Today is the International Mother Language Day.

There are approximately 7000 different language spoken in the world. It’s crucial to acknowledge and celebrate this spectrum, because according to studies by UNESCO (United Nations Educational, Scientific, and Cultural Organization) 50% of these languages will disappear in the next few generations. This is mostly due to globalisation. Currently, only a few hundred languages are used in education systems around the world, and less than a hundred languages in the digital world.

Globalization continuously threatens our array of languages. This is why, in 1999, the International Mother Language Day was first proclaimed by the UN and it’s been celebrated every year on February 22nd, since 2000. The date represents the day in 1952 when two students were shot and killed in Dhaka, Bangladesh, for demonstrating for the recognition of their language, Bangla, as one of the national languages of Pakistan.

English has become the World’s language – the means to communicate
across cultures. But, why and how has English made it’s way around the world? The main reason is that it has developed into “Globish” which is an overwhelmingly economic phenomenon. In a fascinating new book “Globish: How the English Language Became the World’s Language“, Robert McCrum offers a journalistic account which is both provocative and compelling of the rise of English and it’s impact on the world of economics, politics and culture.

Is this revolution a creature of globalization,” Robert McCrum asks, “or does global capitalism owe some of its energy and resilience to global English in all its manifestations, cultural as well as linguistic?

For the first time in the whole history of the world we face the phenomenon of, not just globalisation, but CULTURAL GLOBALISATION. But does it really exist and, if so, so what?

Undoubtedly cultural values and identities are being shaped and reshaped with the media playing a significant role in our daily lives. Many of our ideas about the world, our understanding of what is happening everyday and, it can be argued, even our values come from beyond our personal experience – they are formed by what we see and hear via the media.

We receive ideas about the world as ‘packaged’ or ‘bite-sized’ versions of events and issues straight from the media and we just know this has a strong influence on individuals and ultimately society as a whole. With the spread of the media to even remote places on the planet, its influence brings out important issues concerning the affect on national or local cultures and their responses. Young people of the MTV generation around the world probably have more in common with each other than with their parents. But MTV reflects the attitudes and values of western countries, especially America, and is argued to be contributing to the homogenisation of global culture – which, according to research, is expanding rapidly.

Cultural globalisation is a result of the economic activites in developed countries of news and entertainment – the media that produce televison programmes, music and movies and distribute them across the world. This happens because THEY can, whilst other nations can’t. American dominance in this respect is uppermost because of a powerful economy and because of the English language. Even the statistics on book translations shows the number of American books translated from English far out weighs those being translated into English. However, this American dominance would not have come about without the economic power of the big corporations.

In some countries, American television constitues 50% of the programs as the host country does not have the resources to fund the cost of production and distribution of their own. Expensive, blockbuster American movies have been a dominant force but are seen to represent ‘a type of homogenous, uniform culture permeated by western capitalistic values… full of elaborate technical effects and focus on stunts, action, and violence instead of character and emotion’.  Undoubtedly, action movies are more easily understood in non-English speaking , diverse cultures  – in other words they can travel.

To a large extent CULTURAL GLOBALISATION is happening by default – because of econimc advantage. That of the US.  However, all is not lost. India has become the world’s leading producer of fiction films, with Bollywood circulating films to Indian Asia, Indian Africa and the UK. France, too, has retained a strong film industry which has received Government subsidies.

If Cultural Globalisation is an accident of econmic power then we can argue that as other countries rise in economic power Westernisation or Americanisation will lessen and the world will be treated to a greater variety of media input.

The economic climate and globalisation has made industries more competitive so it is vital for organisations to have the right international skill set.  With the challenges of new markets, globally distributed remote teams,  the enormous changes happening in the workplace where people of all different nationalities are thrown together and different communication styles across the globe, it’s a sure bet that CULTURAL DIVERSITY is today’s business reality.  Our future clients and colleagues will be more likely to want to do business with us if we can demonstrate an authentic understanding for their culture, business needs and communications styles. You cannot afford to get things wrong!  International managers armed only with easy-to-learn, fast-to-recall cultural dimensions and differences will find themselves stereotype rich and operationally poor in today’s business reality of complex cultural organisations and culturally diverse customers. Ensure a positive difference for your business performance ,as well as for the people within it, by learning how to embrace cultural diversity profitably!