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Comportamento do consumidor e a compra on-line: uma análise multicultural; Consumer behavior and purchase on-line: a multicultural analysis

Caro, Abrão
Fonte: Biblioteca Digitais de Teses e Dissertações da USP Publicador: Biblioteca Digitais de Teses e Dissertações da USP
Tipo: Tese de Doutorado Formato: application/pdf
Publicado em 07/04/2010 PT
Relevância na Pesquisa
35.94%
Apesar de todo o crescimento apresentado, o comércio eletrônico está apenas iniciando. As diferenças entre as lojas virtuais e as lojas físicas além das estratégias inovadoras de marketing neste novo ambiente devem estar mudando hábitos e estilos de compra. Não obstante às novas opções e formas para comprar que o consumidor passou a ter, muito pouco se sabe sobre as mudanças em relação às suas atitudes, percepções, adoção ou não da compra virtual. Este foi o elemento direcionador deste trabalho que procura analisar as inter-relações entre a inovatividade e o envolvimento, fatores que se apresentaram como preditores da adoção da internet em estudos anteriores, a atitude dentro do modelo TPB (Theory of Planned Behavior) decomposto desenvolvido, na Psicologia Social com o processo de adoção da compra pela internet. Considera-se a Cultura como fator moderador, comparando-se os resultados com países de culturas diferentes a partir das dimensões de Hofstede. Com este propósito foi elaborado um modelo integrativo considerando os estudos desenvolvidos sobre os fatores apontados e que possibilitasse explicar a relação entre estes fatores e a compra pela internet dentro de um contexto de diferenciação cultural de consumidores de diferentes países. O trabalho envolveu uma pesquisa de campo considerando uma amostra não probabilística internacional de estudantes de grupos de países com grandes diferenças nas dimensões culturais...

Suscetibilidade para a cultura de consumo global sob a ótica de marcas globais: um estudo de características comuns entre culturas baseado na teoria clássica e na teoria de resposta ao item; Susceptibility to global consumer culture under the perspective of global brands: a study of common features based between cultures in classical theory and theory of response to item

Merino, Martin Nelson Hernani
Fonte: Biblioteca Digitais de Teses e Dissertações da USP Publicador: Biblioteca Digitais de Teses e Dissertações da USP
Tipo: Tese de Doutorado Formato: application/pdf
Publicado em 04/02/2014 PT
Relevância na Pesquisa
96.34%
Mais da metade da população no mundo vive em povoados e cidades. Estes lugares correspondem àqueles que têm sido imediata e diretamente influenciados pela globalização. Nesse cenário, muitas empresas multinacionais estão alterando seus portfólios de marcas em favor de marcas globais; essa situação faz com que surja o conceito de cultura de consumo global - conjunto de símbolos relacionados ao consumo e comportamentos que são comumente entendidos, mas não, necessariamente, compartilhados pelos consumidores e negócios ao redor do mundo. Isso dependeria da suscetibilidade para a cultura de consumo global (SCCG), uma característica ou traço latente dos consumidores que varia através dos indivíduos e é refletido no desejo dos consumidores ou tendências para a aquisição e uso de marcas globais. Esse traço, pela literatura revisada, compreenderia a conformidade com a tendência de consumo global, percepção de qualidade, prestígio social, responsabilidade social, credibilidade de marca, risco percebido e custo de informação armazenada. É nesse contexto, portanto, que se insere a presente tese, ao caracterizar e verificar o impacto dos traços latentes da suscetibilidade para a cultura de consumo global (SCCG) de consumidores em distintas culturas (países) na aquisição de marcas globais. A pesquisa empírica consistiu de um survey com uso de questionário pela Internet...

"Marketing glocal": marketing global com estratégias locais como vantagem competitiva de mercado

Vaccari, Lara Coelho
Fonte: Fundação Getúlio Vargas Publicador: Fundação Getúlio Vargas
Tipo: Dissertação
Relevância na Pesquisa
25.99%
The objective of this dissertation is to explore and deeply study the concepts about Glocal Marketing, explaining this recent phenomenon, highlighting the importance and the influence of local culture on the marketing mix of global organizations, in order to have successful commercialization of their products and services in different markets. Searching for a better understanding of Glocal Marketing became extremely important in the XXI Century, since there is an increase in the number of global companies which want to explore new markets in order to survive and remain in the highly competitive market. Concepts of Globalization, Marketing, Glocal Marketing, Culture are defined and explored. Also, the influence of culture on consumer behavior and on the marketing mix of global organizations is analyzed. The Hofstede¿s cultural typology is explained and it is used to give the reader an overview and a better understanding about the cultural influence in the acceptance of new products in new markets. The relationship between culture and marketing mix is discussed, as well as the importance of standardization versus customization of the marketing mix among countries with high cultural differences. The methodology is composed by descriptive research and a case study about a global organization...

