Local Transformation of Global Brands

Paper Summary:

The paper explores how, in new markets, consumers generate a new commodity meaning. This transformation or process by which foreign goods are assigned novel meanings and uses in diverse cultural settings has been coined "creolization." This essay will identify examples of the "creolization" of Barbie as indicators of how cultures are resisting and negotiating globalization.

From the Paper:

"As stated by John Gray in "False Dawn: The Delusions of Global Capitalism," globalization is not "a trend towards homogeneity" but rather a system that is dependent on "differences between localities, nations and regions" that create demand for something from somewhere else (57). However, what meaning different regions and cultures apply to goods depends on their own culture. While consumer goods that cross cultural boundaries do not necessarily take on the intentions of their producers or the culture in which they were produced, their meaning as imposed by local cultures do reflect shifts in society."

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