What is the definition of globalisation (Giddens, 1990)?
The intensification of social relations at the world level, linking distant locations such that local events are structured by events occurring across the world.
What are conceptualisations of globalisation?
Americanization, Coca-Cola’isation, McDonaldisation, Disneyfication.
What is McDonaldization (Ritzer, 1993)?
The process by which the principles of the fast-food restaurant (efficiency, quantification, predictability, control) dominate more sectors of society and the world.
What is localisation in global brands?
Adapting international products/brands to fit local cultures and contexts.
What are the effects of globalisation on inequality (global)?
Top 1% control ~half of world’s wealth; 2,640 billionaires worth $16.1T; top 5 richest doubled wealth since 2020 ($14m/hr); 60% of population lives on <$NZ10/day.
What are the effects of globalisation on inequality (NZ)?
Top 10% own ~60% of wealth; top 1% own ~25%. By 1996 $15.9b of public assets sold, highest ratio of foreign investment in developed world.
How does Professor Jane Kelsey describe NZ’s globalisation?
Colonisation by corporations rather than countries.
What is a corporation and how did it become a ‘person’?
Originally charters served public good with shareholder liability. 14th Amendment in US gave rights. By 1890–1910, most 14th Amendment cases defended corporations, not people.
What are the effects of corporations on society?
Corporations now hold rights like individuals, but are legally bound to maximise profit, leading to huge global influence and power.
What is the sport-media complex?
A global interconnection of sport events, media, and sponsors (e.g., Olympics, FIFA, NBA with SKY, ESPN, Nike).
Give an example of global sport commodity production.
Rawlings Baseballs: production shifted from US to Costa Rica for lower wages/tax-free profits. Workers earn $1.50/hr making MLB baseballs by hand.
What strategies does Nike use in globalisation?
Celebrity sponsorships, cultural branding, advertising, logistics hubs, offshore manufacturing, tax strategies.
What are some of Nike’s big sponsorship deals?
Rafael Nadal $50m/5yrs, Rory McIlroy $100m/10yrs, Cristiano Ronaldo $105m/5yrs, LeBron James $30m/yr + shares ($1B).
How is the cost of a $100 pair of Nike shoes broken down?
Labour, administration, subcontractors, Nike mark-up, retail mark-up.
What is Nike’s logistics hub in Belgium?
Laakdal: 15m pair storage, processes up to 1.2m pairs/day.
What are Appadurai’s 5 scapes in globalisation?
Ethnoscapes, Technoscapes, Finanscapes, Mediascapes, Ideoscapes.
What is disjuncture in globalisation?
Sites of incongruency, conflict, or resistance when global products encounter local contexts.
What is the ASA (Advertising Standards Authority) in NZ?
A voluntary self-regulation system ensuring advertising is not misleading, offensive, or harmful.
What are ASA objectives?
Maintain acceptable advertising standards; provide voluntary regulation; operate a complaints board.
What factors does the ASA consider when judging complaints?
Product/service, consumer takeout, community standards, context, medium, audience, previous decisions.
What are key advertising codes of practice?
Ads must not mislead, deceive, or confuse. Must not contain indecent, exploitative, or offensive content.
Give an example of cultural/translation disjuncture in ads.
Nike 2000 Olympics ad (banned in US), Nike LeBron ‘Chamber of Fear’ ad (banned in China), Sanex Shower Gel (banned UK).