Globalização e comida : uma análise microssociológica da relação global/local na alimentação

Fonseca, Marcelo Jacques
Fonte: Universidade Federal do Rio Grande do Sul Publicador: Universidade Federal do Rio Grande do Sul
Tipo: Tese de Doutorado Formato: application/pdf
POR
Relevância na Pesquisa
46.01%
Este trabalho tem o propósito de compreender uma atividade de consumo pelas lentes da globalização. Em específico, volta-se às práticas de alimentação doméstica e à maneira como esta reage a processos globalizadores. O foco pretendido decorre da crença de que é pertinente se falar a respeito de comida a partir do domínio discursivo do “global”, assumindo-se que muitas das mudanças que ocorrem nas práticas de alimentação estão de alguma forma relacionadas aos movimentos da globalização. Conforme destacam Ger e Belk (1996, p. 295), “a dialética entre globalização e localização não pode ser compreendida a menos que se conheça a forma como o local experimenta essa dialética”, ou seja, a maneira como as forças globais e locais são sentidas no dia-a-dia das pessoas. Para tanto, optou-se por uma perspectiva microssociológica a partir do estudo de oito famílias pelo período de nove meses. O método empregado seguiu a tradição interpretativa da pesquisa do consumidor (i.e. THOMPSON et al., 1989; ARNOULD, 1998) e é inspirado tanto na etnografia quanto na fenomenologia. Diversos procedimentos de coleta e produção de dados foram aplicados, envolvendo observações, entrevistas em profundidade, entrevistas autodirigidas com imagens...

Campereando mercados : práticas de resistência e cidadania mediadas pelo mercado na cultura gaúcha

Dalmoro, Marlon
Fonte: Universidade Federal do Rio Grande do Sul Publicador: Universidade Federal do Rio Grande do Sul
Tipo: Tese de Doutorado Formato: application/pdf
POR
Relevância na Pesquisa
35.87%
Com um olhar voltado para a cultura gaúcha e sob uma perspectiva teórica de mercado, fluxos globais e formas de resistência, esta tese teve o objetivo de compreender e analisar as práticas de resistência que os agentes locais desenvolvem no âmbito do mercado, para a preservação da tradição e da cultura local. Para isto, sua organização seguiu diferentes percursos, iniciando por um percurso teórico, que envolveu uma construção teórica acerca da cultura do mercado e das formas de resistência. No percurso empírico, adotou-se uma perspectiva interpretativista, por meio de um estudo de cunho etnográfico na cultura gaúcha. A coleta de dados ocorreu no período de 2009 a 2012, por meio de entrevistas, observação participante, coleta de artefatos e survey. A análise dos resultados foi apresentada em oito partes, organizadas a partir das categorias de análises geradas na interpretação dos dados. Além de descrever densamente a cultura gaúcha, os resultados foram interpretados tanto pelo lado da resistência – reconhecendo a existência de uma resistência de mercado –, quanto por uma perspectiva de cidadania – reconhecida como um conjunto de práticas que geram um sentimento de pertencimento à cultura gaúcha. Os resultados alcançados buscam contribuir principalmente na teorização acerca do modo como o mercado media a articulação de diferentes agentes locais (produtores...

Alternative medicine in Paris and Rio de Janeiro: a study on transformative health experiences

Eglem,Elisabeth
Fonte: Faculdade de Saúde Pública, Universidade de São Paulo.; Associação Paulista de Saúde Pública. Publicador: Faculdade de Saúde Pública, Universidade de São Paulo.; Associação Paulista de Saúde Pública.
Tipo: Artigo de Revista Científica Formato: text/html
Publicado em 01/06/2014 EN
Relevância na Pesquisa
45.8%
The purpose of this paper is to explore the practice of alternative medicine as an experience capable of modifying the very perception of the body and body feeling, based in a two-field research in France (Paris) and Brazil (Rio de Janeiro). In this research, the resort to alternative medicines was considered as urban practice and a possible response to emotional needs, beyond the curative specificities of these medicines. The two countries were chosen for their supposed complementarity concerning the perception of spirituality and therefore, the perception of holistic health concepts. The study relies on an inductive approach and a qualitative methodology: introspective interviews with consumers and professionals, as well as participant observations. After a review of the theoretical aspects on the subject — concepts related to health, alternative medicine, transformative experience —, empirical results are presented. They show that the experience of alternative medicine tends to modify body perception, understood as how individuals define their own body. It also tends to modify body internal feeling, literally how people feel their body. The second conclusion that can be drawn from our study is that, beyond cultural specificities...

