Days of our Lives - Chex Mix Advertising
Example of Glocalization
A working definition of globalization: reducing differences that existed between nations in time, space, and culture. Also, the main level of globalization has to do with media and it's influence on other countries. Glocalization is the combining of global ideas or forces with local ones, i.e. a local production of a tv sitcom with global forms and ideas mixed into it for good measure. American Soap Operas have taken form from the highly mellodramatic shows that are all over the Television sets in Latin American countries. These other countries' soap operas often have asides where the camera will zero in on a product, but that product usually tends to be of American descent. For a specific example: The Brazilian Soap-Opera that Professor Straubhaar has mentioned quite a few times in class. The one where the scene is going on but it has an oddly placed three-second close up of a Coca-Cola ad. This is an example of Glocalization. The soap opera will only air in Brazil or maybe a select few other countries, but the ad they have placed within their production is that of a globally known product stationed from the United States. In these few links, you'll see American Soap Operas with globally known products being advertised in the middle of a scene. Watch for the obvious close-up!
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