globalization

For the last week of December, we’re re-posting some of our favorite posts from 2011.

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In Sway: The Irresistible Pull of Irrational Behavior, Ori and Rom Brafman discuss a contestant on Qui Veut Gagner des Millions?, the French version of Who Wants to Be a Millionaire?, who asks the audience for help with the question, “Which of these revolves around the Earth?” His options are the sun, the moon, Venus, and Mars. While it might be surprising that he doesn’t know, more shocking is the result of the audience poll — 56% say the sun:

How can we explain this? The easiest answer, and the video’s title, is that French people appear to be stupid, or were never informed about the Copernican Revolution. But the Brafmans have an explanation based on different cultural attitudes toward reality shows and, ultimately, ideas about fairness.

The general outlines of Who Wants to Be a Millionaire? are the same regardless of country. But distinct cultural patterns have emerged in how audiences act when asked for help. In the U.S., contestants can count on the audience’s goodwill; regardless of the question asked, audiences appear to do their best to help contestants out and the Brafmans report that data shows the audience is right over 90% of the time. I must admit it had never occurred to me that audiences would do anything other than try to be helpful. Though I don’t watch game shows now, as a kid I regularly watched The Price Is Right, among others, with my family, and we always inherently rooted for the contestant, cringing if they seemed to make a bad choice and rejoicing if they won big. We truly wanted these complete strangers to win.

But not all national audiences are so cooperative. When the show was introduced in Russia, contestants quickly learned to be wary of asking the audience for help because Russian audiences frequently mislead them, intentionally giving the wrong answer. It doesn’t seem to have anything to do with the players or the questions they ask for help on.

In France, audiences seem to fall in the middle. They don’t regularly attempt to trick players, as Russian (and according to my googling, Ukrainian) audiences do. But unlike U.S. audiences, they don’t seem willing to help under any circumstances, either. They appear to intentionally give the wrong answer if the contestant asks for help on a question the audience perceives as too easy. If they think the player ought to know the answer they give the wrong response, apparently thinking the contestant deserves to lose if they’re so stupid. In the video you can hear audience laughter when Henri decides to go with the results of the audience poll.

Ori and Rom Brafman suggest this relates to notions of fairness, which have been shown to vary widely by culture. They say that in the U.S., we think it’s fair for people to win large sums of money even if they seem dumb, while in France, there is more concern about whether the individual deserves to win. They consulted historians of Russian society who suggest audience behavior there results from a general mistrust of those who gain sudden wealth. However, they provide no data to directly connect the audience members’ intentional wrong answers to cultural perceptions of fairness more broadly, so I’m somewhat hesitant about this theoretical leap. If you’re an enterprising grad student looking for a dissertation topic, perhaps you can take this project on and get back to me with your results.

But I think this topic is also interesting for the way it highlights the intersection of globalization and local cultures. Who Wants to Be a Millionaire?, like other reality shows such as the various varieties of Idol, are international franchises (Millionaire is owned by Sony), designed to be easily transferable to and implemented in many countries with the same basic blueprint — simply add local talent and you’ve got a successful TV show. But as the variation in Millionaire shows, differences inevitably creep in as a global product or process is used or interpreted on the local level, sometimes in superficial ways but other times to a degree that significantly alters the original product.

Thanks to Kelly V. for the tip about the book!

Cross-posted at Bytes of China.

Oh how this Toyota Highlander advertisment is reflective of the new global order.  I saw this picture in Guangzhou’s domestic terminal. A Chinese couple is getting out of their Japanese brand car into what appears to be a private yacht. A white male greets them, taking their travel items and appears to be eager in their service.

This advertisement reflects a new Chinese imaginary — one that is global, expansive, unlimited, and exploratory. It also tells us who has the power to live out this imaginary. Ten years ago or even five years ago, I don’t think this advertisement would’ve existed. But now companies have turned to the Chinese consumer, encouraging them to participate in this lifestyle. The entire global economy right now depends on the Chinese elite and middle-class to spend. But how long can this go on for until we see the next crisis? For how long can each system create “value”?

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Tricia Wang is an ethnographer, sociologist, and researcher. She is on a Fulbright in China observing how digital technologies are mediating new conceptions of information and desire among youth & migrants. She is a student at UC San Diego’s PhD Sociology program.  She blogs at Bytes of China.

Thanks to Benjamin B. for the tip!

Attention upper-middle class white women: help save poor Indian women from a life of forced prostitution, all from the comfort of your hammock! Simply purchase some comfy, trendy pants.

(Image from International Princess Project, the organization behind Punjammies)

Aliyah C. wrote to us about a series of photos on a website for a product called Punjammies. The images offer a stark illustration of the racial, classed, and gendered nature of many “development” initiatives.

According to their website, Punjammies claims to offer Indian women who have escaped forced prostitution a chance to rebuild their lives by providing them with the marketable skill of manufacturing clothing.

