Globalisation and Americanisation – the hijacking of indigenous African culture

Abstract

This is a conceptual analytical article which explores Globalization and Americanization. The former is
extremely controversial with regard to Africa when it comes to the rise of a global culture dominated by
Americana. The idea of Globalisation requires intense critical reflection if we are to begin to
comprehend its fundamental nature. This article investigates the cultural dimensions of Globalisation
and identifies when it began, what the difference is between Globalisation and Americanisation if any.
American cultural norms and practices are permeating the globe as the accepted standard of living and
behaviour. The result is that African culture is being diluted, to the extent that it is atrophying. Thirdly,
the characteristic differences between cultural forms of Globalisation and what has come to be termed
Americanisation are discussed. There is often a convergence of these two ideas but they should be
placed in their correct historical contexts. Many researchers view Globalisation and Americanisation as
being conceptually distinct. They do however have a common objective, namely the homogenization of
the globe. In addition to these questions, the researcher seeks to address the questions that many
people around the globe are asking concerning the impact of the global proliferation of the capitalist
model and its effects on their cultural identities. Globalization continues to generate controversy with
regards to the rise of a global culture which is increasingy Americanised. This paper strives to outline
and critically assess the impact of globalization on African culture and to postulate strategies to combat
Americanisation and Globalisation.