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The modern world can be characterized by the extreme speed of globalization. Individuals live in an international society encompassing various cultures and mentalities. This unique environment is formed under the impact of multiple factors. The development of the means of transport, the emergence of new tendencies in the international discourse, and the blur of borders provided people with an opportunity to investigate the world, change their locations, and start new lives in different countries of the world.
The combination of these aspects creates the ground for the formation of a globalized community of a new generation that impacts all spheres of peoples activities and preconditions the emergence of new trends in their behaviors. For this reason, the given paper delves into the peculiarities of globalization and aims at the investigation of the way it impacts people’s choices including the economic aspect.
Globalization in Everyday Lives
People now may not notice the results of globalization as it has become an integral part of their everyday life. However, there are multiple examples of it. For instance, ordering Chinese food contributes to the development of this phenomenon as it is a case of the interference of a particular culture in the lives of individuals across the globe. There are many other examples such as the popularity of sushi, furniture from IKEA, McDonald’s restaurants in various countries, and American pop culture. In such a way, a modern person lives in an environment that evolved under the strong impact of globalization (Ritzer & Dean, 2015).
In their personal lives, people enjoy the results of this process by meeting individuals from other countries or benefiting from using elements of unusual lifestyles or customs. Every day lives are significantly affected by this aspect as human beings remain a part of the society and alter together with it.
Another example of the increased importance of globalization in people’s lives is the economic aspect of communities functioning and peoples behavior. The growth of globalization promotes the empowerment of foreign markets and their rising importance in the lives of communities. For instance, today, there is a ground for the development of foreign markets and trade as global corporations enter different areas to spread their influence and generate profit (Steger, 2017).
That is why there are also multiple protective mechanisms elaborated by people to protect their interests in the sphere of economics. Some buyers might prefer to buy products from local manufacturers while other compare pricing policies and the quality of suggested goods to select the most appropriate option and remain satisfied with their purchase.
Corporations and Commodification
As it has already been stated, corporations play a significant role in the continuous increase in the speed of globalization, and it is becoming one of the tendencies of the modern world. However, in the race for effectivity, generation of additional income, and acquisition of the competitive advantage, these actors also foster the development of commodification. It can be determined as a perspective that considers things and people as mere commodities that should be used to increase the level of income and ensure the dominant position in the market (Milanovic, 2018).
The modern globalized business environment provides a perfect opportunity for the rise of this approach. In multiple cases, they utilize aggressive advertising campaigns aimed at the transformation of buyers conscience and the cultivation of consumer behaviors (Milanovic, 2018). It results in the further evolution of commodification as in the majority of cases companies are not interested in peoples personal development.
In such a way, personal experiences of globalization are impacted by several forces. On one hand, individuals have a positive attitude towards the investigation of new cultures, their food, customs, and activities. It helps to form an acceptable perspective on the process. From another hand, the dominance of international corporations and their focus on the commodification of individuals precondition the emergence of new trends in the sphere of the market.
Trying to resist this pressure, consumers can prefer to consider their choices of products to avoid international brands that adhere to the aggressive policy (Milanovic, 2018). At the same time, these mew market forces can contribute to the formation of the negative image of globalization because of the necessity to consider new tendencies and elaborate strategies to preserve our identity without becoming a commodity used by other actors.
As follows, globalization is one of the integral parts of contemporary society. It impacts all spheres of peoples activity and results in the emergence of drastic changes in their lifestyles and consumer behaviors. The global corporations introduce policies that presuppose the high speed of commodification and generation of profit from the exploitation of buyers from different parts of the world.
For this reason, globalization also has its drawbacks that come from the rise of companies aiming at domination in the international markets. Consumers try to resist these tendencies by altering their behaviors to preserve their identity and the freedom of choice to utilize all advantages and opportunities that come from the globalized society and provides to individuals living in different regions of the planet.
Milanovic, B. (2018). Global inequality: A new approach for the Age of Globalization. Cambridge, MA: Belknap Press.
Ritzer, G., & Dean, P. (2015). Globalization: A basic text (2nd ed.). New York, NY: Wiley-Blackwell.
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Steger, M. (2017). Globalization: A very short introduction (4th ed.). New York, NY: Oxford University Press.