Relationship beween the local and the global for international Essay

Relationship beween the local and the global for international marketing, evaluate Jean Baudrillard's claim that comtempory cons - Essay Example Following Marshall McLuhan’s interpretation of the structural power of technology to transform societies, one aspect of the introduction of international values into indigenous cultural systems is a change in value systems locally. This relates to what was described before as budget and agenda. Mass-market channels such as TV with its commercial-driven business model may not be a medium through which indigenous voices are traditionally heard or their values represented in the programming. There must be recognition of â€Å"planes of locality† and also the relative nature of minority status for cultures. For example, each nation-state may have a vibrant local media with a wide distribution of networks and local programming in native languages. Multinational corporations may translate their products and advertising campaigns easily to introduce new products into the local markets, and make available the resources in the company to hire local talent for this goal. Indigeno us minorities within the developing States may have a different plane of locality than the national media, and become a type of sub-minority when considered internationally. These traditional indigenous societies and their cultural views may become lost, ignored, and extinct, as in tribal cultures across the world in the 20th Century when confronted with the overpowering commercial messages of mass-media and social programming through advertising. In this manner it is important to understand how a nation like Brazil, China, Korea, or Indonesia may have various degrees of locality with reference to national media but also indigenous minorities within the larger polity. The national culture may compete in a â€Å"minority status† on the word stage, and struggle to have its national voice heard within the larger international dialog. At the same time, these nations may experience â€Å"one way† communication with the West in mass-communication, with the continual introduc tion of â€Å"Western† values but may be similarly unable to influence the dialog by being able to respond reciprocally. Smaller countries may have more difficulty competing internationally against established multinationals in the West, and this relates not only to production and distribution but also marketing and advertising. The internet is a great leveling force against the centralization inherent in mass-media communication channels, but it also leads to a fragmentation of locality and a smoothing of the plane of locality internationally, which fuels globalization’s spread. What â€Å"the mall† represents to local European culture, in contrast to the ancient history and vibrant traditions of open markets, small businesses, and independent bookshops or cafes, is fundamentally similar to what globalization offers on a mass-scale to every culture worldwide, namely the same homogenization of values and simulated model of reality as the mall. Indeed, in develop ing countries with swiftly expanding â€Å"middle classes† such as India, China, Brazil, Korea, etc. the mall appears locally on the same model as in France or America forty years ago, and offers the same promise of homogenization and hegemony to indigenous cultures. The mall provides the fashions, styles, and intellectual ‘products’ for the middle class, and all of the prices are targeted to the salary scale of the office and factory worker hierarchies. The products in the mall are usually