...Marketing Theory http://mtq.sagepub.com/ Marketing the hegemony of development: of pulp fictions and green deserts Steffen Böhm and Vinícius Brei Marketing Theory 2008 8: 339 DOI: 10.1177/1470593108096540 The online version of this article can be found at: http://mtq.sagepub.com/content/8/4/339 Published by: http://www.sagepublications.com Additional services and information for Marketing Theory can be found at: Email Alerts: http://mtq.sagepub.com/cgi/alerts Subscriptions: http://mtq.sagepub.com/subscriptions Reprints: http://www.sagepub.com/journalsReprints.nav Permissions: http://www.sagepub.com/journalsPermissions.nav Citations: http://mtq.sagepub.com/content/8/4/339.refs.html Downloaded from mtq.sagepub.com at Glasgow University Library on July 5, 2011 Volume 8(4): 339–366 Copyright © 2008 SAGE www.sagepublications.com DOI: 10.1177/1470593108096540 articles Marketing the hegemony of development: of pulp fictions and green deserts1 Steffen Böhm University of Essex, UK Vinícius Brei Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS), Brazil Abstract. In this paper we analyze the role of marketing in the construction of what can be called the hegemony of development. Through an investigation of the marketing practices of the pulp and paper industry in South America and the resistances that are articulated by a range of civil society actors against the expansion of this industry, we problematize marketing as a political and contested...
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...Hegemony, Cultural Hegemony, and The Americanization of Imported Media Kerry Manderbach University of Missouri @ St. Louis COMM 6700 Dr. Alice Hall April 10th, 2012 Abstract Media product from the United States has found its way across the four corners of the Earth beginning early in the last century. Films, television programs, music, and printed materials depicting and reinforcing the American way of life have been the predominant form of mass communication and have in turn influenced people from around the world in political, religious and cultural matters. When this effect becomes pronounced due to American media product dominating the local mass communications industry of another nation, it is called cultural hegemony. However, the same effect is not felt in the importation of international media into the U.S. market. Here, most foreign cultural and political meanings are replaced with “Americanized” thought through audio soundtrack dubbing and other methods. This is most often done for commercial purposes rather than any nefarious plot to keep Americans from learning about other cultures. But the effect ends up the same. Here I present some examples from the past and present… Hegemony is defined in our classroom handouts as, “…a means of convincing the audience to accept the existing power structure” (Hall 2012). Antonio Gramsci, an Italian Marxist, developed the modern concepts of hegemony and its variant, cultural hegemony. Jim Glassman (2012) said, “Gramsci’s...
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...newly coined by Postcolonial scholars to show the ever clashing mixture of global and local dualities in immigrants’ personalities. The basis for this research paper is the postcolonial theories of Edward Said, Fanon and Homi K. Bhabha. The aim is to question simply and sardonically the human cost of empire building, moreover it is discussed how the people in a totally alien culture are faced with different cultural predicaments, dilemmas as well as contradictions threatening their identity. Identity is supposed to be stable, while as this novel indicates, it is more of glocal identity which is at risk due to the cultural conflicts, as a result of which identity and ethnicity are subjected to change for the benefit of the hegemony. In line with Edward Said’s: “the East writes back” it is shown how this novel is a reaction to the discourse of colonization from the Pakistani side (which stands for the East) and welcomes de-colonization. Moreover it reflects the laments of the author for the terrorist label ascribed to Muslims, in terms of globalization, supported by the hegemony, being interpreted as * Email: dhayati@iaulamerd.ac.ir receipt: 14-8-2010 Acceptance:21-2-2011 East meets West: a Study of Dual Identity in Mohsin Hamid’s … 32 essentialism. Key words: globalization,...
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...group identity in response to American Revolution-borne nativist loathing of “immigrants of other [non-English] European origins” (Conzen 7). Adaptively curating homeland cultural traditions to convince natives of their worthiness as social contributors, Irish-Americans strengthened group morale and won social acceptance by founding massive Catholic congregations. For instance, although many nativists in the mid-nineteenth century characterized Irish immigrants as “undesirable” workers and “white niggers,” Catholic leaders of the 18,000-strong Irish community of Buffalo, New York popularized the Irish-American celebration of St. Patrick’s Day by uniting the community through the “social utility” of church toasts (Bodnar 70; Conzen 14, 21). Irish-Americans clearly faced physical stereotypes, ethnic discrimination, and few socio-economic opportunities. However, the group developed a festival of minimal importance in Ireland into a key demonstration of solidarity with both homeland and American traditions to counterbalance nativism. Irish-American community leaders developed “social capital” by educating thousands of community members in relatable causes, such as combatting poverty and supporting America, on St. Patrick’s...
