When nations decided to participate in trade with other nations, the exchange of goods and information also facilitate the intercontinental flow of culture. This, in effect significantly alter the world (Ritzer & Malone, 2001). This event in history is broadly termed as globalization.
The definition of globalization varies depending on the context by which an author wishes to use the word. Too often than not, the term globalization is associated with the concept of commercialism. However, globalization does not only account for economic activities; rather it covers a wider perspective.
Given its multidimensional facet, globalization includes cultural, social, political and ideological events (Prasad, 2006). Consequently, the plethora of controversies and debates on the significant effects of globalization to culture and the society remains under-researched. Controversies surround the effect of the globalized economy in the maintaining the integrity of cultural diversity (Acosta & Gonzalez, 2010).
The principle of consumerism has led to the materialization of the society which is perceived to cause cultural disintegration and degradation.