Globalisation and a global monoculture?

Culture homogenisation

• Rise in global consumer culture

  • Undermines border’s roles in nation-state’s culture

2020 — % of most successful restaurant chains that were 🇺🇸

90%

Biggest restaurant chain globally with 43,000 stores

Subway

McDonald’s number of stores worldwide

40,000

Total number of people employed by McDonald’s

200,000

3 biggest restaurant chains in 🇨🇳

1. KFC

2. McDonald’s

3. Burger King

2 biggest fast food chains in 🇮🇳

1. McDonald’s

2. Starbucks

2020 — 5 most recognisable brands

1. 🍎 (🇺🇸)

2. Google (🇺🇸)

3. Amazon (🇺🇸)

4. Microsoft (🇺🇸)

5. Coca Cola (🇺🇸)

🇨🇳 tourist’s 2 biggest destinations in 🇬🇧

1. Buckingham Palace

2. Bicester Shopping Village

Brands and IDs

• People define themselves through the brands they wear

Barber — McWorld

• Same entertainment/Americanised food/material fulfilment is desired worldwide

IGOs and Americanisation

• All advance principles of Washington Consensus

Fall of USSR and Americanisation

• Western values instrumental in its fall

Global appeal of other values

• 🇬🇧 ones, for example

Other country’s view of 🇺🇸

• Not always favourable

Global marketplace — 🇰🇷 (2)

1. Parasite = first MFL film to win best picture at the oscars

2. K-Pop

Number of views of Squid Game in how many countries

111m views; 80+ countries

🇳🇬

‘Nollywood’

3 countries that made Nando’s

🇿🇦 + 🇲🇿 + 🇵🇹

Number of Nando’s in 🇬🇧 in 1992

1

Number of Nando’s in 🇬🇧 in 2020

442

🇯🇵

Manga

2 top sports in 2020

1. 🇺🇸 soccer; 4bn

2. 🇵🇰 cricket; 2.5bn

2 football teams supported worldwide

1. Real Madrid

2. Manchester United

🇮🇪 (2)

1. Irish pubs

2. St Patrick’s Day — big celebrations in NYC; Monserrat has a public holiday

🇸🇪 (2)

1. Scandinavian noir fiction

2. Ikea

🏴󠁧󠁢󠁥󠁮󠁧󠁿 (6)

1. The Crown

2. Prêt à Manger 1986

3. Wagamamma’s

4. YO! Sushi

5. Peppa Pig

6. Harry Potter

Peppa Pig and 🇨🇳?

• 2019 celebrated 🇨🇳 New Year

  • Trailer got 1bn views in 🇨🇳

🇮🇳

Bollywood = Hollywood + 🇮🇳 influences

Glocalisation

• Local communities moulding global culture

5 examples of glocalisation

1. McDonald’s varies by region

2. The Office/Inbetweeners have both 🇬🇧 and 🇺🇸 versions

3. Balti curry in Birmingham

4. Chicken tikka in 🇬🇧 and is our favourite food

5. Starbucks sold matcha in 🇨🇳

🇺🇸 and Peppa Pig

• Some children have 🇬🇧 accents from watching Peppa Pig

🇷🇸

• Latin alphabet → cyrillic in recent years (W→E shift)

🇱🇰

• Bible sanscrit → Hindi in recent years (E→W shift)

Importance of K-Pop

• Western music went to 🇰🇷

  • New 🇰🇷 music is inspired by Western music

    • This has then be re-packaged and sold back to the Western world

🇷🇺 and Adidas

• Very obsessed with it due to post-USSR collapse capitalism shock therapy

Commodity fetishism

• Coined by Marx

• Redesigned by Klein