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...| Globalization and Technology: Effects upon American Hegemony | “How the spread of globalization and ease of technology will affect America’s hegemonic stance.” | | | 8/22/2013 | | The United States has been a dominant power since the mid 20th century. The U.S. has understood that being at the pinnacle of the world powers has vast benefits. It allows others to listen when one is promoting the spread of human rights or slowing the spread of weapons of mass destruction,” (Walt, 2011). As a result, this is the status and prestige that the U.S. enjoyed during the early 20th century. Up until now that is, the prestige, and status that the U.S. enjoyed is beginning to wane. In the past, there was no one to challenge the United States stance on the global stage and how she personally believed to be the chosen one to uphold the universal moral code, now other countries are beginning to emerge on the world stage and openly display their hostility toward the American culture. Suddenly, the pinnacle on which the U.S. stood did not look so sturdy. If the last decade, is an indication of what the next nine are going to be like, it is safe to assume that the 21st century is likely to be very chaotic.. Globalization and technology are not just a new economic occurrence, they are involved politically, culturally, military, and environmentally as well. They have networks of interdependence that are spanning continents, increasing rapidly that before the First World War,...
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...Challenges facing the Music Industry As Albert Moran puts it, “film is an economic commodity as well as a cultural good” (Albert Moran, 1996) and therefore, the struggle to dominate the market for films and music has continued for such a long time. These cultural products because of the industrial processes they follow of production, distribution and consumption fall into the category of an industry and are immensely affected by the forces of the market. Distribution is the key factor in determining who would rule the industry as it forms the link between the production of the media goods and their exposure to the target audience. Over the years the cultural industry has evolved imbibing newer technologies and making space for newer companies to make their mark. This process of evolution has been intercepted with changes in its economic and sociological structure owing to the external economic, social and political factors and also technological advancements. Ownership of the media forces to a great extent amounts to a huge control over the global economy and also means greater political and cultural power. Hesmondhalgh, in his book, The Cultural Industries, points out that there has been an "interweaving of change and continuity" in the cultural industry since the 1970s (Hesmondhalgh, 2007). However, this hasn’t ever been a smooth process for the older and established companies who had to face challenges from the new market players. The music industry had to grow from the...
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...Superpowers geography How is power exercised and maintained? Direct power in the most obvious way of exercising and maintaining power. Exercise of direct power • British imperialism – wholesale conquest of countries. Insurgency put down by force. • Military power – US navy has 12 aircraft carriers and 70 submarines. It is the most powerful military machine on Earth. It established a ring of bases to surround the USSR in the Cold War era, as part of its policy of containment. The Iraq war saw the USA effectively “go it alone.” • Some economic power is direct. The USA plays a major role in world trade, much of which is conducted in $. The US $ is the world’s reserve currency. • A key area of US international prestige since the 1960s has been the exploration of space. 1969 saw men on the moon. The USA aims to build a moon base by 2020 and visit Mars by 2037. Exercise of indirect power • Neo-colonialism (term coined by Kwame Nkrumah, first president of Ghana) is a form of indirect control over developing counties, most of them former colonies. Has neo-colonialism prevented any real development progress in the 40 years since colonies gained their independence? Africa could lead us to say yes. India could lead us to say no. • Some people say the IGOs were set up by superpowers for superpowers. The IMF was set up in 1944. It has its headquarters in Washington. Counties wishing to have their debt relieved have to apply Western...
