1. 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

2. 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.

3. 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.

4. 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’.

5. 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.

6. 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

7. 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

8. Mass Tourism and cultural diffusion
900 million arrivals in 2007
Growth of 4.5 between 2000 – 2007
High growth industry

9. 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.

10. 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

11. 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.

12. 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?

13. 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

14. 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.