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“Global Consumer Culture,” in Encyclopedia of International Marketing , Jagdish Sheth and Naresh Maholtra, eds., Eric J. Arnould
Consumer Culture
Consumer culture can be defined as a “social arrangement in which the relations between the [lived cultural experience of everyday life] and social resources, between meaningful [valued] ways of life and the symbolic and material resources on which they depend, is mediated through markets.” Consumer culture is a system in which consumption, a set of behaviors found in all times and places, is dominated by the consumption of commercial products. It is also a system in which the transmission of existing cultural values, norms and customary ways of doing things from generation to generation “is largely understood to be carried out through the exercise of free personal choice in the private sphere of everyday life.” Furthermore, consumer culture is also bound up with the idea of modernity, that is, a world “no longer governed by tradition but rather by flux,” and in which “social actors who are deemed to be individually free and rational” holds sway (Slater 2000, 8 ‐9). And finally, consumer culture denote an economy in which value has been divorced from the material satisfaction of wants and the sign value of goods takes precedence (Baudrillard 1996/1968; 1998/1970). In consumer culture predispositions toward social emulation, matching, and imitation expressed through marketplace choices are accompanied by a penchant for differentiation, individuality, and distinction also expressed through marketplace choices. Together these motives drive the characteristically rapid turn‐over in goods and services. These dynamics are often thought to have been triggered by the purposeful social engineering of marketers, advertisers and retailers (Packard 1957; Ewen 1976; Williams 1982), and to have spread from roots in the fashion industry into all parts of social life (Simmel 1997/1904; Featherstone 1991, 115). Four more crucial aspects of consumer culture include:
- The pervasive and rapid circulation of commercial products, that is, things produced for exchange within a capitalist market, takes priority over and above things redistributed by governmental through the welfare state or exchanged among social groups through gift giving.
- The relative independence of consumption activities from those related to production and the growing power and authority this gives to some consumers over market dynamics.
- Changes in the relationships between different systems of production and valuation in society such that these are all increasingly interlinked and mediated by market values; i.e., How much does it cost? How much will someone pay?
- The special importance given to the use of consumer goods in the allocation of individual status, prestige, perceived well‐being and quality of life (Lury 1996, 4). Consumer culture is produced by agents who work directly in the market economy as managers, marketers, and advertising “creatives;” by independent “brokers” who analyze and criticize consumer products; by cultural intermediaries such as media figures (e.g., movie and television stars, celebrity chefs, religious broadcasters, public intellectuals, politicians, etc) who
model and disseminate attractive models for consumption behavior; and by dissidents who initiate alternative responses to the mass consumption system, responses that are typically re‐ appropriated into the market system as differentiated, niche products ( ). This broad definitional framework allows us to consider consumption as an institutional field, i.e., a set of interconnected economic and cultural institutions complicit in the global production of commodities for individual demand with enormous scope for local elaboration and differentiation (Zukin and McGuire 2004, 175).
