Rozprawy doktorskie na temat „Glocalisation”

Tese (doutorado) - Universidade Federal de Santa Catarina, Centro de Comunicação e Expressão, Programa de Pós-Graduação em Estudos da Tradução, Florianópolis, 2016.
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Abstract : The globalization of trade and communication has consistently become more important during the second part of the 20th century and many observers admit that a new step has been taken with the advent of the Internet. However, globalization is not a fully virtual phenomenon. It depends on the very practical operation of multinational organisations. As far as multinational companies are concerned, one must admit that, although their working environment is essentially multilingual, their multilingualism issues, language management policies and translation policies are hardly discussed within University. And Translation Studies, a discipline specialized in such matters, is no exception. Beyond practical aspects (translator training and localization issues), the question of multilingualism and translation management within multinational companies has not found its place in the World of Knowledge yet. Hence the focus of our dissertation. It aims to provide an analysis of the external marketing communication of a multinational company of French origin (PSA Peugeot Citroën) in a market which has been recently integrated into the automotive world map (Brazil). Using methods developed in the Descriptive branch of Translation Studies our study seeks to identify the communication models used by Peugeot Brazil to promote the local launch of the Peugeot 2008, presented as a "global car" by the company. Our analysis begins with the observation of messages broadcasted in the Brazilian market but goes on to involve many other markets. By working at different levels of observation (editorial, macroscopic and microscopic), we analyse when translation plays a key role (which is the case for certain types of press releases and the subtitling of a few videos) and in what situations the Brazilian subsidiary benefits from greater autonomy (especially in its commercial website and social networks). The models used appear to come mainly from the corporate centre (French headquarters and sometimes Peugeot Sport when news is related to competition), with clear reuse of texts originally written in French or in English, depending on the situation. We discuss the relationship between our approach, moving from texts to their production/broadcasting process, and studies within Organizational Studies that follow a complementary direction, from management to discourse. We also make a link between translation issues and concepts - from marketing ? such as integrated communication and global marketing campaign. The study of a specific vehicle led us to explore a large range of questions that are specific neither to the economic sector nor the automotive sector nor to translation. The exploration, of bothcultural and economic aspects can be continued in future studies, e.g. of the (synchronic and diachronic) analysis of the Internet and social media.

Desde meados do século XX, o fenômeno da globalização das trocas e da comunicação está crescendo continuamente e muitos observadores destacam que a Internet marcou uma nova etapa no processo. Entretanto, a globalização não pode ser reduzida a um fenômeno totalmente virtual. Os seus alicerces podem ser encontrados no funcionamento concreto de grandes organizações internacionais. No que tange às empresas multinacionais, porém, observamos que, embora atuem em um ambiente altamente multilíngue, o seu estudo, com foco nas questões de multilinguismo, de politicas linguísticas e de tradução, é pouco abordado pela Universidade. Os Estudos da Tradução, disciplina especializada em tais questões, não constituem uma exceção a essa regra. Salvo aspectos práticos (a formação do tradutor ou questões de localização), a gestão do multilinguismo ou da tradução no âmbito das empresas internacionais ainda não fazem parte do Mundo do Saber. Eis o porquê da orientação da nossa tese. O seu objetivo é fornecer uma análise da comunicação externa de marketing de uma empresa multinacional de origem francesa (PSA Peugeot Citroën) em um mercado recentemente integrado à globalização automotiva (o Brasil). Por meio de métodos desenvolvidos no âmbito dos Estudos Descriptivos da Tradução, nosso estudo procura identificar os modelos de comunicação utilizados pela Peugeot do Brasil na ocasião do lançamento local do Peugeot 2008, qualificado como veículo global pela empresa. Nossa análise começa pela observação das mensagens divulgadas no mercado brasileiro, mas contempla diversos outros mercados. Alternando os níveis de observação (editorial, macroscópico, microscópico), analisamos quais são os casos em que a tradução desempenha um papel fundamental (no caso de determinados comunicados para a imprensa e de legendagem de vídeos) e em quais momentos a autonomia da filial brasileira é claramente maior (no caso do site comercial na Internet e das redes sociais). Verificamos que os modelos utilizados provêm do centro da empresa (a sua matriz francesa ou, ainda, Peugeot Sport, no caso das atualidades ligadas a competições), com uma reutilização de textos inicialmente escritos em francês, ou em inglês, dependendo dos casos. Discutimos a relação entre a nossa abordagem, que parte dos textos para pensar nos seus processos de produção e difusão, e os estudos ligados aos Estudos Organizacionais, que fazem o percurso complementar, do management ao discurso. Relacionamos também as questões de tradução com conceitos oriundos do marketing, tais como a comunicação multicanal integrada e a campanha global de marketing. O estudo de um determinado modelo de carro nos leva a explorar diversos aspectos que não são específicos ao setor econômico do automóvel , nem ao setor da tradução. Futuras pesquisas poderão dar continuidade à exploração dos aspectos culturais e econômicos, por meio, por exemplo, da análise (sincrônica e diacrônica) da Internet e das redes sociais.

