Is there a McWorld Generation? Convergence, stability or divergence of cultural diversity Henk Vinken December 10, 2008 – Konstanz University, Germany

Vinken, H. (2007). Religion and traditional values in East Asia. Exploring five comparative values surveys in East Asia. Working paper for School of Sociology, Kwansei Gakuin University, Nishinomiya, Hyogo, Japan.Religion and traditional values in East Asia. Exploring five comparative values surveys in East Asia Vinken, H. (2006). East Asian Values Surveys. Making a case for East Asian-origin values survey concepts. Mannheim: ZUMA (ZUMA Arbeitsbericht 2006/05; ISSN ).East Asian Values Surveys. Making a case for East Asian-origin values survey concepts Four chapters in P. Ester, M. Braun & P. Mohler (Eds.) (2006), Globalization, value change, and generations. A cross-national and intergenerational perspective. Leiden & Boston: Brill (ISBN ; ISBN ) (Series: European Values Studies, Vol 10.; ISSN ).Globalization, value change, and generations. A cross-national and intergenerational perspective Vinken, H. (2005). Western bias in the sociology of religion. Universalist discourses in sociology and particularist indicators in four key surveys. Working paper for School of Sociology, Kwansei Gakuin University, Nishinomiya, Hyogo, Japan (Download is a revised version submitted to an international social science journal October 2006).Western bias in the sociology of religion. Universalist discourses in sociology and particularist indicators in four key surveys Vinken, H., J. Soeters & P. Ester (Eds.) (2004). Comparing cultures. Dimensions of culture in a comparative perspective. Leiden & Boston: Brill (ISBN ) (Series: International Studies in Sociology and Social Anthropology, Vol. 93; ISSN ). Comparing cultures. Dimensions of culture in a comparative perspective

Many globalizations One emerging global culture ? Different ‘emitters’: USA, Europe, Japan ? Different responses: acceptance, rejection, coexistence, synthesis Diffused through elite and popular channels Elite: ‘Davos’ culture (in business, governance) Popular: ‘McWorld’ culture (in pop culture, consumption) The rise of a ‘McWorld’ generation ? Engagement in pop culture signals participation in global modernity Similarities in terms of choices, but also In terms of values (what is desired)? Evidence in value surveys in Western and Asian countries ?

Culture Core element: Values (change slowest) Also includes: Heroes, symbols, rituals (change fastest) Values: Fundamental tendency to prefer a certain state of affairs over another The desired (vs. the desirable-ideals-should want) That what is regarded good, beautiful, true

Comparative values surveys Key Western-origin surveys: European Values Survey (EVS) World Values Survey (WVS) International Social Survey Programme (ISSP) Schwartz Values Survey (SVS) European Social Survey (ESS) Also: Asian Barometers (AnB) East Asian Values Survey (EAVS) Here: EVS/WVS 1990/ AnB EAVS Basic assumption : Young generations of different cultures more similar in terms of values than similar to older generations in their respective cultures Young: born after 1960 resp Older : born 1969 and before

First glimpse with EVS/WVS items young people (born ) whole population

Dimensions in EVS/WVS Modernization: From traditional to secular-rational authority (im/unimportant God; obedience/independence; national pride; strict/lacks rules; respect/critical attitude towards authority) Postmodernization: From survival to self-expression (materialism/postmateria- lism; security/quality of life; not/would sign petitions; homosexuality un/justifiable; low/high trust)

EVS/WVS dimensions: 1990 ireland usa turkey poland turkey india russia czech japan france sweden finland netherlands usa ireland netherlands austriabelgium germany japan france germany italy austria belgium finlandsweden russia italy

EVS/WVS dimensions: 1999 usa ireland russia irelandusa austria italy turkey poland india poland belgium finland south korea germany south korea france japan italy austria netherlands denmark czech germany japan sweden france belgium finland netherlands denmark sweden

EVS/WVS postmaterialism: turkey japan czechireland china south korea russia india china russia polandsouth korea polandgermany france finland germany netherlands austriaitaly usa ireland france italy belgium turkey japan belgium denmark usa swedenaustriasweden czech

Asian values No adoption western values, but a turn away from Asian values? Check with recently emerging Asian values surveys AnB: Taiwan-based AsianBarometer: countries EAVS: Tokyo-based East Asian Values Survey: countries/cities/city-states See working paper series building on ZUMA Arbeitsbericht See slide 2 for details

AnB Asian values: china south korea hong kong japan taiwan japan taiwan south korea china

EAVS Asian values: taiwan singapore south korea japan kunming singapore taiwan hong kong shanghai hangzhou beijing hangzhou kunming beijing

Conclusions More similar younger generations Little evidence as concerns Inglehart values Some evidence as concerns gender-related values? Nation/city-origin based cultural diversity overrides generational cultural diversity Unlikely that Cultures develop in one convergent direction (e.g., towards postmaterialism) Young generations serve change in similar ways (i.e., generational membership is not only factor) McValues among higher educated young generations?