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Wednesday, May 16, 2007
"Let's trash McDonald's!"
We can easily interpret the first picture, McDonald's is money-minded and earning too much with its lies. It started off as a chain of fast-food restaurants, primarily selling hamburgers, chicken, french fries, milkshakes and soft drinks, but who would have expected it to be a branding which certain people love most and others hate it. With the successful expansion of McDonald's into many international markets, the company has become a symbol of globalization and the spread of the American way of life. McDonald's has become emblematic of globalization, sometimes referred as the "McDonaldization" of society.
McDonaldisation is often accused of harming domestic jobs. There are also accusations of Americanisation are not too far away. A few years back, anti-globalization protests were taken to McDonald's restaurants in Australia.
Those residing outside the United States, like us, often hear the American cultural invasion. McDonald's, 7-Eleven, Nike all become part of our lives.
Culture is seen as an integral part of national identity and with an increasingly global society, people are concerned that national culture will be dimished. Yet what seems to grow stronger are international brands. They are not necessarily American (Sony, Mercedes-Benz, Nokia are Japanese, German, Finnish) but many are (Coca-Cola, McDonald's), because American companies have capitalized their forces. Everyone is concerned with their own identity being changed.
The second picture saw MacDonald’s as American soldiers attacking Iraq. Since this globalization overrides the interests of individuals, countries and democracy in favour of a global trans-national system and because people are so afraid that their identity will be moulded with America’s, they try to stop these forces.
However, some Americans believe there is a strong eastern influence these days, with Hollywood adopting ideas from Hong Kong Chinese film-making (i.e. Infernal Affairs, The Departed).
In my opinion, Americanisation may not be something great but it is something that cannot be changed easily. It is almost irreversible.
Culturized at 11:36 PM
Is TV part of Culture? Is "TV culture", global or local? Who produces/owns TV programmes/networks? How "free" and "competent" are we to interpret TV messages? Are TV programmes totally dependent on the ability of audience interpretation for its influence?
Yes, TV causes cultural globalisation. Internationally consumer brands, the global popular cultural icons and the communication of events by satellite broadcasts to hundreds of millions of people at a time are visible marks of globalisation invading the cultural area. Some feel that the most public symbols of globalisation consist of Coca-cola, Madonna and the news on CNN. The most directly and easily perceived and experienced forms of globalisation is the cultural form.
"This is about globalisation, MTV and global youth culture."
Based on my knowledge, MTV is an American cable television network. The original purpose of the channel was to show music videos. Today, MTV broadcasts a variety of music, pop culture, youth culture, and reality television shows aimed at young adults. Since its premiere, MTV has revolutionized the music industry. However, after watching this video, I realise that MTV is actually owned by Viacom. Viacom is an very big American media conglomerate with various worldwide interests, thus its major impact internationally.
Since they can be so powerful, are we free to interpret these programmes? People are wondering now if the media are offering a clear analysis of voices of the media. Not only on TV, what you see on the frontpage of your newspapers may be different from what you really see on the streets. (i.e. Protests, riots). Media tends to give one-sided reports and misrepresents what is really going on. Footages are often flawed. Yet, not many will question what is portrayed by the media. We do not have the ability to do that. TV programmes are not dependent on the ability of audience interpretation for its influence. In fact, it is the opposite. We, the audiences, are dependent on the media and it influences us.
Culturized at 10:32 PM
Tuesday, May 15, 2007
No Logo is one of the most influential books about the anti-globalization movement and an international bestseller written by Canadian journalist Naomi Klein. The book focuses on branding and often makes connections with the anti-globalisation movement. The growth of multinationals and the globalization of their impact can be summarized by the rise of the brand.
Using hundreds of media examples, this video shows how the commercial takeover of public space, destruction of consumer choice, and replacement of real jobs with temporary work - the dynamics of corporate globalization - impact everyone, everywhere. Naomi Klein argues that globalization is a process whereby corporations discovered that profits lay not in making products, but in creating branded identities people adopt in their lifestyles.
The growth in the wealth and cultural influence of multi-national corporations over the years can be traced back to an idea developed by management theorists in the mid-1980s: successful corporations must primarily produce brands, as opposed to products, as written in the book. As the book suggested, 'brand builders are the new primary producers in our so-called knowledge economy'. One of the key elements that keeps companies as multinationals is the extent to which they look to 'outsource' products.
Nike, Levi, Coca Cola and other major companies spend huge sums of money in promoting and sustaining their brands. One strategy is to try and establish particular brands and make them integrate into the way people understand and see themselves. As we have already seen with respect the operation of multinationals this has had a particular impact on children and young people and education.
Significantly, the focus on brand rather than qualities of the product also has its shortcoming. Damage to the brand can do harm to sales and profitability. If a brand becomes associated with failure or disgrace then it can face major problems in the market. For instance, when a sports star used to advertise a brand turns out to be a drug-taker, it greatly affects the image of the brand.
In conclusion, for globalised branding to succeed, the brand must be established and produces inherent quality.
Culturized at 9:42 PM
About
Han Xinci
--> belongs to staplebullets.
--> belongs to 2B/06
A CULTURAL expert ;)
She knows about Globalization too!