Essay On Globalization And Diversity

1114 Words5 Pages
Are Globalization and diversity antinomical?

Since the beginning of globalization, wherever we travel in the world we have a great chance to find the products that we like to use or eat back home. This is surely a good way not to feel disoriented when going to visit another country but it does raise the question of the loss of cultural diversity. Due to its marketing power, American products are taking over the local tastes and the demands, pushing the establishment of a global culture reliant on technology and focused on consumerism while also creating an everyday dependency to English as international language. Therefore, the thought of globalization threatening the cultural diversity is legitimate.

America owns extremely influential
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Coca Cola advertises in 1971 a portrayed America with its multiethnic culture and its diversity, acting as the example for everyone, while selling us their products (Galeota, 2004). It shows the direct link between the culture and the consumption in the globalization. Via those means, we are constantly asked to buy the latest items of a brand or to buy an updated version of an item we already own while accepting the marketing used in the promotion. Though, promoting diversity (cultural or products) through advertisements does not mean being diversified. In addition, as soon as you look at something you like on the Internet, content-targeted ads (estimated by an MIT study to be exposed to 76% of Internet users) will constantly give you a deluge of similar products to buy, pushing away the feeling of choice and diversity. According to Steve Jobs “people don 't know what they want until you show it to them”, the demand is created by what is shown to consumers through technologies. Even though customers would think that their choices is the result of a well thought process, it is only a mere result of what has been shown to them. We are pushed to consume and this way of life, according to Steigerwald (2004) is inherently hostile to culture. This consumerism through technologies and advertisements has created a new scale on which languages take an important part as to represent a culture, a way of
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