Describe the role of TNCs and the media in spreading

consumer culture.

What do we mean by consumer culture?The choices made by consumers (those who exchange finances for a particular good or service) based upon their psychological attachment to a brand or product rather than economic reason.

http://www.youtube.com/watch?v=jfzaxVVANl8 What strategies are TNCs using to spread consumer culture?

Ways of spreading consumer culture…• Sponsorship of sporting competitions / mega events eg FIFA World Cup

or Olympic Games. Increase audience by television and media coverage.• Ownership or sponsorship of venues eg Coca Cola Park, Jo’burg, SA.• Newspaper advertising – subconscious messages, use of imagery.• Tapping into enhanced environmental concern eg Free Range.• Using increase in network connectivity and change in lifestyles eg

provision of WiFi and working areas. Become part of lifestyle. • Use other ‘trends’ as a vehicle for promotion eg Reebok using ‘CrossFit’

to promote their trainers.

Define: commodity Something that can be bought or sold.How can the introduction of branded commodities into a location influence cultural diffusion?

WHERE IS THIS?

Homogenisation?

Glocalisation?