Eleventh Global Studies Conference

Abstract

The dichotomy that exists between national identity and global culture is becoming eradicated. The material practices behind the dissemination of popular global brands are changing aspects of national and localized culture. These global brands are creating global awareness and as such move further than “ideational dimension(s) of globalization.” Instead, these global brands are tangible products that create awareness of cultural attitudes, aspirations, and demands, which are inherently connected to the product itself. These brands are also related to ideologies that are related to a global, yet localized socio-economic context. This paper examines the subjective dynamics of globalization through the lens of global brands.