potential dilution of native cultural elements. This investigation seeks to enrich the ongoing discussion on cultural globalization by exploring whether translation practices drive cultural uniformity or help maintain cultural diversity. The results emphasize the profound impact of translation in disseminating global values, which can overshadow local cultural identities. This research underscores the importance of developing translation practices that are more attuned to cultural nuances, striking a balance between global outreach and the preservation of native cultures and languages in a globalized world.

Key Words: globalization, Glocalization, ads, cultural uniformity.