Globalization: Socio-cultural exchange

Cultural Diffusion and Cultural Imperialism

Choose either the concept of cultural diffusion (voluntary/consented change in culture)or cultural imperialism (enforced/pressured change in culture) and using specific examples explain how transnational corporations either intentionally or unintentionally spread consumerism through your chosen concept.

The cultural diffusion and cultural imperialism have influenced many countries. For example, the language, clothes, food and entertainment. I believe that among those influences, food has the biggest changes and influences. Because of some transnational corporations such as McDonalds and Coca Cola, people especially Asians enjoy eating hamburgers, chicken or pizza. Although Korea has its traditional food, we now eat in McDonalds or KFC more frequently.

Cultural Imperialism
Definition: the practice of promoting the culture values or language of one nation in another

Advantages and Disadvantages of Cultural Imperialism

ADVANTAGES	DISADVANTAGES
Greater variety of commodities available New technologies are introduced Economic development may take place as trade increases between two locations	Places around the world become increasingly homogenized Local cultures are lost or diluted (language, dress, food, music, etc.) Local businesses maybe forced out of business they can't compete with large international TNCs Economic and political exploitation E.g. resources may be stripped

Examples:

McDonald's

     McDonald's is the World's largest hamburger chain. It has over 33,000 restaurants in 119 countries and serves an estimated 68 million customers daily. McDonald's started as a barbecue restaurant in 1940 in California. The company was started by Maurice and Richard McDonald. In 1955 Ray Kroc but the operation of the McDonald brothers. McDonald's now employs over 1.7 million people and has revenue in excess of $24 billion. McDonald's became a listed company in 1965 and the "Big Mac" first appeared three years later in 1968. McDonald's first oversea restaurant opened in Canada in 1967, the second country it opened in was Costa Rica in 1970. The UK did not get a restaurant until 1974. 

     

     McDonald's restaurants are operated as either a franchise, an affiliate or directly by the corporation. About 15% of all restaurants are owned directly by the corporation, while the rest operate as franchises or part franchises (affiliates). Franchises pay the McDonald's Corporation franchise fees, marketing fees and rent - normally all based on profits. McDonald's has also adapted it restaurants to suit local taste (glocalisation). For example, halal meat in the Middle East or kosher meat in Israel and no beef in India. 

(For more information: http://www.mcdonaldization.com/whatisit.shtml)

Cultural Diffusion

Definition: the spread of cultural ideas from their place of origin to other regions, groups or nations

Advantages and Disadvantages of Cultural Diffusion

ADVANTAGES	DISADVANTAGES
Enrichment  Enrich the existing dominant culture. When the technological innovations of one culture are diffused to another, they can foster positive social change and dramatically improve the lives of people in other cultures. Understanding Promoting interaction and understanding between cultures E.g. The Internet allows almost instant communication between people of different cultures, promoting interaction and understanding through the cross-cultural exchange of ideas, beliefs and values. Promotes linguistic awareness and understanding of their cultures.	Cultural Leveling This is process by which different cultures become increasingly similar to one another, most often as a result of travel and communication. It can erode the traditional cultural practices, beliefs and interests of one group, in favor of another, therefore creating one culture that dominates all others.  Ethnocentrism This is process by which we make false assumptions about another culture. It can often lead to misinterpretation, prejudice and negative relations between social groups.  E.g. people may talk of British drivers driving "wrong side" of the road, instead of saying the opposite or left-hand side.  Encourages people to judge others based on their own experiences and ideals, instead of learning about and respecting them for who they are.

Examples:
Coca Cola

     Coca Cola is headquartered in Atlanta, Georgia and is the World's largest soft drinks company. It now sells products in over 200 countries and its range has increased (over 3,500 different beverages) to include products like Sprite, Fanta, Inka Cola and water like Joy. Coca Cola now has over 146,000 employees worldwide. 

    In 1919 the company was bought off Asa Candler by Ernest Woodruff. Woodruff's son Robert was a very clever marketer and introduced Coca Cola to the Olympics in 1928. Post Word War 2 Coca Cola to the Olympics in 1928. Post WWII Coca Cola grew even more expanding into over 120 countries. In the 1960's new products like Sprite were launched along with the first can. To this day Coca-Cola continues to expand its products range (through acquisition and development). It also increased its marketing through international sporting events and teams.

(For more information: http://www.bbc.co.uk/news/business-10716077)