IB Outcome:

  • Describe cultural traits in terms of language, customs, beliefs, dress, images, music, food and technology. (Guinness p. 142 -155)
  • Examine the diffusion of cultural traits resulting from the international movement of workers, tourists and commodities. (Mexico-US CS)
  • Describe the role of TNCs and the media in spreading consumer culture. Guinness (p. 156 – 167)
  • Select two different branded commodities and examine the spatial and temporal pattern of adoption on a global scale.

Part 1:

We will read together Noreen Janus’s text in Guinness p. 158

Then, as yo watch the videos:

  • Define Marketing
  • Define Brand and Branding
  • Explain how can a TNC commodify a culture?
  • What historical events have lead to the rise of the Consumer Culture?

The rise of Consumer Culture

  • Is there a global culture?
    • How is it spread?
    • Who or what is creating it?
  • What is the economic impact of consumer culture for the core and the periphery?
  • What is the cultural impact?

The Century of the Self – 10:00 to 14:00

Are you a good consumer? How many of the brands can you name and locate geographically?

Part 2: Select two different branded commodities and examine the spatial and temporal pattern of adoption on a global scale.

In 2 groups:

  • Using Codrington p. 622 to 625 and Guinness p. 161 to 166, and Geographyalltheway.
  • Each group will answer the following questions using Coca-Cola or McDonald’s as a case study:
  • You may pick another company, but you won’t have all the resources available.
  1. Give an example of reverse adaptation
  2. Give an example of adoption
  3. Give an example of adaptation
  4. Describe your company’s brand identity and brand image
  5. List the various spatial pattern of adoption of your company on a global scale. Consider physical, economic and social factors.
  6. Create a timeline listing the various temporal pattern of adoption of your company on a global scale. Consider physical, economic and social factors.

You will present your findings to the rest of the class tomorrow.