Wednesday, November 15, 2006

Influence of America around the world

While I was thinking about subject for my first blog, I happened to turn on TV and tune into some Indian channels. We get Indian channels via satellite and I saw Fear Factor - India on one channel and Boogie Woogie (a realty dance competition show) on the other. For the past two years they have been showing ‘Indian Idol’ a hugely popular show in India, ‘Deal Ya No Deal’ (Deal or no deal) and ‘Business Baazigar’ (similar to NBC’s Apprentice). Few years back the Indian version of ‘Who wants to be a Millionaire’ was a tremendous success in India. It’s amazing how Indians are influenced by Americans in the way they talk, dress, shop and eat and also what they watch on TV, including MTV. Indians now use American phrases, girls wear tank tops (not so common just a few years ago) and young people talk about going to McDonalds, Pizza Hut and night clubs.

I was walking in a mall in Gurgaon, New Delhi just couple of years ago and saw Dockers, L’Oreal and McDonald’s promoting their products. Today’s generation in metro cities want to live an independent life. In many cases these days both husband and wife work and want to have a small family. Things have changed dramatically in the past 10 years.

I started seeing this trend even 10 years ago when Indians starting celebrating Valentine’s Day. Now Mother’s day, Father’s day and Sweetest day are celebrated because Hallmark is there too. With increasing globalization of economy, the presence of multinationals is increasing world-wide. I believe increased communication, TV, Internet and job shift has revolutionized the world. Younger generation world-wide is becoming more mobile and is taking advantage of job opportunities that multinationals offer and slowly transforming culture around the world.

I visited China and Japan last year. It was enlightening to see different culture when I saw Forbidden City and Sensoji Shrine. Later, my friends asked me about what I ate there to survive. When I think back, I had coffee at Starbucks, lunch at McDonald’s and dinner at Hard Rock cafĂ©. I was enjoying an evening at ‘Ginza’ street and for one minute I forgot whether I was at Time Square in New York or in Tokyo, Japan. Here in the US many are concerned about Indian and Chinese products and services, while we under-estimate the influence of cultural revolution that US has brought on the world with it economic expansion. It seems like world is getting to be homogeneous as American influence is reaching everywhere. I would love to share stories and experiences through this blog so stay tuned and chime in your thoughts.

Other Interesting Links:
Starbucks Gossip Japan
Great Malls of China

15 comments:

Anonymous said...

Ritu,

This is a very well written and interesting article. One question springs to mind: what is defined as "Culture". Is it the material artifacts (as identified by the MacBurgers, the Nike shoxs etc.)? I guess you would have to slice the cultural pie in different dimensions one that is the most easily tangible: the artifacts and others such as the values, norms and mores...

Just my 2 cents.

Jyoti

Anonymous said...

Congratulations Ritu on successful publication of your first blog. I agree with the basic theme of your blog. Good luck on future writing endevors.

Vidya Nahar.

Anonymous said...

Ritu - You got me going here. Excellent topic and well woven with personal experiences.
My two cents broadly relying on permeation of chain restaurants outside of US.

These are terrific examples of branding and speak to the remarkable success of media on influencing consumer choices globally. That we seek out familiar in uncharted territory is normal but let's not dismiss the presence of indigenous flavors in those very American places. I beeline for Aloo Tikki burger at Delhi's McDonald's and did attempt to find Weed Burgers in Denmark( ok- not really) But my freinds dog sitters nanny's boy friend's mother's fiance did try it once.

The point being the local culture was in place but we sought out a few homogenous outlets over the unfamiliar adventure calling us.

There is a definitive osmosis of social practices due to the rapid globalization but cultural amalgamation is at a superficial level. For most of us our American identity is left at the doorstep as we ask for "Desi Khana with Desi Gana".

I would hesitate before crowning it "American cultural Influence" when I can find in Chicago, Ten Ethiopian eateries, twice as many Greek digs and just as many Tapas and constant discovery of Dhabas that are filled to capacity with people dressed out of Fab India catalog and tapestries made from Kanjeevaram silk saris and it gels perfectly in America.

Why aren't we awe struck by their presence amidst American culture?

That is exactly how I felt when I had to have the Caramel Mocha Latte Grande at the Milan airport (and could only find Espresso)- it was a craving, not a cultural identity crisis.
//

Unknown said...

Boy, I thought I'd write something smart and quick but then I read Vibha's blog .... and I took a deep breath!!! Will have to come back to it just to read her posting :) :)

Have fun with this Ritu.

Best.

RG said...

True Jyoti, culture is not just materialistic items but what intrigues me is the influence of multinationals in how we live everyday. Starbucks is not just about selling coffee, it’s about Starbucks culture which is spreading in countries where coffee is not a popular drink. When Nike promotes active wear, they are introducing lifestyle change.

Great to hear different view points. This is what I was hoping to accomplish with this blog.

Unknown said...

Nice blog Ritu... and you too Vibha !! :) Very true tho... the reverse part.

I'm waiting for the day Pizza hut will intro the chicken tikka pizza so readily available in India.

In the meantime will enjoy the Bhangra / indipop in the local niteclubs ! Incidentally that was as much enjoyed and appreciated by the Whites as by the desis at a private Dj/ dance nite organized by Mahesh's company @ their 30th anniversary retreat.

So i guess the globalization of Indian culture is here to stay... as much as the american culture in India.

All the best with ur classes... keep us posted.

Preeti.

Shobhit said...

Ritu Didi,
I appreciate your views. It shows your good observational skills. Good going. I would be looking forward to more blogs.

Anonymous said...

[B]NZBsRus.com[/B]
Lose Crawling Downloads With NZB Files You Can Hastily Find Movies, PC Games, MP3s, Software & Download Them @ Dashing Speeds

[URL=http://www.nzbsrus.com][B]Usenet Search[/B][/URL]

Anonymous said...

What's Happening every body, good forum I find It amply useful & it has helped me out loads
I hope to be able to give something back and aid other people like this chat board has helped me

_________________
[url=http://iphoneusers.com/]redsn0w[/url]

Anonymous said...

just read your blog and i love it! im doing a huge english project and the word we picked was influence. i was assigned the social studies part of my project and your blog sparked some great ideas i will be putting in my project. loved everything about india. Thanks!!

Anonymous said...

I do consider all of the concepts you've presented for your post. They're very convincing and will certainly work.
Still, the posts are too quick for beginners. May just you please extend them a bit from next time?
Thank you for the post.

Feel free to surf to my blog post; paris france travel advisory

Anonymous said...

A person essentially lend a hand to make seriously posts
I might state. This is the very first time I frequented your website page and to
this point? I surprised with the research you made to make this particular put
up incredible. Excellent activity!

My site ... luxe vakantiehuizen

Anonymous said...

Hi, after reading this remarkable piece of writing i am as well happy to
share my know-how here with friends.

Here is my website; vakantiehuisje frankrijk huren

Anonymous said...

Pretty! This was a really wonderful article. Thanks for supplying this information.


My homepage - particuliere vakantiehuizen

Anonymous said...

My spouse and I absolutely love your blog and
find almost all of your post's to be just what I'm looking
for. Would you offer guest writers to write content to
suit your needs? I wouldn't mind composing a post or elaborating on many of the subjects you write related to here. Again, awesome website!

my webpage - vakantiehuisje frankrijk ()