Global Culture: Its Existence and Consequences on Our Lifestyle in Bangladesh

This article explores the impact of global culture on our lifestyle. Globalisation is inevitable and global culture is the commodification of culture and practice of any locality in the world. The study finds that print, electronic, online and social media promote global culture. The people are comfortable with the consequences of global culture as it happens slowly and convincingly. International institutions like UNESCO and other organisations, tourism, migration, trade and international processes have a great impact and influence on global culture. These organisations want to protect local culture and to work on cultural sovereignty. Though there are some negative impacts of global culture on our lifestyle, global culture also contains many ingredients of positive development, modernity and civilisation. Most of the data is mainly collected from secondary sources like journal articles, official records, media reports, books etc. As media personnel, some in-depth observations are used as a primary source.


Introduction
At present, radio, television, movie, social media etc. increase the power of advertisements which don't disseminate information about products but increase the demand. The thrust of the media is to increase the sale of the products to maximize profit. Hence the market policy has been changed. Innovation and Technological changes make another form of modification on our lifestyle. In the financial context, the dynamism of the market society and "current symbolic struggle", the current debate of the globalisation proper, the limit of globalisation individualism, ecological issues, thoughts of "Third Way politics", "struc-How to cite this paper: Mridha, Md. A. H. (2021). Global Culture: Its Existence and Consequences on Our Lifestyle in Bangladesh. Open Journal of Social Sciences, 9, 167-187. https://doi.org/10.4236/jss.2021.91012 composite of motivations, needs, and wants and is influenced by factors such as culture, family, reference groups, and social class". Jensen (2007) says "The problem with a statement like this is that the expressions 'we in the developing world', 'the West' and 'lifestyle' are vague and not defined. If we relate 'lifestyle' to 'the developing world' and to 'the West' we seem to believe that 'the developing world' has one single lifestyle, and that 'the West' has one single lifestyle, and these lifestyles are obviously different" (p.64). In an introductory opinion, Sobel (1981) says "If the 1970s are an indication of things to come, the word lifestyle will soon include everything and mean nothing, all at the same time" (p.1).
With the central theme of lifestyle, Weber (1966) concludes, with some over-simplification, one might thus say that "classes" are stratified according to their relations to the production and acquisition of goods; whereas "status groups" are stratified according to the principles of their consumption of goods as represented by special "styles of life" (p.27). Through a long discussion, Sobel (1981) puts forward the important conclusion as, "If it is agreed that it is reasonable to regard lifestyle as a distinctive and hence recognizable mode of living, attitudes, values, and behavioral orientations no longer qualify as candidates for inclusion in the domain of the content" (p.28). He has singled out some factors as part of lifestyle as "FOODHOME, FOODAWAY, ALCOHOL, HOUSING, FURNITUR, TEXTILES, DECORAT, CASCLOTH, DRSCLOTH, PERSCARE, VACATION, CLUBS, TV, MUSIC, CAMP, READING, GIFTS etc." (pp.149-150). In this article I have tried to discuss the common phenomenon of Lifestyle in Bangladesh perspective.

