6th edition Chapter 1-2, homework di chapter 2

Nomer 1,2,4,5,7,8,9

Nama : Fanny Febyanti

George Ritzer, one of the most famous modern theoretician of globalization, stressed the possibilities
for different and often opposite theories for globalization exactly for the fact that the study of
globalization has a multidiscipline character and distinguishes the wider types of theories for
globalization, economic, politic and cultural, although he accepts that there are many other ways for
categorizating theories for globalization, each of which has strong and weak sides (Ritzer, 2007, p.7).
Globalization as westernization is one of the most exploited in the analyses of this question. Scholte
notices that it is a specific kind of universalization, where the social structures of modernity, as are:
capitalism, industrialism, rationalism, urbanism and individualism are spread through all world, in all
areas the local context becomes their ‘victims’. Globalization defined on that way is equaled with the
concepts colonization, imperialism, Americanization, and westernization, even canceling its own
identity. Today, these representations of globalization are often expressed in non- western countries,
where is has developed a negative meaning. Accordingly, in these conceptualizations, globalization has
become the main factor in the analyses of cultures and value systems. Ritzer, similar to Scholte,
researches the processes connected with globalization. He explains globalization through the processes
of imperialism, colonialism, westernization and easternization, which in large measure, represent
societies in the past and in present (Ritzer, 2009; 2011). From the of concept imperialism, he
understands methods which are used by a national state to gain control (and sometimes territory) over
another state or geographic area. In that sense, Ritzer emphasizes that modern societies are confronted
with the existence of cultural and media imperialism. Cultural imperialism appears because of one
culture more or less dominating other cultures. Media imperialism, in the current world, appears as a
result of domination of West media and technologies in less developed societies and cultures.
Meanwhile, Ritzer emphasizes that colonialism is a consequence of this type of imperialism. Regarding
colonialism, he stresses cultural colonialism, conceived as the spreading colonial power on cultural
activities and institutions (especially in education and on media), or an asymmetrical influence on one
culture to another. Colonialism conceived in this way imposes culture (in this case the west) as a mean
of political and economic control over other parts of the world. Today, these processes are considered
as a base for the appearance of the processes of westernization which, according to Ritzer, are the
processes on economic, politic and cultural influence of West over other parts of the world. As an
example of these processes he emphasizes technologies, the almost universal use of the English
language, general life styles, and even food as elements that have important influence in non-western
parts of the world. However, beneath this western influence in the world, Ritzer emphasizes economic
and cultural influence of East upon West. These are processes of easternization, which, also have big
influence on the western world. As examples of the eastern influence Ritzer points to in the presence of
ethnic restaurants and kitchens (Chinese, Indian, Japonese), the popularity of yoga, vegetarianism, and
the car industry (Toyota, Nissan, Honda, Hyundai), as well as the electronic industry (Sony, Panasonic)
(Ritzer, 2009, pp.64-78). George Ritzer (Ritzer, 2007) in the context of Robertson’s glocal perspective in
relation with interpretation of culture, affirms the theses that in fact cultural phenomena are
interpreted through grobal perspective. In his book Globalization of Nothing, he presents the difference
between ‘glocalization and grobalization’. Here, he assimilates Marks’ ideas concerning the capitalist
economic system and the rationalization of Mark Veber, which constitute part of his conceptualizations.
Above all, the focus of his interest is emphasizing a perspective of grobalization for understanding the
relation between global and local in culture. The grobal perspective for Ritzer, is his idea of grobalization
emphasizing the imperialistic ambitions of the nations, corporations, organizations and the wish to
impose these ambitions into different geographic areas (Ritzer, 2007, p.15). For this author,
“grobalization is a moder which is characterized with transnational range of generally accepted cultural
marks and practices. In that sense, there appeared different processes and sub processes which are in
incomparable relation with globalization and are opposite with processes of glocalization. From this
perspective “the world is developing more on similar or, even, on same way and individuals and groups
have a relatively small ability to adapt in the grobalised world. That is because of processes which are
directly connected with grobalization: capitalism, Americanization (spreading of American ideas,
industry and capital all over the world) and McDonaldization (spreading the principles as a model for
fast food in other parts of social life)” (Ritzer, 2007: 20, 21-30). One last idea that is extraordinarily
important for understanding Ritzer’s view for globalization and homogenization is McDonaldization.
Ritzer, in his influential book The McDonaldization of Society, defined McDonaldization “as the process
by which the principles of the fast food restaurant are coming to dominate more and more sectors of
American society, as well as the rest of the world (Ritzer, 2010, p.263). His conception McDonaldization
includes the process which is based on four dimensions: efficiency, calculability, predictability, and
control. According him, this process marks principles on which fast food restaurants function and they
became dominant in many sectors, not only in American society, but in the other parts of the world.
