Since the overall impact of globalization is diverse i.e. social, political, cultural, economic, media etc. therefore it may be relatively difficult to define globalization according to certain fixed parameters. Although it would be very difficult to believe that any of these views are absolutely right, but nevertheless globalization and its relationship with the media should not be ignored outright Media plays a vital role in creating the link between the different cultures and works as the fastest mode of spreading the aspects of the world cultures. This may create good or bad impacts on local values and culture, grasped or adopted by the local people resulting in the so-called hybrid culture. Hybrid culture is one of the emblematic notions of the present era. Invent of global media has extended people knowledge and has resulted in the exchange of cultural information and identity. Hybridizing process has helped old cultures tradition to recruit new entrants; nevertheless this cross cultural relationship has only been successful when it is favored by both social and political incentives. Hybridity involves fusion of two or more distinct cultural formats to mix for example their styles, identities and even cross cultural contact. These are said to be the primary requirements for cultural hybridity This movement of contact and exchange of information is believed to be initiated by the evolution of media or by the movement of people through migration from one place to another. Media evolution helped this exchange of information and contact at relatively an easier way through the exchange of ideas and communication skill. This research is intended to develop an understanding of the impact of global media on local cultures in the Middle East with a specific focus on the United Arab Emirates. The Research looked at the numerous theories on the impacts and critical interpretations of the global media on local cultures. During the research, it emerged that the globalization of culture and media has relatively low effect on the local culture. Though globalized media is flourishing within UAE and Dubai specifically, however, the local values are still intact with no or relatively little change. One significant impact however, is that of the increased use of English language and low level of interest towards using mother tongue. Apart from this, the traditional tribal values, family bonds as well as day to day living of ordinary Arabs in Dubai is relatively same. This research focused upon understanding the interaction of global culture and media with that of the local culture in UAE and Dubai and found out that local culture is gradually being affected by the global media such as social media networks and satellite channels. However, flourishing of satellite TV channels like Al-Jazeera has strengthened the local culture while at the same time offering global contents and exposure to globalized media and cultures. Dubai’s culture as such has not changed much despite the fact that international tourism is on the rise
Contents Contents 1 Abstract 2 Introduction 4 Statement of the Problem 8 Literature Review 9 Media Impact on Culture 22 Theories of Culture 24 Part two: Analysis of Global of Media and its Impact on Culture 25 How the Globalization of Media Shapes the World & specifically Middle East 25 Challenges, Issues and Problems associated with Globalization of Media 27 Part 3 Case Study: Globalization of Media and Middle East 28 Globalization of Media & Middle East 28 Part 4: Globalization of Media and future Opportunities 34 Opportunities Created By Globalization of Media 34 Is Globalization of Media a threat to Cultural and Social Norms of the UAE?…
The emergence of online identities is not a completely new concept. People have been creating public identities with the purpose of achieving goals throughout human existence (Wallen 1998, p. 52). However, the nature of the online persona is somewhat unique in that it is done with the intention of representing an ‘otherness’.
forms his or her own identity.2 Critical race theories which recognizes the categorization of white and black and homosexuals and heterosexuals assumes that racial minorities and non-heterosexuals are marginalized in sports.3 This research study argues however, the critical race theory and intersectional theory offer limited insight into both the opportunities for acceptance and rejection of minorities in sport.
With this point of view, the theory of ‘spiral of silence’ has as a fundamental premise that societies threaten with seclusion those people who digress from norms, and that people, consequently, feel a fear of seclusion. The intimidation of individuals by society and the level of individual fear of seclusion are believed to operate together to create a unified community by, among other things, affecting the public voicing of opinions.
Chapter Two: Literature Review Introduction This literature review will examine the concepts of identity and stress as they relate to World of Warcraft play. This literature can help in framing the topic through understanding the identity and the ways in which it is formed so that real world identity creation can be reflected in an understanding of a virtual world identity and vice versa.
Sign Posting: 10 1.9. Summary: 11 Chapter 2: 13 2.0. Literature review 13 2.2. Globalisation 13 2.3. Role of global marketing strategies in developing global brands 16 2.4. Advancement in technology 17 2.5. Development of global brands 20 2.6. Influence of global brands on consumers’ purchasing decisions 21 2.8.
However, China has failed to meet its full potential in the e-commerce market.1 Researchers have argued that in order for e-commerce to be successful, consumer trust in the e-business is entirely important, because consumer trust is promotes positive attitudes and a lack thereof is linked to negative attitudes toward perceptions of risk.2 It has also been argued that Chinese culture which is influenced by Confucianism which invariably commands collectivism is incompatible with e-commerce practices.
Recommendation- 1/2page 8. Conclusion-1/2 page REFERENCES Title : effects of franchised and international branded stores on local Saudi clothing retail stores and in terms of retail marketing mix its relation to global marketing strategies . Abstract In this research, we have attempted to scrutinize the retail marketing mix in perspective of Saudi Arabia, whether international branded store is in competition with the local.
This is because brands materialize global standards of living and mean differently to different cultural groups. However, if brands or marketers lack sensitivity to the complexity of cultural identity formation, the ideas and meanings conveyed by the brand can have detrimental effects on consumer self-evaluation and well-being (Kipnis et al, 2013).
The author of the dissertattion discusses a clear focus on important research questions based on the hypothesis that the meaning of European identity is not something to only elites in business and politics, but as a concept, it has percolated to all levels. It is stressed that a new social identity of Europe is emerging as in a clear, marble-cake model for European integration.
Strong brands are those brands which are able to create successful and long lasting relationship with customers. In this era of globalisation, consumers’ perceptions seem to be changing. Global brands have become centre of attraction for many consumers and companies, as it provides extra value to both parties.
56 pages (14000 words)Dissertation
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