VCC336 Lecture 5 - Glocalization

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University of Toronto Mississauga
Visual Culture and Communication
Neil Narine

VCC336 LEC5 FEB0613 AGENDA - What is globalization? - Globalization of what? - Markets and sameness. - BRIC and emerging markets. - Glocalization? WEST and CONSUMER CULT’ - . Classic example of a western celebrity, advertising outside the West, but not allowed to be shown in West. Globalization of Capitalism: consumer culture can displace TRAD PRODUCTION - . She is profiling Ed Burtynsky (photographer), but in the process they are really mapping GLOBALIZATION. - Ed Burtynsky and his large scale images. Images that are both horrific and beautiful, e.g. people cleaning metals. It confronts us. One of the big secrets of consumer culture is that it produces waste. We have been trained to see it and not think about the end result, which means it will be wasted. There is a much wider lifespan with that product. Globalization and Consumer Culture: Market-making - The core dynamic of capitalist globalization is the creation and expansion of global markets and the extension of a capitalist model of production - Globalization began as early as 1945 - Developments in communication and transportation technologies from the 1950s-70s created infrastructure for international commerce - Three distinct markets BECAME MOBILE. 1) labour (workers) 2) good and services 3) finance Globalization (CONTINUED…) - Political developments in 1980s-90s intensified process of capitalist globalization. - 1) Fall of the Soviet Union (formerly Powerful Communist State Failed) - 2) Growth of NEOLIBERALISM (open borders, free trade, removal of trade taxes NAFTA); - 3) MARKETIZATION of developing world, especially CHINA and INDIA. Globalization of Advertising Industry - 1900-1980 AMERICANIZATION. 1) Ad agencies follow clients overseas 2) expansion of ads into Europe, Latin America - 1980-: Globalization as we know it - Theodore Levitt and The Globalization of Markets’ (Harvard Business Review, 1983) - 1)MULTINATIONAL vs Global Corporations - 2) A global corporation functions “as if the entire world (or major regions of it) were single entity; it sells the same things in the same way everywhere.” (p. 2) ECONOMIST THEODOR LEVITT SAYS: - Corporations produce a homogenizing work: “ancient differences in national tastes or modes of doing business disappear. The commonality of preferences leads inescapably to the standardization of products, manufacturing and the institutions of trade and commerce.” (Levitt, p
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