In what Way Has the Globalisation of Advertising Affected National and Local Cultures and Identities?
GRIN Verlag, Oct 1, 2007 - 64 pages
Essay from the year 2003 in the subject Cultural Studies - Basics and Definitions, grade: 82, University of Leeds (Trinity and All Saints College), course: National and Global Culture, 106 entries in the bibliography, language: English, abstract: It has been argued that individual and national identities are becoming increasingly fragmented under conditions of globalisation, that with accelerated global flows of commodities, culture and people, we become increasingly disembedded and rootless. It is argued here that amid this increasing fragmentation, or perhaps in reaction to it, certain narratives work to anchor national identities and local culture in what is perceived to be tradition. This paper examines the relationship between globalisation and the construction of national and local identities in the advertisements of several Western and non-Western countries, like Canada and Germany and Malaysia, Thailand and Ladakh in the western Himalayas. In this paper advertising is being seen as a part of the culture industries, which play an important role in the creation of community. In many scholarly accounts it has been asserted that globalisation and the spread of multinational corporations and their products and services are leading to a homogenisation of cultural diversity and to an increasing uniformity of tastes, fashions and thoughts around the world. The globalisation of advertising, which we are going to look at in the following pages, however, produces different outcomes for national and local cultures and identities in many cases.
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advertising affected national advertising and promoting advertising culture advertising industry audience Barker Baudrillard beer Benetton Bordieu Boyars brands burger Cambridge campaign Canadian capitalist Ciochetto construction consumer capitalism consumer culture consumerism contemporary Cultural Imperialism Cultural Studies Culture & Society culture industries cultures and identities Currency Press Dahlgren drink Glückauf east German economic ethnicities example Featherstone Florian Mayer Gender GLOBAL CULTURE CCS global media globalisation of advertising GRIN Verlag Hannerz High German Holden hybridisation ibid identity formation Imagined Communities increasingly Jory Journal of Communication Kelly-Holmes Ladakh London Luhmann M.E. Brown Malaysia marketing mass media Mattelart McDonald’s means media consumption Media culture Meijer messages Modernity Morris national identities Norberg-Hodge Politics Polity Press Postmodern provides the materials quotation marks Ritzer Robertson Routledge Russia Sage Publications Saints College Schudson Sklair slogan southern Thai Strelitz symbolic Television and Women’s Thailand theorists Theory traditional University Press values western Williamson Wirth-Fellman Women’s Culture xenophobia