Globalization of Consumer Culture - Essay Example

Globalization of Consumer Culture Introduction There are various issues that have arisen within the society as it has persisted to grow and develop over the years, and this has led to several observations that can serve as good discussions over the direction that the world and its people are going. This is to say, the number of societal issues such as its development and the manner in which people now interact with one another as a result (Robertson, 2007). A good example of this is the relationship that can be determined between the globalization of consumer culture and how it engenders a cosmopolitan culture as a result (Jones, 2006). Understanding such a relationship allows an individual to study the means in which aspects such as globalization has played part in the way people think and interact with each other as well discover the interconnecting strings between issues such as cosmopolitanism and globalization (Kraidy, 2005). Such matters in the society are threaded together in a way that leaves them entangled with each other’s development and this can be considered to be one of the imperative aspects that are available for study. Definitions of Terms In order for to determine the relationship between these two societal developments however, it is important that an individual is able to fully understand what both entail when they are mentioned. Globalization can be said to be the more familiar term of the two and refers to the various changes within technology and communication that has turned the world into what can be termed as a global village (Fernando, 2010). In other words, globalization can be defined as the continued connection and interaction of people from around the world with each other in layman’s terms. Cosmopolitanism on the other hand can be said to refer to the ideology that brings together the different people of the world into one community based on a unifying factor such as morality, the economy or political basis (Jones, 2006). It is important to note that both terms are designed to tear down the walls of division between the different communities of the world and transform them into one interconnected society that is able to communicate and interact. The consumer culture simply refers to the economic relationship that takes place between businesses and the various societies that interact with it (Robertson, 2007). That is to say that consumer culture is in reference to the way that people act in certain economic environments and the various aspects that have an effect on that environment (Kwame, 2006). These aspects in themselves are related to the society and matters such as their mode of thought and view of the various products that are available as well as their ability to purchase an item. Globalization of the consumer culture refers to the same thing as the initial representation of the term apart from the fact that (as seen by the name) it deals with the same issues on a global scale (Fernando, 2010). It is as a result of globalization of the world and thus as a result the creation of an international market whereby businesses are no longer limited to particular regions and locations determined by their origins but are able to spread their roots and reach consumers all around the world (Jones, 2006). Globalization of the Consumer Culture and the Cosmopolitan Culture The globalization of consumer culture arose as a result of the development of technology over the years that allowed for easier means of interaction and communication between individuals living in different parts of the world (Tomlinson, 2003. One no longer had to travel long distances to get a particular product that originated from that region and business were able to communicate the availability of their products to different regions as well as make it available at a cheaper cost to those who may desire it (Kwame, 2006). As a result, the consumer culture developed into something with a global aspect and was not limited to regional and national boundaries. This meant that people around the world were exposed to different products that were inspired as a result of different cultures around the world and the various businesses scope of reach expanded as well (Kraidy, 2005). This can be said to have encouraged cosmopolitanism as a result as more people were able to find out more information about the various cultures that were located around the world as a result of this globalization (Fernando, 2010). This meant that individuals were not only able to enjoy new and exciting experiences, but adapt to them as well should they wish it (Jones, 2006). A good example of this can be found in the food industry where different types of food from various parts of the world can be found in many different countries as a result of their integration into the food market. This includes both the service as well as raw product industry where one can either go out to eat or but the materials needed to cook a particular dish from the grocery shop. For example, one is able to find Chinese food almost anywhere in the world today and not just in parts of china. There are a number of Chinese restaurants that are spread around the globe as well as shops that sell the products needed to make such a dish. This can be said to be as a result of the globalization of the consumer culture that has promoted the popularity of Chinese food and can also be considered to have instilled a sense of cosmopolitanism in individuals who have discovered a taste for this cuisine and prefer it to any other (Ghosh, 2011). It is the same with other cuisines such as French and Italian among others. Therefore, it can be considered correct for one to say that the globalization of