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Week 3 Reflection Globalisation

In an age where someone in Betws Bledrws, Wales and have a face to face meeting with someone from Beijing (via skype, zoom, facetime) this week we have explored globalisation.

In business terms, this not only has helped with sourcing, manufacturing, designing and selling on a global platform. Brands like Coca-cola, McDonald's and Starbucks have firmly fixed themselves within almost all cultures.

Globalisation has opened doors to explore and absorb different cultures. We are able to with ease go online and a simple search can give us all the answers, or does it? The internet works great as a research overview as sources can be unreliable. With this said flying over to the destination and absorbing a culture first hand is a reasonably attainable goal today. In Sam Winston's lecture on globalisation, he tells us how if he's serious about a project he will fly from London to San Francisco for a "coffee". It would be fair to say that the meeting is more in-depth than this, however the relaxed way he says this is a sign of how normal this practice is. Harriet Ferguson's lecture on globalisation also reflects on Pearl Fisher sending over a core team to Havana to absorb the culture and give their project an authentic visualisation.

As companies expand globally, this gives them the opportunity to employ staff from the area who will give a first-hand insight into their culture. Another advantage of having multiple offices globally is that you can run longer working days for projects and clients. Jon Forss explains how he and his partner, Kjell Ekhorn can by themselves run a business for up to 24 hours a day based on their respective locations, Although this is based on working incredibly long hours. However if like Pearl Fisher you run offices in; London, New York, San Francisco and Copenhagen you increase your reach for productivity. Working for these global companies also invites workers from around the world to want to join, increasing a multicultural environment.

Having a global reach and clients over the world is great, it does come with its problems. Even though you are able to build a global network of offices, the time crossing over to communicate is extremely limited and you will have to be very clear and concise to keep the productivity rolling. Other issues that might crop is if you outsource a project to a specialist, who does not speak the language, it may be difficult for him to deliver what you require. Brands also need to be careful as something simple like a care label on a product might have to be translated in 20 different languages as well as making sure to fit all the legal and safety requirements of that country. Translations can become issues elsewhere in designing for multiple countries, Sam Winstonexplains in printing children's books not putting text on top of pictures can be a cost-cutting measure, it does not help with creativity of page layouts, Although in some areas of design this could lead to some creative responses. This is possibly how some of the bigger brands have been able to transition from culture to culture, as their simplistic design language acts as a standardised part to brand. The Apple 4s advert illustrates this perfectly, with standardised filming to each advert, almost making it impossible to know where the campaign was aimed if you simply removed the sound.


Other issues come up with cultural appropriation. As we learn more about cultures it is easy to start working that culture into our language, we might be mindful that what we think is ok may not be acceptable to other cultures. We need to consider every aspect of what we do and ask if this is ok? We also need to become more mindful of our ethics, in the past companies like Nike and Apple have had their manufacturing process scrutinised for the use of sweatshops and factories which has suicide nets installed. We need to look at what businesses are giving back to the communities they use to make profits. Its part thanks to tools like the internet that we can more easily discover what people are doing and form opinions of if their practice aligns with our own moral compass.

Globalisation is here and there is no stopping it. As the world becomes bigger, through the use of technology and reduction in travel costs. It has helped us as people to become more enlightened to the differences of the world. It is because of Globalisation that people have the potential to work for dream companies and not just the factory in their town. It poses challenges for creatives to understand and apply what we learn to our work whilst being mindful of the impact

that our work has on the world.





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Green, Charlie. “Sneakers Tell Stories Vol. 7.” KICKSUSA Blog, 9 Oct. 2016, blog.kicksusa.com/sneakers-tell-stories-vol-7/. Accessed 10 Oct. 2020.


Healy, Mark. “How Nike Mastered Creative Storytelling Through Sneaker Design.” Ceros Originals, 5 Jan. 2017, www.ceros.com/originals/nike-creative-storytelling-sneaker-design/. Accessed 10 Oct. 2020.


“Nike Wins Grand Prix at Cannes Lions - AKQA.” Www.Akqa.com, www.akqa.com/news/nike-wins-grand-prix-at-cannes-lions/. Accessed 9 Oct. 2020.


“The Graffiti Store.” Activation Ideas, activationideas.com/blog/the-graffiti-store. Accessed 9 Oct. 2020.


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all ready for week 1 now haha