Global Consumers
The consolidation of scientific economic and of modern market institutions took place in the eighteenth century, when also the social role of the consumer, combining traits of hedonism and rationality was distinguished from the wasteful irrational elites of the ancient regime (Campbell 1987; Sassatelli 2007, 37). Whereas the early 20 th^ century consumer was a mass‐ market consumer, today’s consumer is characterized by a general emphasis on individual style, paralleling the customization and niche marketing that has overtaken the economy (Sassatelli 2007, 48). The tendency within consumer culture today is to view lifestyles as no longer requiring inner coherence; marketers and cultural intermediaries (fashion; entertainment) cater for and expand the range of styles and lifestyles available to global audiences and consumers with little regard to authenticity or tradition (Featherstone 1991, 26). And just as the consumer was theorized into existence by the economic philosophers of the 18 th^ century, and turned into the linchpin of 20 th^ century economies by economic policy makers (Garon 2007; Kroen 2007) and Madison Avenue advertisers (Packard 1957; Ewen 1976), so the consumer continues to be created on the global stage. For example, research by Lamont and Molnar (2001) show that marketing professionals actively shape the meanings of the category of ‘the black consumer’; promote normative models of collective identity that equate social membership with conspicuous consumption; believe that African‐Americans use consumption to defy racism and share collective identities valued in American society (e.g. middle‐class membership); and simultaneously enact a positive vision of their cultural distinctiveness through consumption. Similarly Dávila (2001) carefully traces the evolution of Spanish language media in the United States, as well as advertising specifically designed for Latinos. The dynamics of these initiatives prior to the 1980s often involved promotions aimed at Latin American countries that were then adapted and transplanted to the United States. Cuban advertising entrepreneurs and cultural capital and networking links generated by the Cuban American ethnic economy proved were central to the development of Latino media. She demonstrates that an emphasis on stereotypical “traditional” family values is at the crux of Hispanic marketing strategies, and the constitution of the Hispanic consumer, or Latinidad, more generally by these media. She notes how important uniting Latinos across difference of nationality, class, color and political ideology has been in the building an image of the Latino market for corporate clients. Further, Cayla and Eckhardt (2008) investigate how Asian brand managers forge new webs of interconnectedness through the construction of a transnational, imagined Asian world. Some brand managers are creating regional brands that emphasize a putatively common
and various reactions such as the anti‐consumer No Logo movement (Klein 2002), the rejectionist stream of Islamic fundamentalism that views film, music, fashion, and other trappings of consumer culture as anathema; and, more reformist movements like the local food and Slow Food movements. Globalization also means that cultural encounters proliferate through these earthcscaping processes, which has lead to an increasing interest in identity‐constructive processes, not least through consumption (Friedman 1994; Askegaard, Kjeldgaard and Arnould 2009). Thus, global consumer culture involves the globalization of desires; of the responsibility to seek an individual sense of self through material symbols, the need to conform; the attraction of a market‐mediated material world; of homogenized images of the good life; (Clammer 1997, 14); and an experience of fragmentation of social life on the receiving end of globalization that fuels idealist and rejectionist reactions (Hetata 2004).
Structures of Common Difference
Globalization is accompanied by a heightened sense of disjuncture and disorder (Beck 2006), as rapid earthscaping has upset and displaced relationships between the economic center and periphery of the global economy, and between cultural forms and cultural contents. These earthscaping processes and the novel technologies, media, ideologies, goods, and relations carried in their wake “nevertheless often remain closely tied to professional, political, and economic interests that have important stakes in mobilizing and regulating global markets.” These interests, “even as they capitalize on the proliferation of ‘cultural difference,’ also demand that such cultural difference be rendered manageable as content within globally reproducible (and thus marketable) forms and genres” (Mazzarella 2004, 351). This has led to the identification of what have been called “global structures of common difference” in global consumer culture. Viewed from another angle, the creolization of consumption patterns within global consumer culture is ubiquitous. This is the diffusion of "structures of common difference" (Wilk
- refers to consumption patterns that combine elements of local and foreign consumption traditions through globalized insitutional forms. Ritzer (2004) pointed out that global fast food chains reproduce an institutional formula across cultural locations. McDonald's is present in most local markets, but often undergoes significant alteration in what is offered and how (Watson 1997). Thanks to local modifications of the McDonald’s formula, the Jolibee fast food chain at one time enjoyed a 59 percent market share in the Philippine fast‐food market. Similarly, traditional Turkish fast food called kepab, or shish kepab, has experienced a revival as Western‐style fast‐food outlets have penetrated the Turkish market. And Turkish entrepreneurs in Germany offer “McDoner Kepab”—Turkish shish kepab in a McDonald’s‐like setting (Caglar 1995). These choices allow Philippine, Turkish and Turko‐German consumers to express varying degrees of cultural conformity and cultural difference through their fast‐food choices. Similarly, the beauty pageant has become a popular consumer global celebration. In Belize in Central America, some pageants judge contestants according to Euro‐American ideals of beauty; others celebrate Caribbean values of respectability and reputation and express tensions between different ethnic groups that hold different value orientations (Cohen, Wilk and Stoeje
1995). Soap operas, comic books, and musical forms provide other examples of global structures of common difference. The HongKong, Hollywood and Bollywood industrires provide three intertwined global institutionalized forms (Stearns 2006, 150). And scholars have pointed out that Christmas has become the first global consumer holiday, a structure of common difference that accommodates dramatic differences in cultural content within a shared seasonal and aestheticized institutional format (Miller 1993).
