GI5 - Sociocultural Exchanges Case Studies Flashcards
1
Q
Direct Diffusion
A
USA and Canada
- people on border engage hockey (started in Canada) and baseball (popular in American culture)
2
Q
Forced Diffusion
A
- Forced Christianisation of indigenous populations of Americas by Spanish, French, English and Portuguese
3
Q
Indirect Diffusion
A
Presence of Mexican food in Canada (large territory USA in between)
4
Q
International Migration
A
Leicester
- Workers migrated here for better life with guaranteed careers (low paid, mundane)
- Mass migration due to extensive family tires = Leicester white minority (45%)
- 2000-2015 white population declined 20k, Asian increased 20k
- most popular migrant origins in Leicester = Asia, Africa, the Caribbean, Middle East
- 1960s Chinese sought better opportunities, many going into catering (now significant members of community)
- 1980s Chinese migrant increase when Hong Kong economy collapsed
- Migrants come to study at Leicester Uni today
5
Q
Emerging Pattern of Global Cultures
A
- Domestically generated popular music dominated by USA and UK
- Exporters of TV (not national anymore) = USA, France, Germany, UK (Brazil, Mexico, Egypt, Hong Kong, Spain increasing output)
- Sport = football, US Major League Baseball (New York Yankees = global icon; many Major League players from Cuba, Dominican Republic, Puerto Rico, Costa Rica, TV and olympics globalise it)
6
Q
Global Brand and Glocalisation
A
McDonalds
- Menu varies around world to appeal to local tastes:
- India = Maharaja Mac (Big Mac lamb/chicken, not beef) and McAloo Tikki (vegetarian burger) - 1996 opened India, most pop vegetarian + cow sacred
- Germany = serves beer
- Canana = lobster dinner with McLobster (lobster roll)
- Chile = dress burgers with avocado paste
- Greece = Greek Mac (burger made of patties wrapped in pitta)
- A new McDonald’s opens somewhere in the world every 3 hours
- Beijing = middle-class consumption place - American means stylish, exotic + foreign
- Japan = youth hangout
- over 33,000 restaurants, 119 countries
- serves 68mn customers daily
- employs over 1.7mn people
- revenue in excess $24bn
- developed to increase market share e.g. drive thru, Mccafe 1993 to compete growth coffee shops, playgrounds, McExpress/Mcstop
7
Q
Anti-globalisation
A
McDonald’s takes on Asterix
- McDonald’s signed Asterix for marketing in France when Asterix movie released to appease anti-US feeling France (53% France Asterix fav cartoon)
- French cuisine = sacred = McDonald’s insult
- 1999 French farmer led attack McDonald’s under construction - became figurehead anti-globalisation activists France/abroad
8
Q
TNCs
A
Coca-Cola
- World’s leading manufacturer, marketer + distributer non-alcoholic beverage - produces nearly 400 brands
- biggest-selling soft drink in history
- most recognised trademark in world - “coca-cola” 2nd most understood word after “ok”
- employs 49,000 ppl globally,, operates over 200 countries
- 94% world pop recognise coca-cola logo
- 1.9bn servings day
- advertising: TV, Youtube ads, Share a Coke campaign = social media attention (235,000 tweets shareacoke), slogans, helped create modern-image santa
9
Q
Chinese Brands struggle to go global
A
Jianlibao
- 1990s sports drink company tried enter international market but fail
- used to be no.1 beverage China
- good-taste but brand name not connect American consumer (coca-cola chinese name Kekou Kele) = no glocalisation
- Also not sufficient marketing budget for N American operations
- tried to compete w/ coke price but more expensive to produce
- lack international experience
10
Q
Anti-Consumerist
A
Sao Paulo, Brazil “clean city” law
- all outdoor advertising banned including restricted shop fronts signs 1.5m per 10m frontage
- hailed victory public interest over private
- Brazilian Association of Advertisers said tens thousands small businesses bear burden altering shop fronts, $133mn lost advertising revenue, 20,000 job loss
- law introduced Jan 2007, 90-day period meet regulations or face $4,500 fine per day
(During: Sky jumped on, advertising by removing ads from sky movies)
11
Q
Cultures fighting back
A
McDonald’s had to withdraw McFalafel from Israel
- family owned-street stalls/cafes peoples choice for national dish
- consumers see McDonald’s as a burger place
12
Q
Diaspora
A
Irish
- emigration to USA since 1840s
- Irish immigrants + descendants
- over 100mn people (16x pop Ireland)
- 10.8% US pop claim Irish ancestry
- 156,000 Irish born living USA
- famous ppl claim Irish descent = “plastic paddies”
- 4 generations migrants claim Irish residency as long as parents/grandparents claimed citizenship b4 they born
- USA celebrates Saint Patrick’s Day - NY parade 2mn go to
- Job stereotypes Irish firefighter/cop
- Irish contribute US culture e.g. Walt Disney, F. Scott Fitzgerald
- “Emerald Societies” pride in Irish heritage
- Irish-US bands drawn Irish themes + music
- Gaelic Athletic Association (Handball, Hurling, Gaelic football)
- 30,000 Irish Gaelic speakers - Gaelic long advocacy group Daltar na Gaeilge
- Irish pubs + guinness world
- Leprechauns + four leaf clovers
- Irish dancing
- increased tourism Ireland
- remittances to Ireland
- Exploitation Irish culture
- potentially large no ppl move back to Ireland = overcrowding
13
Q
Indigenous Impact
A
Nenets, NW Siberia; Yamal Penisula, N Arctic circle
- reindeer herders, reindeers central culture (income, food, clothing, transport)
- Children now go boarding school then choose town or herder - many choose herder for income / freedom
- 1/4 world’s natural gas
- R gov take over lands natural resource extraction - pipes block migration routes + not above surface]
- threats = climate change (melting permafrost) + resource extraction
- melting permafrost = lakes drain = reduced fish (main diet)
- snow mobiles to town = trade / income
- threat pasture quality / reindeers food pollution / infrastructure
- own lang but young speak russian = trade
- over 10,000 herd 300,000 reindeer
- Yamal Megaproject exploit gas 1990s (2012 = first produced)
- 325 mile railway line 2011 = connect R to West
- changing migration patterns ice melting earlier / freezing later
- scramble for Arctic / more gas fields open 2019
- R gov claims defend indigenous rights but opposed UN declaration on issue
14
Q
Cultural Imperialism / Dilution
A
- China eat dog/cat but now increasingly see as pets / call animal welfare laws
- Colonialism e.g British Empire
- TNCS e.g. McDonald’s (20 dominate entertainment industry e.g. BBC, CNN)
- Global Institutions e.g. IMF
- over 6,000 languages now but half disappear by 2100 - english becoming dominant lang
- Occupation e.g. China in Tibet
15
Q
Universal Hybrids
A
- British drink tea due to imperial connections with India
