Concept of Virillio and Klein on globalization - Assignment Example

? Response paper Task: a. Concept of Virillio and Klein on globalization After interviewing Paul Virillio, Armitage observes that Virillio viewed the contemporary global society that persistently vouches for globalization as a catastrophic society. According to Armitage (2011), Virillio acknowledges the seriousness with which the globalization concept is treated by its enthusiasts as well as scholars, global leaders and concerned citizens. However, he expresses dismay at the true meaning of globalization, whether it is a totality or a concept of all inclusiveness. Armitage (2011) reports that an analysis of the professor's work reveals expressions that tend to link the globalization concept to internationalism, a term with a close association to communism and a distance a way from the unifying capitalistic market concept preached by preachers of pro westernized philosophies. Virillio rejects the globalization concept as perpetuator of a success of over free trade over totalitarian Marxism. According to Armitage (2011), his rejection of this view is in reaction to his claim that the definition lacks the aptitude to address the present loss of time gaps, the telescoping inherent in industrial and post industrial actions. Furthermore, the extensive concept of globalization is leading to the upper echelons of human modernity which is cultivated by technology and media coercion. In Armitage (2011), it is clear that Virillio believes that past these levels human beings can only encounter the backward tightening to a spectacle characterized by an infinite density and dilapidated to personified humans permitting only existence through a phantom space. Armitage (2011) reports that Virillio arguments as supported by the recent fiscal catastrophes that brought countless nations to the brink of bankruptcy while putting countable multinationals out of business. Virillio suggest that the comprehension of the present fiscal predicaments should take a school of thought that hat views it as a hypermodern catastrophe. A misfortune characterized by hypermodern speed flanking the entire global civilization which is a bout to rupture, (Armitage, 2011).Evidently, this proposition is inline with the well comprehended economic perception that any form of advancement as a corresponding face of a catastrophe. This has the implication that progress has an equivalent face which is an upheaval and is analogous to the double faces of a coin. Armitage (2011) cites such pundits like Walter Benjamin who furthered the theoretical conceptualization of catastrophic attributes of globalization to have influenced Virilio's perception of globalization. Armitage (2011) cites Virilio's assertion that the westernization forged by Benjamin Franklin which over the decades supported rampart capitalistic globalization has finally reached its conclusive phase. Consequently, the present persistent fiscal negativity evident globally impeccably confirms these propositions. According to Klein (2008), globalization which has in the past years prompted the free global trade has over years profited multinationals at the expense of the disadvantage populace around the globe. From both books, Klein (2008) and Klein (2000), it is evident that corporations have over the years advanced sizably to levels that they presently supersede state organizations. Klein (2000) suggests that presently, corporate commands such elevated echelon of influence that they dictate the direction taken by political regimes across the globe. Klein (2000) argues that while they have in time indirectly captured governance, they are not obligated to nations' citizens but to their self centered shareholders. Klein (2000) claims that the events have adversely affected the tri pillars of civic space resulting in highly constricted social liberties and increasingly restricted employment prospects. According to Klein (2000), the maiden pillar that the corporate through state agencies have taken away from the common populace is the constricted liberty. Klein (2000) takes note of the shift by the corporations from fabrication of consumable for the indisputable contentment of the regulars to production of brands. Reportedly, the instigation of such events is through the augmented marketing strategies that focus on establishing a legacy for their good other than designing goods that through successful client augmentation could potentially establish the needful market. Klein (2008) cites such ferocious advertisement procedures as evident by the persistent employ of renowned personalities to grace billboards in an effort to draw supplementary clients. According to Klein (2000), the first evidence of consequential effects of globalization is through the rampart privatization of state properties. Reportedly, while such acts have the potential of availing resources to the state for other development endeavors, the procedure expose the state to a direct control by the multinational. Similarly, corporations sponsor critical activities in government institutions such training facilities in institutions of learning. Klein (2000) denotes that while such arrangements are beneficial to the institutions, it has over the decades grown into a corporate tradition. Klein (200) observes that overreliance on corporate backing has in time surrendered the control of such institutions to them. Moreover, they have ultimately converted such institutions into platforms for establishing novel markets for