How does national culture impact on consumers’ decision-making styles? a cross cultural study in Brazil, the United States and Japan

Leng,Chan Yie; Botelho,Delane
Fonte: ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração Publicador: ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração
Tipo: Artigo de Revista Científica Formato: text/html
Publicado em 01/09/2010 EN
Relevância na Pesquisa
36.04%
This empirical article investigates the relationship between national culture and consumer decision-making styles in the purchase of cell phones, a product category that appears to be required by consumers independent of their nationalities. To make the research measurable, we used Hofstede’s four cultural dimensions (power distance, uncertainty avoidance, individualism, and masculinity) and Sproles and Kendall’s Consumer Style Inventory framework (quality conscious, brand conscious, innovative, recreation, price conscious, impulsive, confused and brand loyal), and tested nine hypotheses through MANOVA in a sample of 108 buyers of the product in Brazil, 104 in the USA, and 107 in Japan, countries ranked in the top ten of the world’s largest cell phone market. Factor Analysis via Principal Component Analysis was conducted to examine the suitability of the eight-factor model in observations from each country. The three nationalities and the eight decision-making styles were treated as independent and dependent variables, respectively. Findings showed mixed evidence for the application of Hofstede’s cultural dimensions to decision-making styles. Managerial implications and suggestions for future research are presented to help understand the relationship between national culture and consumer decision-making styles.

Infidel Brands: Unveiling Alternative Meanings of Global Brands at the Nexus of Globalization, Consumer Culture, and Islamism

Izberk-Bilgin, Elif
Fonte: Oxford University Press Publicador: Oxford University Press
Tipo: Artigo de Revista Científica Formato: text/html
EN
Relevância na Pesquisa
36.01%
Religion and ideology are prominent forces shaping consumption. While consumer researchers have studied both topics considerably, examinations of religious ideology remain scant. Notably lacking is research on how religion, myths, and ideology intertwine in the marketplace, informing attitudes toward brands. This ethnography investigates how the religious ideology of Islamism informs brand meanings among low-income Turkish consumers and identifies three discourses that construct global brands as infidels. Informants use the infidel parable to characterize market societies as devoid of social equality, morality, and justice. Their critique culminates in a consumer jihad against global brands. Through the consumer jihad, informants accommodate and protest the social crises posed by modernity and globalization as they seek to recreate the Golden Age of Islam. Exploring the relationships among economic means, cultural capital, and religious ideology helps this study bridge related domains of research on religiosity, ideology, and brand meanings that are often investigated separately.

Greening Global Value Chains : Some Implementation Challenges

Sinclair-Desgagné, Bernard
Fonte: World Bank, Washington, DC Publicador: World Bank, Washington, DC
EN_US
Relevância na Pesquisa
35.87%
The paper aims to highlight some of the most important implementation issues associated with the greening of global value chains with special attention given to how public policies and business strategies can support each other in meeting the challenge, particularly in developing countries. This requires a systemic view of global value chains that includes downstream supply chains and explicitly takes into account the relationships between regular members (raw materials providers, component manufacturers, and assembly plants, notably) and their clean-tech suppliers. It also involves a careful description of the business landscapes of global value chains as well as reliable environmental metrics and data, carefully examining how these can be shared among global value chain members and their stakeholders. Certain incentives must be set within member firms and throughout the supply chain and this involves reviewing managerial practices -- monitoring and auditing of environmental performance, compensation and rewards...

Responsible Debt Collection in Emerging Markets

International Finance Corporation
Fonte: Washington, DC Publicador: Washington, DC
Tipo: Trabalho em Andamento
EN_US
Relevância na Pesquisa
26.02%
Emerging market economies have been experiencing high credit growth and high delinquency rates amongst retail banking customers in recent years. However, collections practices have not always kept pace with this rapid growth; many collectors still rely on relatively unstructured processes and weak oversight frameworks. It is therefore important to consider how fair and ethical treatment of borrowers can be better promoted in these markets. To this end, International Finance Corporation (IFC) commissioned a study in 2009 to examine the question of what guiding principles should financial institutions follow to raise their responsible and ethical standards in collections. IFC has subsequently commissioned Oliver Wyman to study existing global retail debt collections practices and recommend tangible actions that lenders and collectors can take to promote responsible and ethical standards in the field. The conclusions of this study are based on field research conducted by IFC and Oliver Wyman, industry experts analysis and opinion...

