UAMG 3053 Communication Technology

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UAMG 3053 Communication Technology

• Week 10
• Global Capitalism

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Introduction - Globalization

• The terms globalization, globalize, and
  globalizing started in 1960
• The Economist reported Italys globalised quota
  for imports of cars has increased
• Globalization is a staggered (spread out) concept

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Intro Globalization

• Direct consequence of the expansion of European
  cultures across the planet via settlement,
  colonization, and cultural replication
• The world entered the age of global
  civilization after the end of European
  dominance.

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Intro Globalization

• Global civilization includes the formation of
  European Union, the rise of Japan as an
  industrial power, and emerging and testy
  confrontation between rich and poor nations
• The Internet is poised to narrow the gulf that
  separates rich nations from poor even further in
  the decade to come

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Globalization from 1870 to 1914

• Development of transportation and communication
  networks - physically linked different parts of
  the world railroad, shipping, and the telegraph
  
• Rapid growth of trade - pattern of dependency
  between the industrialized countries and the rest
  
• Huge flow of capital (assets) from Western direct
  investment

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Definition of Globalization

• Globalization is a concept refers both to the
  compression of the world and the intensification
  of consciousness of the world both concrete
  global interdependence and consciousness of the
  global whole (Water, quoting Robertson, 2000, p.
  4)

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Intro Globalization

• Interdependence between national systems by
  trade, economic, military
• Social compression
• Intensification of global consciousness local
  happenings are shaped by events occurring many
  miles away and vice versa

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Definition of Global Capitalism

• Globalization - meaning the rise of market
  capitalism around the world business across
  border
• A process driven by economic forces
• Reorganization of production, international
  trade, and integrated of financial markets
• Has undeniably contributed to America's New
  Economy boom. e.g., McDonalds, Microsoft

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Capitalism

• The vehicle of economic internationalization
  financial markets, commodities, contractualized
  labour, alienable property
• In Marx theory, capitalist seeks to transect
  national boundaries extending transportation and
  communication unto the furthest reaches of the
  planet, restlessly seeking to expand markets
  throughout the world and to appropriate ever
  greater tranches of labour power

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Global capitalism

• Global capitalism was pushed by leaps (increase
  and jump) in technology, the failure of
  socialism, and East Asia's miraculous success
• Multinationals have contributed to labor,
  environmental, and human-rights abuses as they
  pursue profit around the globe

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Inequality in Global Capitalism

• Profit the rich and harm the poor
• Unequal development - two extremes of global
  capitalism
• 1. The economies of East Asia have achieved
  rapid growth
• 2. There has been little overall progress in
  much of the rest of the developing world

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McDonaldization

• Describes the McDonalds Corporation
• And any corporation that employs the standard
  practice of making a product efficiently and
  predictably
• To maximize profits in a global marketplace,
  cultural products must be standardized -
  McDonaldization
• From fast food, childcare, healthcare, computer
  technology production

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McDonaldization

• George Ritzer to describe a sociological
  phenomenon
• The process of rationalization substitution of
  logically consistent rules for traditional rules
• Modern Western world becoming more and more
  rational efficient, predictability,
  calculability as human work are replaced by
  machines

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Process of McDonaldization

• Any task can (should) be rationalized
• Takes a task and breaks it down into smaller
  tasks
• Find the SINGLE most efficient way to complete
  the broken down smallest tasks

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Four Dimensions of McDonaldization

• 1. Efficiency
• Optimum method of completing a task
• Rational determination of the best mode of
  production
• Individuality is not allowed
• 2. Calculability
• Assessment of outcomes based on quantifiable
  criteria
• Quantity over quality
• Selling Big Mac not Good Mac

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Four Dimensions of McD

• 3. Predictability
• Production process is organized to guarantee
  uniformity of product and standardized outcomes
• 4. Control
• Substitution of more predictable non-human labor
  for human labor

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Conclusion of McDion

• As more companies around the world take on the
  characteristics of McDonaldization system, the
  consumers have little choice but to frequent
  these business, as fewer and fewer options are
  readily available
• McDonaldization is an infection to other
  countries
• Many businesses feel that in order to be
  successful they must adhere this guidelines

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How Web- Advertising works

• The rapid increase in the number of people who
  can access the Internet, especially in US and
  Europe, has resulted in similarity strong
  increase in the amount of money spent on online
  advertising.

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Internet Advertising

• Distinguish between three broad kinds of
  advertising on the Web they are
• Placed ads (including banners, Rich Media ads,
  pop-ups, animated cursors)
• Sponsored elements within sites and
• Company marketing sites. ( product catalogs with
  order forms) However, sales sites and sales
  banners should be considered in a direct
  marketing context rather than in an advertising
  context.

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• Does Internet Advertising works?
• According to the reviews based on research done
  on the impact of online advertising, shows that
  advertising on the Internet can be very effective
  and
• works best if it is part of a coordinated
  campaign that includes traditional media.

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• The research has shown that Internet advertising
  can
• increase sales,
• enhance the image of the brand,
• effect the consumers attitudes towards the
  product, and
• it can impact new information about products and
  brands.
• Reaching the right audience is key

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Tutorial Questions Week 11

• (a) What is McDonaldization?
• (b) Is globalization a cause of McDonaldization?
• (c) What are suggestions from Ritzer to fight
  McDonaldization?
• 2. Do you agree that Internet Advertising works
  best if it is part of a coordinated campaign that
  includes other traditional media? Why?

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References

• Duresky, S. (2005). McDonalds Selling cages
  masquerading as the American dream. Retrieved on
  March 23, 2005 from http//student.fortlewis.edu/s
  mduresky/268project/home.htm
• Engardio, P. (2000). Global capitalismCan it be
  made to work better?. Retrieved on 21 March, 2005
  from http//www.businessweek.com/2000/00_45/b37060
  01.htm
• Hogg, C. (1999). Pornography and the Internet in
  the United States. Retrieved on March 22, 2005
  from http//www.slais.ubc.ca/courses/libr500/fall1
  999/www_presentations/c_hogg/default.htm

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References

• Thurlow, C., Lengel, L., Tomic, A. (2004).
  Computer Mediated Communication Social
  interaction and the internet. London Sage.
• Water, M. (2001). Globalization. New York
  Routledge.