#10 Globalization

Globalization, as defined by good ol’ Professor Straubhaar, is “a process of increasing interconnectedness among nations, cultures, and people.” (Straubhaar) In one since it is a culture sharing is products with another with either an educational or commercial intent. This makes globalization an agent of the single world system idea; in which, due to continuous convergences, the world’s various cultures are homogenizing into one.

An intriguing aspect of globalization is hybridization. This is where two cultures meet and form an off shot third culture. My personal favorite example of this is 19^th century Japan. After Ieyasu Tokugawa established his reign as shogun Japan experienced a period of peace and isolation that lasted about 250 years. During which time the nation was resistant to foreign influence and trade. That is, until Commodore Perry from the U.S. brought three ironclad ships into Tokyo harbor to force the country to open for trade. Forced to meet with the ‘modern world’ Japan began to rapidly industrialize and became a modern military nation state that peaked in World War II. This ‘modern’ Japan was a far cry from what it was during the Tokugawa era.

A current example of this hybridization of cultures is the American ‘otaku’. Otaku is the term used to describe one with an obsession for Japanese anime, manga, or video games. To put it simply, the consumer culture of the American fan met with a facet of Japanese culture to create a new American subculture. It’s hybridization to a t.

Works cited:

"Commodore Matthew C. Perry." Naval History and Heritage Command. Web. 21 Nov. 2010. .

http://centers.law.nyu.edu/jeanmonnet/totallaw/wheretostudy.html


Straubhaar, Joseph. "Globalization." RTF 305. Burdine, Austin. 17 Nov. 2010. Lecture.


"The Motivator - Twenty Sided." Shamus Young Dot Com. Web. 21 Nov. 2010. .

#9 Advertising

For this one, I picked up a Vanity Fair and found a good ol’ watch ad. It features two major sections: one black and white, the other color. In the colored, an decadent wristwatch is featured tilted gracefully on its side, as to show off the jewel encrusted rim. In the other, a confident, lovely figure of a woman stands elegantly unabashed. She is well dressed and proper, her left hand dangles ever so delicately to the side, to hide whether or not she has a ring. The only true text states: “Elegance is an attitude.” And is signed by who I believe to be the very woman pictured.

The major appeal here is achievement. It is clearly designed to give the air of the upper class, sophistication, and wealth. The characteristics of this ad include: high end products (or at least pseudo-high-end-products), decadence, class, and uniqueness. These types of ads have had, historically, two major purports. Firstly to target those who have the money to spend on such things by appealing to their innate egotism. Second, it there serve to promote the democracy of goods. The idea that, you may not be in the upper class, but you can buy like they do. It’s all about status symbols.

This ad is indicative to the achievement appeal. It oozes class. The mere fact that it looks like the apparent well-to-do woman signed the thing serves to authenticate its value. The watch itself is filled with diamonds. The hall the woman is standing in appears to be part of a mansion. The watch is name PrimaLuna for sanity’s sake! It has become a Prima Donna. Black and white, royal blue, gold & silver: the color scheme itself is a testament to upper class ideals. But hey, it works for her.

Mayors. "Longines." Vanity Fair Nov. 2010: 55. Print.