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Futurewise, Fourth Edition by Patrick Dixon

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CHAPTER 4UniversalGlobal management

The fourth face of the future is the exact opposite of tribalism, and is universalism: McDonald’s everywhere. The greater the globalisation, the greater the tribalism. One accentuates the other. Tribalism and universalism feed each other, each the reaction to its opposite. The greater the global uniformity, the greater the drive to maintain tribal identity. The more secure people are in their own identity, the less they are threatened by globalised sameness.

Globalisation has been a long-standing feature of the media. American culture has been exported on a large scale since before the Second World War, mainly through films, TV and popular music. Nations have cultural power, or soft power, that is greater today ...

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