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7087 -- SCHWINN, THOMAS

Konvergenz, Divergenz oder Hybridisierung? Voraussetzungen und Erscheinungsformen von Weltkultur
Kölner Zeitschrift für Soziologie und Sozialpsychologie 58.2006:201-232
Keywords: world culture, globalization, McDonaldization, hybridization, culture industry, mass culture

##Convergence, divergence or hybridization? Prerequisites and forms of world culture
There are three theses on the development of world culture in actual debates, convergence, divergence and hybridization, which suppose different causes of and effects on this process. A model is sketched to get a better understanding of the relationship between the global and the local level. Some of the relations are analysed: Which consequences for the global culture result from changes in the social structure, especially from ascending and descending middle classes. Culture must not be reduced to structure, hence the specific interaction between the global and the local cultural level has a logic of its own. Three dimensions of a world culture are distinguished which develop in different ways: the aesthetic of everyday life, the normative and the cognitive. Finally a thesis is presented, the standardization of differences, which grasp the development of world culture better than other approaches.##

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