When the first McDonald’s opened in 1955 in America, Singapore was not even an established nation yet. Little did we know that in the twentieth century, the golden arches of the McDonalds symbol would be more recognised than the Christian cross not only in Singapore but, also in various countries globally.
Globalisation is a multi-layered phenomenon with many definitions. According to Piller & Pavlenko (2007, p.16), it consists of the flow of goods, capital, communication and people. Many of these flows throw people of widely different linguistic and cultural backgrounds into contact (i.e. flow of information and mass media and even flows of actual people in the form of migration and tourism).
Given Singapore’s heavy reliance on trade and migration flows, she undoubtedly needs and is open to globalisation. However, many has argued that even though globalisation has benefitted the country in terms of economics, in context to cultural diversity, globalisation has threatened our nation. (In essence, cultural diversity is the range of different cultures living in the world, or even in a specific region).
Therefore, this essay will discuss how …show more content…
However, these MNCs also promote consumerist culture, in which standard commodities are promoted by global marketing campaigns - exploiting basic material desires, creating similar lifestyles to the Western Culture and packaging it in a way that it’s the ideal livelihood. Many of these MNCs are from the United States of America – which leads to the imposition of Americanised uniformity.
Going back to the example of McDonalds, as the diverse American images may not be powerful enough to attract Singapore’s consumers consistently, they include appropriate local cultures into their advertising. Examples would include the prosperity burger during Chinese new year as well as the Rendang burger (see appendix
Globalisation is a multi-layered phenomenon with many definitions. According to Piller & Pavlenko (2007, p.16), it consists of the flow of goods, capital, communication and people. Many of these flows throw people of widely different linguistic and cultural backgrounds into contact (i.e. flow of information and mass media and even flows of actual people in the form of migration and tourism).
Given Singapore’s heavy reliance on trade and migration flows, she undoubtedly needs and is open to globalisation. However, many has argued that even though globalisation has benefitted the country in terms of economics, in context to cultural diversity, globalisation has threatened our nation. (In essence, cultural diversity is the range of different cultures living in the world, or even in a specific region).
Therefore, this essay will discuss how …show more content…
However, these MNCs also promote consumerist culture, in which standard commodities are promoted by global marketing campaigns - exploiting basic material desires, creating similar lifestyles to the Western Culture and packaging it in a way that it’s the ideal livelihood. Many of these MNCs are from the United States of America – which leads to the imposition of Americanised uniformity.
Going back to the example of McDonalds, as the diverse American images may not be powerful enough to attract Singapore’s consumers consistently, they include appropriate local cultures into their advertising. Examples would include the prosperity burger during Chinese new year as well as the Rendang burger (see appendix