Glocal Culture Policies and Social Memory: The Google Doodle Example

Glocal Culture Policies and Social Memory: The Google Doodle Example

Faruk Karaarslan (Konya Necmettin Erbakan University, Turkey)
DOI: 10.4018/978-1-5225-6998-5.ch004

Abstract

Glocalization, the process of global companies developing a policy regarding local factors, is not an issue exclusively reserved to economics, international trade, or business management. It is, at the same time, closely related to culture and culture policies. The evaluation of local factors at a global scale is possible by discovering the local's cultural world above all, then turning it into a policy with successful public relations. This process is fundamentally globalization's way of producing memory for local factors. In this context, glocalization, with one of its aspects, is the building of a memory constituted of selected data for local factors. In this sense, the Google Doodle is an appropriate example. Google, which is a global company, produces a Google design proper to each country regarding its cultural factors. This study will analyse the glocal cultural policy of a global company through the example of the Google Doodle.
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Background

Whether glocalization is an independent process from globalization or a new school within globalization is a discussion yet to be achieved. However, in both cases glocalization is undoubtedly in direct relation with globalization. Therefore, it is necessary to understand glocalization alongside globalization. In this context glocalization is not independent from globalization.

Key Terms in this Chapter

Culture Policies: Planning some strategy on culture. Especially governments and great company organize program for social life such as art activity. In our concept, culture policies related wits construction of social memory.

Anthropological Interest: It signifies an interest in learning about and understand a society. Perceived as an instrument, of missionary and colonialist activities in particular, the anthropological interest changes shape in synchronization with postmodernism, post-colonialism, post-fordism and post secularism.

Cognition: Cognition is the name of the system which shows how memory operates. That is why it is substantial in the understanding of the subject of memory. Recalling, forgetting, reconstruction, interpretation and all cognitive processes related to knowledge are the products of the cognitive system. These products are processed into the cognition. In this regard, cognition is the operating system of memory.

Google Doodle: Doodles are actually designs of the Google search web page. They are themes designed for the Google search engine. What is important for us is that Doodles are planned so they feature each society’s local factors. In this way, Doodles are able to act locally by thinking globally. In the perspective of our work it signifies a glocal cultural policy and this policy triggers a construction of memory at the same time.

Collective Consciousness: Is Independent from the individual and it is above it. However, it includes individuals in its structure. Collective consciousness corresponds to common beliefs and emotions of individuals and it allows the observation of society on an ethical basis.

Collective Memory: According to Halbwacs memory is independent of the individual and only exists alongside social conditions. Recalling and forgetting are processes that happen alongside social relations. Naturally these relations have precise spaces and times. For this reason, the most important components of memory are space and time. Memory is constantly constructed within space and time.

Glocalization: It can be summarized as “think global, act local”, requires that global facts attach importance to local factors - due to various reasons. originating from economics and business - enters social sciences. This concept doesn't only gain depth in the limits of economics and business areas. Especially cultural hegemony, civilization studies and capitalism discussions include the concept in basic social theory matters. The glocalization concept, which is the merging of the words global and local, therefore becomes the subject of quasi all areas of social studies, post-colonial studies especially. In this context, it implies interdisciplinary studies and corresponds to a complex multidimensional process.

Construction Memory: Recalling of what was shared in the past and turning it into a ritual constantly reconstructs memory. In this process of construction, memory never remains as it is. Because it is now moved to a new space and time. Rituals constantly produce memory and reconstruct it. In this process, the data newly entering social memory transform the memory at the same time.

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