Brands
Brands have become a ubiquitous structure of common difference in global consumer culture: the Coca‐Cola logo and Nike swoosh are brand symbols that trigger myriad responses; their cognitive salience and ability to arouse passion are undeniable (Foster 2008). When people demonstrate against the inequities of globalization, they use brands such as Coke or McDonald’s as symbols of corporate power (see Holt 2002; Klein 1999). Brands have become cultural forms; they encapsulate ideas about the way people should live, look, and think. Branding is a specific form of communication that tells stories in the context of products and services, addresses people as consumers, and promises to fulfill unmet desires and needs. In other words, branding is a specific symbolic form, a particular way of talking about and seeing the world (Askegaard, Kjeldgaard and Arnould 2009). “The rise of a global culture doesn't mean that consumers share the same tastes or values. Rather, people in different nations, often with conflicting viewpoints, participate in a shared conversation, drawing upon shared symbols. One of the key symbols in that conversation is the global brand” (Holt, Quelch and Taylor 2004, 70). Global brands are most often associated with a quality signal that is important for many consumers world‐wide; global brands set a standard. Hence, global companies are advised to compete aggressively on quality signals while addressing consumers’ skepticism about them. Global brands create openings for local brands that convey enduring local meanings (Cayla and Arnould 2008). Second, global brands also convey a myth of global cosmopolitanism to which many consumers world‐wide aspire (Strizhacova, Coulter and Price 2008). Therefore, global companies are advised to associate global myths of individual independence, modernity, and self‐actualization with their brands. Finally, global brands and global companies “wield extraordinary influence, both positive and negative, on society's well‐being. Many consumers expect firms to address social problems linked to what they sell” and how they produce and distribute their products and services (Holt, Quelch and Taylor 2004, 71 ‐72). Thus, to improve their global image, firms are advised to invest in initiatives that clearly benefit stakeholder communities.
Regional Manifestations of Global Consumer Culture
The OECD Countries
The OECD countries represent the most developed market economies in the world, primarily Euro‐American nations. In these countries there is a steady multiplication of purchase
As one of the wealthiest nations in the world, Japan represents a huge market, changing quickly toward a culture of consumption (Tobin 1992). The direction of Japan’s economic progress since World War II foreshadowed the changes we now see expanding in other countries of the Pacific Rim, the “tigers.” Japan shares many historical values with other East Asian countries. Finance‐, media‐, techno‐ and ideoscapes originating in Japan have been instrumental in fueling the expansion of consumer culture in this region. A characteristic of Japanese consumers is that they are highly informed and aesthetically sophisticated. They are actively engaged in creating their sense of identity in terms of gender, age, and lifestyle (Clammer 1997, 12). Further, there is less Puritanism [i.e., Protestant asceticism) and no moral condemnation attached to acquiring material goods in Japanese culture (Clammer 1997, 14). Two interesting features of consumer culture in Japan are first, the association of high quality and price, hence a desire for brand‐name goods, and the following of expensive fads; and second, the very high rate of discard and replacement. This reflects the fact that variety or originality are devalued in Japanese consumer culture relative to newness or up‐ to‐date‐ness (Clammer 1997, 24). Japanese household budgets show interesting characteristics. Proportions spend on necessities, furniture and household goods have declined, while amounts spend on leisure and luxuries have increased although there is still a high level of savings reflecting Japan’s particular adoption of consumer culture historically (Garon 2007), and such things as the high costs of housing and education. Gender differences are also significant with rapid increases in women’s discretionary expenditures. Depāto ‐department stores‐which have gone a long way in commercializing Japanese cultural values, and domesticating foreign consumer tastes (Creighton 1992) are also among the biggest promoters of “traditional” Japanese gift giving, a large, distinctive, and socially important category of consumer expenditures in Japan (Clammer 1997, 18). Japanese gift giving is a commercialized form of modern intimacy, a form that creates bonds without much moral substance, by contrast with China where commensalism is an important basis of social bonding (Clammer 1997, 19).
