After this section, you should be able to:
- describe the role of TNCs and the media in spreading consumer culture.
- examine the spatial and temporal pattern of adoption, on a global scale, two different branded commodities – McDonald’s and Coca-Cola.
What is the role of TNCs and the Media in Spreading Consumer Culture?
Procter & Gamble in London 2012 Olympics sponsor deal [28 July 2010]
Viewpoint: Why do so few Chinese brands go global? [28 July 2010]
Can we reduce consumer culture?
São Paulo: The City That Said No To Advertising [18 June 2007]
Let’s takre a look at the giant TNCs McDonalds and Coca-Cola:
‘Wealth is drained out of local economies into the hands of a very few, very rich elite.’ Discuss this statement in terms of TNCs and consumer culture. [15 Marks]