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Benjamin McKeown

Advertising and Global Culture | Cultural Survival - 0 views

www.culturalsurvival.org/...advertising-and-global-culture

culture HL TNC

shared by Benjamin McKeown on 26 Feb 19 - No Cached
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  • Author Janus Noreen No one can travel to Africa, Asia, or Latin America and not be struck by the Western elements of urban life. The symbols of transnational culture - automobiles, advertising, supermarkets, shopping centers, hotels, fast food chains, credit cards, and Hollywood movies - give the, feeling of being at home. Behind these tangible symbols are a corresponding set of values and attitudes about time, consumption, work relations, etc. Some believe global culture has resulted from gradual spontaneous processes that depended solely on technological innovations - increased international trade, global mass communications, jet travel. Recent studies show that the processes are anything but spontaneous; that they are the result of tremendous investments of time, energy and money by transnational corporations. This "transnational culture" is a direct outcome of the internationalization of production and accumulation promoted through standardized development models and cultural forms.
  • The common theme of transnational culture is consumption. Advertising expresses this ideology of consumption in its most synthetic and visual form.
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  • Advertisers rely on few themes: happiness, youth, success, status, luxury, fashion, and beauty. In advertising, social contradictions and class differences are masked and workplace conflicts are not shown. Advertising campaigns suggest that solutions to human problems are to be found in individual consumption, presented as an ideal outlet for mass energies...a socially acceptable form of action and participation which can be used to defuse potential political unrest. "Consumer democracy" is held out to the poor around the world as a substitute for political democracy.
  • Transnational advertising is one of the major reasons both for the spread of transnational culture and the breakdown of traditional cultures.
  • Transnational culture strives to eliminate local cultural variations. Barnett and Muller discuss the social impact of this process:
  • What are the long range social effects of advertising on people who earn less than $200 a year? (Peasants, domestic workers, and laborers) learn of the outside world through the images and slogans of advertising. One message that comes through clearly is that happiness, achievement, and being white have something to do with one another
  • In mestizo countries (sic) such as Mexico and Venezuela where most of the population still bear strong traces of their Indian origin, billboards depicting the good life for sale invariably feature blond, blue-eyed American-looking men and women. One effect of such "white is beautiful" advertising is to reinforce feelings of inferiority which are the essence of a politically immobilizing colonial mentality...The subtle message of the global advertiser in poor countries is "Neither you nor what you create are worth very much, we will sell you a civilization (emphasis added).
  • Transnational firms and global advertising agencies are clearly aware of the role of advertising in the creation of a new consumer culture in Third World countries
  • Television antennas are gradually taking the plac
  • tom-tom drums across the vast stretches of Africa. Catchy jingles are replacing tribal calls in the Andes of Latin America. Spic-and-span supermarkets stand, on the grounds where colorful wares of an Oriental Bazaar were once spread throughout Asia. Across vast continents hundreds of millions of people are awakening to the beat of modern times.
  • Increasingly advertising campaigns are aimed at the vast numbers of poor in Third World countries
  • As one U.S. advertising executive observes about the Mexican consumer market, even poor families, when living together and pooling their incomes, can add up to a household income of more than $10,000 per year
  • The use of television to spread transnational culture is especially effective with illiterates
  • By consuming Coca-Cola, Nestle products, Marlboro, Maggi, Colgate or Revlon, Ivorians are not only fulfilling unnecessary needs but also progressively relinquishing their authentic world outlook in favor of the transnational way of life.
  • In trying to be as white as possible, that is to say, in becoming ashamed of their traditional being, the Ivorians are at the same time relinquishing one of the most powerful weapons at their disposal for safeguarding their dignity as human beings: their racial identify. And advertising is not neutral in such a state of affairs.
  • Yet, the advertising of Coca-Cola and Heinekens portrays drinking as an individual act rather than a collective one.
  • Santoro concluded that these stereotypes held by children were largely the same ones to be found in typical Venezuelan television and advertising contents.
  • These results, while very tentative, suggest that the impact of transnational culture is greater among the poor - the very people who cannot afford to buy the lifestyle it represents. The poor are more likely to associate consumption with happiness and feel that industrialized products are better than the locally made ones. But at the same time they are painfully aware that only the rich have access to the lifestyle portrayed.
  • Virtually every child showed an acute awareness of the different access to these products by class.
  • Again, poor children more often answered that Nescafe is coffee, and Tang is orange juice
  • poorer children were significantly more likely to associate the luxury possessions with happiness than the rich children.
  • What political impact does the spread of transnational culture have on the poor for whom luxury lifestyles are not possible? How do they deal with the daily contradictions that this awareness implies? How much will they accept and how much will they reject? How can they maintain their own identities in the face of transnational culture
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Benjamin McKeown

The Most Important Thing, and It's Almost a Secret - The New York Times - 0 views

www.nytimes.com/...g-and-its-almost-a-secret.html

poverty disparity

shared by Benjamin McKeown on 01 Oct 15 - No Cached
  • The number of extremely poor people (defined as those earning less than $1 or $1.25 a day, depending on who’s counting) rose inexorably until the middle of the 20th century, then roughly stabilized for a few decades. Since the 1990s, the number of poor has plummeted.• In 1990, more than 12 million children died before the age of 5; this toll has since dropped by more than half. • More kids than ever are becoming educated, especially girls. In the 1980s, only half of girls in developing countries completed elementary school; now, 80 percent do.
  • Granted, some 16,000 children still die unnecessarily each day. It’s maddening in my travels to watch children dying simply because they were born in the wrong place at the wrong time.
  • The world’s best-kept secret is that we live at a historic inflection point when extreme poverty is retreating. United Nations members have just adopted 17 new Global Goals, of which the centerpiece is the elimination of extreme poverty by 2030.
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  • oung journalists or aid workers starting out today will in their careers see very little of the leprosy, illiteracy, elephantiasis and river blindness that I have seen routinely.
  • “The next two decades can be even better and can become the greatest era of progress for the world’s poor in human history,
  • globally, inequality is diminishing, because of the rise of poor countries.
  • Cynics argue that saving lives is pointless, because the result is overpopulation that leads more to starve. Not true. Part of this wave of progress is a stunning drop in birthrates.
  • Haitian women now average 3.1 children; in 1985, they had six. In Bangladesh, women now average 2.2 children. Indonesians, 2.3. When the poor know that their children will survive, when they educate their daughters, when they access family planning, they have fewer children.
Benjamin McKeown

Albatrosses hit by fishing and climate - BBC News - 0 views

www.bbc.com/...science-environment-32743627

climate change biodiversity biosphere

shared by Benjamin McKeown on 21 Nov 17 - No Cached
  • "El Niño reduced the amount of food available so the birds probably switched to feeding on discards behind fishing vessels, increasing the number being hooked on longlines."
  • Not all climate effects are negative. The recent increasing trend towards stronger poleward winds actually benefits the wandering albatrosses. "Such winds make their flight more efficient," Dr Phillips told BBC News. "They can fly faster. Essentially, these winds make the cost of travel cheaper for them."
  • Scientists say the losses are the result of careless fishing practices and climate pressures.
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  • Albatrosses will often try to take the bait on longline fishing gear. They get snagged on the hooks, are pulled under the water and are drowned.
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