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Globalization and Consumer:

Globalization can be defined differently from various perspectives.

Definition 1: The intensification of worldwide social relations which link distant localities in such a way that local happenings are shaped events occurring many miles away and vice versa.
(Source: Anthony Giddens, 2000)

Definition 2: All forces which are turning the world into a globalvillage, compressing distance, homogenizing culture, accelerating mobility and reducing the relevance of political borders.
(Source: Mozrui, 2000)

Globalization is very often used to refer to economic globalization, which is integration of national economies into the international economy through trade, foreign direct investment, capital flows, migration, and spread of technology. However,economic only one of the aspect of globalization,and it will detail discuss the aspect of consumer culture in the globalization after this.

The former Prime Minister of Malaysia, Tun Dr Mahathir advises, “The challenge for Asia is not how to manage the present concept of globalisation but to make it work and to benefit from it. The challenge for Asia is to influence the thinking on globalisation,to reshape it, to reduce the chances of it going awry and in the process destroying economies and countries.” (Mohamad 2002, 16)

Globalization and Westernization:

Westernization is a process whereby non-western societies come under the influence of Western culture in such matters as industry, technology, law, politics, economics, lifestyle, diet, language, alphabet, religion or values. Sincethe western countries always is the dominant country in the world, so, the western countries always influent the non-western societies.

Westernization has been a pervasive and accelerating influence across the world in the last few centuries. It is usually a two sided process which western influences and interests themselves are joined by a wish of at least parts of the affected society tochange to towards a more westernized society.

Westernization can also be related to the process of acculturation. Acculturation refers to the changes that occur within a society or culture when two different groups come into direct continuous contact. After the contact, changes in cultural patterns within either or both cultures are obvious.

The Impact of Global Media

The rise of "marketstate" and the computing and information technology revolution have been the driving forces of globalization. The rise of “market state” has great implications to the ways people, firms and governments go about their business. The computing and information technology revolution have facilitated both the different character and dramatic volumes of private capital flows by providing the speed andtechnology to effect the staggering volume of daily transfers of financial transactions across national boundaries.

The food, printed images, movies, books, and ideas will affected by our growing. These things have gone across the globe through satellite television and the internet as well as with travellers and businesspeople.

In the process, exposure to news ways of life and ways of thinkinghave brought about a degree of convergence of norms and attitudes on everything from fashion to human rights. But it has also provoked challenge from traditional cultures and often led to fusion of many influences.

The use of news and information as subversive and expansionist tools by developed countries against countries of the South has raised the issue of censorship and freedom of newsand information. The type of journalism by foreign media organisations that insist on peddling mass disinformation and sensationalism instead of reporting accurately and in impartial manner on Malaysia are recent illustrations in the case of communication and information technology being presented by developed countries as a force for greater political democracy around the world and the move of...
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