These are principles according to which McDonald’s functions as a multinational company, and through
which it reestablishes standardization, control and homogenization of cultures. From the discussions
about McDonaldization, Ritzer through the principles of McDonald’s- restaurants explains processes of
homogenization and standardization of culture. As an example of that, he emphasizes a principle of
efficacy. “Increasing efficiency is behind just - in time production, faster service, streamlined operations,
and tight schedules everywhere- from the workplace, to Disney World, to the home. Efficiency is
generally a good thing. It is clearly advantageous to consumers, who can obtain what they need more
quickly with less effort. Similarly, efficient workers are able to perform their tasks more rapidly and
easily. Managers and owners gain because more work done, more customers are served, and greater
profits are earned” (Ritzer, 2013, p.54). Principle of calculability “involves calculating, counting,
quantifying many different things. Calculability has several positive consequences, the most important
being the ability to produce and obtain large amounts of things very rapidly. Customers in fast - food
restaurants get a lot of food quickly; managers and owners get a great deal of work from their
employees, and the work is done speedily” (Ritzer, 2013, p.72). Principle of predictability relates to
rationalized society. For Ritzer,“to achieve predictability, a rationalized society emphasizes discipline,
order, systematization, formalization, routine, consistency, and methodical operation. From the
consumer’s point of view, predictability makes for much peace of mind in day-to-day dealings. For
workers, predictability makes tasks easier. In fact, some workers prefer effortless, mindless, n view to
the world”. It clearly directs on grobalization repetitive work because, if nothing else, it allows them to
think of other things, even daydream, while they are doing their tasks” (Ritzer, 2013, p.87). Further,
systems of McDonaldization have control over the consumers as well as over the workers through the
use of the nonhuman technology. “Technology includes not only machines and tools but also materials,
skills, knowledge, rules, regulations, procedures, and techniques. This technology is human and
nonhuman. For Ritzer, a human technology is controlled by people; a nonhuman controls people”
(Ritzer, 2013, p. 102).This technology involves not only maximum exploitation of workers, but controls
consumers with the help of many control barriers, such as fixed menudisplays, limited options,
uncomfortable seats, unapproachable toilets and drivethrough windows. Also, the system of
McDonaldization is characterized by irrationality and rationality, leading to dehumanization (Ritzer,
2007, pp.24-25). Meanwhile, these tendencies for homogenization in McDonald’s, as in many other
western fast food restaurants (Burger, Pizza Hut, King), have social, cultural and economic functions
which encroach upon the nonwestern countries and their cultures, and because of this they adapt
themselves to their conditions. In these restaurants American food is not served, but there is an
American style of management, adapted to the country and culture where it is located. Jan Pieterse
names this process ‘intercultural hybridization’ (Pieterse, 2009, p.53), the combined effects of
homogenization and heterogenization of cultures in the conditions of intensive globalization. Those
combined effects in cultures are connected with cultural hybridization, as noted by George Ritzer. He
emphasizes the idea that “hybrid cultures include creative and innovative process which involves the
combination of two or more elements from different cultures or parts of the world” (Ritzer, 2009,
p.255). In this way, hybrid cultures play an important role in building the processes of glocalization
which together with processes of grobalization are part of the analyses of the globalization of culture. In
this context, a short list of collected main characteristic of glocal and grobal perspective is offered in
Table 2. These perspectives tend to reflect the use of the glocalization and grobalization. They are
helpful in clarifying globalization as a concept. This prevails not only in academic discussions but also in
business use.

The concepts of local and grobal perspectives are of extraordinary importance for the investigation and
interpretation of globalization of culture. Ritzer indicates that, in the sphere of culture, they are above
all, different cultural models which exist in modern societies. Grobalization can be explained as a form of
transcendental expansion of codex and practices, and glocalization involves the interaction between
local and global cultural influences which create other types of cultural hybrids. It means that today’s
world consists of a combination and interaction of glocal and grobal processes. Glocalization
Grobalization Conceptualization Mixing of global with local and vice versa. Putting on global in local.
Main reasons Global markets adapted to local markets and cultures. Imperialistic ambitions of nations,
corporations and organizations are put on in all parts of the world. Main consequences in culture
Interaction between global and local cultures, which lead to heterogenization of cultures. Appearance of
glocal cultures. Transnational expansion of together codex and practicies, which lead to homogenization
of cultures. Appearance of grobal cultures. Key processes Glocalization, hybridization and creolization.
