Globalization affects communities in a variety of different ways. Sociologists must refer to several different bodies of theory if they are to accurately assess local communities in a global world. There are three main bodies of theory regarding the effects of globalization on local culture; homogenization, hybridization and polarization. Each of these processes can be demonstrated in different parts of the world.

Homogenization

Homogenization is the name given to the process whereby globalization causes one culture to consume another. Many use the term Americanization to depict specifically the way that American culture has been exported to all corners of the globe.

An example of cultural homogenization might be the huge success of British and American music on the international music scene. The French government had to bring in a law to protect their own music industry by ensuring that at least 40% of music played on French radio was produced by French artists, because Anglo-American exports were so successful in the country. The films exported by Hollywood are another aspect of the same process. By exporting cultural products, Anglo-American film and music makers also export their values, which embed themselves in the target cultures to which the products are exported.

Hybridization

Cultures are however rarely simply consumed. More often two cultures clash and a new hybrid culture is formed. A good example of this might be India. India, a former British colony, was possessed of a myriad of cultures even before the British landed. The subcontinent was however at least partially unified by the British conquest and even after the end of Empire the legacy remains.

English is now the lingua franca and there exists a certain fetishization of British culture among the Indian elite in particular. Yet at the same time India remains; as unfathomably colourful and full of variation as ever before.

Polarization

Sometimes globalization can have the effect of intensifying a local culture. For example, in Buenos Aires in Argentina the rise of global tourism has triggered a resurgence in the popularity of the native tango. After economic recession and damaged national pride, Argentines have embraced their old traditions as they subconsciously seek to reaffirm their national identity.

Sociology in the global community is thus a complex task. There is no one set of processes, no single set of guidelines, which can be used to evaluate individual communities. When looking at a local community a broad assessment of the factors influencing the community must be taken into account.