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Creative Destruction: How Globalization Is Changing the World's Cultures Paperback – March 21, 2004


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A Frenchman rents a Hollywood movie. A Thai schoolgirl mimics Madonna. Saddam Hussein chooses Frank Sinatra's "My Way" as the theme song for his fifty-fourth birthday. It is a commonplace that globalization is subverting local culture. But is it helping as much as it hurts? In this strikingly original treatment of a fiercely debated issue, Tyler Cowen makes a bold new case for a more sympathetic understanding of cross-cultural trade. Creative Destruction brings not stale suppositions but an economist's eye to bear on an age-old question: Are market exchange and aesthetic quality friends or foes? On the whole, argues Cowen in clear and vigorous prose, they are friends. Cultural "destruction" breeds not artistic demise but diversity.


Through an array of colorful examples from the areas where globalization's critics have been most vocal, Cowen asks what happens when cultures collide through trade, whether technology destroys native arts, why (and whether) Hollywood movies rule the world, whether "globalized" culture is dumbing down societies everywhere, and if national cultures matter at all. Scrutinizing such manifestations of "indigenous" culture as the steel band ensembles of Trinidad, Indian handweaving, and music from Zaire, Cowen finds that they are more vibrant than ever--thanks largely to cross-cultural trade.


For all the pressures that market forces exert on individual cultures, diversity typically increases within society, even when cultures become more like each other. Trade enhances the range of individual choice, yielding forms of expression within cultures that flower as never before. While some see cultural decline as a half-empty glass, Cowen sees it as a glass half-full with the stirrings of cultural brilliance. Not all readers will agree, but all will want a say in the debate this exceptional book will stir.


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Editorial Reviews

Review

"Mr. Cowen's point, argued neatly in Creative Destruction, is that the invasion works both ways. Indeed, it has for such a long time that it is hard to say exactly where one culture begins and another ends. Wherever people are, almost all the cultural products that they think of as indigenous owe their existence to the cultural exchange brought about by trade."---David R. Henderson, Wall Street Journal

"A short but rich study. . . . The book's basic point is that cultural globalization can increase the diversity of choices for the individual while reducing the diversity between societies across the globe. . . . Mr. Cowen underscores that cultural globalization is and always has been a dynamic process. . . . It can be an unsettling, disruptive process, but Mr. Cowen's book argues persuasively that it is a more creative way to go than the misguided cultural nostalgia peddled by the anti-globalization crowd."
---David R. Sands, The Washington Times

"Cowen has created a text at once impressively academic and thoroughly accessible." ―
Library Journal

"Cowen's thesis is that diversity within society is heightened by globalization, at the same time that diversity across societies, as he puts it, is diminished. . . . His book is an attempt to take a realistic look at the changes wrought by today's market-driven, free trade-oriented world."
---Philip Marchand, The Toronto Star

"Cowen argues that global trade and communication are enriching all the world's cultures and that there's no such thing as cultural authenticity. . . . In fact, Cowen believes that commerce and art are allies. And he contends that because commerce is driving technology, ideas, goods, services and people across borders more freely than ever before, we are in the midst of an unprecedented boom in creativity all over the world. The quality, quantity and variety of cultural output is greater than ever; if there is more dreck, there is also more genius. And more people have more access to it than ever, at lower prices, regardless of where they live."
---Daniel Akst, Los Angeles Times

Review

"Creative Destruction is a brilliant book―by far the most original and sophisticated analysis of the place of art in the global market economy that I have seen. It is also extraordinarily readable. In clear and energetic prose, Tyler Cowen provides an economic analysis of a breathtaking variety of artistic cultures―from the restaurants of Paris to the soapstone carvings of the Inuit, from Nbebele bead art of South Africa to Tuvan throat singers in Mongolia."―John Tomasi, Brown University, author of Liberalism Beyond Justice

"Reading this book was a joy. The number of new books on globalization is large. But
Creative Destruction adds a unique perspective. It constructs a largely economic case for optimism, the idea that globalization is not necessarily in conflict with cultural diversity but might instead promote, revive, and broaden traditional cultures. Many readers will find this argument both original and provocative. And the examples make for very entertaining reading."―Timur Kuran, University of Southern California, author of Private Truths, Public Lies

