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Read Item M below and answer the question that follows - AQA - A-Level Sociology - Question 20 - 2020 - Paper 2
Question 20
Read Item M below and answer the question that follows. Item M Media corporations have the power to produce images of lifestyles through which people form their id... show full transcript
Worked Solution & Example Answer:Read Item M below and answer the question that follows - AQA - A-Level Sociology - Question 20 - 2020 - Paper 2
Step 1
Analyse the role of media in the promotion of a global lifestyle
Answer
Media corporations often distribute content that showcases a Western lifestyle, leading to the global proliferation of similar values and trends. For example, television shows and movies produced by major media corporations can set standards for fashion, behavior, and social norms that are adopted by audiences worldwide. This can create a homogenized culture, where local identities become overshadowed by global influences as more people aspire to emulate these ideals.
Step 2
Evaluate the impact of global branding on cultural identity
Answer
The presence of global brands, such as Coca-Cola or Nike, represents a shared consumer culture that transcends local traditions. Media corporations play a significant role in advertising these brands across different regions, which can lead to the weakening of local cultures as individuals associate their identities with these global products. The widespread recognition of such brands fosters a sense of belonging to a global community, thereby contributing to the erosion of unique local identities.