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As the globe shrinks due to multinationalization, world tourism, world sports, and increasingly instantaneous world communication and transportation, there is a threat that cultures will be absorbed into a global commrecial culture. This analysis argues that the result is not so much homogenization and obliteration of cultures marching under the banner of multinational brands, as it is the creation of a sterilized, sanitized, and trivialized version of consumer life as spectacle. This article concludes some possibilities for resisting these trends.
Russell W. Belk (Tue,) studied this question.