Cultural diffusion (a voluntary/consented change in culture) is an increasingly prominent concept in a world experiencing rapid globalisation.
McDonalds has an infamous track record for putting up stores in every corner of the globe. The franchise has become so commonplace, that it sometimes even adopts some local cuisines and preferences to indulge its consumers. In the Philippines, for example, the McDonalds menu contains additional Filipino-specific items like McSpaghetti (with some pinoy style sausage, cheese, and sweet sauce), Ube-flavored ice cream, and Filipino breakfast items (like tocino). The incorporation of such products has enticed consumers to become regulars at the establishments. Inevitably, this technique made more Filipinos develop a preference for fried fast-food items that are extremely popular in the United States. We have experienced somewhat of a cultural diffusion in our cuisine as foreign foods dramatically increase in popularity because of globalisation. (The effects of which can be both positive and negative)
Starbucks is also a transnational corporation that has been experiencing exponential growth because of cultural diffusion. Typically, Starbucks intentionally places indications of earth-friendly and local-friendly activity on the walls of their coffee shops. They stress their preferences for local hiring, and write about the friendly and fair relationships they have with coffee bean farmers. This attracts consumers as it provides them with a sort of ethical incentive to purchasing a cup of coffee. They feel more inclined to purchase from Starbucks because of the perceived positive externalities. The positive externalities stand out as media reveals other more self-centred firms. The resulting consumerism is definitely apparent. Cultural diffusion has occurred as more Filipinos are adopting foreign lifestyle habits and becoming heavy coffee drinkers.
For more info on McDonalds Dtarbucks and other consumerist transnational corporations check out this link: http://consumerist.com/
Hey Kevin, I really like what you said in your post about the McDonalds McSpaghetti as I mentioned about the Burger McDo on my post. But I understand what you're trying to say about experiencing somewhat of a cultural diffusion, but don't you think at the same time it's preserving the culture since they're incorporating cultural elements into modern day food. Other than that, I really do get your point! Really nice read!
ReplyDeletegosh michaela keep your opinion to yourself, geez.... hahahahha just kiddin, thanks i see your point. wew.
ReplyDeleteKevin, don't be mean to Mic. I really agree with you on the whole McDonalds and Starbucks things. McDonalds is really trying to adopt local cuisines to really get the locals interested in their franchise. As well as, Starbucks is trying to show "earth-friendly and local-friendly activity " to attract customers. So, the local filipinos are trying to adopt the foreign lifestyle. MUY BIEN.
ReplyDeleteI find it interesting how there are different alternatives to McDonald's depending on the country you find a McDonald's in as they try to adopt to their culture in order to appeal to as many potential consumers as possible. However McDonald's seems to keep their 'American' culture where ever they go. Essentially we are all living in America.
ReplyDeleteSchirmer, could I argue that we're all living in Japan because most cars here are either Toyota or Honda? Careful about these bold statements that are fundamentally incorrect.
DeleteI love your point about ethical incentives to get people to buy their product. What an interesting and complex concept??? What other companies do you see doing this and in what ways? I know I see it with a company like Toms which does the one for one shoe service. This brings up an interesting point too: does the company provide an ethical incentive because thats the right thing to do and because they genuinely want to help or is it because they're trying to entice the consume into buying their product?
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