Images in the Punjammies catalogue make it clear who the target market is: They feature exclusively white women, luxuriously lounging about in Punjammies attire.

Meanwhile, images on the “About” page depict the women purportedly empowered by this operation, conducting manual labour to produce Punjammies products.

Consumerism-driven development initiatives like Punjammies fail to challenge the inherent inequalities at play in a situation where wealthy, white women in the developed world are seen as benevolent and charitable for making a purchase, while women in developing countries manufacturing the products are portrayed as beneficiaries. Furthermore, as Barbara Heron might argue, Punjammies is a prime example of how development initiatives often play into notions of white female subjectivity as compassionate and caring, dependent upon the Othering of women of colour in the south.  In fact, since colonialism, the advantages that accrue to those of us in developed countries have been linked to the disadvantages faced by the rest of the world. Our economies are not separate entities, they are intimately linked.

Reflecting upon images like these should remind us to remain critical of the ways in which “development” is marketed to us, and how it can perpetuate rather than challenge inequalities.

Reference: Heron, B. (2007). Desire for Development: Whiteness, Gender and the Helping Imperative. Waterloo: Wilfred Laurier University Press.

Hayley Price has a background in sociology, international development studies, and education. She recently completed her Masters degree in Sociology and Equity Studies in Education at the University of Toronto.

The U.S. economy is in trouble and that means trouble for the world economy.

According to a United Nations Conference on Trade and Development report, “Buoyant consumer demand in the United States was the main driver of global economic growth for many years in the run-up to the current global economic crisis.”

Before the crisis, U.S. household consumption accounted for approximately 16 percent of total global output, with imports comprising a significant share and playing a critical role in supporting growth in other countries.

…as a result of global production sharing, United States consumer spending increas[ed] global economic activities in many indirect ways as well (e.g. business investments in countries such as Germany and Japan to produce machinery for export to China and its use there for the manufacture of exports to the United States).

In short, a significant decline in U.S. spending can be expected to have a major impact on world growth, with serious blow-back for the United States.

There are those who argue that things are not so dire, that other countries are capable of stepping up their spending to compensate for any decline in U.S. consumption. However, the evidence suggests otherwise.As the chart below (from the report) reveals, consumption spending in the U.S. is far greater than in any other country; it is greater than Chinese, German, and Japanese consumption combined.

Moreover, there is little reason to believe that the Chinese, German, or Japanese governments are interested in boosting consumer spending in their respective countries.  All three governments continue to pursue export-led growth strategies that are underpinned by policies designed to suppress wage growth (lower wages = cheaper goods = stronger competitiveness in international markets).  Such policies restrict rather than encourage national consumption because they limit the amount of money people have to spend.

For example, China is the world’s fastest growing major economy and often viewed as a potential alternative growth pole to the United States.  Yet, the Economist reveals that the country’s growth has brought few benefits to the majority of Chinese workers.

According to the U.S. Bureau of Labor Statistics, despite several years of wage increases, Chinese manufacturing workers still only earn an average of  $1.36 per hour (including all benefits).  In relative terms, Chinese hourly labor compensation is roughly 4 percent of that in the United States.   It even remains considerably below that in Mexico.

Trends in Germany, the other high-flying major economy, are rather similar. As the chart below shows, the share of German GDP going to its workers has been declining for over a decade.  It is now considerably below its 1995 level.  In fact, the German government’s success in driving down German labor costs is one of the main causes of Europe’s current debt problems — other European countries have been unable to match Germany’s cost advantage, leaving them with growing trade deficits and foreign debt (largely owed to German banks).

The Japanese economy, which remains in stagnation, is definitely unable to play a significant role in supporting world growth.  Moreover, as we see below, much like in the United States, China, and Germany, workers in Japan continue to produce more per hour while suffering real wage declines.

For a number of years, world growth was sustained by ever greater debt-driven U.S. consumer spending.  That driver now appears exhausted and U.S. political and economic leaders are pushing hard for austerity.  If they get their way, the repercussions will be serious for workers everywhere.

Our goal should not be a return to the unbalanced growth of the past but new, more stable and equitable world-wide patterns of production and consumption.  Achieving that outcome will not be easy, especially since as the United Nations Conference on Trade and Development’s World Investment Report 2011 points out, transnational corporations (including their affiliates) currently account for one-fourth of global GDP.Their affiliates alone produce more than 10 percent of global GDP and one-third of world exports.  And, these figures do not include the activities of many national firms that produce according to terms specified by these transnational corporations.   These dominant firms have a big stake in maintaining existing structures of production and trade regardless of the social costs and they exercise considerable political influence in all the countries in which they operate.

Photography projects can draw our attention, poignantly, to class inequality.  Consider Vivian Mayer’s vintage photographs of New York and Chicago, for example, or Peter Menzel’s What We Own series.  We need these projects because most of us are in class-segregated occupations and neighborhoods, not to mention a profoundly unequal world.

