1. Producing Culture in the Global Marketplace
Globalisation, Lifestyle and Culture
Lecture VI
Daniel Turner and Jenny Flinn

2. A world of choice?
A multitude of options as a result of globalisation?
Fluidity of postmodern identity – the demand for individualism – the cult of narcissism?
Creating ‘distinction’ (see Bourdieu)
Conspicuous consumption (see Veblen)
Rise of the experience economy (Pine and Gilmore)

3. A world of similarity? The myth of the Information Age (Wayne)
The irony of capitalism – the tendency towards monopoly
Mergers and joint ventures between ‘competitors’ (Klein, Wayne)
Tendencies towards efficiencies = global sameness?
The rise of Post-Fordist means of production and ‘differentiation’

4. Post-Fordism
Fordism – any colour you like as long as it’s black (links to Modernity) – not enough.
‘mass production needs brand differentiation’ (Klein)
Flexible means of production?
Lifestyle marketing and ‘individualised’ products – but not individualised production!

5. Producing culture in the global age
Pseudo-sovereignty
Any flavour of vodka you like as long as it’s Absolut?
“our ability to choose from what is on the menu is constantly stressed. Our ability to choose what should be offered is conveniently ignored” (Clarke and Critcher)