Culture
The word culture is from the Latin root colere that ends Latin "cultus" as the religious term "cult". Definition of "culture" from the Cambridge Advanced Learner's Dictionary & Thesaurus (2020) states, "The way of life of a particular people, especially as shown in their ordinary behavior and habits, their attitudes towards each other, and their moral and religious beliefs". What we need to understand is not what "culture" is, but how people use the term "culture" in contemporary discourses. The famous essayist, Bacon (1605) in Eagleton (2000) means "culture" an activity in "Culture and Manurance of minds" (p.1). Hartman (1997) says, "culture-is the first to use the word culture in the modern sense of an identity culture: a sociable, populist, and traditional way of life, characterised by a quality that pervades everything and makes a person feel rooted or at home'" (p.211).
In Marxist parlance, it brings together both base and superstructure in a single notion. The variant of the word culture can be a narrowing-cum-pluralizing notion to the whole way of life, gradual specialization to the arts. We use the word culture in a number of ways as "Police canteen culture", "Mafia culture", "Uncultured man", "Sexual-psychopath culture", "European culture", "Western culture", "Oriental culture", "Global culture", etc. which have different meaning. as the whole way of life of a group of people" (p.16). Great poet T.S. Eliot writes in "Notes towards the Definition of Culture" he means by the word "culture" is "the way of life of a particular people living together in one place".
As Said (1994) suggests about the form of culture as "all cultures are involved in one another, none is single and pure, all are hybrid, heterogeneous, extraordinarily differentiated, and unmonolithic" (p.xxix). At present time, we can observe a general process of intellectual, spiritual and aesthetic development of culture. Sometimes a person, a period, a group, a artistic activity or humanity in general has an impact on local culture. Between the two words Culture and Globalisation, they are interconnected and interdependent. As Tomlinson (1999) says, "globalisation lies in the heart of modern culture; cultural practices lie in the heart of globalisation" (p.1). In concluding remarks on the TV programme in Iran, Afsaneh (2012) denotes, "TV channels seek for a change in lifestyle among Iranian women, as she finds a significant relationship between lifestyle portrayed by TV channels and lifestyle of women in Tehran" (p.58). On the basis of the literature, it could be further asserted, as Dakroury (2014) states, "media narratives and discourses are created within different forms of texts and images that are complexly related to the cultural perceptions and practices of both those who produce and consume them" (p.59).

Globalisation
Globalisation was first used in 1959. In 1962, the noun appeared in the Oxford English dictionary but three decades passed before Globalisation was developed in social sciences as a paradigm. Globalisation is a process where people of different countries are interconnected and mobilized by their companies and their government activities. It arrives under the banner of international trade and business. Giddens (1994) advises that "globalisation isn't a matter of one-way imperialism because there is no specific direction of that process. And Giddens concludes from this that globalisation actually involves' the declining grip of the west over the rest of the world" (p.52). Though the globalization process un- But a large number of people are still far from the benefit of the global process, as Tomlinson (1997) mentions it as western project and says, "It implies that globalisation is the continuation of a long historical process of western 'imperialist' expansion, embracing the colonial expansion of the 16th to 19th centuries and representing an historical pattern of increasing global hegemony". Following at once from this, theorists of globalization have a tendency to stress the self-sustaining strength of the cultural and symbolic within the rationalisation of social fact. Particularly, Waters (1995) argues "the achievement of globalization is partly the effect of the triumph of the symbolic over the fabric" (pp.9-10).
Considering globalization as a multi-dimensional process, Streeten (2001) states, "Globalisation is transforming trade, finance, employment, migration, technology, communications, the environment, social systems, ways of living, cultures, and patterns of governance" (p.8). Holm and Sorensen (1995) view it as "the intensification of economic, political, social and cultural relations across borders". As Lubbers (1998) in Hudson (2002) states, "Globalisation is a process in which geographic distance becomes less a factor in the establishment and sustenance of border crossing, long distance economic, political and socio-cultural relations" (p.101). Regarding the impact on social context, Tomlinson (1996) describes, "globalisation is heavy with implications for all spheres of social existence". He explores the relationship as, "The relationship between globalization and culture has been approached from a different angle. The relationship between the two is not unilinear. Both of them influence each other. Globalization lies at the heart of modern culture; culture practices lie in the heart of globalization. This is the reciprocal relationship" (pp.22-35).

