Describe the role of TNCs and the media in spreading consumer culture.

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Presentation transcript:

Describe the role of TNCs and the media in spreading consumer culture. What do we mean by consumer culture? The choices made by consumers (those who exchange finances for a particular good or service) based upon their psychological attachment to a brand or product rather than economic reason.

What strategies are TNCs using to spread consumer culture? https://www.youtube.com/watch?v=zgQPZV31cAU 18.00-28.00

Ways of spreading consumer culture… Sponsorship of sporting competitions / mega events eg FIFA World Cup or Olympic Games. Increase audience by television and media coverage. Ownership or sponsorship of venues eg Coca Cola Park, Jo’burg, SA. Newspaper advertising – subconscious messages, use of imagery. Tapping into enhanced environmental concern eg Free Range. Using increase in network connectivity and change in lifestyles eg provision of WiFi and working areas. Become part of lifestyle. Use other ‘trends’ as a vehicle for promotion eg Reebok using ‘CrossFit’ to promote their trainers.

Define: commodity Something that can be bought or sold. How can the introduction of branded commodities into a location influence cultural diffusion? WHERE IS THIS? Homogenisation? Glocalisation?

How and why has McDonalds been adopted on a global scale? Open the worksheet on the Weebly Use the Paul Guiness info to answer the first parts of the question. Then add the info from the video.

What about Coca Cola? Use the worksheet and Paul Guiness information to analyse the global adoption of Coca Cola as a commodity.