Questioning Globalization: The Culture of Capital

The term globalization is widely used. But what does it actually mean? This work approaches the term "globalization" from a cultural perspective, rather than from a solely political or economic one. Beginning with a critique of existing globalization theory, this work focuses on the development of the culture of capital and the commodification of culture itself. It investigates the development of culture since World War II, and looks at how the culture industry has created new products and shaped the market. It also examines the tension between the local and the global, focusing in particular on transnational media control/ownership, and at the ways in which global media promote a predominantly Western consumerist ideology.