Global Culture
Conceptual Framework of Global Culture is discussed here narratively. Nature is a valuable authority on global culture. Some elements make a very powerful global culture. Now how are the dynamics of globalisation judged to be impacted Cultural globalization can be denoted by the dissemination of habitus's values, thoughts, ideas, meanings of frames through traditional and social media around the world. In Encyclopedia Britannica (2020), cultural globalization is defined as "a phenomenon by which the experience of daily life, as influenced by the diffusion of commodities and ideas, reflects a standardisation of cultural expressions around the world" (Watson, 2020). All of these cultural products extend and in-  Appadurai (1990) describes the dimensions of global culture as, "I propose that an elementary framework for exploring disjuncture is to look at the relationship between five dimensions of global cultural flow which can be termed 1) ethnoscapes, 2) mediascapes, 3) technoscapes, 4) financescapes, and 5) ideoscapes" (pp: 7; 295).
Dutch social psychologist and management scholar Hofstede (1980Hofstede ( , 1983 puts forward four dimensions of systematic cultural deference after analysis of responses from over 116,000 IBM employees. The four dimensions are, "power distance, individualism/collectivism, uncertainty avoidance, and masculinity/femininity." Later he added one more dimension as "Long/Short Term Orientation, or Indulgence/Restraint". At the present, the world trade system, concept of internationalism, world political system and world culture, have a great impact on the formation and continuation of global culture. Apparently, we can say, world culture is the response to world polity theory. Reflected in Hofstede (1997), Robertson (1995), Appadurai (1990), world culture is new and important but it is not as homogeneous, world society is a complex set of relations among many different units in the "global field"; globalisation compresses the world into a single entity; the emphasis is on cultural compression-all cultures are becoming subcultures within a larger entity i.e. "organisation of diversity". So, what do sociologists think about the types of societies in the contemporary world? Robertson (1992) describes, "Albrow's framework, which identifies the 5 stages in the history of sociology (universalism, national sociologies, internationalism, indigenization, and globalization) and 'mature classical sociology' are used as background for the discussion of the role of sociologists in conceptualizing globalization" (p.211). Contemporary global culture is largely concerned with the development of global infrastructure, penetration of cultural products etc. Schwartz and Bilsky (1990) argue that insufficient aspects of culture are taken into account and Javidan et al. (2006) point to the US and specifically IBM centric nature of Hofstede's data and therefore doubt its generalizability. In spite of these (and other) criticisms, Hofstede's work, as states, remains the dominant model for cross-cultural research. According to Smith (2006), "Hofstede's original work (Hofstede, 1980) has served as a marker post for subsequent investigators for two decades" (p.915).
The GLOBE study was conducted in the mid-1990's and involved 127 investigators in 62 countries or regions. In "Culture, Leadership, and Organizations: The GLOBE Study", social scientists House et al. (2004) denote culture "as a set of parameters of collectives that differentiate each collective in a meaningful way" (p.15). According to Hofstede (2001) culture is "the collective programming of the mind that distinguishes the members of one group or category of people from another" (p.9). This culture-focused research is becoming more and Distance, Humane Orientation and Uncertainty Avoidance. Again, the dimension measures for different societies allow an analysis of the cultural differences that exist between these groups (House et al., 2004).
Sociologists observe an emerging global culture which, in origin and content, is mostly of Western and American provenance. Emerging global culture is penetrating the rest of the world through diffusion at both elite and popular levels.
Two sorts of elite vehicles of diffusion like "Davos culture" and "faculty club culture" have been observed (Berger, 2002). Describing the cultural changes (Choudhary, 2007)  After 30 years, the study of Hofstede's cultural dimension, Wu (2006) suggests that work-related cultural values in a specific culture are not static and can be changed over time. When the political, social and economic conditions change, people's cultural values also change. These cause a thrust to re-evaluate many cultural hypotheses. In a recent article, Brewer and Venaik (2012) argue that national culture dimensions are misapplied through the use of their dimension scores in analysis relating to individuals, usually managers, and organizations in the Hofstede and GLOBE theory.
Both traditional and social Media have a huge impact in creating an individual's sense of reality by transmitting cultural products. As Gormus (2012) says, "the media is that authority of the society which scrutinizes all the three other powers of the state (executive, legislation & judiciary), and for that reason, it is considered the fourth power" (3.2). Regarding media, Cotterrell (1999) states "Media have a tendency to produce more ideological and not completely true accounts for viewing by the general public" (pp.414-426). Nowadays, Media aren't encircled within four walls of news and programmes but, it also entertains, educates, informs and facilitates cultural transformation between generations.

Findings with Analysis
There are a number of factors which enhance global culture. At the same time, global culture has subsequently impacted on our lifestyle. These are discussed in two headings "Factor Promoting Global Culture" and "Impact of Global Culture on our Lifestyle" below. it is considered the fourth power (p.3.2). As Dakroury (2014) states that "media narratives and discourses are created within different forms of texts and images that are complexly related to the cultural perceptions and practices of both those who produce and consume them" (pp.7.2:1-3). In the Middle East Report, Abu-Lughod (1989) and Davis (1989) say "Symbols from different worlds overlap" (p.159).

