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And buying experiences (instead of stuff) shapes humans lives even better yet: restaurant expenditures aren’t just food, they fuel social gatherings. Print page. Using American products and eating American food doesn’t mean that Ashima and Ashoke are affected by American culture. Pamela J. Hobart studied philosophy and education at the doctoral level at Columbia University’s Teachers College, and she holds a B.A. Leonard focuses on the disadvantages produced by Westernized consumerism, which is causing the disappearance of minority culture. Amidst the holidays, we are sure to continue to hear complaints that the season has been ruined by a focus on material possessions and rampant “consumerism.”. Overall, I agree with your point that both Leonard and Wasserstrom focus on consumerism and that globalization is different from Americanization according to Wasserstrom, and I want to add to your argument by pointing out that Wasserstrom concludes that even exactly the same things in different areas can have different meanings to the local people. Though happiness will never be handed to us on a silver platter (or in a shopping bag), we should be glad to find ourselves operating so close to the top of Maslow’s hierarchy of needs. Leonard and Wasserstom both writes about consumerism. Considering Wasserstrom’s argument, I think he would not think Ashima and Ashoke are establishing American identity. One of the primary themes in Jeffrey Wasserstrom ‘s essay “A Mickey Mouse Approach to Globalization” is consumerism, as he argues that we consume products differently depending on cultural context and local meaning. In the essays, “Death by Monoculture” and “A Mickey Mouse Approach to Globalization,” Leonard and Wasserstrom raise the issue of global consumerism. Capitalism may be the cause of consumer culture, but consumerism is only partially a problem – and, to that extent, capitalism can also provide the solution. In addition, I also agree to your statement that Wasserstrom will disagree that Ashima and Ashoke are becoming Americanized just because they use American products. As a result, Wassertrom stated that the world is far away from being globalized, and Leonard stated globalization that happened threats the cultural vulnerability and minority languages. In what ways do Leonard and Wasserstrom assert similar vs. contrasting views (or agree vs. disagree) on the relationship between consumerism, globalization, and cultural identity? Au contraire, perhaps consumerism instead fosters individuality, but of a pernicious and illusory sort. While Leonard argues that globalization and consumerism are the reason for the disappearing minority languages and, thus, a monoculture, Wasserstrom concludes that the same things in different areas can have different meanings to the local people. Therefore, Wasserstrom will argue that Ashima and Ashoke is consuming but not assimilating the culture. Important thought leaders in our field have described and documented that consumers use possessions and brands to create their self-identities and … Please respond to the 2 questions below: Post your response before class time on Tuesday, 4/2. According to this, we can assume that Wasserstrom would disagree that consumption of American products signals a person is establishing an American cultural identity. People are becoming more and more international friendly and sharing. Consumption and identity 1. Consumer culture breeds and lives in the cultural deficits of modernity. Wasserstrom also involves examples of McDonald’s, Mickey Mouse and Starbucks to strengthen his argument. However, their interpretations about the issue are completely different from each other. Overall, I agree with your point that consuming American products does not mean Westernization nor Americanization and I want to add to your argument by pointing out that in fact, consuming American products is actually showing how different culture could be harmonized with each other, which is the true globalization in my perspective. mass society and Frankfurt Schoolmass society and Frankfurt School material and symbolic elements of consumptionmaterial and symbolic elements of consumption the interpretation of … Both Leonard and Wasserstrom address similar topic which involves globalization and consumerism. For example, Ashoke bought a Toyota vehicle. Consumerism & Cultural Identity. To illustrate, people in America and local people in Shanghai have different perceptions of McDonald’s, Starbucks, and Mickey Mouse, and accordingly, they will not fully absorb the culture these companies or products came from. However, he will definitely disagree with Wasserstrom in the point where consumerism does not necessarily means Americanization. The fact that people could easily classify the product as a “Country-tion” is simply because the culture doesn’t absorb or assimilate it into their own culture, not to mention people having that cultural identity. I believe that if Leonard read this essay, he would have agreed that the consumerism is indeed happening all around the globe. At the same time consumerism exploits mass identity crisis by offering its goods as solutions to the problems of identity, and in the procedure strengthens it by proffering ever more plural values and methods of being. ( Log Out /  Since consumerism can only influence the world with the commerce of products, Wasserstom is certainly going to disagree with Leonard’s opinion regarding the consumerism threat. Instead of having a dominating culture, having both cultures respected and accepted equally is what truly a sharing culture mean. (PDF) Consumerism and Identity: Some Psychoanalytic Considerations | Ayla Michelle Demir - Academia.edu This essay applies various psychoanalytic concepts to the analysis of consumption, the practical everyday routine buying activity of individual consumers. Moreover, I disagree with your assertion that they can hardly not to be Americanized because they cannot avoid using American stuff because you overlook the issue of being Americanized is not only by using US products but also by daily conversation with people or by watching American TV shows, etc. It does not signal Americanizing in Ashoke and Ashima true that not all purchases consumers. 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