Capitalism, Americanization and McDonalization. Predictions for the future Combination and interaction
of glocal and grobal processes. Marija DRAKULOVSKA CUKALEVSKA, Anica DRAGOVIĆ 128 Balkan Social
Science Review, Vol. 11, June 2018, 115-131 Conclusion In the modern society, globalization appears as
phenomenon of integration of the total social living in the direction of forming and transforming
everyday life. It, at the same time, takes on the role of carrier of social changes, promoting its own wide
possibilities for non-existence the geographical borders between societies, states and cultures.
Globalization, conceived like that, has an important role for including societies, groups and individuals
with their specific marks in one world society. Globalization appears as a leader of new interactions on
global and local level. The relation of global and local is a result of processes of globalization. This article
summarized the positions of two main theorists of the globalization: Ronald Robertson and George
Ritzer. In their work, globalization was analyzed as a salient determinant of social life. The theories of
those authors are presented here as dominant within the given periods of the development of social
theory on globalization. From Robertson, we got his insistence on the importance of the globalization
and global conscience, operationalized through interaction between individuals or groups that have
different views of the world’s system. The main points of Ritzer’s thought on the other hand include
globalization through the processes of imperialism, colonialism, westernization and easternization,
which to a large measure, represent societies in the past and present. In fact, Robertson’s and Ritzer’s
concepts emphasize the idea that local cultures are transformed by the processes of globalization, which
means that separated cultures and their values will disappear. On the contrary, cultures have to live
free, to be in continuous communication with other cultures, because this renews and rejuvenates
them, giving them opportunities for evaluation of and adaption to processes which mark the epoch in
which we live. Mario Vargas Ljosa incdicates that in connecting conditions the world and more openness
of the states to authentic cultural values all will value all that is good, will survive and will find its
appropriate place (Ljosa, 2003, p.109). Undoubtedly, beneath the specific set of intellectual position of
Robertson and Ritzer in relation of globalization, modern preoccupations in sociology are configured,
which at the same time will be a challenge for new generations of sociologists.

Bagi penulis ini, “ grobalisasi adalah moder yang ditandai dengan rentang dan praktik budaya
transnasional yang diterima secara umum. Dalam pengertian itu, muncul berbagai proses dan sub
proses yang tidak ada tandingannya dengan globalisasi dan berlawanan dengan proses glokalisasi. Dari
perspektif ini “dunia berkembang lebih pada hal yang sama atau, bahkan, dengan cara yang sama dan
individu dan kelompok memiliki kemampuan yang relatif kecil untuk beradaptasi
di dunia grobalisasi . Itu karena proses-proses yang secara langsung terhubung dengan globalisasi :
kapitalisme, Americanisasi (penyebaran ide-ide Amerika, industri dan modal di seluruh dunia) dan
McDonaldisasi (menyebarkan prinsip-prinsip sebagai model untuk makanan cepat saji di bagian lain
kehidupan sosial) ”(Ritzer, 2007: 20, 21-30). Satu gagasan terakhir yang sangat penting untuk
memahami pandangan Ritzer terhadap globalisasi dan homogenisasi adalah McDonaldisasi. Ritzer,
dalam bukunya yang berpengaruh The McDonaldization of Society, mendefinisikan McDonaldisasi
“sebagai proses di mana prinsip-prinsip restoran cepat saji mendominasi lebih banyak sektor masyarakat
Amerika, serta seluruh dunia (Ritzer, 2010) , hal.263). Konsepsinya McDonaldisasi mencakup proses
yang didasarkan pada empat dimensi: efisiensi, kalkulasi, prediktabilitas, dan kontrol. Menurutnya,
proses ini menandai prinsip-prinsip di mana restoran cepat saji berfungsi dan mereka menjadi dominan
di banyak sektor, tidak hanya di masyarakat Amerika, tetapi di bagian lain dunia. Ini adalah prinsip yang