Consumer Behaviour and International Trade in the Western Mediterranean: South-Eastern Spain in a trans-national perspective (1730/1808)

PÉREZ-GARCÍA, Manuel
Fonte: Instituto Universitário Europeu Publicador: Instituto Universitário Europeu
Tipo: Tese de Doutorado Formato: application/pdf; digital
EN
Relevância na Pesquisa
35.9%
How to focus the analysis of the birth of mass consumption society has been a scholarly obsession over the last few decades. This thesis suggests that an analytical approach must be taken in studies on consumption paying special attention to the socio-cultural and economic transfers which occur when different commodities are introduced to territories with diverse socio-cultural values and identities. Therefore one of the key questions of such an analysis is to examine the role of merchants, who have a very important influence on consumer decisions. This thesis describes the new necessities created by merchants, as “vicarious consumers”, inserted in local, national and international market circuits in the Western Mediterranean area. The increase in the consumption of new goods during the eighteenth century in south-eastern Spain, especially during the second half of the century, entailed changes in household economies through some improvements in everyday life. The systematic analysis of probate inventories demonstrates potential shifts in the consumption of new durable and semi-durable goods in urban and rural families. Certainly, in south-eastern Spain, there was an interest in consuming new, exotic and foreign goods. The desires...

Syllabus: Popular Culture and Folklife

Bronner, Simon
Fonte: Universidade de Indiana Publicador: Universidade de Indiana
Tipo: Syllabus
Relevância na Pesquisa
45.92%

Making, remaking, and reimagining the everyday: Play, creativity, and popular media

Wohlwend, Karen E
Fonte: Routledge Publicador: Routledge
Tipo: Parte de Livro
Relevância na Pesquisa
35.81%
This chapter critically reviews literacy research on play and creativity, with a focus on work in New Literacy Studies (Gee, 1996; Street, 1995) that redefine ??? play as collaborative and embodied semiotic practice ??? creativity as practices of cultural production (Pahl, 2007; Sefton-Green & Sinker, 2012) and imagination as a social practice (Appadurai, 1996). The chapter???s framing draws upon de Certeau???s (1984) view of creativity as small acts of improvisation using the stuff of daily living in ordinary places. Children live, play, and create within scapes (Appadurai, 1996) that flow into every aspect of everyday life where they engage texts in a range of commercial messages and global products that include clothing, household goods, school supplies, films, video games, and toys (Pugh, 2009). Cook (2008) points out that in commercialized societies we are born into ???regimes of consumption??? where opting out of consumption is impossible. While children at play often reproduce stereotypical identities as they pretend to be adults engaged in typical practices in everyday activities, they can also use pretense to collectively challenge, disrupt, or reimagine accustomed ways of doing things. Play encourages social actors to collaborate and negotiate within a shared imaginary text...

Evolution in the usage of localised appeals in Japanese and American print advertising

Okazaki, Shintaro; Mueller, Barbara
Fonte: Advertising Association Publicador: Advertising Association
Tipo: Artigo de Revista Científica
ENG
Relevância na Pesquisa
35.69%
Based on global consumer culture theory, this empirical investigation examines how the usage of local appeals in Japanese and American advertising content has shifted over a period of nearly three decades. It replicates and improves upon Mueller’s investigation (Journal of Advertising Research, 1987, 27(3)). Content analysis determined the existence or absence of five traditionally Japanese appeals vs five traditionally Western appeals in 2005 issues of women’s, general interest, business and sports magazines published in each country. A total of 899 US ads and 853 Japanese ads were collected. Japanese advertisers appear to have turned to a rather more direct and persuasive selling approach, but continue to maintain a tradition of Japanese subtlety. American ads have shifted from a hard-hitting and aggressive strategy to a more benefit-orientated strategy with a distinctly softer touch. Appeals employed, however, were found to vary with the product category promoted. Overall, findings suggest that while Japanese advertising may have become somewhat more ‘American’, American advertising appears to have become significantly more ‘Japanese’. Possible future convergence between Eastern and Western advertising has implications for international marketers as they craft messages to appeal to these audiences.

THE WEIGHT OF THE WORLD: RHETORICS OF CHOICE, FREEDOM AND RESPONSIBILITY IN GREEN CONSUMPTION

WHITE, GABRIELLE
Fonte: Quens University Publicador: Quens University
Tipo: Tese de Doutorado Formato: 725094 bytes; application/pdf
EN; EN
Relevância na Pesquisa
26%
This thesis begins with the simple observation that the term ‘green consumption’ would have appeared, at the very least, oxymoronic to those concerned with environmental issues some thirty years ago. Yet now it is a commonplace aspect of popular, academic and policy discourse in the global north. In recognizing the diversity of products and services that fall under the rubric of ‘green consumption,’ this project situates it as a form of discursive positioning and a potential set of a practices that indicate a ‘friendly’ or benign association between consumption and the environment. The thesis has three components. Firstly, it reviews the literature on consumer culture and environmentalism, highlighting relevant thematic debates concerning the critique of consumer culture and its potential effects upon the environment. Secondly, the thesis constructs a post-Foucauldian ‘analytics of green consumption’ in order to understand such a radical shift in representations of consumption and environmental thinking. Thirdly, the thesis employs this analytics to examine two dominant ‘environmentalities’ or programmes of green consumption – Eco Labelling and the Ecological Footprint – wherein the advanced liberal rhetorics of ‘choice...

Design e herança cultural."Pensar local" para "agir global

Gutierrez, Maria José Rocha
Fonte: Universidade Técnica de Lisboa. Faculdade de Arquitectura Publicador: Universidade Técnica de Lisboa. Faculdade de Arquitectura
Tipo: Dissertação de Mestrado
Publicado em /12/2010 POR
Relevância na Pesquisa
35.99%
Tese de Mestrado em Design de Produto; A dissertação versa sobre a relação entre design de produto e herança cultural portuguesa. A (aparente) perda de identidade pessoal dos indivíduos e a uniformização dos objectos, promovidas pelos estilos de vida das sociedades ocidentais, poderão indiferenciar os traços de cada cultura. Projectar produtos com reflexos culturais das zonas onde são produzidos (ou consumidos / utilizados) permite estabelecer uma ligação emocional entre consumidores e objectos, o que pode ser decisivo para a competitividade da produção nacional. Tendo presente este aspecto, pretende-se avaliar a importância e o interesse da presença da herança cultural portuguesa nos processos de design em Portugal, favorecer a competitividade dos produtos nacionais à escala global e demonstrar que a sua competitividade depende de um conjunto de factores, dos quais faz parte a valorização da cultura local (pensar local para agir global). Por fim, coloca-se em evidência a responsabilidade social do designer como criador e transmissor de cultura. Para provar a hipótese, desenhou-se uma metodologia baseada na crítica literária e na observação directa de - sistema de Grão e projectofabrico próprio do estúdio Pedrita...

The People's Republic of Capitalism: The Making of the New Middle Class in Post-Socialist China, 1978-Present

Hui, Ka Man Calvin
Fonte: Universidade Duke Publicador: Universidade Duke
Tipo: Dissertação
Publicado em //2013
Relevância na Pesquisa
45.98%

My dissertation, "The People's Republic of Capitalism: The Making of the New Middle Class in Post-Socialist China, 1978-Present" draws on a range of visual cultural forms - cinema, documentary, and fashion - to track the cultural dimension of the emergence of the new middle class subject in China's encounter with global capitalism. Through cultural studies methodologies and critical theoretical practices, I explore the massive reorganization of national subjectivity that has accompanied the economic reforms since 1978. How, I ask, has the middle class replaced the proletariat as the dominant subject of Chinese history? What are the competing social forces that contribute to the making of the new middle class subject, and how do they operate? By considering these questions in terms of the cultural cultivation of new sensibilities as much as identities, I trace China's changing social formations through the realm of cultural productions. This project is organized into three parts, each of which attends to a particular constellation of middle class subjectivities and ideologies. In Part I (Introduction and Chapter 1), I explore how the Chinese middle class subject is shaped by historical, political-economic, and cultural forces. I show that the new social actor is structurally dependent on the national and transnational bourgeoisie and the post-socialist party-state. In Part II (Chapters 2-5)...

