Chapter 40 Section 2

 End of Cold War opens political borders  Television played role in spreading ideas, news  Goods of capitalist societies desired in the newly free countries  Cultural practices have become globalized  Changing values, cultural views of gender and national traditions  It’s a small world after all

 Barbie v. Sara  Iran’s answer to Barbie  Fighting American influence on women  Metaphor for unwanted American ideals  Barbie in Japan  Mattel Corp. adjusts to Japanese cultural sensibilities  Need of companies to tread carefully if they want to profit

 Global culture of consumption  Wants, not needs  Consume more than we need  Items take on symbolic value  Consumption = self- expression and identity  McDonaldization

 Spread of culture developed in the US  Advertising  Pepsi and Coca-Cola  BK, McDs  Pizza Hut  Threatens local and indigenous cultures

 Consumerism encourages purchases based on name brands  Foster differentiation  Name brands associate people with status

 Latin America infusing American and Latin American cultures  From Resistance to adoption in many Latin American countries

 Radio, Telephone, Internet, Television, Fax Machines are today’s ships and caravans  Access has become the new border

 Cultural Imperialism  Electronic media  Primary language of global communication  Reinforced by internet  England spread language 1 st  China’s new “Great Wall”

 Adapt European and US technology for needs while opposing cultural interference  Television as a tool for state-building  State-controlled technology  Limited access in some nations  Power of technology to serve interest of those who control it

 Globalization has linked culture more than ever before  Communications technology has the power to disrupt indigenous culture  World is trying to figure out a balance