AbstraktNyckelord: Globalisering, Amerikanisering, Europanisering, Glokaliseringoch CSRFörfattare: Tim Nathanael RosellHandledare: Bo Carlsson och Gun NormarkTitel: CSR, Glokalisering och Fotboll – En jämförelse mellan amerikanskoch svensk fotboll.Problem: I den begränsade svenska sport modellen söker klubbar attattrahera sponsorer, skapa intäkter och vinna fördelar översina konkurrenter. Problemet är att hitta en ekonomistyrningsmetodkompatibel med det interna regelverket.Syfte: Syftet är att belysa gloaliseringsprocesser inom fotboll ochundersöka CSR konceptet i kontexten av Seattle Soundersoch Djurgården IF.Metod: Den här uppsatsen antar en hermeneutisk ansats via en deduktivtillvägagångssätt. Således ger litteraturgenomgångenen grundläggande förståelse för ämnet, där två fallstudierbehandlar det teoretiska ramverket. Fallstudierna med DjurgårdenIF och Seattle Sounders kontextualiserar och behandlarde diverse begrepp som presenteras.Slutsats: Även fast Djurgården IF och Seattle Sounders har olika utmaningargällande regelverk, organisatoriska strukturer ochkapital medger de vikten av CSR. Vidare visar fallstudiernaatt CSR är glokaliserat och att amerikanisering inte är en envägsprocess.
AbstractKeywords: Globalisation, Americanisation, Europeanisation, Glocalisationand CSRAuthor: Tim Nathanael RosellSupervisors: Bo Carlsson and Gun NormarkTitle: CSR, Glocalisation and Football - A comparison betweenAmerican and Swedish footballProblem: In the restricted Swedish Sports model, clubs in Swedenaims attract sponsors, create revenue and gain an advantageover their competitors. The problem is finding an economicgovernance method compatible with the internal legislativesystem.Purpose: The purpose is to illuminate globalisation processes in footballand investigate the concept of CSR in the context of SeattleSounders and Djurgården IF.Method: This thesis adopts a hermeneutical shoulder via a deductiveapproach. Thus, a literature review provides the basal understandingof the subject and two case studies treat the theoreticalframework. The two case studies, Djurgården IF and SeattleSounders, contextualise and treat the various conceptspresented.Conclusion: Although Djurgården IF and Seattle Sounders have differentchallenges regarding legislations, organisational structuresand capital, they recognise the importance of CSR. Furthermore,the case studies showed that the notion of CSR is glocalisedand that Americanisation is not a one-way process

