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Published byRandolph Perry Modified over 9 years ago
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Cultural diffusion The process of spreading cultural traits from one place to another. Cultures change at different speeds across time and place. Can move in real space and cyber space
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Cultural diffusion is facilitated by:
Migration Spread of news, ideas, fashions through mass media, trade and travel Growth of global brands – McDonalds, Coca Cola/ Internet – mass communication Increased transport. Facilitates spread of people and products.
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Aspects of culture Language Images Music Food Customs Beliefs Technologies. Dress Language – national identity. Transmitted through speech, literature, song. Interaction depends upon language. Customs – patterns of behaviour. Long standing practice handed down from one generation to the next. E.g. Japan – bowing, no tipping, taking shoes off Beliefs – first form of global networks. Christianity and Islam – most global, Hinduism, Judaism, more regional. Impact national cultures. Can influence politics as well. Dress – establishing a sense of being. Place in society. Less distinctive now. Younger generation has abandoned cultural dress. Beliefs also influence this. Images – telecommunications advances allow cultural images to flow around the world. Important for portraying a country in positive or negative terms. Music – Easy diffusion of one culture to another because language is less of a barrier for its impact. Global music industry is dominated by a few TNCs. Food – important identity of many cultures and countries. Reflect the migrant populations of that country. Also close links with beliefs e.g. Halal, Kosher. Technology – A catalyst for cultural change. E.g. contraception, GM crops, different reactions to the adoptions of technologies.
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Globalisation on cultural landscapes related to the connectedness of that landscape to global networks Places that have been bypassed by globalised cultural flows can be referred to as ‘black holes’.
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Explain how migration and the spread of empires could facilitate cultural diffusion
Country of migrant destination Migrants bring cultural traits Country of migrant origin Migrants pick up cultures from destination 100 million migrant workers in the world. Increasing feminisation of migration Flows occur through visits home, Permanent moves home Communication via phone, letter, ICT and sending goods home.
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Large migration rates to the UK and other Western European countries has led to the formation of diaspora populations Growing cultural hybridity – cultures that are intermixed
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Outcomes: Shops and goods to provide for migrants e.g. Polish food shops in Tunbridge wells Places of worship catering for a variety of languages (Catholic churches offer weekend mass in Polish) High birth rates – more children with English as a second language / bilingual children
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Mass Tourism and cultural diffusion
900 million arrivals in 2007 Growth of 4.5 between 2000 – 2007 High growth industry
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Growth in all regions especially Middle East and Asia.
Africa tourism rose by 6% between Large scale tourism results in varying degrees of cultural diffusion Some destinations – only enclaves are affected. Others, the impacts are more widespread.
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Britton’s enclave model of tourism
Head office of tour operators, airline, hotel chains Britton’s enclave model of tourism International tourist flows controlled by countries in the core Tourist flows controlled by international / national firms in the periphery Tourist industry offices in capital city Tourist flows to the marginal tourist areas in the periphery Attraction Resort enclave Resort enclave Resort enclave Developing countries – many tourists stay in enclaves with all the desired facilities Outside of the resort enclaves there are a number of attractions (scenic, historical, cultural) at locations that can be reached within a day. Therefore the majority of the country is unaffected by tourism. Therefore many tourists have little or no contact with local people and fail to experience the reality of life in the country they have chosen to visit. Attraction Attraction Attraction Attraction
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Traditional cultures of many communities in the developing world have suffered because of the development of tourism Loss of locally owned land Abandoned values and practices by local people Displacement to make way for tourist developments Alcoholism and drug abuse as they become available for tourists Increased crime and prostitution e.g. ‘sex tourism’ an issue in some places (Bangkok) Loss of affordable housing as visitors buy second homes.
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Describe the role of TNCs and the media in spreading consumer culture
Key terms: Consumer culture Mass media Cultural commodification Brand image Brand identity Consumer wants and needs What are your favourite brands?
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Seeking to increase: Sales Market share Global Spread Media
TNCs Seeking to increase: Sales Market share Global Spread Media Creating successful product images Transforming ‘wants’ into ‘needs’ Identifying ‘target’ consumer groups Consumers Accept or reject product presentations Having needs satisfied
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Image and identity Brand image - the consumer perceptions about the brand Brand identity – everything the company wants the brand to be seen as: features, attributes, benefits, performance, quality….. Advertising and marketing tries to achieve correlation between brand image and identity.
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