"Tyler Cowen is an economist who knows which rap artists are the best, what kind of Persian rug from which period is the best, which period of French cinema is the best, and what kind of Afropop is best. But he also has explanations for why they are the best, explanations that draw upon concepts from economics and other social sciences. Cowen, perhaps more thoroughly than anyone before, celebrates and details the changes in world culture which result from world trade and contact, in a word, "globalization." He is well aware of globalization's homogenizing dangers but convincingly argues that its unexpected benefits, in increasing "hybridity" as well as "authenticity," are not fully appreciated."
―Michael Suk-Young Chwe, University of California, Los Angeles, author of Rational Ritual, Culture, Coordination, and Common Knowledge

Product details

  • Publisher ‏ : ‎ Princeton University Press; 48673rd edition (March 21, 2004)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 192 pages
  • ISBN-10 ‏ : ‎ 0691117837
  • ISBN-13 ‏ : ‎ 978-0691117836
  • Item Weight ‏ : ‎ 11.2 ounces
  • Dimensions ‏ : ‎ 6.4 x 0.48 x 9.7 inches
  • Customer Reviews:

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Tyler Cowen
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Tyler Cowen (/ˈkaʊ.ən/; born January 21, 1962) is an American economist, academic, and writer. He occupies the Holbert L. Harris Chair of economics, as a professor at George Mason University, and is co-author, with Alex Tabarrok, of the popular economics blog Marginal Revolution. Cowen and Tabarrok have also ventured into online education by starting Marginal Revolution University. He currently writes a regular column for Bloomberg View. He also has written for such publications as The New York Times, The Wall Street Journal, Forbes, Time, Wired, Newsweek, and the Wilson Quarterly. Cowen also serves as faculty director of George Mason's Mercatus Center, a university research center that focuses on the market economy. In February 2011, Cowen received a nomination as one of the most influential economists in the last decade in a survey by The Economist. He was ranked #72 among the "Top 100 Global Thinkers" in 2011 by Foreign Policy Magazine "for finding markets in everything."

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Customer reviews

4.2 out of 5 stars
20 global ratings

Top reviews from the United States

Reviewed in the United States on October 13, 2017
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Reviewed in the United States on April 29, 2020
I really enjoyed this book. Tyler Cowen applies some powerful ideas to explain various aspects of culture and how they are impacted by economic relationships. Cowen supports the argument that by trading across cultures, each region increases its diversity, but the world as a whole becomes more homogeneous(which is not always bad). Tyler Cowen provides detail examples on each of his major points of the book. Overall, as an Economics major it was interesting to see the affects economic relationships have on behavior and culture.
Reviewed in the United States on May 7, 2006
What happens when an economist steps outside of his field to don the hat of an armchair cultural anthropologist? Tyler Cowen's "Creative Destruction" is the result - a book that ignores global corporatism and the roles that states and their creations - i.e. corporations have played in corrupting free enterprise and free markets not only by attacking, usurping, and infiltrating the cultural programming centers of target nations: sport; entertainment including music, cinema, and televison; books and magazines; fashion including cosmetics, clothes and accessories; school and university textbooks, but by attacking, usurping, and infiltrating the cultural programming avenues of America itself.

"Ethos makes globalization a nontrivial problem for culture"(p50) writes Cowen, "By ethos I mean the special feel or flavor of a culture" (p48). Cowen maintains that "There is little danger that economic growth, international trade, and the spread of technical knowledge will bring inferior quality hammers, refrigerators, or vacuum cleaners either to the United States or to lesser developed nations" (p50). It would appear that the last time Cowen walked into a Wal-mart, K-mart, or other department store was to purchase a new pair of shoes for his high school graduation - nearly every item for sale in department stores today is produced by slaves in Communist China. Prior to Clinton's late 1990s trip to Communist China, `Made in China' meant Free China - the Republic of China on the Island of Taiwan. How it became legal for Communist slave-produced goods to be sold in the United States is a question that boggles the American mind! When did America ever allow Soviet goods to be sold in America? Never, to my knowledge. But today slave-produced goods from Communist China are everywhere.