D'une simple marque de fast-food à un phénomène mondial, McDonald’s fut un exemple pour des milliers d’entreprises. L'objectif du travail est de comprendre le fonctionnement des multinationales et comment celles-ci s'adaptent aux différentes cultures. Il s’agit d’analyser la manière dont les entreprises mondiales essaient de construire leurs politiques de marketing et de communication dans différents pays.Le cas de McDonald’s au Liban illustre la diversité de ses stratégies. Le Liban est un pays dont la culture est complexe. Partagé entre Orient et Occident et influencé par la religion et la situation géopolitique, le pays du cèdre reflète la modernité, la tradition et la Mcdonaldisation. En l’occurrence, on explique d’une part, les stratégies qui ont fait de McDonald’s un leader mondial de la restauration rapide et d’autre part, pourquoi cette entreprise, une des plus critiquée au monde, est la plus connue et rentable
Starting with a simple fast-food brand to a global phenomenon, McDonald’s became an example for a million of companies. The aim of this work is to understand the multinational functioning of McDonald’s and how it adapts to different cultures. Itanalyses also the way in which global companies try to build their own marketing and communication politics in different countries.McDonald’s’ case in Lebanon is one of these aspects which illustrate the diversity of these strategies. Lebanon is a country in which the culture is complex. Among East and West,and besides being influenced by religion and geopolitic situation, the cedars’ country shows modernity, tradition and McDonaldization. In this study, we enlighten strategies that made of McDonalds a global leader of fast-food. We also explain how McDonald’s, one the most criticized companies in the world, is one of the most known and gainful companies in the same time

D'une simple marque de fast-food à un phénomène mondial, McDonald’s fut un exemple pour des milliers d’entreprises. L'objectif du travail est de comprendre le fonctionnement des multinationales et comment celles-ci s'adaptent aux différentes cultures. Il s’agit d’analyser la manière dont les entreprises mondiales essaient de construire leurs politiques de marketing et de communication dans différents pays.Le cas de McDonald’s au Liban illustre la diversité de ses stratégies. Le Liban est un pays dont la culture est complexe. Partagé entre Orient et Occident et influencé par la religion et la situation géopolitique, le pays du cèdre reflète la modernité, la tradition et la Mcdonaldisation. En l’occurrence, on explique d’une part, les stratégies qui ont fait de McDonald’s un leader mondial de la restauration rapide et d’autre part, pourquoi cette entreprise, une des plus critiquée au monde, est la plus connue et rentable
Starting with a simple fast-food brand to a global phenomenon, McDonald’s became an example for a million of companies. The aim of this work is to understand the multinational functioning of McDonald’s and how it adapts to different cultures. Itanalyses also the way in which global companies try to build their own marketing and communication politics in different countries.McDonald’s’ case in Lebanon is one of these aspects which illustrate the diversity of these strategies. Lebanon is a country in which the culture is complex. Among East and West,and besides being influenced by religion and geopolitic situation, the cedars’ country shows modernity, tradition and McDonaldization. In this study, we enlighten strategies that made of McDonalds a global leader of fast-food. We also explain how McDonald’s, one the most criticized companies in the world, is one of the most known and gainful companies in the same time

The standardisations/adaptation theme is amongst the most debated within International Retailing. Much research has attended to the question of whether an MNC should adapt to local market needs or, if instead, it should emphasise the upholding of global standards to reap efficiencies. Within this debate there is much focus on resonating to market needs but less on the inheritance, history and structure of the MNC and how this affects the ability to adapt or standardise, or indeed to do both by applying the glocalisation theme. Existing research has placed less emphasis on how the MNC might be biased towards either standardising or adapting regardless of market conditions. Central to this debate is the transfer of a retail formula. It is commonly understood that the faithful replication of a retail formula means that each element of the marketing mix is copied ‘as is’ from home to host country. This can at best be a benchmark as no MNC would be able to completely copy a home-derived standard to the host market, however, some retail concepts are generically better able to perform this ideal act than others. They would attempt to standardise as much as possible, adopting a strategy that maximises replication as it seeks not to duplicate resources across borders. The key point in this attempt is whether it does so out of recognising that differences are insignificant, or if it does so because it is unable to see that the differences do matter. Seen from an institutionalisation perspective and, initially looking at the home-derived context only, one recognises the well-defined relationship and interaction between MNC and consumer culture and the position the MNC has obtained in terms of brand strength and success. It is easy to see that context will be different in the host market, but difficult to take this into account when transferring the retail formula out of the home context. More recent literature on embeddedness has addressed some of these linkages and influences which affect the way MNCs transfer their retail concepts, but the literature fails to recognise the full impact. The structural paradox embodies some of the dilemma in this discussion as it addresses the conflict between transferred operational structure and the need to adapt locally to market needs. The glocalisation theme approaches the same dilemma from a competency perspective but does not embrace what stops the MNC from being more adaptive. This research develops a model that aims to combine these perspectives. This model is deployed to three cases, all detailing the transfer of a highly standardised retail concept, hard discounting, which is an ideal platform to explore how home-derived structure is transferred and how it deals with trans-contextual dimensions across borders. The research looks critically and in-depth at how the standards applied impact on the levels of awareness paid towards the need to adapt to trans-contextual dimensions and seeks evidence that demonstrate how attention to the differences become vital to success. At the same time, the cases illustrate that the differences may alter, but the approach taken towards them remain the same. The model defines this approach as a strategic trajectory called ‘MaxRep’, which is developed out of the home context and remains aligned to this particular foreign context when transferred in on the host settings. The benchmarking of this approach against the glocalisation theme leads to the identification of gaps and definition of action to be taken to overcome these barriers to applying effective glocalisation.

