Consuming in a Global Marketplace

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  • Created by: cxxtlxn
  • Created on: 22-04-18 23:15

Globalisation

Internationalisation
Removal/reduction of trade barriers to allow free trade (e.g. European Union) and movement of capitall. 

Universalisation
Spread of objects, ideas and experiences

Westernisation or modernisation
Spread of capitalism, rationalism, industrialism

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Globalisation

De-terrorisation

  • Spread of transnational issues

Concentration of capital

  • Wealth focused in hands of a few nations, states, and corporations

Compression of Space & Time (Roche 2006) 

  • Technology facilitates new exchange of information
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Globalisation II

Deterministic

  • Nation states are 'powerless' to resist

Culturally Homogenising

  • The convergence of global culture
  • Local goods replaced by mass produced commodities designed in the West but manufcatured in the East. 

Transference from commodities to the images and symbolism associated with them

  • Cultural imperialism
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Globalising scapes

Globalisation didn't just happen - Adapted from Appaduraj, 1996.

Ethnoscapes

People in motion; migrants, tourists, refugees

Mediascapes

  • Media images of the wolrd

Technoscapes

  • Transborder communications
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Globalising scapes II

Financescapes

  • Global flows of capital, commerce & consumption

Ideoscapes

  • Conflicts between state & non state ideologies
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Glocalisation defined

Business

  • Adaption of global practices for local audiences
  • Invention of consumer rituals

Sociology 

  • The inherent of tensions between local & global
  • Local contexts - increasingly - reflect globalising tendencies
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Glocalisation II

Robertson (1995) questions whether there is such a thing as 'local'

The globalising processes we have discussed influence consumers and 'local' businesses in a variety of ways; 

  • New opportunities in localities 
  • Opportunity to resist 'grobal' 
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Ritzer (2003)

"Globalisation focuses on the imperalistic ambitions of nations, corporations, organisations and other entities and their desire - indeed theire need - to impose themselves on various geographic areas."

"Their main interest is in seeing their power, influence and (in some cases) profits grow throughout the world". 

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So what is Grobalisation about?

Production of goods

  • Speed
  • Cost
  • Efficiency

Need for ongoing growth

  • Outgrowth of national markets
  • Transnationalism only option

Palatable offerings

  • See tastes re glocalisation
  • Editing of culture for mass appeal
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Rethinking Globalisation - George Ritzer

  • 'Grobalisation' complements 'Glocalisation/'Nothing' juxtaposes 'Something'
  • Four quadrants are created; Grobalisation of nothing, Glocalisation of nothing, Grobalisation of something and Glocalisation of something. Also creates the conflict between them. The globalisation of nothing threatens to overwhelm the other quadrants and everything else. 
  • Other issues; the loss of something in a world increasingly dominated by nothing, the disappearance of the local & relationship of the triumph of nothing to political economy/social class. 
  • No social class immune to process - poor/lowe classes may be 'doomed' to something
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Nothing

Nothing reflects the opposite of something. 

Centrally

  • Conceived
  • Created
  • Controlled

Lacks Richness

  • Not connected to culture
  • Not meaningful
  • Devoid of relational content
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Something - Nothing

Something

  • Place (community bank)
  • Thing (personal loan)
  • Person (personal banker) 
  • Service (individualised assistance) 

Nothing

  • Nonplace (credit card company) 
  • Nothing (credit card loan) 
  • Nonperson (telemarketer) 
  • Nonservice (automated, dial up aid)
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The Olympic Games

Focus on 3 core issues of globalisation & culture. 

  • Homogenisation of 'sporting' culture
  • Global media dissemination 
  • Glocalised portrayal of domestic culture 
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Olympics

Olympics - global event - global coverage 

London 2012, 3.8 billion people in 220 countries 

Highly Political - Used as a tool for nation building

Sponsored/endorsed by Global Brands & Icons

Mcdonalds, Adidas etc.

Projection of idealised national culture & identity 

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Olympics - Globalising Effects

Communicates & promotes universalistic sporting ideals to a 'global village'

  • Commoditised & performance based 
  • Sport Consumer Culture
  • Americanisation through sponsors

Compression of Space & Time

  • People watch the same thing at the same time 
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The Premier League

Britain's global sport league 

  • Concentration of wealth & talent
  • Ease of global migration
  • Global Marketability
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Football: Ownership

Ownership structures of some Premier League clubs are complex & detached - in many instances - from the community. 

Foreign Ownership of Premier Football

  • Chelsea (Abramovich - Russia)
  • Liverpool (Fenway Group, US)
  • AFC Bournemouth (Maxim Demin (Russia)/Peak 6 (US))
  • Manchester City (Sheikh Mansour bin Zayed Al Nahwan UAE)
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Effects

Premier league benefits the ease of player/capital movement between countries

  • Develops League Quality
  • Wealth of some clubs draws talents - Concentrates playing talent (this is changing) 
  • Creates a global consumption market 
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