Not only that, the quality of these slave-produced goods is greatly inferior to the quality of goods produced by free workers (workers who may safely say to their employer - "Take this job and shove it, I ain't workin' here no more!"). For example, the Delphi spindle bearing plant in Communist China that is supposed to be a reflection of the Delphi spindle bearing plant in Ohio cannot make bearings that will last through the 50,000-mile new vehicle warranty, whereas the U.S. Delphi bearings last 400,000 miles. Pontiac Aztecs and Buick Rendezvous have Communist Chinese bearings on the front wheels and U.S. bearings on the rear wheels. When Delphi was spun-off from General Motors in 1999, the plan was for the Chinese plant to replace the U.S. plant by 2006 because the Chinese government charges Delphi far less a month for a slave worker than an employee demands in the United States through union negotiation. Now Delphi is stuck with a U.S. plant it doesn't want because General Motors needs the bearings but the Chinese duplicate cannot produce the quality to meet even minimum standards. Delphi, and Cowen, should know that slaves have no incentive to do a good job. Only freedom creates incentives.

Cowen's six chapters in his 179-paged book are 1. Trade Between Cultures 2. Global Culture Ascendant: The Roles of Wealth and Technology 3. Ethos and the Tragedy of Cultural Loss 4. Why Hollywood Rules the World, and Whether We Should Care 5. Dumbing Down and the Least Common Denominator , and 6. Should National Culture Matter? These chapters are followed by a section labeled References followed by an Index.

Cowen sidesteps the issue of the role states play in cultural planning and their relationship to corporations, which are nothing less than creations of the state themselves. Cowen's book is short on cultural theory, cultural policy and planning, the political framework, national identities, and statist cultural planning to include arts administration and practice, tourism, media, the sports industry, or even urban and regional planning. He never mentions the statist UNESCO - the United Nations Educational, Scientific and Cultural Organisation and the ways that governments use cultural resources to integrate development of towns, regions, and countries. And he is silent on the role of the soldier in globalization. Cowen's book is simply the mixing of apples and oranges, of the theoretical free market and today's global corporatism, with the effect of providing camouflage for what is really happening - i.e. economic fascism on a global scale, as uninformed anthropologically as it is mistaken. This is all a shame because Cowen's prose is quite artful and could have been a delight to read.

