1. Sociocultural exchanges

2. definitions

3. Culture A system of shared meanings used by people who belong to the same community, group or nation to help them interpret and make sense of the world. These systems of meanings include language, religion, custom and tradition, and ideas about “place”.

4. Cultural diffusion The spread of cultural ideas from their place of origin to other regions, groups or nations.

5. Consumer culture A society that places great emphasis on the consumption of bought items.

6. Diaspora A migrant population living abroad, for example, the Irish in the USA, the current Irish migration to Australia or the Polish migration to Norway.

7. Cultural imperialism The practice of promoting the culture/language of one nation in another. It is usually the case that the former is a large, economically and militarily powerful nation and the latter is a smaller, less affluent one.

8. Homogenization The process of becoming similar.

9. Mass media A section of the media specifically designed to reach a large audience. (The term was coined in the 1920s with the advent of nationwide radio networks, and mass-circulation newspapers and magazines).

10. Brand A distinguishing name and/or symbol intended to identify a product or producer.

11. Cultural commodification When the objects, ideas and traits of a culture become part of the capitalist system of exchange and are bought and sold.

12. Brand identity Image and values associated with a brand.

13. Brand image The totality of consumer perceptions about the brand.

14. Franchises Businesses that are based upon the name, logos and trading methods of an existing organisation.

15. You should be able to:  describe cultural traits in terms of language, customs, beliefs, dress, images, music, food and technology  examine the diffusion of cultural traits resulting from the international movement of workers, tourists and commodities The spread of the English language and the game of cricket are good examples of cultural traits. Equally, the popularity of Indian and Italian foods shows a diffusion of cultural traits. The growth of British-style pubs or Irish-themed pubs and supermarkets in tourist resorts, such as Playa de las Americas in Tenerife, is another example of cultural diffusion. Growing Chinese incfluences in parts of Sub-Saharan Africa is an excellent contemporary example.

16. You should be able to:  describe the role of TNCs and the media in spreading consumer culture  select two different branded commodities and examine the spatial and temporal pattern of adoption on a global scale are all very good examples of branded goods that have spread globally. The speed of diffusion has accelerated in recent years.

17. You should be able to: examine the role of diasporas in preserving culture in one country and the adoption of minority traits by host societies examine the impact of cultural diffusion on one indigenous and remote society through the influence of international interactions examine the ways in which international interactions may result in the homogenization and dilution of culture define and exemplify the concept of cultural imperialism The Irish in the USA are a very important and powerful diaspora. Irish culture has been maintained in terms of music, dance, language, Gaelic football, hurling and Irish food and drink. Many of these have been popularized and adopted by the host population, for example, St. Patrick’s Day parades in New York, Chicago and Boston. Many indigenous groups have been adversely affected by contact with Western civilization. The Jarawa of the Andaman Islands have, for example, been affected by poachers, Indian settlers, new tourism developments and disease. International movement of workers, tourists and commodities makes places more similar. The spread of global brands, such as Disney and McDonalds, has lead to a global culture and the dilution of local traditions. Cultural imperialism occurs when a larger, more powerful nation promotes its culture on another, less powerful country, for example, the spread of the Chinese culture in Tibet.