Describe the role of TNCs and the media in spreading consumer culture. What do we mean by consumer culture? The choices made by consumers (those who exchange finances for a particular good or service) based upon their psychological attachment to a brand or product rather than economic reason. What strategies are TNCs using to spread consumer culture? http://www.youtube.com/watch?v=jfzaxVVANl8 Ways of spreading consumer culture… • Sponsorship of sporting competitions / mega events eg FIFA World Cup or Olympic Games. Increase audience by television and media coverage. • Ownership or sponsorship of venues eg Coca Cola Park, Jo’burg, SA. • Newspaper advertising – subconscious messages, use of imagery. • Tapping into enhanced environmental concern eg Free Range. • Using increase in network connectivity and change in lifestyles eg provision of WiFi and working areas. Become part of lifestyle. • Use other ‘trends’ as a vehicle for promotion eg Reebok using ‘CrossFit’ to promote their trainers. Define: commodity Something that can be bought or sold. How can the introduction of branded commodities into a location influence cultural diffusion? WHERE IS THIS?