The Luxury Market and the Nature of Digital Channels - Coursework Example

Question 2: Do you agree that the phenomena of globalization have led to greater openness and tolerance for a divergent of cultural experiences? Name Tutor Institution Course Date Globalization Phenomena Introduction Globalization is a big idea that emerged in the late twentieth century but does not have a specific definition. However, it is a phenomenon that captures a widespread view that there is worldwide interconnectedness in every aspect of life, ranging from the cultural to social and political, economic to environmental and to financial or businesses is broadening, deepening and speeding up. It is notable that there is a global shift characterized by a world being transformed by economic and technological forces, into a shared cultural, economic, social and political arena. Therefore, it is worthwhile to think of globalization as the widening and intensifying, growing and speeding up impact of the global interconnectedness. In so doing, it becomes necessary to match empirically patterns of worldwide aspects and relations across different domains of human activity and desires, from cultural, socio-economic to political perceptions (Held et.al 1999). On the one hand, it can be noted that the phenomenon of globalization involves contradictory processes particularly of homogenization, integration and universalism, and on the other hand, it promotes aspects of localization, differentiation, diversity and heterogeneity. Due to this contradiction in processes of globalization, a number of changes are also happening in the formation or development of identity (Urry 2003). To some extent, globalization is not seen as uniform process because it manifests in various ways and causes different effects for individuals in different contexts. Given the current and fast globalizing world and its associated contradictions, people are struggling make sense of their identity. This symbolizes the current social, cultural and political situation particularly in the consumer world (Bornman 2012). This essay will assess whether it is true or not the idea that “The phenomena of globalization have resulted in greater openness and tolerance for a divergent of cultural experiences”. In order to effectively argue for this case, the luxury market has been chosen as the specific or main consumption context that serves as an example of how global forces influence the order of human life. However, other global forces are considered as particularly active in shaping the consumption activity. A detailed understanding of the theory of cultural homogenization, cosmopolitanism and the global-local dialects is used to discuss the socio-cultural impacts of globalization. The Luxury Market and the Nature of Digital Channels Globalization is increasing the number of luxury consumers ranging from, wealthy to the middle class people. The idea of luxury is currently evolving and becoming subjective. Basically, the concept of luxury in relation to globalization is used to describe products as well as an aesthetic but most importantly, it shows an experience in the availability of time (Okonkwo 2009). Generally, the luxury market has been considered as an issue of the democratic ‘free for all’ nature associated with digital channels. Today, luxury brands are increasingly being sold online. Since there is no physical contextual feel of in-store environments and the human touch needed of personal service represented within the virtual world, it has become difficult to assess the tactile nature and really beauty of luxury products (Mindshare 2005). By considering the impact of globalization on young people and their identity, research indicates that it is critical for young people to engage with issues that are raising global concern in the wider world. However, young people cannot understand their identity well or develop a clear sense of belonging unless they establish the interconnectedness between global processes and the local experiences. Globalization has directly affected young people, making it one of the significant issues that dominate the current debates on matters of identity (Miles 2000). Today, it can be noted that young people are experiencing effects of globalization on their day-to-day aspects of lives such as employment patterns, usage of the Internet through social networking platforms like Facebook, twitter, Whatsapp and Instagram, developing friendship groups as well as the wider cultural influences that change their lifestyles. Each and everyone’s life is perceived to be shaped by forces of globalization, greater social pluralism and increased incidences of migration that force people to adapt to such multi-cultural society (Bourn 2008). Based on global trends and how they manifest themselves within various luxury categories, research conducted by (Mindshare 2005) indicates that luxury is evolving in this globalized or ever-changing environment. It should be noted that cultural dynamics exists as patterns within social behavior and attitudes among people that capture or influence the current spirit of consumer world. The existence of cultural dynamics plays an integral role in promoting communication ideas in the attempt to deliver, for instance, brand experiences that informs and influences the worldwide consumption behaviors among people. The current trend in relation to fashion category is one idea of geography and demography. In most case, new markets are considered as particular complexity and at the same a one-size-fits-all solution still appears to be elusive (Hennigs, Wiedmann & Klarmann 2012). This means that it is difficult to explain the extent to which a brand is expected to influence the new demographics and markets. For example, it is certain that after the unexpected pants-down of the