Magazine article The Futurist

Modernization's Challenge to Traditional Values: Who's Afraid of Ronald McDonald?

Magazine article The Futurist

Modernization's Challenge to Traditional Values: Who's Afraid of Ronald McDonald?

Article excerpt

The World Values Survey--a two-decade-long examination of the values of 65 societies coordinated by the University of Michigan's Institute for Social Research--is the largest investigation ever conducted of attitudes, values, and beliefs around the world. This study has carried out three waves of representative national surveys: the first in 1981-1982, the second in 1990-1991, and the third in 1995-1998. The fourth wave is being completed in 1999-2001. The study now represents some 80% of the world's population. These societies have per capita GNPs ranging from $300 to more than $30,000. Their political systems range from long-established stable democracies to authoritarian states.

The World Values Survey data have been used by researchers around the world for hundreds of publications in more than a dozen languages. Studies that have been based on the data cover a wide range of topics, including volunteerism in Europe, political partisanship and social class in Ireland, democratization in Korea, liberalization in Mexico, future values in Japan, and the religious vote in Western Europe.

This article examines the relationship between cultural values and economic globalization and modernization: What impact does economic development have on the values of a culture, and vice versa? Is a future "McWorld" inevitable?

Rich Values, Poor Values

The World Values Survey data show us that the world views of the people of rich societies differ systematically from those of low-income societies across a wide range of political, social, and religious norms and beliefs. The two most significant dimensions that emerged reflected, first, a polarization between traditional and secular-rational orientations toward authority and, second, a polarization between survival and self-expression values. By traditional we mean those societies that are relatively authoritarian, place strong emphasis on religion, and exhibit a mainstream version of preindustrial values such as an emphasis on male dominance in economic and political life, respect for authority, and relatively low levels of tolerance for abortion and divorce. Advanced societies, or secular-rational, tend to have the opposite characteristics.

A central component of the survival vs. self-expression dimension involves the polarization between materialist and postmaterialist values. Massive evidence indicates that a cultural shift throughout advanced industrial society is emerging among generations who have grown up taking survival for granted. Values among this group emphasize environmental protection, the women's movement, and rising demand for participation in decision making in economic and political life. During the past 25 years, these values have become increasingly widespread in almost all advanced industrial societies for which extensive time-series evidence is available.

Economic development brings with it sweeping cultural change, some modernization theorists tell us. Others argue that cultural values are enduring and exert more influence on society than does economic change. Who's right?

One goal of the World Values Survey is to study links between economic development and changes in values. A key question that we ask is whether the globalization of the economy will necessarily produce a homogenization (or, more specifically, an Americanization) of culture-a so-called "McWorld."

In the nineteenth century, modernization theorists such as Karl Marx and Friedrich Nietzsche made bold predictions about the future of industrial society, such as the rise of labor and the decline of religion. In the twentieth century, non-Western societies were expected to abandon their traditional cultures and assimilate the technologically and morally "superior" ways of the West.

Clearly now, at the start of the twenty-first century, we need to rethink "modernization." Few people today anticipate a proletarian revolution, ad non-western societies such as East Asia have surpassed their Western role models in key aspects of modernization, such as rates of economic growth. …

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