1) Radio and the Music Industries
Radio is the most easily globalised medium among all electronic media of the modern mass communication, originated in the early twentieth century. The musical productions are globalised more effectively than any others. As Joyce (1993) says, "The theory and practice of classical orchestral music spread across the elites of Europe from the seventeenth century onwards" (p.352). Nowadays, the music industry has got the global form, Negus (1993) in Held et al. (1999) says, "first, it has involved the creation of transnational corporations producing and marketing records, second, it has involved the import and export of musical products, third, it has in part been based on a broader transfer of styles and image" (p.8). Music flows very fast globally by YouTube and other tools after the establishment of the Internet. 2

) Film and Television
The global presence of the film industry was established at the beginning of the last century. Having rare exception, no film is produced ever, which is filmed, directed, written, and produced having national setting. They are in a straightforward globalised in terms of organization and genre. But the television programme has become at the global presence at the second half of the last century. Though the television industry is government controlled one but its news and idea are highly globalised. Due to technological and political changes have taken place over last 20 years, the globalisation of TV and televisual landscape has widen. It's my humble opinion, in many countries with broadcasting systems, number of TV sets and the number of terrestrial channels has steadily climbed.

3) Print Media
In the world, print media enjoy full freedom in 45% of countries, partly free- "Though there is unequal flow of news from west to east, the transmission of the news is highly globalised. It is largely concerned with economic frame, art frame, political frame and ideological frame" (pp.231-249).

4) Media in Bangladesh Perspective
Bangladesh Betar (Radio) and Bangladesh Television are state control organisations. There are 3165 Media organisations in Bangladesh now. Foreign movies, films mainly in English are shown in TV and cinema halls. With rare exceptions, foreign lyrics are highly restricted to broadcast but people like them very much. In Bangladesh, contents of the programme are largely indigenous and the ideas of the production of them are globalised, few of them are imported as Mc Guyver and Dalas (TV serial from USA) that are very popular in Bangladesh. It has been observed that some teenagers renamed themselves as "Mc Guyver" and its hero "Richard Dean Anderson". The film "Titanic" got ever popularity both in cinema halls and in CD form here. Bangladesh radio broadcast programmes for and by the indigenous tribal people.
There are 28 private FM radio and 6 more upcoming, 17 community FM radio and 15 more are upcoming in Bangladesh. The state-run radio Bangladesh Betar has 32 FM channels, 16 AM channels and 2 short wave channels. There are 47 private television channels and 2 state own BTV disseminate information in Bangladesh. Here the media are open and all 75 national daily newspapers are privatised. Contents of the programme are largely indigenous and the ideas of the production of them are globalised. All of these reshape our culture and cultural attitudes for both rich and common people. These pictures flash in Hall (2000) research, where he says, "International interdependence has led to the development of a global culture, … At the same time, sub-and extra-national communities based on shared history or ethnicity are gaining visibility and access within the larger, world society." (pp.231-249) Tourism, Migration and Trade A lot of Bangladeshi people migrated abroad for work, education or permanent settlement. They bring the foreign cultural frames from abroad. More than that, a large number of people move home and abroad only for tourism. These change the cultural attitude to those concerning people and diffuse the cultural boundary. Due to digitalisation of the information system, multinational companies make global cultural network with the telecommunication companies, computer farms, media corporations, broadcasters and news agencies, and the Internet. Hence, tourism, migration and trade have a great impact on global culture or vice versa, but to what extent it is difficult to evaluate.