development of China and e-commerce, it has been noted that the fashion industry has become generally obsessed with everything else that exploration and calculated risk can cause The table below shows a Mindshare’s 10 cited Global Trends-consumer trends and how they become evident in various cultural dynamics-luxury categories (Mindshare 2005, p.5); Global Trends(Consumer Trends) Cultural Dynamics(Luxury Dynamics) -Me Nation-perceived as consumers being put at the centre of the universe and all should revolve around them -Centre Stage-shifting from demand forecasting to at least providing platforms for expression. -Simplification-avoiding to complicate life -Less is More-trying to relate streamlined lives to pared-down products. -Maximizing Moments-involving in different activities at the same time. -Layered Luxury-use time well and enhance experience. -National Celebration-feeling proud of one’s own place of origin and being willing to support local people. -Pride and Provence-promoting heritage and local culture celebrations. -New Networking-communities are not necessarily based on location but rather on shared interests. -Inclusive-Exclusive-being able to redefine balance of power with consumers. -Visualization -Screen Dreams -Power Play -Playomatic-being ready to challenge and reward achievements. -New World Order -The New Luxuriant Seeking Authenticity-encouraging transparent and genuine experience by maintaining privacy -Authorities of Craft-stories which celebrate the provenance and craftsmanship. Snacking-media is currently consumed the same way people consume snacks. -Cherry Picking-being in a position to access edited information through ownership and pop-up everything. From Mindshare 2005, Culture-Vulture, p.5 It should be noted that globalization has led to increased incidences of hybridism and differentiation which entirely create a complex world. Instead of promoting homogeneity and polarization, people struggling to live in a globalized world is rather making them to be creative, fashionable and individuals with diverse or mix of identities. Global cultural influences in particular, consumer culture have had greater impact on local identities in the UK. With increased globalization, it can be noted that young people have greater chances or choices available to make. However, it is not easy to decide on what criteria and knowledge, skills or values they should consider when making their consumption choices (United Nations 2003). It cannot be doubted that the lifestyles of young people are dynamically influenced by cultural, technological and social new trends occurring in the world (Bourn 2008). This means that globalization is a key factor that to larger extent is influencing the lives of youths, and thus it is a necessary step to understand the existing relationships between identity and young people living within a global society. It is apparent that globalization affects young people in different and complex ways, and thus forces them to often re-think and develop a clear view of their sense of identity as well as place in society. Cosmopolitanism is also described as an orientation and willingness of a person to engage with other, it involves an intellectual and visual openness of an individual towards divergent cultural experiences. It entails a search for differences rather than promoting uniformity (Roudometof 2005). When cosmopolitanism is perceived as a measurable attitude, the presumably interconnected dimension which can be distinguished is that the need for difference, diversity and hybridism is searched and analyzed based on the views of other people and mediates traditions. In this case, cosmopolitanism also involves developing a clear view of overlapping shared fortunes that demand on collaborative solutions at local, regional and global level (Mau, Mewes & Zimmermann 2008, p.5). Taking into consideration the arguments made against consumer sovereignty, it is important to mention that production as a process is also valuable for other significant reasons and not merely contributing to the well-being and satisfaction of a society as well as of individual consumers. This is because people are perceived to be different and not just consumers, and thus consumption activities must be directly connected to the goals of a person’s lifestyle or living standard. It means satisfying the basic needs of a person as well as ensuring that such an individual achieves pleasure by using particular goods and services. It is worth noting that as far as consumption and globalization is concerned, people have different goals or interests which include self-actualization and participation, establishing and building social relations, the need for ecological balance, fairness and freedom. Therefore, it depends on whether individuals are served by or their goals are in conflict as consumers (Goodwin et.al 2008). Although globalization has created many chances for people to understand or make sense of their identity on either personal or collective level, it should be noted that the phenomenon has as well led to fragmentation of identity. As a result, the forces identity formations are currently not restricted to the local space only, but also associated with different levels ranging from local to the global contexts. This implies that people’s identities are increasingly becoming a complex mixture of local and global socio-cultural practices. A close assessment of these dynamics to identity formation on an individual creates significant implications particularly for the media. Ordinarily, national media and the associated public broadcasters have over time been advocating for nation-building as well as encourage people to identify themselves with their state nation (United Nations University 2004). Today, individuals expect the media to cater for their