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

2. 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 1610-4110).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-13 978-90-04-15217-7; ISBN-10 90-04-15217-3) (Series: European Values Studies, Vol 10.; ISSN 1568-5926).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 90-04-13115-9) (Series: International Studies in Sociology and Social Anthropology, Vol. 93; ISSN 0074-8684). Comparing cultures. Dimensions of culture in a comparative perspective

3. 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 ?

4. 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

5. 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 1990/1999-2000 AnB 2001-2003 EAVS 2002-2004 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. 1970 Older : born 1969 and before

6. First glimpse with EVS/WVS items young people (born 1970-1987) whole population

7. 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)

8. 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

9. 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

10. EVS/WVS postmaterialism: 1990-1999 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

11. 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

12. AnB Asian values: 2001-2003 china south korea hong kong japan taiwan japan taiwan south korea china

13. EAVS Asian values: 2002-2004 taiwan singapore south korea japan kunming singapore taiwan hong kong shanghai hangzhou beijing hangzhou kunming beijing

14. 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?