CHAPTER: Kuenstlerhaus, Vienna
May 21st, 2005
2.00 – 6.00 pm (lectures part 2: Travelling Agents)
Global Marketing Strategies and Cultural Identity
As the anthropologist William Mazzarella argues, after 9/11 the
“political and marketing rhetoric share one basic ideological
premise: namely that the alternative to the semiotic order imposed
by their particular constructs is chaos, monstrous mutation, fragmentation,
the absence of value.” This panel reflects on the complex
cultural politics of mass consumerism in a globalized marketplace.
When Indian markets opened in the early 1990s configurations of
local and global were decisively changed, and professional advertisers
suddenly had to concern themselves with matters of cultural integrity.
India has one of the fastest growing markets in the world, and Indian
mass consumer-markets are at the centre of attention of marketing
and advertisement agencies, which specialize in the translation
of its complex political, cultural and economic idiosyncrasies into
viable strategies for MNC's. What new modes of self-imagining arise
as ‘culture’ and ‘identity’ become the basis
Nayantara Ghosh (Vienna) is
a linguist and an executive search consultant with extensive experience
in the assessment and development of senior executives and top management
teams. She is training and lecturing on intercultural management.
Respondents: Bernhard Fuchs
teaches at the Department of European Ethnology in Vienna.
Nita Tandon is an artist, born in India, lives
and works in Vienna.