Globalisation and Development

  1. argument
    • does globalisation increase development?
    • or destroy local culture?
    • does it even exist or is it a social construction in time and place
    • different versions of modernity
    • - a liberating civilisation emanating from the West
    • or a threat to cultural diversity, restricting freedom
  2. Pepsi-Co ethnography outline
    • Gewertz and Errington, Papua New Guinea
    • examines local Chambri understandings of modernity in reference to consumer capitalism
  3. Pepsi Fizz
    • Gewertz and Errington
    • TV programme emphasising the "traditional" vs "modern"
    • traditional dress, popular PNG musicians
    • advertising pepsi cola
    • choice of the new generation
  4. Impact of Pepsi-Co
    • bridge division between cultures (from tribal to cosmopolitan)
    • divisions between traditional and modern
    • despite straying from tradition, cultural distinctions and identities still had importance
    • instead shaped new subjectivities: idea of personal choice and autonomy
  5. Sahlins: the indigenisation of modernity
    • new forms of cultural production constantly innovating
    • challenges idea of cultural destruction
    • culture is fluid, constantly adapting
    • localisation results in greater diversity in response to threat
    • stronger sense of local identity
  6. McDonalds in Beijing
    • Yan: the localisation of Americana
    • as a symbol of America 
    • represents modernisation
    • Growth of McD to be understood in changes of Chinese culture
    • new tendency to absorb cultural influence and transform into local insitutions
  7. difference of Chinese McD
    • food presented as "scientifically designed"
    • cleanliness promoted
    • assosiated success of transnat food corporations with atmosphere of equality/democracy
    • fashionable/exotic/comfortable
  8. conclusion of Beijing McDonalds
    • not homogenic
    • represents radically different values
    • becomes a localised, Chinese version of Americana
    • presented itself as a Chinese company
  9. globalisation definition
    • process of international integration of world views, products, ideas and other aspects of culture
    • global interconnectedness
    • increasing economic links
    • greater political and cultural integration
    • OR cultural homogeneity? "Westernisation"
  10. BUT Cooper questions:
    • whether the world is more connected than ever before
    • comes in waves
    • historical periods of connectedness existed already
    • eg trade prior WW1, global labour migration peaking 1815
    • NOW states close their borders
    • capital economic links show danger in interconnectedness: financial crisis

    are we actually more modern than before?
Card Set
Globalisation and Development
Globalisation and Development