menurutnya McDonald's berfungsi sebagai perusahaan multinasional, dan melalui mana McDonald's
membangun kembali standardisasi, kontrol, dan homogenisasi budaya. Dari diskusi tentang
McDonaldisasi, Ritzer melalui prinsip-prinsip restoran McDonald's menjelaskan proses homogenisasi dan
standardisasi budaya. Sebagai contohnya, ia menekankan prinsip kemanjuran. “Peningkatan efisiensi
berada di belakang hanya - dalam waktu produksi, layanan lebih cepat, operasi ramping, dan jadwal
ketat di mana-mana - dari tempat kerja, ke Disney World, ke rumah. Efisiensi umumnya adalah hal yang
baik. Ini jelas menguntungkan bagi konsumen, yang dapat memperoleh apa yang mereka butuhkan lebih
cepat dengan sedikit usaha. Demikian pula, pekerja yang efisien dapat melakukan tugas mereka dengan
lebih cepat dan mudah. Manajer dan pemilik mendapat keuntungan karena lebih banyak pekerjaan yang
dilakukan, lebih banyak pelanggan dilayani, dan keuntungan lebih besar diperoleh ”(Ritzer, 2013,
p.54). Prinsip kalkulasi “melibatkan menghitung, menghitung, menghitung banyak hal yang
berbeda. Kalkulasi memiliki beberapa konsekuensi positif, yang paling penting adalah kemampuan untuk
menghasilkan dan memperoleh banyak hal dengan sangat cepat. Pelanggan di restoran cepat saji
mendapatkan banyak makanan dengan cepat; manajer dan pemilik mendapatkan banyak pekerjaan dari
karyawan mereka, dan pekerjaan itu dilakukan dengan cepat ”(Ritzer, 2013, p.72). Prinsip prediktabilitas
berkaitan dengan masyarakat yang dirasionalisasi. Bagi Ritzer, “ untuk mencapai prediktabilitas,
masyarakat yang dirasionalisasi menekankan disiplin, ketertiban, sistematisasi, formalisasi, rutin,
konsistensi, dan operasi metodis. Dari sudut pandang konsumen, prediktabilitas membuat banyak
ketenangan pikiran dalam transaksi sehari-hari. Bagi para pekerja, prediktabilitas memudahkan
tugas. Bahkan, beberapa pekerja lebih suka tanpa usaha, tanpa pikiran, dan memandang dunia ”. Ini
jelas mengarahkan pada pekerjaan yang berulang secara globalisasi karena, jika tidak ada yang lain, itu
memungkinkan mereka untuk memikirkan hal-hal lain, bahkan melamun, ketika mereka sedang
melakukan tugas mereka ”(Ritzer, 2013, p.87). Lebih lanjut, sistem McDonaldisasi memiliki kendali atas
konsumen dan juga pekerja melalui penggunaan teknologi bukan manusia. “Teknologi tidak hanya
mencakup mesin dan peralatan tetapi juga bahan, keterampilan, pengetahuan, aturan, peraturan,
prosedur, dan teknik. Teknologi ini adalah manusia dan bukan manusia. Bagi Ritzer, teknologi manusia
dikendalikan oleh orang-orang; orang yang bukan manusia mengendalikan orang ”(Ritzer, 2013, hal.
102 ). Teknologi ini tidak hanya melibatkan eksploitasi pekerja secara maksimal, tetapi juga
mengendalikan konsumen dengan bantuan banyak hambatan kontrol, seperti menudisplays tetap , opsi
terbatas, kursi tidak nyaman, toilet tidak bisa didekati dan melewati jendela. Juga, sistem McDonaldisasi
dicirikan oleh irasionalitas dan rasionalitas, yang mengarah ke dehumanisasi (Ritzer, 2007, hal.24-
25). Sementara itu, kecenderungan homogenisasi di McDonald's, seperti di banyak restoran cepat saji
barat lainnya (Burger, Pizza Hut, King), memiliki fungsi sosial, budaya dan ekonomi yang mengganggu
negara-negara non-barat dan budaya mereka, dan karenanya mereka menyesuaikan diri. dengan kondisi
mereka. Di restoran ini makanan Amerika tidak disajikan, tetapi ada gaya manajemen Amerika,
disesuaikan dengan negara dan budaya di mana ia berada. Jan Pieterse menamakan proses ini
'hibridisasi antarbudaya' (Pieterse, 2009, hal.53), efek gabungan dari homogenisasi dan heterogenisasi
budaya dalam kondisi globalisasi intensif. Efek-efek gabungan itu dalam budaya dihubungkan dengan
hibridisasi budaya, seperti dicatat oleh George Ritzer. Dia menekankan gagasan bahwa "budaya hibrida
mencakup proses kreatif dan inovatif yang melibatkan kombinasi dua atau lebih elemen dari berbagai
budaya atau bagian dunia" (Ritzer, 2009, p.255). Dengan cara ini, budaya hibrida memainkan peran
penting dalam membangun proses-proses glokalisasi yang bersamaan dengan proses-
proses globalisasi adalah bagian dari analisis globalisasi budaya. Dalam konteks ini, daftar pendek
karakteristik utama yang dikumpulkan dari perspektif glocal dan grobal ditawarkan pada Tabel 2.
