NATIONALITY,

GLOBALIZATION,

& GLOCALby Cristina De Miranda, Divya Pathak, Julia Romeo, and Sennah Yee

VISA 1120 / Prof. Shelley Hornstein / TA Cara SaidMarch 4, 2011

NATIONALITY, GLOBALIZATION, & GLOCAL: INTRODUCTION

• national identities are based on our heritage and ancestor’s beliefs

• globalization has provided extremely multi-cultural and diverse communities

• as a result, we are all incorporated into a system which allows us to be one instead of divided based on features of our background

• Margaret Mead helps us understand the idea of national identity her case study on Samoan girls

• Marshall McLuhan explains how through technological advances, society has come together and transitioned into a “global village”

• Benedict Anderson writes of the “imagined communities,” and we relate his article to the ‘I AM CANADIAN’ ad campaign and its messages of community and self-identity

MARGARET MEAD &

HER DEPICTION OF SAMOAN

GIRLS

“[A Samoan girl] sat cross-legged on the ground, and to sit upon a chair made her stiff and miserable. She ate with her fingers from a woven plate; she slept upon the floor. Her house was a mere circle of pillars, roofed by a cone of thatch, carpeted with water-worn coral fragments.”

-Margaret Mead in Coming of Age in Samoa, p. 7

EXCERPT

• during her fieldwork, Mead recorded the Samoan culture and took photographs

• all these photographs strengthened this former idea of defining national identity

SIGNIFICANCE

MEAD & NATIONALITY: CONCLUSION

• as an outsider looking in, Mead reinforced her imagined community of Indo-European culture

• created an imagined nation-ness of Samoan girls.

THE INTERNET AS A MEDIUM IN

MARSHALL MCHLUHAN’S

GLOBAL VILLAGE

THE ‘GLOBAL VILLAGE’ AND THE INTERNET

• globalization has extended to a space in which there are no geographical boundaries-- “as electrically contracted, the globe is no more than a village.” (McLuhan 5)

• the Internet has had a significant impact on how we act and react within our culture and visual culture in particular

• enhanced communication has enabled cultures and subcultures to form much easily, as well as exposed ones that we may not be exposed to otherwise in mainstream visual media

SIGNIFICANCE• with features such as social networking,

search engines, and image/video/music hosting, the Internet has become an ideal medium for McLuhan’s ‘global village’

• enables and/or encourages communication, research, artistic expression

• this is achieved through creating and sharing media that contribute to visual culture.

• as a result, our ‘lens’ in which we view the world has significantly larger.

• social networking in particular has been ground-breaking in terms of creating communities, cultures, and subcultures that surpass geographical boundaries

• we are involved in each other’s lives more than ever before.

OTHER EXAMPLES

• a dialogue between the producer and the consumer has been enabled through advertising preferences• sites such as LiveJournal (shown above) and Facebook allow their users to select their interests so that the website may alter their advertisements accordingly, thus giving them far more control over their visual culture than the offline advertising industry. • this is only one example of how the Internet causes everyone to be a participant in everyone else’s affairs

video excerpt from: Peter Hirshberg’s TED Talk on TV and the Web, December 2007

URL: http://www.youtube.com/watch?v=K8J6uEUXlR0

“The global village is as big as a planet and as small as the village post office.” -Marshall McLuhan

• Hirschberg discusses how one may substitute the words ‘blogosphere’ or ‘the Internet today’ in McLuhan’s description of ‘global village,’ and how his words still ring true• McLuhan discusses how globalization is not necessarily harmonious• the Internet perpetuates a global identity, and may be both advantageous and disadvantageous, depending on one’s opinion on their own culture, nation, and/or identity

GLOBALIZATION & GLOCAL: CONCLUSION

NATIONALITY IN

ADVERTISING

NATIONAL IDENTITY

• according to Anderson, “[a nation] is an imagined political community”, “[…] it is imagined because the members of even the smallest nation will never know most of their fellow-members, meet them, or even hear of them, yet in the minds of each lives of their communion.”

• this imagined sense of communion, or national identity, is built upon points of perceived commonality

• it is through these points of commonality that”[...] millions of people [are], not so much willing to kill, as willing to die for such limited imagining”

MOLSON

• Molson was looking for a new way to connect with their customers

• the ‘I AM CANADIAN!’ commercial aired in 2000, during the Academy Awards

• in 2005, Molson retired the ‘I AM CANDAIAN’ slogan

• rant URL: http://www.youtube.com/watch?v=BRI-A3vakVg

SIGNIFICANCE• advertisers work to build

rapport with perspective consumers by introducing Canada as independent entity from its American counterparts, (“I speak English and French, not American”).

• the rant dismisses images of “The North”,(“I don't live in an igloo or eat blubber”), and replaces them with images representative of Canadian identity, (“the beaver is a truly proud and noble animal”).

OTHER EXAMPLES

• “Tim Hortons celebrates hockey as it brings together all Canadians who love this game.”

• using hockey and the Canadian identity to sell coffee

• URL: http://www.youtube.com/watch?v=95J1TzzwvX0

• uses words such as ‘we’ and ‘us’ to create commonality with customers

• associates Canadian ‘freedoms’ with Molson beer

• “Molson Canadian, made from Canada”

• URL: http://www.youtube.com/watch?v=5aQkrV3ppAw

MOLSON & NATIONALITY: CONCLUSION

• using national identity as an advertising tool has proven to be very effective

• national identity allows advertisers to build rapport with potential customers

• furthermore, since national identity is a relatively stable entity, the advertisement will continue to have a prolonged existence

NATIONALITY, GLOBALIZATION, & GLOCAL: CONCLUSION

• globalization provides many advantages ranging from understanding and acceptance of diversity to increased technological advances; its disadvantages include exploitation and contrasting notions of identity

• it is crucial to be conscious of our beliefs and the beliefs of others and to achieve a balance so we may expand the ‘lens’ we use to view the world

by Cristina De Miranda, Divya Pathak,

Julia Romeo, & Sennah Yee

VISA 1120 Prof. Shelley Hornstein / TA Cara

SaidMarch 4, 2011