Commodification and Globalization - Research Paper Example

Commodification and Globalization Introduction Contemporary societies have experienced the effects of globalization in terms of being able to avail and access an array of products and services offered by global organizations. One of the major impact of globalization is seen in terms of repercussive effects on virtual applications where its theoretical frameworks encompass permeable interfaces, boundaries, and teams that evolve cursorily in its initiation to dissipation as perceptions, values and needs in markets transform, and people with diverse competencies are solicited across the realm of time, space and culture (Kristof, et al, 1995; Mowshowitz, 1997). In this regard, with the general objective of exploring the concepts of globalization and commodification, especially intersecting perspectives, the essay specifically aims to address the following tasks: (1) to choose a place, institution, artefact, image or idea and consider the extent of its commodification and globalization; (2) to use relevant academic discourse to analyze the qualities of the chosen case to come to conclusions and insights; (3) to underpin one’s discussion with relevant theory and ensure balance in the essay by commenting on the positive and negative aspects of the impacts of both globalization and commodification; and (4) to include photographs of the chosen case to support the essay. Definition of Terms Globalization has been defined by Mazrui (2001) as consisting of systems and operating processes aiming to ultimately be interrelated with global protocols on a continuously growing exchange of transactions among diverse countries and regions (p. 1). On the other hand, Landay (2008) averred that “virtual commodification is a process of transforming experience, ideas, and ideas about the self into the quantifiable products of inworld consumer culture, and placing those products in a social context in which people define things in terms of themselves, and themselves in terms of things, i.e., that “self” is created and understood through the goods and appearance of the goods people consume” (p. 4). From the qualification of terms, commodification becomes global in perspectives in so far as a product, service, artifact, image, or idea is turned into a commodity. To expound on the concept in a global context, one opted to select a social networking game that became famous through Facebook, FarmVille. FarmVille A social networking game that was developed by Zynga, a social game developer located originally in San Francisco, California, became a global phenomenon – FarmVille. According to its official site, “Zynga is committed to transforming the world through virtual social goods. Zynga players have made real change by raising millions for several international nonprofits since Zynga.org launched in October 2009” (Zynga: What, 2010, par. 1). Zynga was founded by Mark Pincus in January of 2007 with the mission of connecting people though social games (Zynga: About, 2011). FarmVille is just one among 18 games accessible through Facebook. A prospective player needs to have a Facebook account to be able to play any of the games developed by Zynga. Other social networking games by Zynga are accessible through other social networking sites such as MySpace, Mobile and Yahoo (Zynga: Games, 2011). As proffered by Helft (2010), the mechanics for the social game is explained as follows: in FarmVille, its most popular game, players tend to virtual farms, planting and harvesting crops, and turning little plots of land into ever more sophisticated or idyllic cyberfarms. Good farmers — those who don’t let crops wither — earn virtual currency they can use for things like more seed or farm animals and equipment. But players can also buy those goods with credit cards, PayPal accounts or Facebook’s new payment system, called Credits. A pink tractor, a FarmVille favorite, costs about $3.50, and fuel to power it is 60 cents. A Breton horse can be had for $4.40, and four chickens for $5.60. The sums are small, but add up quickly when multiplied by millions of users: Zynga says it has been profitable since shortly after its founding (pars. 7 & 8). From the description, one can surmise the amount of revenues that are generated from players all over the world. In turn, players attest that the games give them pleasure, a form of entertainment and relieve their stress from work or from other challenging endeavors. Extent of Commodification and Globalization of FarmVille Recent statistics revealed by Boots – Faubert (2011), “on an average day between 30 and 50 million people spend time tending to their farm in the Facebook game Farmville” (par. 1). Womack (2010) indicated that “online games, propelled by social applications such as Zyngas FarmVille, rose to 10 percent, taking the No. 2 position previously held by e-mail use” (par. 2). Further, Mehta (2010) clearly averred that “in 2009, an estimated $2.2 billion in virtual goods were sold to consumers globally, and that number is expected to rocket to over $6 billion by 2013. Although virtual worlds and MMOs have historically driven the growth in virtual goods, today the fastest growing segment is social games” (par. 1). Further, the social games manifest perfect commodifications and globalization interlinked as people from all walks of life, around the world get to be connected