The Rise Of Globalization And Commercial Nationalism

Consuming The Consumer The rise of globalization has created a demand for consumable goods on a scale never before seen on Earth. For the first time in the history of the world, products can be sold and purchased by almost anyone, everywhere at anytime. This, coupled with the rise of â€Å"credit† purchasing throughout the industrialized world has granted buying power to even the lowest classes of the world’s population. Consumerism as it stands is not sustainable. Product Branding has the ability to place value on everything from education to cell phones. With that in mind, we find ourselves buying experiences and goods we rarely require, but are often told we need. Consequently, brand recognition may also be applied to developing countries wishing to establish a marketable identity. These countries seek to create an economic advantage through national branding that can improve loyalty as well as a sense individual belonging of its citizens. Nevertheless both global consumerism and commercial nationalism need to be considered when looking at the benefits or detriments of branding. In 1902, Thorstein Veblen labeled a middle section of society as the â€Å"Leisure Class.† This class possessed purchasing power beyond basic necessities. This class required goods that set them apart from the other (and often lower) classes of society. They wished to differentiate themselves by reflecting status through possessed goods. Veblen writes, â€Å"In order to be reputable it [goods] must beShow MoreRelatedHitler s Role During The Holocaust Essay1154 Words   |  5 Pagesof the Germans. In, Anti-Semitism Through the Ages written by John Wiess, discrimination of Jews in nineteenth century Europe spawns from five sources: commercial, Christianity, political ideologies, anthropology and growing ethnic nationalism. Three of the sources, commercial, ethnic nationalism and anthropology significantly aided Hitler’s rise to power. 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