In what way has the globalisation of advertising affected national and local cultures and identities?

Nonfiction, Social & Cultural Studies, Social Science, Cultural Studies, Ethnic Studies
Cover of the book In what way has the globalisation of advertising affected national and local cultures and identities? by Florian Mayer, GRIN Publishing
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Florian Mayer ISBN: 9783638192583
Publisher: GRIN Publishing Publication: June 2, 2003
Imprint: GRIN Publishing Language: English
Author: Florian Mayer
ISBN: 9783638192583
Publisher: GRIN Publishing
Publication: June 2, 2003
Imprint: GRIN Publishing
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

More books from GRIN Publishing

Cover of the book Evaluation of Franchising as a mode of entry by analyzing Subway's expansion strategy by Florian Mayer
Cover of the book The EU's Northern Dimension - rich in rhetoric, poor in substance? by Florian Mayer
Cover of the book Beeinflusst die Persönlichkeit eine Partnerbeziehung oder die Partnerbeziehung unsere Persönlichkeit? by Florian Mayer
Cover of the book The role of the Organization for Security and Cooperation in Europe (OSCE) in today's European security architecture by Florian Mayer
Cover of the book Evolution in H.G. Wells's 'The Time Machine' by Florian Mayer
Cover of the book Gender differences in smiling behaviour by Florian Mayer
Cover of the book Vertical Integration and R&D Information Flow by Florian Mayer
Cover of the book The failure of the 'American Dream' in the works of F. Scott Fitzgerald by Florian Mayer
Cover of the book The Stones of Eden - Ruskin's The Nature of Gothic and his Description of the Ducal Palace as a Guide to Salvation by Florian Mayer
Cover of the book Internationalisation of German Higher Education by Florian Mayer
Cover of the book Designing an appropriate marketing strategy. The ability to use strategic marketing techniques and respond to changes in the marketing environment by Florian Mayer
Cover of the book UNIDROIT by Florian Mayer
Cover of the book Caryl Churchill's 'Top Girls' - feminism vs. culture by Florian Mayer
Cover of the book Failed Relationships in Hemingway`s The Sun Also Rises: Defending the New Woman by Florian Mayer
Cover of the book Alien Invasive Species in Tropical Waters by Florian Mayer
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy