Socio-Cultural Exchange

Prompt: Choose either the concept of cultural diffusion (voluntary/consented change in culture) or cultural imperialism (enforced/pressured change in culture) and using specific examples explain how transnational corporations either intentionally or unintentionally spread consumerism through your chosen concept.

      Transnational corporations around the globe intentionally spread consumerism through cultural diffusion. McDonald's is a transnational corporation that has presence in almost every country in the world. It is an American fast food company and is now globally known. McDonald's has adapted to this and intentionally promoted consumerism by having different and specific products in each country that is appealing to that country's taste. It tries to match the taste of the country's local cuisine.

    McDonald's has a different menu for every country, however, it has the same concept. It was famously known for Hamburgers in the United States and this has spread throughout the world. In the Philippines, the menu includes products that are unavailable in the United States. For example, spaghetti. McDonald's adjusted to the cuisine of the Philippines and made pinoy or sweet style Spaghetti that would be appealing to many Filipinos. As a result, there are able to spread consumerism because more people would be attracted to the food that tastes like their local cuisine. Another example of this can be found in McDonald's India. They have vegan burgers instead of beef burgers since many people in India do not eat beef because of their religion. This idea of adapting to a specific country's cuisine allows people to be more attracted to McDonald's because they know the taste is altered for them.

Products available in McDonald's India

Spaghetti and Chicken available in McDonald's Philippines

McDonald's Australia

     McDonald's also spreads the idea of consumerism and cultural diffusion by becoming more 'local.' This means that they have a certain name for McDonald's in a specific country. For example in the Philippines, McDonald's is commonly known as McDo while in Australia it is commonly known as Macca's. Not only do they have a different name in some countries but also translates their slogan to the local language. The slogan "I'm loving' it" is translated in the local language and the people are able to understand and connect to the whole idea of McDonald's.

     Another example of a transnational corporation is Apple. Apple does indeed spread consumerism through cultural diffusion. There are Apple retail stores in almost every country and it is possible to by an Apple product wherever you are on the planet. Apple spreads consumerism by releasing a new product every six to eight months.The iPhone has become an icon in which everybody knows about. People always want the latest generation while the previous generation was perfectly fine and only had minor differences. The availability of the product has made Apple spread consumerism throughout the globe.