Thinking about cultural diffusion and using specific examples, explain how transnational corporations either intentionally or unintentionally spread consumerism through your chosen concept.
Consumerism is essentially the economical and social ideology that encourages the consumer, essentially everyone, to purchase goods or services in regular and large amounts. Its a process where people go to work and spend the money they earn in a continuous cycle of gaining a salary, spending it and then working for more money to be able to buy more goods or services.
Coca-Cola is a major world wide brand that is easily one of the most recognizable brands of soda can beverages in the world. There are only two countries left in the world that do not sell coca cola to this date, North Korea and Cuba. Burma was the third country that didn't sell coca cola but since 2011 it has officially started to sell any products from Coca-Cola It first started off as a small business in 1886 in Atlanta, Georgia USA. Since then Coca-Cola has become a huge transnational corporation and deals in over 200 countries around the world.
Coca-Cola has been thought of in the past as the symbol of capitalism and of the west in many foreign countries. The company has intentionally spread consumerism through cultural diffusion however I highly doubt, that when the company originally set out to sell their products world wide, that they would ever reach this scale. Coca-Cola has stated that they sell 1.8 billion servings of Coca-Cola alone, excluding any of their other products. One of the main reasons why they have reached this level of consumption of their product is through focusing on its custemers. The Company is very active in promoting its products as the best sodas to drink, in understanding the consumer and targeting their wants, and leads the way for trending and popular trends. To be turthful I have fallen for this strategy as I drink at least one can of coke a day. This causes the wide spread of consumerism as people keep buying their products and then it promotes the consumption of other goods or services that follow the current popular trends in society of either that country or the world. Coca-Cola intentional do this so more and more people will buy their products and will continue buying their products.
It is surprising to learn that only two countries that do not sell coca-cola products, I think Coca-Cola has also achieved this by its advertisements. It sells the idea that Coca-Cola is a part of the consumers lives as seen through their videos and slogans such as "Open Happiness" or "Life Begins Here". It's also surprising to see how successful this company has become despite the health issues that its products are associated with; I believe that transnational corporations like Coca-Cola effectively utilize advertisements to impose positive images to consumers to replace its negative images, thus increases consumption.
ReplyDeleteI think the points made in your answer were insightful and thought provoking, but what do you think it has done to all of these country's cultures? Coke is a brand that markets itself by associating with happiness; the Filipino branding often depicts Coke being consumed during large family get togethers, such as Christmas. This emphasis on family advertising in the Philippines, where family is considered especially important, is an example of how Coke has culturally diffused itself; now, Filipinos consider Coke and other soft drinks to be an important part of a gathering, showing that the company has entered the psyche of its customers to increase consumerism.
ReplyDeleteMy question regarding coke in the Philippines is: to what extent has it benefited the population of the Philippines? Globalization is a currently ongoing process. It has had many impacts across the affected nations. How has coke in the Philippines impacted the population? Has coke allowed the Philippines to be more tourist friendly ? Has that led to increase income from tourism and so on? Has coke allowed foreign relations to improve because of a shared love for a particular good? There are many questions that can be asked regarding the effects of coke in the Philippines. As Lance mentioned, there is an emphasis on family so does coke bring joy and happiness because it is associated with happiness? Also is it possible that coke was a part of cultural imperialism? Interesting fact: There used to be cocaine in the original coca cola when cocaine was legal.
ReplyDeleteHoly cow Nick, you've really stirred the pot! I like thinking about the comments that were made and how you can imagine the influence of Coke on each individual culture in every country where Coke is sold. Is it possible to study the influence of Coke on individual cultures by looking at the specific countries? Then could you compare how that influence is either similar or different to one another? What a neat idea!?!?!
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