Tanya Batson, Staff Reporter
GLOBALISATION is one of the catchwords that popped up in the late 20th century and does not really seem to be on its way out. This is not surprising, because in many ways the world is acting globally, even if it is in the epidemics which we face such as AIDS and pollution.
Experts on the topic define globalisation as interconnectedness on a global level, which means that things on one part of the world impact upon the rest of the world. Globalisation has social, economic and political implications.
Possibly, the most obvious signs of globalisation are the Internet and international franchises. In the scope of reference of a 26-year-old Jamaican is the time when KFC was the only major fast food franchise in Kingston. Today, there are several major international franchises across the country. This means that the fate of these companies in other countries can affect Jamaica.
Even though it is, at least in the minds of the vocal majority, a good thing, concerns have been raised about the side-effects of globalisation. Anti-globalists have been protesting at several gatherings of world leaders. The two most famous of these were the protests in Seattle and then the protests which lead to three deaths in Gothenberg, Sweden.
What protesters are often afraid of is the fact that globalisation and the removal of borders can mean that capitalists from the wealthier nations will be able to abuse Third World countries. As such, labour laws are often a point of contention and companies such as Nike and McDonalds have been criticised for labour practices. Protesters also argue that organisations such as the World Trade Organisation (WTO) and The World Bank work in the interests of multinational capitalists.
However, globalisation has more than economic ramifications. Not surprisingly, when an economy goes global, it takes the culture with it. If the world becomes a global village, then the culture of one segment of the village will surely impact upon the culture of other segments. While as much protest may not be surrounding this level, some persons do see the possibility of trouble as the world adopts a global culture.
In fact, most attempts at colonisation have had economic motivations; nonetheless, they also meant that the culture of all those involved were radically changed. As such, colonisation is responsible for the fact that English is the international language. First, the physical spaces were colonised by English and now cyberspace is being colonised by English.
In an address at the University of Technology (UTech), Professor James Early, the director of Cultural Heritage Policy at the Smithsonian Institution, pointed out that one of the dangers of globalisation is that the term often means Americanisation. Thus, he warned that cultures such as those in the Caribbean need to be aware of what the term implies and make sure that they do not get lost in this move toward the 'global'.
In this light, globalisation is seen as neo-colonialism, wherein the cultural space - if not the actual geography - becomes inhabited by a foreign or alien culture rather than the native one. The concern that globalisation will mean the eradication of native culture does not seem to be affecting Jamaicans, who see its positive side. Nonetheless, wariness against the possible ramifications does not necessarily mean a return to nationalism.
Joyce Campbell, the Traditional Folk Form Co-ordinator at the Jamaica Cultural Development Commission (JCDC), sees no real threat in globalisation. She points out that while she recognises that Jamaican culture, especially its traditional forms, can come under threat, this is being combated by the JCDC. "With the close proximity of America and the television, a lot of the youth prefer American stuff," she says. "We have to take them back." As such, Ms. Campbell notes that the JCDC has been using every opportunity to make the youth more aware of Jamaica's rich cultural heritage. And so far it seems to be working.
Ms. Campbell, who is at present writing a book about Jamaican traditional forms, notes that the ignorance of the youth about Jamaican folk forms over the years has been rather disturbing. She noted that on programmes such as the Schools' Challenge Quiz, students would be unable to identify things such as a Kumina rhythm. However, through the JCDC's many efforts, many more young people are learning their heritage.
Ms. Campbell also noted that an immediate threat to the folk forms such as Mento is that a lot of the bands are dying out. Thus, in order to maintain interest, the JCDC has started a schools' mento band. She notes that the young people may never form bands of their own, but at the very least interest would be maintained.
"Mento bands have been taken to Brazil, Germany and a request for a band for a festival in France has just been made," Ms. Campbell stated, pointing to another reason why she is confident that Jamaican culture can survive within an international culture given the growing worldwide interest in it. She states that she has also been approached by a hotel in Portland which wants to focus on cultural tourism. "Many other countries did not know that Jamaica has so much of this folk culture alive," she explained. "They want to see it."
Foreigners are not only interested in the folk forms of culture. It has been noted by Ellen Kohlings and Pete Lilly, editors of the first Reggae magazine in Germany, Riddim that interest in dancehall and reggae is very great in Germany among the youth. The trend is also popular in France, as French journalist, Bruno Blum, has also pointed out. He states that while the French have been steadily losing interest in their own culture, there is a renewed interest in reggae since the 1990s.
The importance of Jamaican culture in the globalisation of culture has not gone unnoticed by the entertainment sector. In fact, in the proposed entertainment sector policy released by the Entertainment Advisory Board under the Ministry of Tourism and Sport it was stated: "As globalisation impacts on the competitiveness of traditional exports, entertainment arguably represents one of the leading options for Jamaica's economic survival, given its creative abundance."
Louis Marriott shares this idea. As the chairman of the steering committee for Jamaica Association of Dramatic Artists (JADA), he points out that this association intends to place Jamaican drama as a "strong force in the global market place". He points out that globalisation provides Jamaica, as a brand, with a wonderful opportunity. "I'm not at all concerned," he said. "We are so strong. We are a great little nation. We are the only ones who didn't know it. It's an opportunity, not a threat."
As such, it appears that Jamaican culture is, as yet, under no threat by the thrust toward globalisation. It will of course be changed, because culture is not static. However, it is important that the country retains some of its cultural identity. As Ms. Campbell states: "Our culture is a way of identifying ourselves as a people... If we can keep the intrinsic elements alive, it is fine."