through the social networks and get to live visual representations as farmers, tenders of fishes, even starting a crime family (Mafia Wars) and building other endeavors (Café World) through the socially created games. This is consistent with Landay’s (2008) contention that “because virtual worlds are based on the metaphors of real life, seeking to be simulations if not simulacra, users are going to use their real world activities, interests, and values as models for their virtual ones” (p. 3). As reported by Helft (2010), “the games are free to everyone. Zynga makes money, by and large, only when a small fraction of its users pay real money for make-believe “virtual” goods that let them move up in the games or to give their friends gifts” (par. 7). Through commodifications, global virtual teams are created encompassing diverse cultural orientations. Concurrent with this, the concepts of globalization incorporate theories supporting the diversity in culture to products and services (or social games, in this case) to make them universally appealing. Landay (2008) indicated that “research suggests that virtual experiences and identity can have a positive effect on real life (p. 5). For people who get to participate in social networking games, the success and realization of one’s dreams from these visual settings provide enriching feelings that elate and make one achieve a sense of self-actualization, through the satisfaction of needs. This is in fact supportive of Maslow’s theory of the hierarchy of needs (Maslow, 1943). On the other hand, there are also disadvantages of commodification and globalization of social networking games. As attested by Boots – Faubert (2011), “Farmville is possibly the most addictive game on Facebook. It can easily suck away hours of your life -- hours you can never get back!” (last par.) Likewise, although these games are perceived to serve as connections to other people who share the same interests, this benefit could also be a disadvantage in terms of possibilities of neglecting personal and professional relations. Overall, the disadvantages are overcast by players’ focus on its entertainment potential: playing it with friends is totally fun, players get to be creative, innovative and learn strategies that enhance crop harvest and generate opportunities to build orchards, give or share special gifts, decorating the farm and enjoying crafting strategies (Boots – Faubert, 2011). Conclusion The essay was able to achieve its objective of exploring both concepts of globalization and commodification using academic references and secondary authoritative sources to support contentions. The discourse was able to address this goal through the specific illustration of social networking games, particularly of FarmVille, as a manifestation of interrelated perspectives on commodification and globalization. The most predominant effect of globalization is the conception of a globalized culture and the expansive reach of commodification. There is the eminent need to recognize cultural diversity and to acknowledge that despite differences in orientation, the distinctiveness of traditional values and norms must continue to exist. Global strategies in commodification are designed to incorporate the inimitability inherent in product, service or idea conceived and use these virtual applications to universal benefits. Reference List Boots – Faubert, C.M. (2011) “Farmville Strategy Series: Just the Basics.” Gaming Update, [Internet]. Available at: http://www.gamingupdate.com/articles/29/Farmville-Strategy-Series-Just-the-Basics [Accessed 30 March 2011]. Helft, M. 2010 Will Zynga Become the Google of Games? The New York Times, [Internet]. Available at: http://www.nytimes.com/2010/07/25/business/25zynga.html?_r=2&src=busln&pagewanted=all [Accessed 30 March 2011]. Kristof, A .L., Brown, K. G, Sims Jr., H. P., & Smith, K. A. 1995. The virtual team: A case study and inductive model. In M. M. Beyerlein, D.A. Johnson and S. T. Beyerlein (Eds.), Advances in interdisciplinary studies of work teams: Knowledge work in teams, Volume 2 (pp. 229-253). Greenwich, CT: JAI Press. Landay, L. (2008) “Having But Not Holding: Consumerism & Commodification in Second Life.” Virtual Worlds Research: Consumer Behavior in Virtual Worlds, Vol. 1. No. 2. Available at: https://journals.tdl.org/jvwr/article/viewFile/355/265. [Accessed 30 March 2011]. Maslow, A. (1943). “A preface to motivation theory.” Psychosomatic Med., 1943, 5, 85-92. Mazrui, A.A. (2001) Globalization: Origins and Scope. The University of Georgia Series on Globalization and Global Understanding, 1-8. Mehta, r. (2011) “Why Games Are the Killer Apps for Social Networks.” Mashable, [Internet]. Available at: http://mashable.com/2010/08/11/social-gaming-business/ [Accessed 30 March 2011]. Mowshowitz, A. (1997) Virtual organization. Communications of the ACM, 40 (9), 30-37. Womack, B. (2010) “Social Networking and Games Leap in Web Use.” Bloomberg Businessweek, [Internet]. Available at: http://www.businessweek.com/technology/content/aug2010/tc2010081_994774.htm [Accessed 30 March 2011]. Zynga. (2010) What, [Internet]. Available at: http://zynga.org/ [Accessed 30 March 2011]. Zynga. (2011) About, [Internet]. Available at: http://www.zynga.com/about/ [Accessed 30 March 2011]. Zynga. (2011) Games, [Internet]. Available at: http://www.zynga.com/games/facebook.php [Accessed 30 March 2011]. Read More