Globalization

     Globalization, as discussed in class, essentially refers to the process of interconnecting various cultures and regions from around the world. On a large scale, one may think of the Westernization of vastly different cultures like Japan as a result of the Internet and other Western-dominated media sources. However, globalization also encompasses the processes that happen on a local level across the world, as ideas and concepts are introduced and then adapted to fit that locality.
     This local aspect is known as glocalization. While a local region may borrow the general idea of another culture, it does not merely assimilate to fit that idea. Instead, it adopts the format but changes the content, thereby customizing it to fit the new culture's value system, sense of humor, and other particular attributes. This can be an argument against cultural imperialism, which does not take into account the interpretive and adaptive aspects of globalization.
     One example of this which is actually counter intuitive given our preexisting notions of Western cultural imperialism is the 1954 Japanese film Seven Samurai. This film, notable for its innovative structure of gathering an elite team to achieve a common goal, was so globally popular that it actually inspired emulation in Hollywood. One of its most notable followers, The Magnificent Seven, however, completely changes the setting of the film into the American West and in many ways modifies the feeling of the film to fit American sensibilities.

Masculinity in Superbowl Snickers Commercial

     In this recent ad from the 2010 Superbowl, a group of people are playing football. Most of them are healthy, athletic, and masculine guys, and one of them is Betty White. After one particularly degrading sack, she is offered a Snickers by a frustrated girl watching from the sidelines, and is immediately transformed into a handsome and masculine dude. To me, it was persuasive because it challenged my sense of masculinity by asserting that unless I ate a Snickers, I'd probably be associated with weakness and inability to play good football.
     This ad features sex/affiliation appeal: it forces the audience to suppose that the characteristics portrayed on the screen are the most desirable for that gender. For females, it is usually sexiness and submission. If you aren't willing to subscribe to these, it pretty much says that no one will want to be around you. For males, it is toughness and charm that are hyped. Either way, it presents an ideal model of gender and tries to inspire you to recreate it.
     This ad in particular implies that if you don't do what Snickers thinks you should (eat a Snicker), you won't be good at what you want to do (play football). In fact, you'll look like an old person, and maybe even a lady. The tag-line reads: "You're not you when you're hungry. Eat a snickers." Nutritionally, this makes no sense, but rhetorically it sounds pretty good, and makes pretty much any guy want to go eat a snickers so they can, you know, be cool with the bros and make touchdowns and stuff. Well done, Betty White, and well done Snickers.