Editing George Ritzer (section)

=== Glocalization ===
[[Glocalization]] is a combination of the words "[[globalization]]" and "[[localisation (economics)|localization]]" used to describe a product or service that is developed and distributed globally, but is also fashioned to accommodate the user or consumer in a local market, causing the products, or results of glocalization, to vary depending on different locations. The term emphasizes global heterogeneity and rejects the notion that the norms and behaviors in West are leading to cultural homogeneity.<ref name=":1">{{Cite journal |last=Ritzer |first=George |date=2003 |title=Rethinking Globalization: Glocalization/Grobalization and Something/Nothing |journal=Sociological Theory |volume=21 |issue=3 |pages=193–209 |doi=10.1111/1467-9558.00185 |s2cid=55837383 |issn=0735-2751}}</ref> The local individuals are able to manipulate their own situation in the world and become creative agents in what products and services are represented in their local environment within the glocalized world.<ref name=Globalization2 /> Ritzer further explains Glocalization as a relatively benign process that is closest to the "something" end of things. It creates variety and heterogeneity within society.<ref>{{cite book|last=Mann|first=Douglas|title=Understanding society : a survey of modern social theory|year=2007|publisher=Oxford University Press|location=Toronto|isbn=9780195421842|pages=399}}</ref> Ritzer has written about this term in his own works, demonstrating its connection to globalization and  "something vs. nothing".<ref name=":1" />