BRIC Countries
BRIC literally refers to Brazil, Russia, India and China, but may include a number of
countries with rapid economic development and growth in consumer culture, thus including
countries like Turkey or South Africa. In all of these countries the emergence of powerful local brands such as the Murat, Mahindra, and Tata automobile brands in Turkey and India,
respectively, and large local consumer markets is a big part of the story of global consumer
culture in the 21 st^ century. Another important part of the story is the persistence of large
numbers of consumers at the base of the economic pyramid, that is, subsistence consumers
who live on at best a few dollars a day and whose needs and aspirations have finally begun to
register on global marketers.
In China, the spread of consumer culture has been fostered by the existence of strong
consumer interest before the 19 th^ century as part of an urban culture and a secular outlook
(Stearns 2006). The appeal of “an almost fantasy‐like modernity” that promises some release
from “customary hierarchies and constraints” (Stearns 2006, 109) has also fostered the
dramatic expansion of consumer culture. Finally, economic reforms post‐ 1979 have diminished
state power dramatically and freed many consumers from political strictures on consumption.
The World Bank estimates that 250 million to 300 million people have climbed out of
poverty since China adopted economic reforms. One big story is the growth of a consumer
middle class in China. In 2005, at least 4.5 million had a disposable income in excess of
US$30,000“(Latham 2006, 9). Characteristic of the effects of consumer culture everywhere,
scholars note how consumer culture is fuelling the emergence of new “disjunctures and
differences” in Chinese consumption practices (Latham 2006, 3), new space for Chinese citizens, especially women, to express their personal taste, ideals and values as against older
collective forms (Gillette 2000), as well as the re‐emergence of older popular ritual practices in
new consumer guise (Erbaugh 2000; Yang 2000).
As in other places, distinctive characteristics of consumer culture are emergent in China.
Among these are the idea of consumption as a palliative to continued tight state control of
political freedom and the media; the articulation of various local understandings of Chinese
history and character in its branding practices, and the role of consumer goods in vitalizing China’s gift economy and in particular the web of interpersonal relationships often referred to
as guanxi (Dong and Tian forthcoming; Latham 2006). Others have commented on the
interaction between China’s one child policy and the special role of children in creating the
more hedonically oriented Chinese consumer of today. The speed of development and the
success of a one‐child family policy has “plunged children and parents from all social strata into
a consumer revolution. As a result, the proportional claims of Chinese children on their family’s financial resources are both larger and more uniform across economic strata than for children
in earlier cases” of consumer culture (Davis and Sensenbrenner 2000; 56; Watson 2006).
Much continuity persists in Chinese consumer culture; one example has to do with the
place of food in society. As Mintz (2007) evocatively writes,
It is at table that children learn to become adults; at table that babies meet their grandparents; at table that people display their civilization and communicate it. To watch the giver of a restaurant banquet — some paterfamilias welcoming the family of a son's fiancée, celebrating a grandchild's birth, or just treating friends — is to get a sober lesson in etiquette, self discipline, and joy. The etiquette is also often self discipline.
secondarily North American imitation that continues to color consumption particularly in
countries like Argentina. Another characteristic of Latin America is the influence of American
chain stores, first Sears Roebuck in the 1920s and later Wal‐mart and some European chains in
the 1980s and 1990s that extend Euro‐American models of consumption to middle class buyers.
The middle classes that have aspired to Euro‐American consumption standards have grown
dramatically if erratically in Brazil and other Latin American countries since the Second World War. Of course, Latin America also encompasses dramatic cultural diversity that colors
consumer preferences; in indigenous communities, sometimes new consumer opportunities
fuel cultural ideals that are a legacy of reciprocal social relations and new status hierarchies
simultaneously (Colloredo‐Mansfeld 1999). Latin America’s centuries’ long legacy of economic
reliance on raw materials exports has produced a huge underclass of subsistence consumers,
many of indigenous backgrounds, who struggle to enjoy basic consumer goods. These consumers are increasingly targeted by multi‐nationals with custom‐tailored products, creating
new sustainability challenges. Finally, Latin America has also become an important source of
exported consumer culture through such things as food (especially Mexican and more recently
Argentinean culinary styles), music and dance styles (Mambo, Tango, Meringue, Samba, etc),
and traditions of ecstatic, sumptuary seasonal consumption associated with Carnival and other
traditions (Stearns 2006, 112 ‐114).
