Abstract

The present study is aimed to scan the explanatory relevance of the concept of glocalization in some seminal works of George Ritzer. In the first instance, we will try to relate the manner in which Ritzer understands glocalization to the uses of other authors or other related concepts of the cultural globalization theory. On this occasion, we will reveal the cultural and philosophical assumptions, underlying Ritzer’s use of this concept: the understanding of the individual, mainly seen as a rational agent, as well as the positive value attributed to the postmodern type of cultural mixture. We will further argue that, despite its intentions, the manner in which Ritzer defines glocalization is in fact very close to a homogenized conception of globalization. In addition, we will show that Ritzer eludes the explanatory dimension of glocalization, in favor of a descriptive stance, excessively used. We will give also a critical analysis of the way in which Ritzer attempts to enrich the explanatory quality of glocalization by linking it with a new concept that he elaborated, the grobalization. In the end, we would like to connect Ritzer’s concept of glocalization with a social/sociological model exposed by the French sociologist Alain Touraine, hoping to better clarify the mentioned problems.