their brands. Klein (2008) cites the strategic marketing campaigns adopted by Nike and MTV. Reportedly, these corporations spend massive sums of fiscal resources in investigating the specific taste of their customers with the teenagers as the principal target. Furthermore, corporations have equally encroached into institutions of higher learning. Klein (2008) observes that over the years, such markets have proved significant for the continued brand battle typical of numerous corporations oblivious of the effects this has on the innocent recipients. McLuhan’s definition of hot media According to Gane & Beer (2008), McLuhan view the media as a significant addition of mans expansive extensions. Reportedly, McLuhan sees it as an extension that changes the inherent balances amid man's sensory system. The result of this interaction is an alteration in man's perception of his surroundings. Evidently, this definition affects and contrasts the generalized relationship flanking both media and technology. Furthermore, According to McLuhan (2001) explains that any piece of media has content which is another media. They cite the example of a movie. The content of a movie is a novel of a given play. Similarly, in written media such as a book, the content is the author's speech. In regard to this observation, McLuhan declares that any study regarding a particulate media outlet should not focus on the content, as it is another media but should focus on the effects of the media on human senses, (Gane & Beer (2008). Following this revelation, McLuhan ascribes two attributes to media, either hot or cold. Gane & Beer (2008) observes that McLuhan's description of hot or cold media is in relation to the sensory participation they evoke in human beings. Evidently, the level of participation it demands from the user. This degree of interactivity qualifies an outlet as a hot one or a cold one. Gane & Beer (2008) cites McLuhan's examples which include the radio which is classifiably a hot media due to its capacity to indulge a particular sensory system only. Additionally, the low evokes dismal participation amid their users and this makes it fashionable. Contrary to this, a television is a medium that demands an extensive involvement during an interaction procedure. This makes this outlet an inclusive media. It is therefore evident that, McLuhan sees a hot media as low in interactive participation as compared to cool media which is high in interactive participation. According to Gane & Beer (2008), Harraway sees the definition of media as surpassing the basic idea as proposed by McLuhan. According to him, media is a technology and that the definition medium surpasses the conclusive perception of the mass media. He cites money as a medium and that any medium entails the use of a exacting technology. Additionally, Harraway argues that presently expresses itself as materiality and dynamically as a comprehension of engagement of the specific practices in regard to performance capacity. Gane & Beer (2008) equally attributes these ideas by McLuhan as critical in reshape an individualistic view of the globe though common practicable engagement with the surroundings. However, Harraway observes that the view of media as an encapsulation of another media which is in turn carries another media; the result is unending chain which gives as a superficial comprehension of concept. Additionally, it refutes the preexistent logical theories which in the past have motivated practicable and conclusive researches leading to present technological undertaking within media. Moreover, this theory seems to describe media as the mainstream media outlets leaving out other significant concepts regarding to the subject matter, (Gane & Beer, 2008). Another concept furthered by Harraway is in regard to the conceptualization of the media content. Gane & Beer (2008) Harraway argues that media is the message and disagree with other disrupters of McLuhan's theoretical proposition like Elzensberger who believes who denounces these theories claiming that they border on mystics. That despite dismal negativity, the theories is a foundational framework for ancient producer receiver construct. Gane & Beer (2008) denote that McLuhan's explorative way instigates imaginative criticism and comprehension of the pragmatics of media. Moreover, the responses to media are an existential ability inherent in man that predicts the interactive capacity with the media. Problem Solving: eBay Creating Value in Market Place According to Grewal & Levy (2008), eBay solved their marketing troubles through the creation of a value in their practicable market place. Reportedly, the organization began as a platform where individuals could trade with one another. According to Grewal & Levy (2008), the organization advanced online marketplace through establishment of an online association of individuals comprising browsers, buyers and sellers. Reportedly, it launches as client to client associative trading trough ancient methodologies including classified promotions, collectible showcasing and an assortment of other mediums. Grewal & Levy (2008) observe that over the years, the organization has appreciated to include merchants, large sized enterprises as well as state agencies. Additionally, the organization provides an online arena for client interactions and discussions. Moreover, the organization has over the past years assumed such functionalities as insurance provision, shipments, substantiation services and an assortment of others services. Grewal & Levy (2008) states that enthusiastic clients gain access to the online service through its customized home page.The service entail a list of prospective target services such as the present showcased items. Additionally it affords prospective clients and visitor an opportunity to brows for specific products of choice. Furthermore, the service enables critical searches that may match a variety of interesting products. Grewal & Levy (2008) observes that registered clients enjoy the liberty of making bids merchandise. However, as consequent bids appears from dissimilar patrons, the listed price increases appreciably. Reportedly, both buyers and sellers enjoy mutual benefits within the system. The organization facilitates trade through information gathering and subsequent estimation of clients overall score. Grewal & Levy (2008) denote that such information is invaluable to clients who seek potential merchants. Furthermore, the organization operates an enterprise that is sensitive to individual safety and needs in addition to respectful treatment built on trust. d. Conceptual resonance: Debord’s notion of spectacle and Foucault’s notion of panopticism Prelli (2006) observes that consumers' groupings are increasingly becoming more knowledgeable about merchandises within their societies. However, knowledge and power are still key determinants and are persistently considerable factors within these groupings. Prelli (2006) defines power as the inherent capacity of an individual to manipulate the behavior of others. And that this is critical in marketing undertakings. Prelli (2006) observes that the contemporary consumer as a behavioral attribute that is only conformable through mechanism within the social realm of visibility. Key among such principals is the panopticism fronted by Foucault and spectacle fronted by Debord, (Prelli, 2006). According to Prelli (2006) panopticon is a machine characterized by an inspecting gaze which has a centralized placement and is observant of all individuals in his surroundings but stays invisible to the surrounding. Furthermore, the inspecting gaze does not have to present itself to the field of view as the structure of surveillance already exercises power. Prelli (2006) reports that the principle of panopticism acts beyond the structural design associated with panopticon. According to Prelli (2006), Foucault explains that Panopticism is a metaphorical expression of the contemporary society associated with the transfer of power from as sovereignty to disciplinary power and utilizes coercion as the tool of transformation. Prelli (2006) denotes that Foucault believes that such power relations are evident in the daily activities undertaken by man. According to Prelli (2006), in his work, Debord explains his concept of spectacle as inclusive of all social relations that has the mediation of subjective representation. Reportedly, Spectacle springs from the dominant fiscal order which is capitalism with a basis in a global consumption amid a society which increasingly a globe of commodities and with a characteristic abstractive concrete manner. Prelli (2006) denotes that Debord is critical of the daily human life as persistently engaged by representations. e. Case study of Reebok Grewal & Levy (2008) reports of the challenges that Reebok had concerning the need for a vendor who could appropriately implement a global enterprise level elucidation for they novel dCommerce platform. Furthermore, this vendor had posses the aptitude to implement the product in totality through inclusion of all cell centers, distribution, logistics, financial services and a creative and interactive marketing application. Grewal & Levy (2008) observes that, following deliberations, the corporate leaders and chose an American business solution provider called Arvato. Grewal & Levy (2008), reports that Arvato had the necessary experience in delivering such a system. However, Arvato's main challenge was the global and market dependent client associated with fast alternating requirements. The second challenge was associated with bringing together a variety of agencies across the globe whose activities had to integrate with the central preexistent system. In implementing this piece of software involved the development of the application using the agile software approach. Reportedly, Grewal & Levy (2008) they took a careful approach in developing and ultimate implementation of the solution. However, despite the rigorous nature of the approach proved workable as it enable the updating of information with regard to the pertinent requirements of the systems. Additionally, it considered utilization of resources with increasingly wide areas of applications. The contractors not only changed the platform of doing business but the pertinent guidance on the applications of the newer additives. References Armitage, J, 2011,Virillio Now: Current Perspectives in Virilio Studies, Cambridge, UK: Polity Press. Gane, Nicholas & Beer, David, (2008), New Media: The Key Concepts, Ney York, NY: Berge Publishers. Grewal, Dhruv & Levy, Michael, (2008), Marketing, New York, NY: McGraw-Hill Klein, N, 2008, The Shock Doctrine: The Rise of Disaster Capitalism. New York, NY: Metropolitan Books. Klein, N, 2000, No logo: No Space, No, Choice, No Jobs. New York, NY: Metropolitan Books. . Prelli, Lawrence, (2006), Rhetorics of Display, South Carolina, SC: University of South Carolina. Marshall, McLuhan, (2003), Understanding Media: The extension of man, New York, NY: Routledge. Read More