lesson 15 - what you should learn?

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What you should learn? (p.52-53) Lesson 15

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Page 1: Lesson 15 - What you should learn?

What you should learn? (p.52-53)

Lesson 15

Page 2: Lesson 15 - What you should learn?

What you should learn? (p.52-53)

The impact of the popularisation of western culture

• Western multinational corporations are financially strong and powerful and can exert ( 施加 ) great influence through the mass media ( 大眾傳媒 ).

• Therefore, western culture is becoming more influential around the world.

• E.g. TV show “Who Wants to be a Millionaire”• It is broadcast in Hong Kong a few years ago, was first launched in the mid 90’s in th

e UK. Since then, it has been broadcast in nearly 70 countries around the world.

Page 3: Lesson 15 - What you should learn?

Multinational corporations playing a leading role in cultural broadcast ( 文化廣播 )

• During the development of global popularisation of western culture, the influence that American culture has upon the world has been significance.

• American brands such as McDonald’s and Nike are all powerful media in enhancing the global popularisation of American culture.

Page 4: Lesson 15 - What you should learn?

Cultural exchange is beneficial to the creation of a new culture

• Although the spread of western culture around the world might lead to gradual weakening of local cultures, what often happens is that local culture and western culture will have an influence upon each other.

• As a result, a new culture having the characteristics of both cultures will emerge.• E.g. Chinese medication ( 藥物治療 ) has become more vital ( 重要 ) when it was co

mbined with western research methods ( 究研方法 ).

• In fact, American culture is the result of the exchange and penetration ( 滲透 ) of a variety of cultures, e.g. hip hop music has the characteristics of Jamaican ( 牙買加的 ) music.

Page 5: Lesson 15 - What you should learn?

Concepts

• Localization strategy

• Consumerism

Page 6: Lesson 15 - What you should learn?

Localization ( 本地化 ) Strategy

• When introducing a new product, or entering a new market, multinational corporations study that market to develop the best entry strategy for new or existing products.

• Multinational corporations would modify ( 修改 ), add and/or delete functionality ( 功能性 ) of their program to develop the best suitable design for the target market ( 目標市場 ), thereby generating maximum sales.

Page 7: Lesson 15 - What you should learn?

McDonald’s Localization ( 本地化 ) Strategy

India

• 在印度是沒有 Big Mac 大亨堡的,因為印度人不吃牛肉。

• 可是他們有 Maharaja 大亨堡,其實就是把 Big Mac 換成羊肉或者雞肉,那理也有素食堡,只是名子很怪,叫 McAloo Tikki 。

Page 8: Lesson 15 - What you should learn?

McDonald’s Localization ( 本地化 ) Strategy

Germany• 在德國,麥當勞提供德國最有名的特產 - 啤酒。

Page 9: Lesson 15 - What you should learn?

McDonald’s Localization ( 本地化 ) Strategy

Canada• 在加拿大某些地區,龍蝦天天在桌上是很常見的事,

所以麥當勞當然也有 McLobster 龍蝦捲

Page 10: Lesson 15 - What you should learn?

McDonald’s Localization ( 本地化 ) Strategy

Japan• 日本人完全改變了麥當勞的文化。在那理,你可以吃到日式

明蝦漢堡,日式照燒堡,當然也少不了一杯綠茶奶昔

Page 11: Lesson 15 - What you should learn?

McDonald’s Localization ( 本地化 ) Strategy

Chile• 在智利,你可以不用拿番茄醬沾漢堡,因為他們有酪梨醬

Page 12: Lesson 15 - What you should learn?

McDonald’s Localization ( 本地化 ) Strategy

Costarica• 在哥斯達黎加,你可以點 Gallo Pinto, 一種風靡中美洲的

幼虫

Page 13: Lesson 15 - What you should learn?

McDonald’s Localization ( 本地化 ) Strategy

Greece• 沒有吃過 Pita 就不是希臘人。所以在希臘, Big Mac 都要蓋圓麵餅的

Page 14: Lesson 15 - What you should learn?

McDonald’s Localization ( 本地化 ) Strategy

China• “ 飯 tastic” • 愛吃米的亞洲人,

當然會有米漢堡 • 漢堡肉夾在兩層烤

過的黏飯上面

Page 15: Lesson 15 - What you should learn?

Consumerism ( 消費主義 )

• Consumerism is a social and economic order that is based on the creation ( 創造 ) and fostering ( 鼓勵 ) of a desire ( 意欲 ) to purchase goods and services in ever greater amounts.

• People purchasing good and consuming materials in excess ( 超過 ) of their basic needs ( 基本需要 ).

Page 16: Lesson 15 - What you should learn?

Reflection ( 反思 )

「人類把知識錯覺成智慧,把快樂錯覺成幸福﹐只顧在全球化的道路上狂奔。

其結果是,人隸屬於現在的 “麥當勞世界”﹐淪落到僅僅成為消費者﹐變成了 “商品” 的奴隸。這當然會加深同化 (homogenisation) 的危機。 」

Page 17: Lesson 15 - What you should learn?

Summary

• 1. There is a close relationship between cultural globalization and economic globalization.

• As multinational corporations invest globally, they also bring their country’s culture into other foreign countries.

Page 18: Lesson 15 - What you should learn?

• 2. When McDonald’s opens its branches globally, it also brings along American dining culture and fast food culture to other countries.

• This has an impact on the dining culture in these places, making the whole world consume the same food.

Page 19: Lesson 15 - What you should learn?

• 3. Although America-led ( 美國主導的 ) western culture spreads globally via ( 透過 ) multinational corporations, generally speaking, the influx (湧入 ) of foreign culture will not completely damage the local culture.

• On the contrary, it will lead to an integration of both cultures, giving rise to a new culture.

Page 20: Lesson 15 - What you should learn?

Next lesson

• Unit 6 – Political globalization