Cultural globalization at sea: the rise of the modern Caribbean cruise industry

Abstract

ABSTRACT Carnival, Royal Caribbean, and Norwegian—the largest cruise lines today—emerged in the late 1960s and early 1970s, advertising their packaged vacations to a growing audience of middle-class Americans interested in encountering cultural difference. This article argues that, beginning in the late 1970s and continuing into the following decade, the cultural representations that these mass-market companies leveraged drew on Eurocentric understandings of Caribbean societies, homogenizing those countries despite attempts to showcase difference. These companies also reimagined global cultures Eurocentrically in onboard themed experiences. As both a product and agent of globalization, the mass-market cruise industry selectively deployed referents in ways that increased the appeal of cruising as escapism while reducing the likelihood of cultural confusion and reassuring passengers of their comfort. Through these processes, companies produced cruise ships as metaspaces while simultaneously expanding the construction of metaspaces to ports as they gained economic and political power in the Caribbean. This process resulted in the erasure of cultural difference.