'Global Brands Contend With Appreciation For The Local'

Globalization along with several other social realities like sexism, covering, and censorship in media have a major effect on individual identity. Globalization cannot be described as inherently good nor evil. Many see globalization as a method to remove an individual’s identity and form one generic identity for everyone. Kwame Anthony Appiah, author of “Cosmopolitan Contamination” talks about the decay of “cultural authenticity” which contributes to an individual’s identity. Many cultures replacing traditional clothing for the cheaper jeans and sneakers can be an example of the loss of, “cultural authenticity.” However, Appiah shows that, “Alexander’s empire molded both the states and the sculptures of Egypt and North India” (425) and then goes on to say, “The traders

Contrary to popular belief of global brands like Walmart, McDonalds, and Starbucks hindering local businesses and the cultural identity of a region, global brands raise the value of local brands as citizens fear lost culture. An example of this was the push back of Chinese citizens after a Starbucks opened in Beijing’s Forbidden City. Simon includes that, “Rui Chenggang, an anchor for Chinese Central Television, demanded that Starbucks leave the nearly 600-hundred-year-old former royal residence.” (369) and later, “Accusing the company of tainting ‘China’s national culture,’ he organized a boycott” (360). Culture is an integral part to one’s identity and global brands help many people realize they don’t want to be genericized. Simon’s idea does contradict Appiah’s with “cultural authenticity.” Appiah believes there is not an authentic culture as cultures have changed each other for ages, however Simon shows that there are many people that do appreciate their culture and prefer to keep it “authentic” rather than generic and