Impact of Global Culture on Our Lifestyle
The rise of globalism, at the age of media and information technology, the global culture has a great impact on our lifestyle. From the ploughing in the paddy field to the architectural design of the building, or from the cooking in the kitchen to the teaching pattern in the educational institute, the global culture has reshaped our ideas, thoughts and procedure of our everyday work. It has also enriched the cultural symbols of our everyday life. Towards the end of a long discussion of the international dimensions of institutional dimensions of globalisation, Giddens (1990)  years back. In the early days, farmers would be able to maintain everything (except salt and burning lamp oil) of his family by cultivating his land. Now the mode of agriculture has become an agro-industry to grow more production.
Hence farmers have become entrepreneurs in his society. The habitat pattern, architectural design of the house and its materials are different in both village and the town. People in the village used bamboo and straw to build his house. Ignoring rare exceptions, it can be said that in the town, people build their house either tin-shade building or a normal design by local goods. The distribution of houses, roads, natural beautification spots like garden, lake, monument etc. are different than that of the last century in Bangladesh. In this way we can describe the basic needs of human life like food, education, clothes, houses and treatment etc. which have been reshaped in the last half a century. And obviously, it is due to the effect of globalisation hence global culture. As Moore (1993) says, "Social and economic elements under the influence of the current phenomenon of globalisation are determinant circumstances which affect the standard of living of every particular nation" (p.1). Establishing a mutual relationship among globalisation, culture and socio-political conditions, Weber (1987) says, "Globalisation theories emphasize cultural and economic factors as the main determinants which affect the social and political conditions of nations, which is similar to 'comprehensive social school' of Max Weber's theories" (pp.8-16).
In Bangladesh, the moral values which are needed in our day to day work are reshaping everyday due to the huge impact of global electronic, online and social media. The hybridisation process of our traditional culture is also reshaping our attitude in all four levels of lifestyle. At the same time, the orientation of behavioural patterns has been hybridized. The nuclear families in our society started to increase in the late 90s due to industrialisation and urbanisation. Before that our society was full of joint families. Nowadays, nuclear families are a common scenario in the village. Once we had a long tradition to show respect to the seniors or masters or elites of the society to do as "touching their feet in greeting or before leaving"; "keeping one's head lowered when talking to them"; "remaining silent in their presence" etc. Nowadays, these traditions seem to be long gone. Instead, children are now taught to maintain eye contact when talking, greet with good morning or good evening or phrases specific to their religion, and give logical answers. This mode of change shapes the value of the new generation. It is assumed that the recent increasing phenomenon of violence, rape and acid throughing against women and children are happened due to the impact of global culture. The huge penetration of social, online media and mobile phones is considered as the impact of global culture that causes impact on lifestyle of this generation. People emphasize the values and virtues of instantiate (instant and fast foods) and of disposability (cups, plates, cutlery, packaging DOI: 10.4236/jss.2021.91012 180 Open Journal of Social Sciences etc.). Fashions in dress, furniture, and home are greatly acquainted further through the country. Shopping becomes a habit and a mode of leisure period. When fashion is treated a symbol of social dignity and social values get little priority. Actually, western blue jeans, t-shirt, Nike, Skirt, and Adidas sporting shoes, sleeveless kameez are the main fashion items in this society. People prefer eagerly decorated as well-furnished homes. Such a consumer culture leads to lives complicated as all the people can't afford them. Besides, in different ceremonies and festivals, they demand these fashions which are difficult to be managed well. Due to Globalization, social values and living patterns are rapidly transforming in traditional societies. Western media products and cultural symbols such as rock music, Coca-Cola, blue jeans and McDonald's are spreading all over. Rahman (2014) says, "According to Tomlinson such cultural merging represents a form of neo-imperialism that will destroy cultural variety. In this sense, cultural globalization possesses a threat to nation states. Behavioral pattern and lifestyles in Bangladesh get a new form influenced by Western culture" (p.1). It is observed that the western culture is dominating all over the world. The culture of developing countries is reshaping. It has been observed that western lifestyles are getting popularity rapidly in the developing nations. In earlier days, leisure time activities included storytelling by grandparents, playing in fields with friends in the afternoon, gathering with family on moonlit nights were very common in our society. Now a small android mobile phone seems to replace all of these. Games, music and movies are all available on this device. This has introduced a lack of communication between the family members. Within the same flat, the father watching the news, the mother cooking in the kitchen, daughter watching videos on Facebook and brother playing video games has become rather common. Even before two decades, urban family members used to spend their vacations in their parental homes (where they were rooted). The scenario has changed to vacation spent in resorts, vacation clubs and different tourist spots.
Time has also brought a change in our food habits. We used to take food only from home, tea-stall was limited in number and no fast food shop in that time except a few restaurants where meals were sold. The day we are passing, fast food shops have become common in the town or city. Traditional foods such as "chira muri" have been replaced by western food like pizza, burger and French-fry. Food away becomes common in the urban area which was absolutely absent in those days. With rare exception, dress clothes in the school students or office employees could be found but dress clothes become common in every school and offices now.
A symposium organized by the Juma Al Majid Centre for Cultural Heritage.
The topic was "Arab culture in a Globalization Era". Zaza (2002)  English medium schools are mushrooming in developing countries like Bangladesh because the rich guardians think English has tremendous job prospects and global values. English is undoubtedly important; but mother language is the principal mode to develop the moral culture. English dominated globalization increases pride, egotism and zealousness within the non-western countries. On the other hand, languages create a number of problems to communicate with others and at the same time they create a global language. The fundamental units of anything are length as metre, weight as kilograme and time as second are common everywhere in the world. Moreover, all the scientific names and inventions and technological names are the same all over the world. As there are cultural differences but also some "cultural universals" as marriage, property rights, religious rituals, recognisable form of family (Giddens, 1989: p. 40).
More importantly, we can say people can think, share or trade nationally or globally. In trading, they use electronic and online media to compare the market. Students choose different universities all over the world and move to different countries for education. In addition, many people migrate in many countries for better earning. E-commerce and online sharing of ideas and products are widespread but all these are absent even in the three decades before.
The negatives are reflected on the rising trend of cultural violence, armed reactions to cultural imperialism and increasing dominance of a consumer and self-oriented society, leading to erosion of spiritual and community-oriented values worldwide (Parker, 2005: p. 218 people into purchasers by altering these self-pics. This structure of desires is that this in order that they serve capitalist accumulation (Robinson, 1997). Second, the phenomenon, called McDonaldization, constitutes the alternative view.