Perspektif ini cenderung mencerminkan penggunaan globalisasi dan grobalisasi . Mereka sangat
membantu dalam mengklarifikasi globalisasi sebagai sebuah konsep. Ini berlaku tidak hanya dalam
diskusi akademik tetapi juga dalam penggunaan bisnis.

Konsep perspektif lokal dan grobal sangat penting untuk penyelidikan dan interpretasi globalisasi
budaya. Ritzer menunjukkan bahwa, dalam bidang budaya, mereka di atas segalanya, model budaya
yang berbeda yang ada di masyarakat modern. Grobalisasi dapat dijelaskan sebagai bentuk ekspansi
kodeks dan praktik transendental, dan globalisasi melibatkan interaksi antara pengaruh budaya lokal
dan global yang menciptakan jenis hibrida budaya lainnya. Ini berarti bahwa dunia saat ini terdiri dari
kombinasi dan interaksi glocal dan grobal proses. Konseptualisasi Globalisasi Globalisasi Pencampuran
global dengan lokal dan sebaliknya. Menempatkan global di lokal. Alasan utama Pasar global disesuaikan
dengan pasar dan budaya setempat. Ambisi Imperialistik bangsa, perusahaan dan organisasi diletakkan
di semua bagian dunia. Konsekuensi utama dalam budaya Interaksi antara budaya global dan lokal, yang
mengarah pada heterogenisasi budaya. Penampilan budaya glokal . Ekspansi transnasional dari codex
bersama-sama dan practicies , yang menyebabkan homogenisasi
budaya. Penampilan budaya grobal . Proses-proses utama Globalisasi, hibridisasi, dan
kreolisasi. Kapitalisme, Amerikanisasi dan McDonalisasi . Prediksi untuk Kombinasi masa depan dan
interaksi glocal dan grobal proses. Marija DRAKULOVSKA CUKALEVSKA, Anica DRAGOVIĆ 128 Balkan
Ilmu Sosial, Vol. 11, Juni 2018, 115-131 Kesimpulan Dalam masyarakat modern, globalisasi muncul
sebagai fenomena integrasi total kehidupan sosial ke arah pembentukan dan transformasi kehidupan
sehari-hari. Pada saat yang sama, ia mengambil peran sebagai pembawa perubahan sosial,
mempromosikan kemungkinannya yang luas untuk tidak adanya batas geografis antara masyarakat,
negara bagian dan budaya. Globalisasi, dipahami seperti itu, memiliki peran penting untuk memasukkan
masyarakat, kelompok, dan individu dengan ciri khas mereka dalam satu masyarakat dunia. Globalisasi
muncul sebagai pemimpin interaksi baru di tingkat global dan lokal. Hubungan global dan lokal adalah
hasil dari proses globalisasi. Artikel ini merangkum posisi dua ahli teori utama globalisasi: Ronald
Robertson dan George Ritzer. Dalam karya mereka, globalisasi dianalisis sebagai penentu utama
kehidupan sosial. Teori-teori penulis tersebut disajikan di sini sebagai dominan dalam periode yang
diberikan pengembangan teori sosial tentang globalisasi. Dari Robertson, kami mendapatkan
desakannya akan pentingnya globalisasi dan hati nurani global, yang dioperasionalkan melalui interaksi
antara individu atau kelompok yang memiliki pandangan berbeda tentang sistem dunia. Poin-poin
utama pemikiran Ritzer di sisi lain termasuk globalisasi melalui proses imperialisme, kolonialisme,
westernisasi, dan westernisasi, yang sebagian besar mewakili masyarakat di masa lalu dan
sekarang. Bahkan, konsep Robertson dan Ritzer menekankan gagasan bahwa budaya lokal
ditransformasikan oleh proses globalisasi, yang berarti bahwa budaya yang terpisah dan nilai-nilainya
akan menghilang. Sebaliknya, budaya harus hidup bebas, untuk terus berkomunikasi dengan budaya
lain, karena ini memperbaharui dan meremajakan mereka, memberi mereka kesempatan untuk evaluasi
dan adaptasi terhadap proses yang menandai zaman di mana kita hidup. Mario
Vargas Ljosa menyatakan bahwa dalam menghubungkan kondisi dunia dan lebih banyak keterbukaan
negara terhadap nilai-nilai budaya yang otentik, semua akan menghargai semua yang baik, akan
bertahan dan akan menemukan tempat yang sesuai ( Ljosa , 2003, hal.109). Tidak diragukan lagi, di
bawah seperangkat posisi intelektual spesifik Robertson dan Ritzer dalam kaitannya dengan globalisasi,
keasyikan modern dalam sosiologi terkonfigurasi, yang pada saat yang sama akan menjadi tantangan
bagi generasi baru sosiolog.