In the 21st Century, many problems face the people of today with academic and applied psychology facing those problems. One of the main problems that people face today is the idea of Globalisation.
Globalisation is an ever growing process around the world, which has been an ever-lasting process throughout time and into the 21st century. Globalisation is described as “a process of international integration arising from the interchange of world views, products, ideas and other aspects of culture” (Al-Rodhan 2006). Throughout time, Golbalisation has impacted everyone, from the changing face of work (Occupational Psychology) through the Industrial Revolution to the more current Globalisation of hand held devices, such as mobile phones. Even though Globalisation can be seen as a positive movement which advances the human race, it can also be seen negatively in the sense that cultural boundaries are disappearing, and can be seen through global chain of McDonalds.
McDonalds is a globally known fast food restaurant, which caters up to 69 million people a day in 119 different countries, one prime example of Globalisation, more so cultural Globalisation. However, this type of Globalisation can be seen negatively as the fast food chain has be perceived to have forced Westernized culture upon other cultures, mainly those Eastern to America. Ritzer (2009) described the phenomenon of a McDonald restaurant in majority of countries over the world as McDonaldisation. Through Ritzer’s term, McDonaldisation can be seen as one of the many ways in which cultural barriers are fading and becoming more uniform or homogenized (everything becoming one). This is one of the problems faced in life in the 21st century.
Through Social Psychology (academic psychology), Globalisation can be affected by the notion of Attitudes, whether an ideal is accepted by the people whom the ideal is being posed upon or whether they reject. Attitudes or an attitude can be defined as "a psychological tendency that is expressed by evaluating a particular entity with some degree of favor or disfavor"(Eagly, 1998). Applying the Eagly’s definition of Attitudes, it is clear that Globalisation can easily be influenced by this notion, and whether the ideal such as McDonalds is accepted or rejected by the culture. This can be explained by the Three-component attitude model devised by Rosenberg and Hovland (1960). Rosenberg’s three-component attitude model is devised upon three different aspects that are considered through the process of an “attitude”, Cognitive (what you believe), Affective (what you feel) and Behavioural (what you do).
This model can be applied to Globalisation as it can be seen as a process in which people go through before accepting or rejecting an ideal posed upon them. For example, if the ideal of a McDonald’s fast food restaurant were to be posed upon the people of a village, they would go through this model to decide whether they would accept the offer of a...