Medicinas alternativas em Paris e no Rio de Janeiro: um estudo sobre as experiências transformadoras de saúde; Alternative medicine in Paris and Rio de Janeiro: a study on transformative health experiences

Eglem, Elisabeth
Fonte: Universidade de São Paulo. Faculdade de Saúde Pública Publicador: Universidade de São Paulo. Faculdade de Saúde Pública
Tipo: info:eu-repo/semantics/article; info:eu-repo/semantics/publishedVersion; ; Formato: application/pdf
Publicado em 01/06/2014 ENG
Relevância na Pesquisa
35.76%
Este artigo tem por objetivo estudar as práticas de terapias complementares (também chamadas de medicinas alternativas) vistas como experiências que modificam a percepção do próprio corpo e a forma de senti-lo. Nesta pesquisa, conduzida na França (Paris) e no Brasil (Rio de Janeiro), o recurso às terapias complementares foi considerado como prática urbana e resposta potencial às necessidades emocionais, além das especificidades dessas terapias no que tange à cura. Os dois países foram escolhidos pela sua suposta complementaridade a respeito da percepção da espiritualidade e, portanto, dos conceitos da saúde holística. O estudo está caracterizado por uma postura indutiva e uma metodologia qualitativa: entrevistas introspectivas com pacientes e profissionais, bem como observações participantes em consultas e em uma conferência. Após revisão de alguns aspectos teóricos do assunto — conceitos relacionados à saúde, a terapias complementares e experiências transformadoras —, os resultados empíricos são apresentados. Primeiro, eles mostram que a experiência de consumo das terapias complementares tende a modificar a percepção interna do próprio corpo, ou melhor, como a pessoa sente o seu corpo. Segundo...

Cuerpos fantasmales en la urbe global; Ghostly Bodies in the Global City

Martínez-Hernáez, Angel; Universitat Rovira i Virgili
Fonte: Eduff Publicador: Eduff
Tipo: Avaliado por Pares; ; Formato: application/pdf; application/pdf
Publicado em 16/09/2009 ES
Relevância na Pesquisa
46.03%
La fluidez se ha convertido en metáfora de una sociedad contemporánea donde, paradójicamente, la única estabilidad descansa en lo efímero, donde las formas sociales cambian antes de que se sedimenten. No obstante, en la urbe global entendida como espacio de flujos cristalizan algunas relaciones sociales - por ejemplo, el vínculo consumidor-mercancía. Esta relación social propicia la creación de una subjetividad corporalizada donde el cuerpo se ha convertido en un fin y no sólo en un medio. El cuerpo es aquí una doble entidad subjetivada (el cuerpo-consumidor) y objetivada (el cuerpo-mercancía), un ente fantasmal que deviene funcional a la sociedad de consumo.; Liquidity has become a metaphor for a contemporary society in which, paradoxically, the only stability lies in the ephemeral; social forms and identities change too quickly to become sedimented. This article argues, however, that in the global city understood as a space of flows, certain social relations -for example, the link between consumer and commodity- have crystallized. This social, economic and political relation has favored the emergence of a corporeal subjectivity in which the body is not simply a means but an end in itself. The body is approached here as a dual entity that is at once both subjective (the consumer body) and objectified (the commodified body)...

American statecraft for a global digital age: warfare, diplomacy and culture in a segregated world

El-Khairy, Omar A.
Fonte: London School of Economics and Political Science Thesis Publicador: London School of Economics and Political Science Thesis
Tipo: Thesis; NonPeerReviewed Formato: application/pdf
Publicado em /02/2012 EN
Relevância na Pesquisa
25.98%
The aim of this thesis is to investigate how American power is adapting to a changing post- Cold War global landscape. It is commonly accepted that many of the most visible cultural expressions of globalisation are American. However, contemporary accounts have proven inadequate in assessing how such forces have helped provide the infrastructure for America’s global dominance. With growing debate over the decline of American influence, the thesis intends to address how American statecraft is attempting to redefine itself for a digital age. With the accelerated transmission of information, images and sounds, nation-states are gradually losing the ability to either dictate their official narrative or control their global image. The new info-war that lies at the heart of contemporary American statecraft thus involves the wholesale integration of struggles over information, technology, communication and culture into the conflict itself. The thesis, therefore, investigates how American military and diplomatic efforts are both shaping and being reshaped by modern techno-culture. The thesis pieces together a contemporary genealogy of American cultural diplomacy in the Middle East from the Cold War through to the “war on terror”. This genealogy pays particular attention to both the continued hold of civilisationist discourses and the shifting question of race in American foreign policy – from the instrumentalisation of jazz at the height of the ideological antagonism of the Cold War...