The paper “ The Extent to Which the Globalization of Consumer Culture Engenders a Cosmopolitan Culture” is a telling variant of literature review on marketing. In the current contemporary world, people get exposed to many influences that would change their behaviors at the end of the day. Perhaps these influences could be because of openness in borders from nation to nation. Tomlinson (269) termed the openness of borders between nations as globalization. He also found that most of the consumers in their various cultural spheres are delightful of the positivity impacts of globalization and that is why there is the formation of internationalized culture (cosmopolitan culture).
Nevertheless, globalization has been associated with the demolition of cultural identities, therefore, a lot of interpretations by anti-globalization activists show that this aspect in one way or another has created imperial culture. There is a substantial mutual relationship between globalization and culture. Tomlinson (272) stated that a single protocol of contemporary cultural experience is difficult to unlock globalization internal dynamics. Therefore, talking of transformations brought about by politics and the world economy perhaps defines only the fabrics of cultural experience.
This enlightens regional consumer segments in terms of maturity and elements of ecological concern. As a result, greater market segmentation has become a vital factor in influencing the attitude and behaviors of various specific segments within the national borders (Ritzer, 13). Nava (89) found that every phenomenon has an invented story. The modern history of cosmopolitan culture is defined by various consciousnesses, which include people’ s physical movements, encountering strangers and interchange of shared values. This configured people to become part of making sense in engendering a platform of modern culture.
It is important to note that producing a cosmopolitan culture through the globalization of consumer culture needs a comprehensive framework structure of changing people’ s attitudes in order to enhance a divergent culture with limited conflicts. In focusing on how the globalization of consumer culture produces a cosmopolitan culture, there are major domain questions to conceder: Is globalization a process or a condition? Most theories refer to it as a process of transformation while ‘ globality’ as a condition (Nava, 94). How do post-modernity relate to globalization? What is the connection between a nation and globalization?
If there is a clear definition of this relationship, then does it undermine the nation? Alternatively, if the nation-state being transformed? Does globalization entail internationalization whereby there is a raising intensity value exchange among different nations? To what extent is the process of globalization defining the association between social structural values and territoriality? Is this relationship leading to the deterritorialization of social interactions? In addition, what is the association that exists between a global scenario and the local scenario? The ground of these domain questions is in a wider theoretical tradition like functionalism, feminist, critical and postmodernism theories (Nava, 95).
Therefore, rather focusing on the classification of globalization theories in discussing the impact of global consumer culture, a range of theoretical dissertations that typically serve as heuristic tools is noticeable from the discussion. The controversies perhaps may exist especially when theorizing cosmopolitanism since political and cultural belief supports the platform of cosmopolitan strands (Nava, 95). These beliefs existed in the English society in the first decades of the 20th century and have extended its spheres to business and social aspects like entertainments.
This means that these explicit values not only define cosmopolitan culture but also a divergent cultural experience.