The Roles of the Global and Local in Todays Consumer Society - Literature review Example

The Roles of the Global and Local in Today’s Consumer Society Student’s Name: Course Code: Lecture’s Name; Date of Submission: The Roles of the Global and Local in Today’s Consumer Society Introduction The concept of ‘Global and ‘Local’ has been discussed concurrently owing to the fact they are interconnected as one give rise to the other. The global concept that has given birth to globalisation is premised on the enhanced interaction of individuals across once geographically limited localities through economics/ trade, technology and cultural diffusion. On the other hand locality is anchored on the need to preserve against external influence by creating a unique, distinct cultures, leading to numerous heterogeneous cultures which are spatially bounded in a given area. These two concepts have greatly impacted on consumer society in one way or the other in terms of cultural change or segmentation by multinational corporations so as to meet targets of various ‘local’. This paper assesses the role of ‘global’ and ‘local’ in the consumer society using the case example of jeans as a product. The product: Denim Jeans Initially known as overall waist and then renamed by baby boomers in 1960s as ‘jeans’, Jeans clothe was first manufactured and patented by Levi Strauss and Jacob Davis in 1873. This clothe was initially meant for mine workers in California owing to its heavy fabric (Levi Strauss & Co, 2014a). However, since its invention Levis® jeans have become the most recognisable and imitated clothing in the world (Becker, 2003, p. 2 & 3). For instance, companies such as VF, Ralph Lauren, Tommy Hilfiger, Guess and Calvin Klein have all ventured in manufacturing of designer jeans market across the globe. The Denim Jeans has been developed for different context in regard to how it manufactured and marketed by different players in the industry (Surowiecki, 1997). For the image on the product under discussion, see appendix 1. The roles of the "global" and "local" in today's consumer society Global Before modernism and postmodernism marked with enhanced interconnectedness of communities, communities had distinct cultural practices and core values that could easily differentiate from the other within a given bounded space as embedded in the concept of localism (Featherstone, 1995, p.52). However, with the advent of technological, economic and cultural connectedness, local practices have given way to foreign practices which were not necessarily part of their lifestyle as global dialogue space and contacts have been expanded and therefore certain practices have a bearing over the others within the global domain and hence raising the question of homogeneity (Pieterse, 1994, p.192). According to Featherstone (1995, p.60) this has lead to creation of a third culture that transcends beyond nation-states in terms of bodies of knowledge, conventions and lifestyles. Kellner (2002, p.286) observes that globalisation is a polarised concept that is conceptualised differently depending on the author’s interest on it negativity or positivity. Nevertheless, he sees the whole concept has being anchored on ‘capitalist market, sets of social relations and flows of communities, capital, technology, ideas, forms of culture and people across national boundaries via a global networked society’ (p.287). In a nutshell, Featherstone (1995, p.62) conceptualises globalisation as a process of minting out unified culture. This is specifically supported by theoretical frameworks such as media imperialism and cultural imperialism that posits that local cultures are normally edged out existence through propagation of consumer goods, advertising and media programmes emanating from the West. In talking about ‘global’ within the context of jeans, the basis of discussion is informed by the framing advanced by Kincheloe (2,,, p.253 citing Giroux, 1994; Kellner, 1992) in his model of analysing McDonald where they assess how the firm ‘has used media to invade the most private spheres of our everyday lives, our national identifications, desires and human needs have been commodified (that is appropriated) for the purposes of commerce’. Chief to the discourse is the ‘our national identification’ and how jeans has redefined national cultures and consciousness thereby modifying certain groups identity away from what they used to practice (Hannerz, 1992, p.66). Treating the dominance of jeans in various parts of the globe (the global aspect) can be conceptualised through the creation of third culture which is primarily anchored on lifestyle change that does not obey state-nation spatial boundaries. Production of jeans by leading firms such as Levi Strauss and Calvin Klein can be seen as transnational institutions that is highly independent of nation –states (Featherstone, 1995, p.52). Initially, the jeans culture and popularity was limited to America and thus it constituted part of its culture, once celebrities wholly embraced it, the phenomenon has grown from a ‘local’ brand to a ‘global’ product that is accepted across divides owing to its versatility (Hegarty, 2012). The framework of postmodernism under economic determinism notes that globalisation contributes to ‘flexible production or post Fordism in which new technologies serves as the demiurge to a new postmodernity’ (Harvey, 1981 cited in Kellner, 2002, p.287). In the same breath as the above discourse, Baker (2003) observes that fashion concept of jeans has grown tremendously across the globe from a mere wearing for mine work to a personal fashion statement on ones social status, class and occupation. For instance, According to Levi Strauss & Co (2014b), ‘they epitomises classic American style and effortless cool. Since the invention and patent of riveted clothing in 1873, Levis® have become the most recognisable and imitated clothing in