Conclusion
The global culture is based on the west value, which contains enormous power both material as well as cultural. The values of global culture and the globalisation process have been shaking all thoughts and values all over the world. The Muslim who studied the west in 1960s, is far behind to understand the nature, force and impact of global culture today. The Islamists and the Asianists are trying to make influence over the west and trying to protect their own cultures.
Some critics say during pre-modern time people were under imperialism, now they are under cultural imperialism. In reply to them my humble opinion is that imperialism is an extension of ethnicity, full of national sentiments and/or ideology. In that time, culture was neither global nor universal, was bound by particular places and time but global culture is as Smith (1990)  There  (Featherstone, 1991).
Following the erosion of traditional values, feelings of piety, respect and reflective attachment to oldsters and grandparents have undergone significant change. Currently, it's estimated that many families send their parents to such homes, less and fewer grandchildren have the prospect to socialise with their grandparents. Hence, the phenomena of pre-marital sex, unwed mothers, abandoned children, illegal abortion and AIDS has become common. In reality, the event of data technology should provide the means by which equivalent technology could also be used efficiently and effectively to bypass negative effects that technological change brings about. Families and communities got to be educated within the use of computers and other sorts of advanced information technology besides promoting absolute values through the media. The knowledge superhighway and other electronic media, for instance, often want to stop the tide of unwed mothers, illicit children, teenage violence, family breakdowns, divorce, maltreatment, wife battering, AIDS, and substance abuse. Parents and teachers got to supervise young children's participation within the media so to make sure that violence, sex and pornographic materials don't find their thanks to television, video, magazines, newspapers, books, electronic games, computer diskettes, and CD-Roms. Close parental and teacher relationships between families and schools got to be firmly established for the enforcement of the public policies. This is often important, because the future well-being of the family and faculty education are designed and implemented. The sole remedy in ensuring family and community stability is for agents of change, especially government agencies, to repackage and re-inculcate absolute values through the utilisation of mass and sophisticated information technology to prevent negative changes that

Conflicts of Interest
The author declares no conflicts of interest regarding the publication of this paper.