A travers cette thèse, nous avons saisi des expériences féminines qui sont à l’oeuvre dans la société sénégalaise. De telles expériences qui sont souvent perçues comme « transgressives » par les figures de l’autorité masculine sénégalaise (acteurs religieux et entrepreneurs moraux par exemple) permettent de mettre à jour un Sénégal situédans les tensions d’une glocalisation. Nous avons analysé ce Sénégal comme le site d’une négociation entre ses principes visibles (vertu, morale, tolérance, tradition, etc) et des pratiques de femmes, qui n’ayant plus peur de sortir des canaux de socialisation, explorent de nouvelles subjectivités. Face à ces tensions, prime une culture del’ambivalence incarnée à la fois par les médias, les acteurs moraux et les figures étiquetées péjorativement. En d’autres termes, les médias sont souvent « créateurs » des visibilités « scandaleuses » et peuvent s’aligner derrière les acteurs moraux ou religieux pour défendre la vertu nationale ou l’image de la Sénégalaise. Pour les acteursmoraux, l’ambivalence se situe dans le fait qu’il existe un fossé entre leurs propres pratiques et les principes islamiques qu’ils incarnent et utilisent pour dénoncer des faits perçus comme « scandaleux ». Les figures « transgressives » mobilisent, quant à elles, une identification se référant aux identités religieuses et aux imaginaires sociaux pour ne pas trop s’écarter des cadres normatifs. Toutes ces ambivalences traduisent in fine l’ambivalence d’une société se définissant comme pieuse, vertueuse et « traditionnelle » mais qui est sans cesse débordée par les pratiques d’une jeunesse au diapason d’un monde globalisé
This doctoral dissertation is an account of current female experiences I observed in Senegalese society. These experiences, often perceived as « transgressive» by Senegalese male authorities, namely religious and other moral guides, allow us to uncover a Senegalese society faced with the pressures of glocalization. Senegalese society is trying to negociate a balance between the preservation of fundamental principles (virtue, morality, tolerance, tradition, etc) and certain behaviours and life styles of women who are no longer afraid to free themselves from established socialization channels and explore new subjectivities. Faced with these tensions, a culture of contradictions is dominant as embodied through various networks namely the media, moral figures, and the female actors labelled negatively. In other words, the media is often the creator of scandalous characters and may support moral and religious figures in their defense of virtue, the country’s moral status, and the image of the Senegalese woman. For moral figures, the contradictions are marked by the fact that there is a big gap between their own practices and the Islamic principles they embody and use to speak against facts they perceive as scandalous. As for the « transgressive » actors, they find ways to relate to religious identities and social imaginaries so as not to distance themselves too much from social norms. All these tensions reflect the contradictions of a society that defines itself as « pious », « virtuous », and «traditional », but that is constantly overwhelmed by the practices of a younger generation in tune with a globalized world

