To what extent can notions of a global consumer culture be explained as part of an Americanisation of trans-national consumption patterns? To tackle this question effectively it is going to be important to assess the notion of a global consumer culture. This relates to the trends of the developed countries and the growing consumption patterns that have been formed by transnational corporations (TNCs). A TNC can be defined by as a corporation that operates in different countries or areas of the globe to be able to maximise business processes. These corporations now operate as if the world had no borders, choosing areas of the globe that are most suited to their practices. This then relates to globalisation and the growing interdependence between different peoples, regions and countries - that has come about through the growth of these corporations. Their growth has been central in the production of an international division of labour that sees most low skilled manufacturing work produced in developing nations and this has been aided by the growth of telecommunication technologies. TNCs are able to use areas of the globe and the stages of development of these regions for comparative advantage, utilising areas of cheap or highly skilled labour to suit corporate needs. Globalisation is apparent when seen in the light of the information networks that have allowed for the emergence of TNCs and the beginnings of a global culture of universally recognisable symbols. There are obvious signs of this globalising trend: McDonalds and Coca-Cola being the most visible forms of an Americanisation of branded consumption. The term Americanisation can refer to the control or power that the United States holds within the global network. There are many American transnational corporations, however all centres of financial power produce such companies. This essay will seek to look at the effects of this globalising process for the individ...