the world – capturing the imagination and loyalty of people for generations’. For instance, jeans have penetrated the lifestyles of individuals by driving a cultural change where the dominant clothe worn in most occasions in jeans. This normally presented in different designer styles such as skinny jeans/ drain pipe jeans, dirty jeans and the normal navy blue jeans and so on. Jeans has transcended the traditional cultural identity that clothing used to play to a new dimension whereby jeans have no intrinsic meaning, but it is upon the wearer to impose the meaning on it (Maynard, 2004, p.47-48). This is what is viewed as the ‘third culture’ that is not bound to any locality, but bound by desire for new lifestyle the rationale for this argument is anchored on the fact that jeans come in different forms, structures and designs such as worn, faded, torn, embroidered, patched and so on which allows individuals to choose from these variety on what connects with his/ her lifestyle desires thereby giving an intrinsic meaning that can be replicated across the globe irrespective of spatial boundaries. This is why particular jeans model is popular say for urban youths, professionals or industrial workers. In a nutshell, the lack of intrinsic look is the ultimate significance and universal usefulness of jeans (Maynard, 2004, p.47). Truly, this answers the question of universal sameness as seen as one of the role of globalism that ensures homogeneity. The justification for such is rooted on the fact Jeans has created a new culture that is unifying beyond the traditional cultures/ localities. Local Indeed there is a nexus between the local and the global since it is the local that grows to give birth to the local (Featrherstone, p.64). Rosenau (2007, p.218) notes that localism is geared towards enhancement of local content within the context of close networked social relationship. in terms of localism, the important aspect that emerges is how jeans product is marketed through market segmentation so as to cater for different individuals from different cultural background. In this regard, localism acts as the informing or dictating function in product formulation. A case example that can inform this discourse is issues such as segmented advertising that has been applied to unique cultural groups such Latinos or individuals falling within Hispanic dialect (Davila, 222, p.266). In discussing localism in relation to jeans product, the concept of market orientation features prominently in the discourse. According to Kohli & Jaworski (1990, p.1), this is the adherence to the consumer needs. In this context the consumer are targeted according to cultural segment they fall as the uttermost indicator of prevailing circumstance. The same in their other literature, Jaworski & Kohli (1993, p.53) refers to being market oriented as the ‘organisation-wide generation of market intelligence, dissemination of the intelligences across departments, and organisation-wide responsiveness to it’. In order to promote Jeans products, different firms have adopted different massages and themes for different so as to reduce the backlash of the notion that it is a continuation of Americanisation process across the globe. In this regard, they employ the use of local celebrities so as to create sense of belonging (Surowiecki, 1997). Conclusion The aim of the paper was to examine the role of the ‘global’ and ‘local’ in today’s consumer society. To contextualise the discussion, the paper utilised the case example of jeans. The paper established that globalism influences the culture of consumers by creating a new third culture anchored on lifestyles as opposed to the traditional culture they are accustomed to. Secondly, the paper established that local trends impact on how multinational corporations market products. They have to align their marketing trends such as advertisement with customer expectations. References Backer, S 2003, Levi Strauss & Co.: Corporate Profile, viewed on 22nd February 2014 from http://www.just-style.com/store/samples/aroq-levi-strauss-sample.pdf. Davila, A. 2002, Culture in the Ad World. Media Worlds: Anthropology on New Terrain in Ginsburg, F. D., Abu-Lughod, L., & Larkin, B. (Eds.). Media worlds: Anthropology on new terrain, Univ of California Press. Featherstone, M 1995, Undoing culture: Globalization, postmodernism and identity (Vol. 39). Sage. Harnnez, U 1992, Cultural Complexity: Studies in the Social Organisation of Meaning, New York, Columbia University Press. Hergaty, S 28 February, 2012, How jeans conquered the world. BBC World Service, Retrieved on 22nd February 2014 from http://www.bbc.co.uk/news/magazine-17101768. Jaworski, B & Kohli, A 1993, Market orientation: antecedents and consequences, The Journal of marketing, 53-70. Kellner, D 2002, Theorising Globalisation, Sociological Theory, 20(3), p. 285-305. Kincheloe, J 1997, McDonald’s, power, and children: Ronald McDonald (aka Ray Kroc) does it all for you, Kinderculture: The corporate construction of childhood, p. 249-266. Kohli, A & Jaworski, B 1990, Market orientation: the construct, research propositions, and managerial implications. The Journal of Marketing, 1-18. Levi Strauss & Co 2014a, Our Story. Retrieved on 22 February 2014 from: http://www.levistrauss.com/our-story/. Levi Strauss & Co 2014b, Who we are, Retrieved on 22 February 2014 from: http://www.levistrauss.com/who-we-are/. Maynard, M 2004, Dress and Globalisation, Oxford, Manchester University Press. Pieterse, J 1994, Globalisation as hybridisation, International Sociology, 9(2), p. 161-184. Rosenau, J 2007, Globalization and governance: bleak prospects for sustainability. London. Surowiecki, J 5 December, 1997, All in the Jeans, Retrieved on 22 February 2014 from: http://www.slate.com/articles/arts/the_motley_fool/1997/12/all_in_the_jeans.html. Appendices Appendix 1: Different Models of Jeans Source: WiseGEEK, 2014 Read More