This was written for the University subject, BCM111.
Below are the annotated bibliographies of two readings for Week Two, which focused on globalisation and cultural homogenisation.
Bhattacharjee, A 2017, ‘Impact of "Cultural Imperialism" on Advertising and Marketing’, Journal of Intercultural Communication, no. 45, p.1
‘Impact of “Cultural Imperialism” on Advertising and Marketing’ discusses a wide variety of ideas - particularly, the thoughts of theorists in defining globalisation, delineating the definition of ‘Cultural Imperialism’ as well as examining “…print magazine advertising in Europe and India…to analyze globalization within the context of the popular criticism that it is an imperialistic enterprise”. In other words, the article is attempting to determine the extent of Cultural Imperialism and homogenisation. This article relates to week two’s topic insofar as expanding upon the concept of multi-directional media flow and the homogenisation of culture through the globalisation of communication. It accomplishes this through the gathering of evidence from print magazine advertising and compiling this data to determine Cultural Imperialism’s impact on a statistical level. For example, the article compares the wording of slogans or phrases in several companies’ global marketing such as how “Watch companies…use globalized ad copy--"Omega Is a Sign of Excellence"; (Omega)" "Swiss Quality;" (Tissot) "A Different World"; (Rado)" "Officially Certified Swiss Chronometer;" (Rolex) and "Water-Resistant Swiss." (Hermès).” The article will be particularly useful for future assessments in that it provides both a strong theoretical and practical foundation in understanding media flow and Cultural Imperialism. However, the article is limited by its sheer density and its somewhat flawed conclusion that Cultural Imperialism is mainly “useful in illuminating exchanges in the economic domain [and] may not necessarily recognize all the complexities of local traditions…”
Fairweather, NB & Rogerson, S 2003, ‘The Problems of Global Cultural Homogenisation in a Technologically Dependant World’, Journal of Information, Communication & Ethics in Society, vol. 1, no. 1, pp. 7-12
‘The Problems of Global Cultural Homogenisation in a Technologically Dependant World’ focuses on and examines the complexities and ethical dilemmas central to the globalisation of technology and how it impacts and furthers global and cultural homogenisation. Particularly, it looks at computer software and why more English-based software exists than any other language in the world, how global advertising perpetuates global homogenisation in that “the advertising itself constitutes global homogenisation [as] the same message is received by people throughout the globe…” and how the Internet has developed into “a commercialised sphere open to the public, and used by the majority of the population…”. The article is pertinent to week two’s topic as it analyses globalisation and homogenisation, albeit with a techno-centric focus. In addition, the article is very useful in studying global media as it relates the homogenisation of culture to the in-grained use of technology within society as well as the moral predicaments that arise from its use and ingratiation throughout the world. In regards to its use in future assessments, it could be used to provide a combined view of the ethical and technological problems that arise from the globalisation of technology and mankind’s dependence on said technology. Nevertheless, the article is limited in that it implements opinion polling to determine “global standards for increasingly global interaction” which involved “representative samples of 1000 citizens in 23 countries on 6 continents”, but also recognises that this sort of polling “cannot explore complex issues in the sort of depth that gives meaningful conclusions…”.
‘Impact of “Cultural Imperialism” on Advertising and Marketing’ discusses a wide variety of ideas - particularly, the thoughts of theorists in defining globalisation, delineating the definition of ‘Cultural Imperialism’ as well as examining “…print magazine advertising in Europe and India…to analyze globalization within the context of the popular criticism that it is an imperialistic enterprise”. In other words, the article is attempting to determine the extent of Cultural Imperialism and homogenisation. This article relates to week two’s topic insofar as expanding upon the concept of multi-directional media flow and the homogenisation of culture through the globalisation of communication. It accomplishes this through the gathering of evidence from print magazine advertising and compiling this data to determine Cultural Imperialism’s impact on a statistical level. For example, the article compares the wording of slogans or phrases in several companies’ global marketing such as how “Watch companies…use globalized ad copy--"Omega Is a Sign of Excellence"; (Omega)" "Swiss Quality;" (Tissot) "A Different World"; (Rado)" "Officially Certified Swiss Chronometer;" (Rolex) and "Water-Resistant Swiss." (Hermès).” The article will be particularly useful for future assessments in that it provides both a strong theoretical and practical foundation in understanding media flow and Cultural Imperialism. However, the article is limited by its sheer density and its somewhat flawed conclusion that Cultural Imperialism is mainly “useful in illuminating exchanges in the economic domain [and] may not necessarily recognize all the complexities of local traditions…”
Fairweather, NB & Rogerson, S 2003, ‘The Problems of Global Cultural Homogenisation in a Technologically Dependant World’, Journal of Information, Communication & Ethics in Society, vol. 1, no. 1, pp. 7-12
‘The Problems of Global Cultural Homogenisation in a Technologically Dependant World’ focuses on and examines the complexities and ethical dilemmas central to the globalisation of technology and how it impacts and furthers global and cultural homogenisation. Particularly, it looks at computer software and why more English-based software exists than any other language in the world, how global advertising perpetuates global homogenisation in that “the advertising itself constitutes global homogenisation [as] the same message is received by people throughout the globe…” and how the Internet has developed into “a commercialised sphere open to the public, and used by the majority of the population…”. The article is pertinent to week two’s topic as it analyses globalisation and homogenisation, albeit with a techno-centric focus. In addition, the article is very useful in studying global media as it relates the homogenisation of culture to the in-grained use of technology within society as well as the moral predicaments that arise from its use and ingratiation throughout the world. In regards to its use in future assessments, it could be used to provide a combined view of the ethical and technological problems that arise from the globalisation of technology and mankind’s dependence on said technology. Nevertheless, the article is limited in that it implements opinion polling to determine “global standards for increasingly global interaction” which involved “representative samples of 1000 citizens in 23 countries on 6 continents”, but also recognises that this sort of polling “cannot explore complex issues in the sort of depth that gives meaningful conclusions…”.
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