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...in the United States of America By Group 3 PGPIM 2011-13 September 22, 2011 Page | 1 Group 3 PGPIM DOING BUSINESS IN USA Doing business in the United States of America Overview The United States, a nation founded on the fundamental belief in equality, is today a multicultural mosaic of over 290 million people of varying race and cultural heritage. American culture portrays a strong sense of regional and ethnic identity, which is represented by a number of subcultures and influenced by the country’s vast geographical and regional differences. America’s influence on business culture across the globe is unmistakable. Understanding the cultural assumptions, values and artefacts are paramount to doing sustainable profitable business in the United states. Page | 2 Group 3 PGPIM DOING BUSINESS IN USA Introduction and starting point problem “Systemlessness is the ultimate American folly” Peter Lawrence, 1996 It is very often complained that Americans have no culture. This is partially true; seen from a European or an Asian point of view, American culture is a little more than 200 years old. The superficiality of American culture seems to be at stake here, and the implicit assumption of those who formulate this criticism seems to be that depth of culture is what allows the intensity of responsibilities. Thus the criticism about the superficiality of American culture is essentially a complaint about the American hegemony. It is a dead lock out of...
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...Why is men’s fashion photography redefining the image of the contemporary male and how does it use diverse male sexualities as a tool in advertising? The works of renowned photographers such as Hedi Slimane have a heavy impact on prevailing images of male sexualities in fashion advertising, eventually affecting the image of the ideal male in fashion. Male sexualities in high fashion photography can oscillate between the homoerotic or a dominant hetero-masculinity, thus there is usually no middle ground in fashion advertising, especially where artistic direction takes over. Such advertising targets niche “high fashion” audiences and responds to the popularization of sexual themes in other forms of advertising (and indeed wider media), whilst associating diverse sexualities with artistry. Coding in high fashion advertisements affect, but also respond intuitively to, audience sexual ideologies by deconstructing the concepts of femininity and masculinity that have undergone rapid change in our self-reflective and deconstructing postmodern world. Hedi Slimane’s penchant for androgynous men has significantly heightened popularity for thin male models in the fashion industry. His work usually incorporates explicit concepts of homo-eroticism and femininity inspiring many leading contemporary designers and photographers who saw his designs as radical and surprisingly persuasive” [1]. Indeed, Hedi’s influence on modern fashion aesthetics suggests that “designers everywhere started...
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...CAMBRIDGE INTERNATIONAL EXAMINATIONS GCE Advanced Level MARK SCHEME for the May/June 2014 series 9699 SOCIOLOGY 9699/33 Paper 3 (Social Inequality and Opportunity), maximum raw mark 75 This mark scheme is published as an aid to teachers and candidates, to indicate the requirements of the examination. It shows the basis on which Examiners were instructed to award marks. It does not indicate the details of the discussions that took place at an Examiners’ meeting before marking began, which would have considered the acceptability of alternative answers. Mark schemes should be read in conjunction with the question paper and the Principal Examiner Report for Teachers. Cambridge will not enter into discussions about these mark schemes. Cambridge is publishing the mark schemes for the May/June 2014 series for most IGCSE, GCE Advanced Level and Advanced Subsidiary Level components and some Ordinary Level components. Page 2 1 Mark Scheme GCE A LEVEL – May/June 2014 Syllabus 9699 Paper 33 (a) Explain how the achievement of pupils may be influenced by pupil sub-cultures. [9] 0–4 A few general observations about pupils’ educational achievement, with no direct links to the question, would be worth 1 or 2 marks. A basic account of what is meant by pupil sub-culture, with no further development in relation to the question, would be placed in the higher part of the band. 5–9 Lower in the band, answers are likely to provide a basic...
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...analysis and theoretical base to help them survive in the increasingly competitive global market. Discussions of findings 1. Literature review The so-called global market is, in fact, not new in the world history. As examined by Giovanni (1999), global market has developed through 3 stages. The first stage was under the British hegemony which came into existence in the second half of the nineteenth century through the extension of the industrial revolution to long-distance transport and communication. Thirty years after the industrial revolution began; the rapid development of railways and steamships was forming the world into a single interacting economy as never before. The most remote parts of the world began to be linked together by means of communication which had no precedent for regularity, for the capacity to transport vast quantities of goods and numbers of people, and above all, for speed (Hobsbawm, 1979 cited in Giovanni, 1999). With this advanced system of transportation and communication, world trade expanded at unprecedented rate. According to Hobsbawm, the values of trade exchanges between Britain and the Ottoman Empire, Latin America, India and Australasia increased about sixfold. Not until the first half of the 20th century did witness the destruction of this first global market due to a gradual weakening of Britain’s global power. The British centered global market collapsed in the 1930s. After the...
