CAHS 2000

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Global Consumer Culture
CAHS 2000
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Global Consumer Culture
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Globalization
Globalization is the inexorable integration of
markets, nation-states and technologies to a
degree never witnessed beforein a way that is
enabling individuals, corporations and
nation-states to reach around the world farther,
faster, deeper and cheaper than ever before, and
in a way that is enabling the world to reach into
individuals, corporations and nation-states
farther, faster, deeper, cheaper than ever
before. -Thomas Friedman
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Globalization
General Timeline
Industrial Revolution
World Wars
Cold War
Globalization
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In the beginning. . .
British Textile Industry Key Inventions Americas
Role Manufacturing Retailing Transportation
Industrial Revolution
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British Textiles (1700s)
Many small cottage industries (fiber producers,
spinners, weavers, lace-makers, knitters,
embellishment craftspeople, tailors, milliners,
merchants, etc)
Population Growth Consumer Base (social
class/social mobility) Growth of Urban Centers
Global Explorations Growing Competition (India
China) Expanding Markets (England, Europe,
American Colonies, Africa)
Cotton Production (proto-industry putting
out) Merchant ownership Labor
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Key Inventions

• Flying shuttle (1733)
• Spinning jenny (1764)
• Water-powered spinning frame (1769)
• Power loom (1785)

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Americas Role (1800s)
Supplier of cotton to England
Revolutionary War (1775-1783)
Development of U.S. Manufacturing (Rhode Island
System Massachusetts System) Consumer Base
(social class/social mobility/immigrant
population) Growth of Urban Centers (I.e. NYC,
Philadelphia, Boston) Railroads (Urban to Rural,
North to South, East to West) Labor
Civil War (1861-1865)
Rebuilding the South Labor Fashion (Ready to
Wear, Gibson Girls, Ditto suits, etc)
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Retailing

• Decentralized Commerce
• Custom goods
• Home-made goods
• Cottage Industries
• Barter System
• Defined Social Class
• Slow Fashion Cycles

• Centralized Commerce
• Mass-produced goods
• Technology
• Large Industries
• Social Mobility
• Fast Fashion Cycles

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Increased SUPPLY of mass consumer
goods Increased DEMAND of mass consumer goods
(Consumer Revolution) Fuel for changes in
production Democratization of goods (i.e.
uniformity in products appearances) Spread to
other countries industries
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Cold War Era Economics

• Socialism
• (Karl Marx)
• Equality of wealth distribution
• Socio-economic equality
• State controlled means of production
• Centrally planned economies (USSR)

• Capitalism
• (Ludwig von Mises John Maynard Keynes)
• Socio-economic strata (lower, middle, upper
  classes)
• Rights of individuals and corporations
• Privately controlled means of production
• Supply demand factors determined by market
  economy (free market)

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Cold War Systems
Part One in Lexus the Olive Tree (p.
1-142) Characterized by division US vs.
THEM mentality Nuclear Arms Race McCarthyism V
ietnam Korean Wars
August 13, 1961
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End of Cold War
November 9, 1989
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So Now What?
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So Now What?
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Marks of Globalization
Dominant Culture Homogenizing of culture
(regional vs. global)
Defining Technologies Computerization Miniaturizat
ion Digitization Satellite Communications Fiber
Optics THE INTERNET
Defining Measurement Speed Innovation
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Marks of Globalization
Creative Destruction
. . .the perpetual cycle of destroying the old
and less efficient product or service and
replacing it with the new, more efficient
ones -Thomas Friedman
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Marks of Globalization
Balances

• Between nation-states
• Between nation-states global markets
• Between individuals nation-states

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Marks of Globalization
Multi-dimensional

• Politics
• Culture
• National Security
• Finance
• Technology
• Environment

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Globalization
Globalization is the inexorable integration of
markets, nation-states and technologies to a
degree never witnessed beforein a way that is
enabling individuals, corporations and
nation-states to reach around the world farther,
faster, deeper and cheaper than ever before, and
in a way that is enabling the world to reach into
individuals, corporations and nation-states
farther, faster, deeper, cheaper than ever
before. -Thomas Friedman