A book that does a much better job introducing readers to the processes of globalization is Tony Spybey's "Globalization and World Society" (1996), which should sit on one's bookshelf next to a copy of Paul H. Weaver's "The Suicidal Corporation" (1988).
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Reviewed in the United States on May 4, 2004
Book Review For: Dr. Nicholas Capaldi
Loyola University New Orleans, Louisiana
BA705 Business Ethics-Spring 2004
In Tyler Cowen's Creative Destruction, he addresses the viability of diverse culture in a rapidly expanding global market economy. Most specifically, he focuses on "the particular aspects of culture consisting products which stimulate and entertain us." Cowan defines the following: "music, literature, cinema, cuisine, and visual arts, as the relevant manifestations of culture." The book attempts to answer, by his own account, the age-old question "dating back at least far as Greek civilization: Are market exchange and aesthetic quality allies or enemies?" He proposes that market economies and cross cultural trade have catapulted societies throughout history by facilitating the spread of scientific ideas, creative arts, and enabling isolated cultures to experience a "richer menu of choice" The author offers extensive detail concerning alternative arguments throughout the book as well as the fact that, as in all things, there are opportunity costs associated with each view and some resulting in tragic outcomes.
Cowen qualifies himself on this subject by defining his approach according to his "background as an economist" and his relevant studies of the "scholarly literature and diverse experiences as a cultural consumer", rather than an analysis based on a "single path of specialized study." He outlines his argument that the global economy fosters positive influences on the world's culture by subsequently analyzing the following three "primary lessons":
1. The concept of cultural diversity has multiple and divergent meanings.
2. Cultural homogenization and heterogenization are not alternatives or substitutes; rather, they come together.
3. Cross cultural exchange, while it will alter and disrupt each society it touches, will support innovation and creative human energies.
Cowan begins with the concept definition of cultural diversity as it can be understood in multiple contexts. He explains that diversity is not a single concept. First, "diversity within a society refers to the richness of the menu of choice in that society." The most fragile cultures, with respect to technology, also tend to respond in an explosive fashion to the introduction of new ideas and technologies. They have proven to adapt these technologies and innovations in ways their trading partners never anticipated.
Secondly, Cowan states, "Many critics of globalization focus on diversity across societies comparing whether each society offers the same "menu of choice" and whether societies are becoming more similar," through the process of globalization. He notes that generally, "diversity across societies is a collectivist concept because it does not consider the choices faced by an individual." A libertarian would allow "individuals to create their own meaning." For the purpose of Cowan's argument, libertarians foster individual creativity which is agreed by most to be the backbone of culturally diverse arts.
Limitations placed by government, or activists for that matter, on the market of exchange can significantly alter the outcomes, possibly even the survival of, poorer cultures. Cowan believes that poorer cultures especially, should be allowed to participate in cross cultural trade, even at a social cost, in order to experience the "gains from trade" with outside cultures. As Adam Smith argues in his, Wealth of Nations.., "the best vehicle for innovation is a free market system." Cowan's argument borrows from Smith's ideas and appropriately applies this concept to his claim that cultural diversity requires innovation for the survival of those poorer cultures which would otherwise cease to exist in the long run. As the adaptation process of the new technologies an innovations occur within a poorer culture; it becomes interwoven with aspects borrowed from foreign cultures. Cowan defines this concept later as "synthetic culture."
Synthetic culture refers to the fact that pure societies are mostly obsolete. For example, "The original ideas and inspirations of tribal groups of Zaire have been commodified, and shaped into new synthetic forms, for the purpose of courting outside markets Cowan retorts that the same "defenders of diversity decry the passing of previous cultures and implicitly oppose diversity-over-time," without regard to the necessity of innovations for survival. Cowan's argument has remarkable semblance to that of Cass Sunstein's "Paradoxes of the Regulatory State" where Sunstein argues that "redistributive regulation harms those at the bottom of the socioeconomic ladder." Here, Sunstein points out that often times regulations have "perverse effects" which serve opposite to the activist intended agendas. Likewise, Cowan argues that those who defend cultural diversity for the sake of "creative purity" will, if successful, risk eliminating the cultures they claim to be defending.
Cowan's final "primary lesson" states that "Cross-cultural exchange brings about value clashes that cannot be solved scientifically, in the short term. In the long run however, any "disruptions and alterations will inevitably support innovation and creative human energies." The whole world has a broader menu of choice (from participating in cross-cultural exchange) but older synthetic cultures must give way to newer synthetic cultures." Cowan states, "As we might expect from cross cultural contact, it supports greater diversity of identity, or ethos, within each society while limiting diversity across societies. As identities move closer together, they cease to make artistic production distinct in varying locales." Cowan claims however, that these ethoses are replaced inevitably by a greater number of partial "niches."
Cowan concludes that "Modernity allows us to enjoy the diversity of the world to a very high degree, relative to the previous ages, even when it undercuts that diversity in some regards. The mere fact exists that change will produce serious disappointment for individuals who seek to preserve particular markers of cultural identity." Cowan states "that it is not obvious (nor reasonable) why markers from the past should have more normative force than other possible markers." So, "Are market exchange and aesthetic quality allies or enemies?" Cowan believes that not only are market exchange and aesthetic quality allies, but they are also interdependent and make the whole world better off. Cross cultural exchange broadens cultural diversity across cultures and its influences within some cultures may even save them from extinction.
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Reviewed in the United States on October 23, 2008
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 Erica Anderson's review was made as part of a critical review assignment for the Fall 2008 Honors Colloquium on Creative Destruction at the University of Nebraska at Omaha, taught by Art Diamond. (The course syllabus stated that part of the critical review assignment consisted of the making of a video recording of the review, and the posting of the review to Amazon.)
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Reviewed in the United States on March 5, 2015
HATE IT
Reviewed in the United States on July 21, 2006
Tyler Cowen very adeptly reminds the reader that the world's regional cultures have never been static. What we think of as "native" art is really a product of global influence on a local population. So of course it seems silly to decry globalization as homogenizing cultures, when we understand that cultures have always interacted with each other. Indeed, what we are seeing with globalization is the increasing heterogenizing of cultures. Sure you see McDonalds almost everywhere, but you also see indigenous art from Central America, music from the Congo, movies from France, and food from India.

Tyler Cowen does not dismiss the degredation of certain cultural aspects, but he matter-of-factly points out that the alternative, protectionism, is more destructive in the long run, since creativity is stifled.
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