65. Although global homogeneity in a broader sense may not be as inexorable as the 5 o6 \" Q) F) e8 W9 ~
speaker here suggests, I agree that multinational corporations are indeed creating global : I/ f/ `; w, ]9 A7 h
sameness in consumer preferences. This homogeneity is manifested in two concurrent . H5 ~3 b4 l6 T+ C* D4 b
megatrends: (1) the embracing of American popular culture throughout the world, and % j& t$ `( z( i# m' d# ~; `8 t
(2) a synthesis of cultures, as reflected in consumer preferences.3 g" Q7 @% }' l @* A# l, F
The first trend is toward Americanization of popular culture throughout the world. ) w- g! Z% h2 P' z
In food and fashion, once a nation's denizens "fall into the Gap" or get a taste of a Coke
# K1 k2 F- x: A$ N; `1 aor Big Mac, their preferences are forever Westernized. The ubiquitous Nike "swoosh,"
/ k, c. d0 v4 {, Xwhich nearly every soccer player in the world will soon don, epitomizes this
8 L3 e- c; f; k3 Gphenomenon. In media, the cultural agendas of giants such as Time-Warner now drive ! w% v1 V3 ~+ C5 s, `# u
the world's entertainment preferences. The Rolling Stones and the stars of America's
: z+ k0 b& v) E3 a0 d: L7 Uprime-time television shows are revered among young people worldwide, while
8 O" z2 [6 [6 s. V* v; \8 IMozart's music, Shakespeare's prose, and Ghandi's ideology are largely ignored.+ M# f; k/ w' A( ?* V8 W
A second megatrend is toward a synthesis of cultures into a homogenous stew.
9 \ k, b7 f; I) \The popularity of "world music" and of the "New Age" health care and leisure-time
}( M* s# A! _activities aptly illustrate this blending of Eastern, Western and third-world cultures. 4 ]; D. E( K' U& V- w& ^. ^* W, Y
Perhaps nowhere is the cultural-stew paradigm more striking, and more bland, than at ; L* s- ~2 X/ ]: r: w* h- a/ }3 s
the international "food courts" now featured in malls throughout the developed world.' q- l; [2 \7 o
These trends appear inexorable. Counter-attacks, such as Ebonies, rap music, and
8 p" i1 l* z. ibilingual education, promote the distinct culture of minority groups, but not of nations. , A, [6 E% h7 M* C( D- p
Further homogenization of consumer preferences is all but ensured by failing trade
. b* E6 B* a2 E$ a. ?7 N9 lbarriers, coupled with the global billboard that satellite communications and the Internet U+ E7 i, }' L5 g4 z* s1 A: O7 P8 M
provide.
7 @1 q" x5 D6 l i5 e! J! D In sum, American multinationals have indeed instigated a homogeneous global, 4 a. f. n+ O- Y% j$ u7 H
yet American-style, consumerism—one which in all likelihood will grow in extent
/ T% M f$ V- l/ z6 J1 y% n+ z5 zalong with free-market capitalism and global connectivity. |
发表于 2012-8-15 21:50:16
