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THE MAKING OF McWORLD
McWorld is described by an ever expanding service sector of international economy by serving economic ends of the multi-national corporations. Wide arrays of spreading markets and global technologies that centralizes in the global market. Barber calls McWorld the “infotainment telesector.” The infotainment telesector has become a rapidly cultural force that Barber emphasizes the significance behind by reconstructing the idea with the contemporary Western civilization by its independence cultural image.
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Communication through various mediums by being the central point that spreads around the world, by competitive advantage of each given country or growing countries. Barbara relates the idea of informational age by the contemporary age by comparing ideology into being the main steps that gave rise to videology. The book discusses Marx’s limited possibilities concerning the future of economics. Marx believes that self-destruction of capitalism will result in the crisis of overproduction. Under this notion of thought it is believed that entrepreneurs would saturate the market and would have a dramatic decline in profits and eventually have a huge catastrophe. But with Barber’s understanding of McWorld and the effects it would have upon economical conditions would diminish by the information age Marx’s never projected in his analogies. The new mediums of various media outputs by means of radio, movies, and television that causes attraction to unite together. Advertising was never sought out with Marx’s projections of the future with capitalism markets. Marketing has been the main player in the wide open field and it continues to grow with unbeatable power. Marketing promotes a psychology of consumerism, however, McWorld has crossed both playing fields by marketing new needs and directly marketing to mass cultures of consumerism. “In Mcworld, one is not simply seduced into purchasing a particular product. One becomes immersed in a culture of McWorld’s own creation. Imagine a world in which not the political ideals of freedom and equality are our moral imperatives, but rather consumerism reconceived as our destiny. Welcome to McWorld!” In terms of videology, Barber explains the making of McWorld as a fantasy dream of imaginary expansions where the barrier between reality and McWorld where it begins to flush out. Ideology flushed out the idea of manufactured by political culture of the nation state however, videology manufactures the consumer culture of McWorld. By this notion it threatens the previous cultural of the modern age.
The product from this change is the concept of consumerism to the modern comsumerist way of living life by facilitating life with target markets (shopping mall, theme park, telemarketing and the growing lasting internet. The tools that spreads these appeals are the media outlets. Film, videa, television and the internet. These tools connects people and their interest to become easily targeted towards cultural boundaries. These tools are the gateway to what Barbara calls “infotainment telesectors.” It breaks down ideological barriers of the political cultural such as western versus third world with the tools accessible to everyone by videological images. By this notion Barbara points out that consumers have a choice to buy the products and services available to them.
However, with the infotainment telesectors casting images of famous sports and film celebrities, how can consumers have a choice when media is such a strong force that ties cultures together? For instance, other countries have noticed the strong tool of videology by noticing how celebrities are a promoter for expansion towards the sell of products and services. Michael Jordan was paid millions advertising Nike shoes that have now become to be a brand name everyone is aware of, Air Jordans. However, marketing is just the glitter side of McWorld as production is the glue that ties it together. McWorld is rarely made in America. Its commodities are fabricated in Korea, China Indonesia, Taiwan, and Mexico at wages that are far below American lowest level unskilled workers. Marx projected that profit margins would dictate the conditions of production, and entrepreneurs would go in search of cheap labor in the endless quest for cost effectiveness. Under this notion of reality that is occurring today, western society has flourished into traditional cultures of the non-western sector of the world.
Cheap labor is a main central aspect that keeps McWorld into profit power. However the material of the products are the main concern towards natural resources depletion. Fossil fuels are the main resources that gives McWorld power to run efficiently. The idea that Barber rises is the concern that the nation states of the Western world have and will continue to become more dependent on resources outside their own frontiers. But altogether, McWorld is the main shaping tool of the world economy today. As Barber points out, “the global economy has shifted from the hardware of the 1950s (autos and arnaments) to the software of the 1960s (services and communications equipment), which is the mainstream to the infotainment sector. In the 1970’s, McWorld’s software giants began to rise, Nike was formed in the sector, Microsoft, Apple Computer, and though these nulti-nationals are reshaping the global economy today. “The second is being borne in on us by the onrush of economic and ecological forces that demands integration and uniformity and that mesmerize the world with fact music, fast computers, and fast food – with MTV, Macintosh, McDonalds, and pressing nations into one commercially homogenous global network: one McWorld tied together by technology, ecology, communications, and commerce. The planet is falling precipitately apart and coming reluctantly together at the very same moment.”
The Making of Jihad
Jihad is an Arab word meaning “crusade,” which is used to symbolize all of nationalist, fundamentalist, ethnocentric, and tribal rejections of McWorld. Barber takes it beyond strictly just Islamic meaning, he defers the word jihad by stating it as a parochial community that protects itself from the cosmopolitan, universal standards of the West. Jihad is the force pulling the world apart and into an insular state of existence. Sub-groups are becoming rapidly more important and thus rapidly growing into popularity. Psychologically, links between people are at the strongest when they share the same identity, needs and wants. Humans depend on community and thus connect people of the same bearing. But these groups bring about choices that inter-react towards globalization by the purchases each of us buy. As Barber says, “Jihad is not only McWorld’s adversary, it is its child. The two are locked together in a kind of Freudian moment of the ongoing cultural struggle, neither willing to coexist with the other, neither complete without the other.” Barber points out that the McWorld and Jihad are dialectically intertwined. McWorld in its persistent intrusion into global affairs and Jihad into being an angry creature with reactions against its invasive appeal. The tension is between globalism and localism and it reflects the relationship between McWorld and Jihad. Jihad emphasizes values and traditions, and thus those values and traditions become barriers trying to lock McWorld out. As Jihad recreates ethnic borders from within and McWorld crashing these boarders out, the war that will never stop. The reality is that McWorld perception of Jihad is not an enemy but an opportunity because McWorld sees people of Jihad as potential consumers that need special targeting methods to grab their attention. Thus the products and services being bought for Jihad groups are the same services that where packages and market to Jihad by McWorld. As Baber puts it, “McWorls needs Jihad to feed its endless appetite.”
In Conclusion Barber argues that “both McWorld and Jihad weaken nations.” Jihad splinters them but increase their dependence on McWorld, McWorld draws nations out of their isolation and autarky, but in making them dependent reduces their power. However, democracy suffers either way. According to Barber, “democrats should not be the Luddites Jihad’s anxious tribal warriors have become; they cannot afford to make technology and modernity enemies of self-determination and liberty.” By this understanding, democrats make sure that technology is available and get allocated and utilized in an efficient manner. Jihad vs. McWorld is an attempt to explain the surroundings that we are all living in as citizens of the world. Barber consistently and accurately makes the point that McWorld is inherently American. McWorld is the strive of capitalism and corporations to spread their products to all people while at the same time maximizing profits. America was founded on free trade and capitalism by the reality that new concepts of technology quickly spread throughout the world in the twientieth century. Barbers Goal was not to show us of those who sell and those who buy products of there highly aggressive progress but to give evidence that the progress is destructing culture. Barber states that in America, our cultural is an idealogy of an illusion of a culture that only is surreal in movies, television, books, and products. Once you diminish the goals of art and functionality by compensating it with media and profits, Barber believes that you are actually diminished culture and all within it. The book allows people to be more aware that Americans are constantly driven by image more than anything else. Barber shows us specifically an example of Calvin Klein perfume how brand names and images sell more products despite higher prices. Due to this reality, Americans strive for higher income which results in dissatisfaction of jobs to suppress their needs and wants for brand labels.