needs and preferences. It is also a common view that technological advancements and digitization have to a larger extent influenced the national media to compete locally and with other media in the global arena or markets as an attempt to pay attention to the dynamic needs of individual consumer (Bornman 2012). The idea that consumer sovereignty is the key mechanism that influence economies, should be re-examined and also consider consumers as members who belong to complex and evolving organizations such as corporations, communities, families and nations that are subjected to different influences ranging from cultural dynamics or social institutions to political beliefs. A sovereign consumer should be a person who can make independent decisions but when an individual makes decisions based on community norms or under the influence of dynamic marketing by businesses, it becomes difficult to tell who the ruler is. In today’s consumer society, a consumer is not considered as an isolated person who transacts in a vacuum but rather as a participant in the modern phenomenon characterized by consumerist values or attitudes. People always have a desire to continue consuming so as to achieve meaning and satisfaction in their lives by purchasing new goods or services. Online advertising, for instance, plays an important role in marketing services and distribution of goods. It is a force which shapes both public values and aspirations because it conveys significant information about the existing products and services in the global markets (Goodwin et.al 2008). Indeed, the aspect of consumerism is ideally connected to the historical process that has resulted in global markets, cultural attitudes and industrialization that encourage the rising incomes to be used in purchasing worldwide or ever-growing output. Globalization and People’s struggles for Identity The debate on identity emerged as a reflection of human experience within the age of globalization. Today’s discussions on identity clearly show that identity-related issues are complex in their context and not straightforward as they seemed to appear in the past decades. The process of acquiring identity is seen as struggle, a quest and an involving task, and these problems are waged on varying levels, ranging from individual, local to the global contexts. It is necessary to point out that such struggles as they emerge on varying levels are in some way closely interconnected. Hence, they tend to represent different ways of increased homogenizing and diversifying processes of globalization. At the individual level, therefore, the attribute of self-centeredness exclusively demands on the fulfillment and authenticity of a person. Similarly, the notion of individual freedom provides a clear suggestion that each and every human being need to be free, self-create and make sense of their authenticity as well as fulfill his or her potential to become what the person already is (Bauman 2001). It means that attributes of self-assertion and self-transformation are increasing becoming slogans to tell who a person is in the present world of globalization. It is imperative to understand that individuals with cosmopolitan attitudes and values tend to recognize others of their value and integrity as fellow human beings and not from the national affiliations point of view. Such people are willing to share and experience an open and tolerant world occurrences that are not restricted by national categories but on their knowledge about increasing economic, cultural and political interconnectedness, which they consider as being encouraging rather than threatening. In so doing, cosmopolitan people support evolving measures of global governance because they are always positive about the integral role of international bodies as well as their accountability for addressing global problems (Heater 2002). Studies indicate that increased transnational experiences positively affect the development of cosmopolitan attitudes and the associated orientations. The rise and growth of cultures and social networks established from the interrelated processes of worldwide connectivity and cultural contact in the contemporary world that give rise to more cosmopolitans today than it has been in the past time (Mau, Mewes & Zimmermann 2008, p.6). Therefore, it is apparent that cosmopolitan attitudes are largely shaped through the relations of people to value others. Conclusion Based on the above discussions, it can be concluded that it is true the idea that “The phenomena of globalization have resulted in greater openness and tolerance for a divergent of cultural experiences”. It is apparent that globalization is increasing the number of luxury consumers ranging from, wealthy to the middle class people. The phenomenon of globalization has directly affected young people, raising global concerns that dominate the current debates on matters of identity. It is worthwhile to note that the luxury market generally exists as an issue of the democratic ‘free for all’ nature associated with digital channels. Global cultural influences in particular, consumer culture have had greater impact on local identities. Although globalization has made it possible for people to make sense of their identities on either personal or collective level, it should be noted that the phenomenon has some extent, led to fragmentation of identity. People with cosmopolitan attitudes and values have a tendency of recognizing others of their value and integrity seeing them as fellow human beings and not from the national affiliations point of view. It is notable that these cosmopolitan people are willing to share and experience an open and tolerant world’s happenings. Bibliography Bauman, Z 2001, The individualized society, Cambridge: Polity. 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