Globalisation Of Culture Essay Research Paper To

Globalisation Of Culture Essay, Research Paper

To what extent can notions of a global consumer culture be explained as part of an Americanisation of trans-national consumption patterns.

To tackle this question effectively it is going to be important to assess the notion of a global consumer culture. This relates to the trends of the .developed. countries and the growing consumption patterns that have been formed by transnational corporations (TNCs). A TNC can be defined by as a corporation that operates in different countries or areas of the globe to be able to maximise business processes. These corporations now operate as if the world had no borders, choosing areas of the globe that are most suited to their practices. This then relates to globalisation and the growing interdependence between different peoples, regions and countries – that has come about through the growth of these corporations. Their growth has been central in the production of an international division of labour that sees most low skilled manufacturing work produced in developing nations and this has been aided by the growth of telecommunication technologies. TNCs are able to use areas of the globe and the .stages of development. of these regions for comparative advantage, utilising areas of cheap or highly skilled labour to suit corporate needs. Globalisation is apparent when seen in the light of the information networks that have allowed for the emergence of TNCs and the beginnings of a global culture of universally recognisable symbols. There are obvious signs of this globalising trend: McDonalds and Coca-Cola being the most visible forms of an Americanisation of branded consumption. The term .Americanisation. can refer to the control or power that the United States holds within the .global network.. There are many American transnational corporations, however all centres of financial power produce such companies. This essay will seek to look at the effects of this globalising process for the individual and nation states. It will then be necessary to look at the effects of a .culture of consumption. and the implications this has for notions of Americanisation and a global consumer culture. To do this it will be important to look at the ways in which TNCs operate, and the effects of this for global consumption. This essay will try and assess the claim that transnational consumption patterns are in fact being .Americanised..

The world.s population is being brought closer together through a process of time space compression; this has come about through the growth of information technology. Information networks between nations allow for the capitalist development of economies all over the world. These processes of .development. and time space compression under capitalism have a distorted effect upon individuals and nation states. The international division of labour provides new flexible labour markets and this allows for strategic policies that maximise profit. This provides opportunities for the countries that are touched by these corporations but profits are distributed unequally, placing the individual within a multitude of positions. This is the case throughout the world but most notably within the developing countries. Contributors to time space compression and development may not see any of its benefits and may be trapped by the networks within which the system has positioned them. A transnational capitalist class or global elite benefit from this process however the majority, on a global scale, are left on the fringes of this process looking in collecting points of symbolic reference that have no relevance to individual situations. There are multiple positions within this globalising process of time space compression and also the creation of a culture of capitalist symbols that are globally recognised. The growth of consumption throughout the world has arguably had an impact on general standards of living, but it is also apparent that this impact is unevenly distributed. Though creating potential opportunities and benefits, the capitalist system and TNCs that lie behind this are not underpinned by rules based on shared social objectives.

The growth of the media-corporation as a TNC is of importance in this process. These media have aided this process of time space compression by creating a sense of the global with people having images from around the world .beamed. into their homes. Nevertheless, their primary use is the promotion of consumer culture and this is closely linked to capitalist development and the creation of a culture of globally recognisable symbols. Though in real terms the majority of the world.s population has not reached a point where it is possible to .conspicuously consume. the levels of consumption in developing countries have increased dramatically. .What was once considered a luxury twenty years ago is now a necessity . a private car for every middle-class family in France a wrist watch for every rural family in India, a refrigerator for every family in China. . United Nations Development Report 1998 . The images of consumption and lifestyles that are produced in the developed world are becoming increasingly adopted in cases where people cannot afford such. This is not to say that the poor of the world are becoming conspicuous consumers but the images are there for people, if possible, to buy into. Arguably this situation is maintained by a .transnational c