7.4C - Cultural Influence
Global cultural influence (the arts, the food, the media) and 'westernisation' is an important aspect of power, linked to economic influence and technology.
Culture is a system of shared beliefs, values and traditions, including behaviour, dress, art, language, food, relationships and religion.
Cultural influence is an important aspect of power, linked to economic influence and the development and spread of new technology.
Westernisation
TNC brands are key drivers of cultural globalisation and the spread of Westernisation. Westernisation is the adoption of western culture and values. (soft power)
These include:
All of the top ten global brands in 2016 originate from the USA: Google, Apple, Microsoft, AT&T, Facebook, Visa, Amazon, Verizon, McDonald's and IBM.
Cultural influence is an important aspect of power, linked to economic influence and the development and spread of new technology.
Westernisation
TNC brands are key drivers of cultural globalisation and the spread of Westernisation. Westernisation is the adoption of western culture and values. (soft power)
These include:
- individual freedom and rights, including gender equality and religious freedom
- the idea that accumulating wealth, owning property and consuming goods and services indicate a successful life
- the importance of leisure activities such as holidays, watching TV and films
- the importance of having the latest technology, and that idea that technology can solve problems
- living in a small family unit, rather than an extended family
- Westernisation, in Asia and South America, is most obvious in areas such as dress, food (fast-food such as McDonald's and KFC) and the spread of American English as a 'global language'
- the importance of Westernisation stems from the fact that increasingly people in Asia and South America 'think and act like we do'. The desire to have access to the world's most famous global brands is a powerful driving force behind this process.
All of the top ten global brands in 2016 originate from the USA: Google, Apple, Microsoft, AT&T, Facebook, Visa, Amazon, Verizon, McDonald's and IBM.