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...Clash of civilizations script What Huntington thinks * in his hypothesis he thinks that today’s world has actually come to a period where the age of ideology or economically has ended. * Instead he says that the primary source of conflict between nations and humankind will be cultural and religious. That nation states will remain the most powerful actors in world affairs but the principal conflicts of global politics will occur between nations ad even groups of different civilizations * Huntington also suggested that the main reason of world politics tend to be conflict between western and non-western civilizations Why civilizations will clash * differences based on history, language, region, religion, tradition and culture are more fundamental and stable that other differences between people. And these fundamental differences are product of centuries so they will not disappear anytime soon * The world is becoming a ‘smaller’ place and as a result interactions across the world are increasing which intensifies ‘civilization consciousness’ and the awareness of differences between civilizations and commonalities within civilizations * Due to economic modernization and social change, people are separated from longstanding local identities. Instead, religion has replaced this gap, which provides a basis for identity and commitment that transcends national boundaries and unites civilizations. * The growth of civilization-consciousness is enhanced...
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...CoNTE j\:\PORA.R'f Contents Foreword Preface iii v Chapter 1 The Cold War Era 1 Chapter 2 The End of Bipolarity 17 Chapter 3 US Hegemony in World Politics 31 Chapter 4 Alternative Centres of Power 51 Chapter 5 Contemporary South Asia 65 Chapter 6 International Organisations 81 Chapter 7 Security in the Contemporary World 99 Chapter 8 Environment and Natural Resources 117 Chapter 9 Globalisation 135 Chapter 1 The Cold War Era OVERVIEW This chapter provides a backdrop to the entire book. The end of the Cold War is usually seen as the beginning of the contemporary era in world politics which is the subject matter of this book. It is, therefore, appropriate that we begin the story with a discussion of the Cold War. The chapter shows how the dominance of two superpowers, the United States of America and the Soviet Union, was central to the Cold War. It tracks the various arenas of the Cold War in different parts of the world. The chapter views the NonAligned Movement (NAM) as a challenge to the dominance of the two superpowers and describes the attempts by the non-aligned countries to establish a New International Economic Order (NIEO) as a means of attaining economic development and political independence. It concludes with an assessment of India’s role in NAM and asks how successful the policy of nonalignment has been in protecting India’s interests. The end of the Second...
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...the relationship between media and society - media shape society and media mirror society -, others believe that media actually do both, shape and mirror society. Scholars, anyways, agree on one point: media present a selected view of the world, with a particular perspective. In this class we have been talking about how media are able to distort news more than once, and we got interested in how it happens. We found out that the process is actually quite easy and fast; therefore, we tried to understand if media are able to distort even news that are breaking news. Taking as a case study the Bruxelles attack we analyzed the Fox News coverage and the CNN coverage. The first bomb exploded at 8am (Belgian time) and the second at 9 am, when in America was still night. By looking at the two video, we experienced that both CNN and Fox News chronologically started to contract the news in four steps: first, they tried to identify the enemy, and speculate on who was behind the attack; second, they identified the target and the outcomes of the explosions; third, they started to...
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...Cultural Canon: things that individuals should look at or know to participate in a certain culture, denotes a body of books, music and art that have been traditionally noted by Western scholars that shape Western culture. Why have a cultural canon? Define a people, find a common purpose, unity What are the problems with having a canon? Exclusionary, represents the hegemony (dominant power structure) Defining American Cool… “Cool figures are the successful rebels of American culture….to be cool is to have an original aesthetic approach or artistic vision—as an actor, musician, athlete, writer, activist….. that eithers becomes a permanent legacy or stands as a singular achievement Rebel is independent, goes against the grain, cool is the mainstream, yet you need to be “Edgy” un-mainstream to succeed. Live fast, die young Jazz is cool. It started as a marginalized expression that the dominant culture romanticized but once mainstream it lost lots of its coolness. “outsider as an insider” To define what is supremely “American” is to be a living contradiction. Cynicism is American Prude sexuality Ephemeral: catch it and it dies Talking shit is American Cause controversy is cool, but it is also cool to be above the controversy Cool is relative and ever changing. Satire is the new cool. Satire is a type of comedy, the use of irony, exaggeration, or ridicule to expose and critique people’s stupidity or vices. Food of all mixture and availabilities ...
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