You have probably heard this phrase a million times before on how we live in a world where everything is changing, but what does it really mean. It means that globalization is something that is fast spreading across the globe. It is basically a way where of standardizing products and make them cheaper and accessible. Where as multinational focus on the needs pf each country and not the bigger picture. Levitt, discusses how the spread of globalization has integrated into our societies and he stresses on the fact is inevitable.
Do you ever wonder find yourself wondering how we lived in a world without the internet, smartphones, and televisions? This new world of technology that we live in today is do to the globalization “super story”, which enables us to put things in ways we, individually, can comprehend. Thomas Friedman, an American journalist and three time Pulitzer Prize winner, suggest in his article “Globalization: The Super Story”, that the world has shifted from the international Cold War system to the new international system of Globalization. In other words, the world has adapted to a system of integration rather than divide. Overall, I perceived the article to be terrifying convincing, yet, upon further review I discovered to issues and lack of empathy from Friedman 's point of view.
I no longer have the authentic roots of my nation state because that culture has been deterritorialized and reterriortized in a new global imaginary space. In an undeniable sense, my identity is a product and catalyst of globalization. So if I am ask how am I global, I would simply say rooted from China and planted as a new seed in America is how my cultural identity can be simply sum up. Empirically speaking, the banana story is surely a self fulling prophecy that is becoming a common theme in many Asian’s lifes. It is important to realize globalization of language, technology, and culture have a profound impact on the individual’s construction of identities and life
Businesses deliberately condition and convince the American people to want to be someone else, to want more, to want different by any means necessary and sell their product. Consumer trends determine entertainment, advertising, fashion and every form of business available today. Today’s consumers are more highly educated than previous generations, if that’s the case then how do companies go about expanding their reach and growing exponentially? Why can’t a good amount of consumers cry out for change in destructive production methods and company responsibility and ethics? In 2007 Annie Leonard explores the material economy in the video, Story of Stuff, requiring more than asking how the world became the pit it is, it focuses on real solutions to the way the material economy operates from extraction to disposal.
The Arising Effects of a Consumerist Society In the article “On the Uses of Liberal Education,” written in 1997 by Mark Edmundson he argues how colleges are getting into the consumer habit of overspending on goods. Instead of the money being invested to the liberal arts, a vast amount is spent on the consumer lifestyle. In today 's day and age, it is typical for people to be a part of the big consumerist society. Over time, consumerism has arose throughout the nation, and some more than others. Since the roaring twenties, the United States has progressively steadfast to the consumer lifestyle.
"Just do it! ", "Impossible is nothing!" "Live or love" are the corresponding slogans of multibillion dollar companies Nike, Adidas, and Louis Vuitton. Each slogan conveys the modernistic doctrine of breaking traditional norms and daring to take charge of one's own "unique" life. Millions of people purchase their products as a result of the direct advertisement accentuating the possibility of being individualistic within an exponentially expanding human population.
John F Kennedy once said, “Change is the law of life. And those who look only to the past or present are certain to miss the future.” The Roaring Twenties were filled with many changes from social and political change to important consumer products arising. There were new fashion trends, new technologies, and new possibilities. Thanks to the spread of chain stores and nationwide advertising, people from everywhere were listening to the same things, buying the same objects, and also using the same informal language. Though a small number of young people quite enjoyed the new beginnings the twenties brought, for others it brought many cultural conflicts.
Much like how the use of makeup assists in forging an identity for Chinese women, Belk and Varman, (2012), state that the consumption of the “shopping mall experience” attempts to transform the identities of Indian teenagers. In post –colonial India, much of the young population are attempting to hide or transform their “third world identities.” “ A renewed exposure to the colonial powers of the West through global cultural flows creates a fresh anxiety and desire to mask Third World identities and to emulate the West.” (Belk and Varman, 2012). Indian teenagers are becoming increasingly exposed to Western culture through the media, advertising and fashion industry, which correlates to McCracken’s (1986) research. In Indian culture, the West holds an aspirational position; this is desired by the culture and emulation attempts are made to imitate the Western culture within their own. The consumption of the shopping mall experience by Indian youth is an attempt to form an illusion that they are contemporary and in touch with modern society, and the shopping mall holds a culturally symbolic meaning in India.
In other words, it is essential for corporations to divide and differentiate their customers into smaller groups according to their purchase criteria, common features, needs, desires, etc., so as to ensure that they will be competitive and profitable by building products and providing services that sell and satisfy their potential consumers. As Henry Claycamp states in his book ‘’A Theory of Market Segmentation’’, one of the most considerable and crucial developments in marketing is the fact that nowadays, companies give special importance to market segmentation strategies (p.388). Additionally, by conducting successful customer segmentation, a company may gain multiple benefits. First of all, companies have more probabilities to ensure future growths and be able to launch new products. Furthermore, by segmenting their customers they will gain a competitive market advantage and will be able to raise their market share and consequently earn more profits, fact which will also be translated by raising the percentage of loyal customers (Foundation of Marketing,
Globalization has since forced all the other Emirates to take initiatives towards protecting all features of the Arabian culture. Globalization can be described as progressive movement of expanding the social and economic ties via spreading institutions that are corporate and the philosophy of capitalism that from an economic perspective, there is shrinkage of the world. Globalization is a phenomenon that usually affects a country in three major areas. These areas include social, cultural and economic. This paper will shade some light into how globalization is having an effect on all of the three disciplines in relation to UAE.