Urban dwellers in the Western world have witnessed a change of their cityscapes recently. Small independent stores, restaurants and coffee bars have been replaced by stores of multinational companies, such as Tesco, McDonald’s, Burgerking, Starbucks, H&M and The Gap. No matter if you are exploring the city centre of Leicester, London or Hamburg, you find more and more branches of large-scale business companies, attempting to attract consumers with their big, bright logos. The same process can be found in the media – global brands such as Hewlett-Packard and Coca Cola advertise all around the globe, or in terms of Barnet et al (1995: p. 164): “Marlboro country is everywhere”. While the unification of city centres has been much-discussed, further questions need to be elaborated on: In how far are these phenomena results of globalisation? Which consequences do they have for life in Western societies? Is there a global homogenisation of culture, and if so, to what extent? Which role does advertising play in this process? These and other questions are discussed in this paper.
Table of Contents
- 1. Introduction
- 2. Characteristics of Consumer Culture
- 2.1 Imagery
- 2.2 Global Brands
- 3. Heterogeneous homogenisation or homogeneous Heterogenisation?
- 3.1 Homogeneity
- 3.2 Heterogeneity
- 3.3 Towards a global homogeneous culture?
- 4. Outlook
Objectives and Key Themes
This paper aims to examine how advertising and consumer culture contribute to the creation of a homogeneous global culture. It explores the globalization of retail spaces and media, questioning the impact on Western societies and the role of advertising in this process. The paper investigates whether this leads to cultural homogenization and, if so, to what extent.
- The influence of consumer culture on cultural processes.
- The role of advertising in shaping global culture.
- The impact of global brands on cityscapes and media.
- The phenomenon of homogenization and heterogenization in a globalized world.
- The relationship between consumption, communication, and cultural representation.
Chapter Summaries
1. Introduction: This introductory chapter sets the stage by observing the increasing presence of multinational corporations in Western city centers and media. It highlights the replacement of smaller, independent businesses with global brands like Tesco, McDonald's, and Starbucks, posing the central question of whether this represents a global cultural homogenization and the role of advertising in this process. The chapter lays out the key questions that will be addressed in the paper, establishing the scope and focus of the research.
2. Characteristics of Consumer Culture: This chapter delves into the concept of "consumer culture" in Western democracies, defining it as a system where cultural processes are largely determined by market principles. It emphasizes the significance of goods as communicators and the influence of supply, demand, and competition. The chapter further explores how consumption became a dominant mode of cultural reproduction, highlighting how market principles shape everyday life, rendering it status-driven and conformist. The role of Fordist mass consumption and the increase in multinational corporations in the 20th century are also examined as contributing factors to the evolution of consumer culture.
2.1 Imagery: This section focuses on the visual aspects of consumer culture and advertising's role in shaping perceptions. It discusses the importance of visual representation in a visual culture, highlighting how advertising functions as a key part of societal communication. The chapter analyzes how mass media, particularly television, emphasizes image over content and observes the impact on areas such as politics, where image-building becomes crucial. It connects these observations to the branding of everyday items, showing how brands become integrated into communication and social representation.
2.2 Global Brands: This section analyzes the strategies employed by global companies to achieve widespread success. It outlines a three-step process: price wars, chain-store clustering, and the creation of flagship stores. The chapter then explores the paradoxical phenomenon of global brands recreating a sense of community in city centers, capitalizing on people's desire for local business and community life. The concept of brands "cannibalizing" themselves is discussed, using Starbucks as a prime example of this strategy.
Keywords
Consumer culture, global brands, advertising, globalization, cultural homogenization, visual culture, mass media, multinational corporations, market principles, branding, communication, representation.
FAQ: Comprehensive Language Preview
What is the main topic of this paper?
This paper examines how advertising and consumer culture contribute to the creation of a homogeneous global culture. It focuses on the globalization of retail spaces and media, exploring its impact on Western societies and the role of advertising in this process. The central question is whether this leads to cultural homogenization, and if so, to what extent.
What are the key themes explored in the paper?
Key themes include the influence of consumer culture on cultural processes; the role of advertising in shaping global culture; the impact of global brands on cityscapes and media; the phenomenon of homogenization and heterogenization in a globalized world; and the relationship between consumption, communication, and cultural representation.
What are the main chapters and their summaries?
The paper is structured as follows: Chapter 1 (Introduction) sets the stage by observing the increasing presence of multinational corporations and poses the central question of global cultural homogenization. Chapter 2 (Characteristics of Consumer Culture) delves into consumer culture, defining it and emphasizing the significance of goods as communicators. Section 2.1 (Imagery) focuses on the visual aspects of consumer culture and advertising's role in shaping perceptions. Section 2.2 (Global Brands) analyzes the strategies employed by global companies to achieve widespread success, including price wars, chain-store clustering, and the creation of flagship stores. Chapter 4 (Outlook) is not detailed in this preview.
What specific examples are used in the paper?
The paper uses examples such as Tesco, McDonald's, and Starbucks to illustrate the replacement of smaller businesses with global brands in Western city centers. Starbucks is also used as an example of a brand "cannibalizing" itself through strategic store placement.
What are the key takeaways of this research preview?
This research preview provides a structured overview of a paper exploring the complex interplay between consumer culture, advertising, globalization, and cultural homogenization. It highlights the visual and strategic aspects of global brand expansion and their impact on shaping cultural landscapes in Western societies. The preview suggests a critical examination of the extent to which this leads to a homogenous global culture.
What are the keywords associated with this paper?
Keywords include Consumer culture, global brands, advertising, globalization, cultural homogenization, visual culture, mass media, multinational corporations, market principles, branding, communication, and representation.
- Quote paper
- Christoph Behrends (Author), 2005, How advertising and consumer culture are contributing to the creation of a homogeneous global culture, Munich, GRIN Verlag, https://www.grin.com/document/75671
