This paper is going to focus its discussion on the subjects of globalization, glocalization and Americanization, depicting from Philippe Legrain’s statement that: “And just as a big city can support a wider spread of restaurants than a small town, so a global market for cultural products allows a wider range of artists to thrive. For sure, if all the new customers are ignorant, a wider market may drive down the quality of cultural products” from Cultural globalization is not Americanization.”
In the existing global-local debate, “Americanization” has always been used interchangeably with the term “globalization” (Attitudes to globalization 58). This argument has ignored the larger issue on globalization and most probably where the debate tends to concentrate. The invasion of Iraq by America heightened American brands corporate sensitivity in a manner that commercialized on United States Brand muscles. Similarly, the conflict between the two countries threw into liberating the gulf between America’s view of its global values and the actual opinion about the values globally. Whilst the Americans value democracy, frankness, equality, speed of action and equity, the Japanese on the other hand, translates these values as rushed, rude and impractical. Gone are the days when a French or American brand could be launched in the market arena with much enthusiasm suggesting sophistication and freedom. Consumer markets that are mature are beginning to resurface focusing on products with local flavors
across various dimensions.
Despite the conflict between America and Iraq, American brands trust is not as low as was thought previously. For instance, the consumers in the United States trust most multinationals given the culture of Americans that favors large business ventures and capitalism. Nevertheless, the trust among consumers is in the organization. In addition, countries illustrate extremely low levels of trust cutting across the board, which makes the need for brands to confine themselves within the hands of a trusted partner. This role may be vital when it is globally revealed that, in comparison to the government, brands are more trusted. To be precise, it is only the youths ranging between the ages of 16 to 24 who invest most of their trust in Americanization of the society. Furthermore, their inclination to trust brands is more compared to other consumers. For instance, Sony having its origin in Japan and Nokia from Swedish are performing better than McDonalds or Microsoft. Based on the above arguments, I am going to analyze the following statement “And just as a big city can support a wider spread of restaurants than a small town, so a global market for cultural products allows a wider range of artists to thrive. For sure, if all the new customers are ignorant, a wider market may drive down the quality of cultural products” from Cultural globalization is not Americanization by Philippe Legrain. Even though cultural diversity is vital, it is essential for individuals to identify with their own culture. Most of the