C ulture of C onsumption Often when we speak of culture we refer to dresses, music, dances, food. However, culture as we know refers to a whole way of life. There are two uses of culture that any chapter on globalisation should mention. They are the culture of consumption and corporate culture.
Look at the crucial role that cultural consumption is playing in the process of globalisation especially in shaping the growth of cities. Till the 1970s the manufacturing industries used to play a major role in the growth of cities. Presently, cultural consumption (of art, food, fashion, music, tourism) shapes to a large extent the growth of cities. This is evident in the spurt in the growth of shopping malls, multiplex cinema halls, amusement parks and ‘water world’ in every major city in India.
Most significantly advertisements and the media in general promote a culture where spending is important. To be careful with money is no longer a virtue. Shopping is a past time actively encouraged. Successive successes in fashion pageants like Miss Universe and Miss World have led to a tremendous growth in industries in the fields of fashion, cosmetics and health.
Young girls dream of being an Aishwarya Rai or Sushmita Sen. Popular game shows like Kaun Banega Crorepati actually made it seem possible that your fortunes could turn over a few games. Compare the traditional shop and the new departmental stores that have come up. Compare the mall with the traditional market.
Discuss how it is not just goods that change but how the meaning of shopping changes. Discuss the new kinds of food that is now served in eating places. Find out about the new fast food restaurants that are global in their menu and operation.