- globalisation led to spread of popular and consumer culture and consumer lifestyle associated with it
Example
American Influences on Fast Food and Media
media includes: TV programmes, commercials, movies, content streaming, music production, video games
around world → people continue to embrace American culture. Can be bc people find aspects of American culture, like fast food and media, familiar and relatable
as people continue to enjoy + consume American media, some may also adopt values and beliefs represented by American shows and moveis
with American influences becoming increasingly prevalent → they have become part of peoples daily routines, shaping their preferences and lifestyles
Example
Korean Wave, Hallyu from SK Korean influences spread through beauty products, television dramas, electronics, food and Korean pop music
- Innisfree, kpop bands you know alr
- with technological advancements → cultures can spread easily from the country of origin to rest of world
- e.g. America & Korea → more tech advanced → allowing spread.
- use digital tech to spread entertainment products in digital format + share via digital platforms
- enables customers anywhere in world to use them + share with others
- marketing activities of MNCs also facilitate spread of popular and consumer culture
- many MNCs engage with intl celebrities → advertise their products in diff countries as brand ambassadors.
- provides ppl with greater exposure to pop and consumer culture.
- encourages consumption + spread of these cultures
result of the big G → pop and consumer culture has spread across world.
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as pop and consumer culture becomes more prevalent → it has becoming part of ppls lifestyles
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e.g. American + Korean influences observed in ppls entertainment choice, food, fashion.
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some people may also adopt values + beliefs represented in American or Korean shows and movies
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spread of pop and consumer culture → enrich peoples lives → expose them to new product and novel ideas → thus offering more lifestyle choices
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as people in diff parts of world listen to same music / watch same movies / eat same food / wear same fashion → can better relate to one another through shared experiences and identities