Africa
Africa has a long tradition of commerce and consumption, even if the consumption of
luxuries was confined to elite groups for many centuries. In Africa, commodification, a process
driven by the imperatives of capital and the “civilizing” projects of state and mission, ..has been
determined by consumers differential access to power and cultural resources (Burke 1996, 167). During the past fifty years “three intertwined stories” concern Africa’s engagement with
consumer culture. First, African engagement with consumer culture has intensified, with the
use of exotic consumer goods from the metropolitan countries to convey status and prestige
figuring prominently in this regard. Cars (see the “mama Benz” of Togo or the wa‐Benzi of East
Africa), clothing and buildings have been important indicators of status as the latter have been
traditionally (Allman 2004; Friedman 1994; Heath 1992). African’s have even enthusiastically embraced the beauty pageant. This engagement has been fuelled by the diffusion of more
sophisticated market apparatus, transportation, and communications, and the flow of migrants
between Africa and Europe.
Second, longstanding pre‐colonial consumption practices typically remain strongly
rooted in all walks of life, even as contemporary practices associated with the colonial and post‐
colonial experiences are layered over them (Burke 1996, 172). A continuing tension between
modern consumerism and older loyalties, especially those to the kin group, and to religion is
played out through consumption (Arnould 1989). Thus, for many the motivation driving
consumption is achieving increased family solidarity, not individual consumer utopia (Bonsu
and Belk 2003). In immediate sub‐Saharan Africa, Islamic dress has become de rigueur for many
political and commercial elites. A third issue is the complicated relationship between
consumerism and white racial attitudes and African reactions, especially in East and South
Africa where marketing campaigns tended to incorporate white racist attitudes.
Everywhere, consumerism and modernism have been confounded by elites in former
colonies often taking on elements of metropolitan consumer behavior. Taking charge of
consumerism becomes an important theme in African consumer experience, hence a recent
explosion of interest in neo‐traditional cloth and clothing.
The Islamic Middle East
The interaction between Islam and consumer culture represents an interplay between powerful, ongoing spiritual and nationalist values and the new lures of public displays of materialism. This occurs against a backdrop of public debate over Western secularism represented by countries like Turkey, Lebanon, Morroco, and Egypt, and Islamic religious nationalism represented by countries like Saudi Arabia and the Sudan. A strong rural‐urban, rich‐poor divide, and between those who have benefited from oil revenues and those who have not, colors attitudes towards consumption (Stearns 2006). Huge numbers of internal migrants from rural villages to urban slums also find their consumption choices suspended between the expression of secular and religious values. Thus, poor consumers illustrate three modes of acculturation: in some case, migrants reconstitute their village culture in the city, shutting out the consumerist ideoscape; or they collectively pursue the consumerist ideoscape as a myth through ritualized consumption; or they give up on both pursuits, resulting in anomic results for identity (Üstüner and Holt 2007). Meanwhile, elite consumers in the Islamic Middle East are avid consumers of Western luxuries and middle class consumers are often avid consumers of Western fashion and media. Among middle calss Islamists, Islamic fashions in dress, gender segregated options in shopping and luxury vacations have grown dramatically in the past 20 years (Sandikci and Ger 2001; 2002).
Resistance
Critique of and resistance to the spread of consumer culture is as old as the emergence of consumer culture in the 18 th^ century. Systematic critique of the institutional bases of consumer culture have been offered by social theorists that highlight the alienating dehumanizing effects of materialism (Horkheimer and Adorno 1998/1944), while others have commented on the envy, possessiveness and non‐generosity commitment to consumer culture sometimes entails (Belk 1985). Some classic expressions of resistance to consumerism have declined in recent years in the OECD countries although the critique of “irrational” lower class
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