Photographer James Mollison has embarked on a similar project, Where Children Sleep, sent in by Kristina Killgrove, an anthropologist at Vanderbilt University, Yvette M., Amanda B., Dmitriy T.M., and my sister, Keely.  Mollison has documented children and their bedrooms around the world.  It’s heartbreaking to see how much some children have, and how little others do.

See the pictures, with details about the children, at the New York Times.

Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.

Katie L. sent along a fascinating Starbucks commercial. In it, a succession of workers grow, harvest, roast, taste, and prepare coffee from scratch for a hypothetical customer named “Sue.” At first glance, I thought that the commercial did a nice job of at least acknowledging their workers (if in an overly romanticized way), unlike some commercials for agricultural products that erase them.  But I thought again.  Because the entire commercial revolves around Sue, the inclusion of all the workers isn’t meant to focus our attention on them, it’s meant to highlight how much work goes into pleasing Sue.  We’re supposed to identify with Sue, not the series of workers.

This reminds me of a post about a “hand-rolled” tea sold at The Coffee Bean and Tea Leaf.  The consumer was supposed to be excited about the tea not because of its flavor, but because, as I wrote, “it takes a significant amount of human labor to “hand-roll” tea leaves into balls… What could be more luxurious than the casual-and-fleeting enjoyment of the hard-and-long labor of others? ”

This ad has a similar feel.  The workers are portrayed only in order to make the intended consumer feel special.  They work with Sue in mind, tending carefully to Sue’s future pleasure intently and with care.  They find satisfaction in Sue’s satisfaction.  Sue is everything.  Everyone is for Sue.

This tells us something interesting, no doubt, about American cultural values.

Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.

Dmitriy T.M. sent in this hilarious 2-minute rap about first world problems. The idea is to draw attention to how the daily frustrations faced by those of us in the most advantaged and developed countries in the world are really, really, like really small.

Edit: Sociologist Michael Kimmel reminds me that, though in certain ways the above is definitely true, it’s also not useful to trivialize the ways in which advantaged and developed countries still create suffering. Some of us benefit from our overall advantage more than others.

Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.

Earlier this month, The New York Times and Foreign Policy both reported on the United Nations population forecast for the next 100 years. According to the report, rather than hitting 9 billion at mid-century and then leveling off, the world’s population is likely to climb to 10 million and keep going. The cause: a fertility boom in the global south –– Africa, Asia, Latin America. Such growth, according to the report, if unchecked, will have dire consequences on a world already facing shortages of food, available water and other life-giving resources.

In reporting the story, both the Times and Foreign Policy used pictures of women and their children, but the way they used the pictures was somewhat chilling. For example, the Times ran a photo of several women of color under the heading: “Coming to a Planet Near You: 3 Billion More Mouths to Feed.”

Additionally, Foreign Policy ran a photo under the sub-headline: “Why ignoring family planning overseas was the worst foreign-policy mistake of the century.” It featured a picture of dark-skinned women with a child.

These photos, paired with the headlines and the dire predictions in the stories of what’s to come should the global south’s fertility boom remain unchecked, tap into anxieties about women’s bodies and link the coming doom and gloom directly to them. The Times headline, warning of “3 billion more mouths to feed,” is combined with seven new mothers in Manila; positioned in a long row, they crowd the frame of the photograph as they are imagined to crowd the planet.  While the Foreign Policy sub-headline inspires fear, saying that allowing the burgeoning birth rate was  the “worst… mistake of the century.”  Its photo features two women and a child in the foreground.  In both cases the focus on women makes it seem as if men have no role in reproduction at all.

Whether they meant it or not, such a juxtaposition does little more than demonize women –– particularly poor women from developing countries –– as directly responsible for the problem of overpopulation and its solution. While the commentaries herald funding for family planning and education –- both great ideas –– they contain no conversation about economic systems that create or maintain poverty in certain parts of the world; how patriarchy and systems of male-centered power prevent women from being able to control their own reproduction; and how international development money too often comes with strings attached that restrict government resources for education and health care, especially for women, who too often are the ones who bear the hardest brunt of poverty and the greatest social opprobrium.

Here’s what an alternative might look like:  GOOD Magazine discussed the U.N. report and the coming population boom. Its focus: How responsible living in the United States and other wealthy countries can help ensure food for all. The photo that ran with the commentary: a photo of the planet Earth.

Barbara Yuki Schwartz is a doctoral student in the Theology, History and Ethics program at Garrett-Evangelical Theological Seminary in Evanston, Ill.  She studies postcolonial and poststruturalist theory, political theory and theology, trauma studies, and is interested in how body, community and psychic life intersect and influence theology and liturgy. She blogs regularly at Dialogic Magazine.