Blog 10 - Globalization

Globalization is the process by which people, nations and cultures become increasingly interconnected. An unfortunate result of globalization is the cultural imperialism that it potentially generates. This is caused by an uneven flow of cultural capital in the form of media such as television, film, and Internet material.

Conglomerate Hollywood is a prime example of a powerful media industry that disproportionately affects other countries. The Washington Post reported that international sales of American entertainment and software products totaled $60.2 billion in 1996, more than any other U.S. industry (The Washington Post, Oct. 25, 1998, p. A01). This has the potential to result in cultural dependency on the part of the country receiving the influx of American media. It has the potential to rob these other countries of the opportunity to enter into the global media market because there is no need. It could also result in a global homogenization of culture.

Blog 9 - Advertising

Super Bowl commercials are renowned for their consumer appeal and high cost. The famous Budweiser Clydesdale commercials are no exception. The lovable Clydesdales, moving soundtrack, and inspirational story make this commercial persuasive and successful.

Clydesdales are an integral part of the Budweiser brand, in a similar way to Classical Hollywood’s use of stars like Clark Gable as studio identifiers. In the 2008 Budweiser commercial, Hank the Clydesdale hangs his head with disappointment to downbeat piano music when he is informed that he hasn’t made the year’s ‘hits team’. The commercial then montages the next year, as the Dalmatian helps train Hank for the hits team with hay bale lifting, prancing, and train pulling. ‘One year later’, triumphant music plays as Hank is welcomed to the team.

This commercial typifies inspirational advertising. Budweiser uses the triumphant Clydesdale Hank as a model for its consumers. They are suggesting to the audience that if they drink Budweiser, they too can be successful and overcome obstacles.