consumer culture has engendered the cosmopolitan culture to an extent to which it can be considered to be a significant driving force behind the ‘openness’ that has been shown by individuals towards new and different cultures (Fernando, 2010). This is because it safe to say that without the onset of globalization and the globalization of consumer culture, these individuals would never have gotten the chance to experience any of the things that they have and as result they would not have opened up to it (Ghosh, 2011). Although it may also be right for argument’s sake if one stated that not everyone has fallen in love with the various cultures they have been exposed to, it is safe to say that a majority of the consumer market has had the patience to shop around the various offers that are available until they have found one that they have liked (Kwame, 2006). One can hardly say that they know many individuals who have a preference for things that have solely evolved their culture alone and nothing else. The rising of a cosmopolitan culture can also said to have played a reverse role for the globalization of the consumer culture as well as its development has led to the further development of this type of globalization (Fernando, 2010). This is because the acceptance of new cultures and new experiences has allowed potential consumers to be open to trying new things and thus as a result has allowed foreign markets to penetrate new regions with their products and services with a higher chance of success than would have previously been expected. It can be said that the relationship between consumer culture globalization and cosmopolitan culture is one that operates on a ‘you scratch my back I scratch yours’ policy whereby both parties are able to benefit and grow form the development of the other. However, technically speaking this cannot be said to be another case of ‘what came first, the chicken or the egg?’ This is because one can fairly calculate that the globalization of consumer culture was needed in order to expand the development of cosmopolitan culture (Ghosh, 2011). This is not to say that the globalization of consumer culture was exactly behind the creation of cosmopolitanism, but it did play a big role in its growth and development (Kwame, 2006). The continued development of technology has ensured that today both sides hold an equally important role in the development of the other but one is still able to say that consumer culture globalization plays a big role to an extent in the development of the cosmopolitan culture that is found around the world. The McDonaldization of Society In the book The McDonaldization of Society, George Ritzer attempts the development of the societal structure and the rationalization process through the use of the food industry which he states has taken on a form that is similar to that of a fast food restaurant and thus introduced the term ‘McDonaldization’. Ritzer however takes his basis from another individual known as Max Weber who suggests that the rationalization process was taking over the more traditional forms of thinking that barely stopped to asked questions and lived by norms (Ritzer, 2006). This is to say that society has taken on a more ‘end to a means’ approach towards everyday life and therefore have abandoned the past means in which actions were done as a result of an established set of rules and regulations or tradition (Ritzer, 2006). This can be related to the globalization of consumer culture in the fact individuals are now open to try new things because that they function on a rationalization basis and thus do not see anything wrong with abandoning the old way of doing something if the new one they found is better (Ritzer, 2006). This in turn has resulted in the enhancement of cosmopolitanism as they begin to take up the idea of trying new things from a different culture around the world. In the past, the thought of abandoning the traditional methods of doing things was frowned upon but these new developments have made it easier for such changes to happen. The relationship between the globalization of consumer culture and its effect on cosmopolitan culture cannot only be seen in the business world but also appears in a number of other aspects too such as politics (Fernando, 2010). A good example is the fight for a democratic government that has happened in a number of places with Iraq being one of the more popular ones that can be said to have occurred as a result of a development of cosmopolitanism that led the citizens to demand a non-totalitarian government similar to those that were present in other countries. Such a change can be said to have been as a result of the development of the globalization of consumer culture that allowed those living in Iraq to experience the various freedoms that others were able to enjoy and thus led them to desire the same for their country. References Adorno and Horkheimer 1944/2000. The Culture Industry, Routledge, London. Fernando, S. (ed.) 2010. "Glocal" Working. Living and Working across the World with Cultural Intelligence, Franco Angeli, Milan. Ghosh, B. 2011. Cultural Changes in the Era of Globalization, Journal of Developing Societies, 27 (2). Jones, A ed. 2006. The Dictionary of Globalization. Polity Press, Cambridge, UK. Kraidy, M. 2005. Hybridity, or the cultural logic of globalization, Temple University Press, Philadelphia, PA. Kwame A. A. 2006. Cosmopolitanism: Ethics in a world of strangers. New York, W. W. Norton and Co. Miller, D. 1995. Worlds apart: Modernity through the prism of the local, Routledge, London. Ritzer, G. 2006. The McDonalisation of Society, Pine Forge Press, London. Tomlinson, J. 2003. Globalization and Culture. University of Chicago Press, Chicago. Read More