Une absence d'oeuvres d'art des médias en Islande au tournant du siècle dernier, qu'elles soient électroniques ou numériques, a initié cette recherche. Elle a incité l'auteur à entreprendre une analyse de l'histoire des arts plastiques du pays au moment où il était en train de devenir indépendant du Danemark. Cette période est marquée par une quête identitaire, où la définition de la particularité culturelle a dominé le discours sur l'art. En plaçant l'art du passé dans le contexte de la colonie, et l'art moderne dans celui de la lutte pour l'indépendance, il devient possible de montrer que l'absence des arts des médias peut être expliquée par le contexte postcolonial de l'après-guerre. Elle montre finalement comment l'isolement des artistes a été brisé dans ce contexte. Pour finir elle examine comment le pouvoir politique et les institutions culturelles ont réagi à la globalisation des technologies électroniques et numériques qui ont contribué à changer la création et la pratique artistique
A lack of media art in Iceland at the turn of last century, whether electronic or digital, initiated this research. The deficiency encouraged the author to undertake analysis of the history of art in Iceland, at a time when it was becoming independent from Denmark. This period is characterized by the nation's quest of identity, where the definition of cultural particularity dominated the discourse on art. By placing the art of the past in the context of the colony, and modern art in that of the struggle for independence, it is possible to show that the lack of media arts can be explained by the postcolonial situation after the war. Finally, it shows how the isolation of artists was broken in this context. To conclude it examines how the political and cultural institutions have reacted to the globalization of electronic and digital technology that has contributed to change the artistic creation and practices

This thesis is an ethnography of the global belly dance community with particular reference to the transmission of dance paradigms from Cairo to the international dance community. Key words describing my topic include dance, gender, performance, group dynamics, social norms and resistance, public vs. private, tourism, and globalisation. I hypothesize that social dancing is used in many parts of the world as a space outside ordinary life in which to demonstrate compliance with or to challenge prevailing social paradigms. The examination of dance as a globalised unit of cultural capital is an emerging field. With this in mind I investigate the way this dance is employed in professional, semi-professional, and non-professional settings in Egypt and in other parts of the world, notably North America and Europe. Techniques included interviewing members of the international dance community who engage in dance tourism, travelling from their homes to Egypt or other destinations in order to take dance classes, get costumes, or in other ways seek to have an 'authentic' dance experience. I also explored connections dancers fostered with other members of the dance community both locally and in geographically distant locations by using online blogs, websites, listservs and social networking sites. I conducted the first part of my fieldwork in Cairo following this with fieldwork in belly dance communities in the United States and Britain.

Telefantasy series Torchwood (2006-2011, multiple production partners) was industrially and paratextually positioned as being Welsh, regardless of its frequent status as an international coproduction. When, for series four, the production (and diegesis) moved primarily to the US as a coproduction between BBC Worldwide and American premium cable broadcaster Starz, fan response was negative from the announcement, with the series being termed 'Americanised' in popular and academic discourse (e.g., Porter 2012, Derhy 2013). This study interrogates these assumptions via textual, industrial/contextual and audience analysis and finds that, in part due to the competing public service and commercial remits of the BBC, Torchwood was a glocalised text from the beginning, despite its positioning as Welsh, which then became glocalised again in series four. This 'second order of glocalisation,' as I term it, has not previously been explored in depth within TV Studies. It leads to a disjuncture between the national 'imaginary' (Tulloch 1995: 151, cf Weissmann 2012)-- as expressed by the text and interpreted by the (fan) audience. The study also develops the concept of a banal diegetic nationalism, drawn from Billig (1995) and adapted to television aesthetics; this includes elements of the mise-en-scène with a special focus on costume drawn from interviews with both costumers for the series. The Bourdieuian concepts of fan and national cultural capitals are also explored in-depth; their interplay creates and impacts a number of potential readings. In addition, by having conducted 42 semi-structured interviews and four focus groups (totalling 16 further participants), this study qualitatively investigates various readings produced by audience members in the US, UK and Canada, as well as transnational viewers who are long-term residents of one of those nations. The study finds that the audience is pseudo-reflexive (cf. Sender 2012) when it comes to interpretation; though all express an awareness and acceptance that national identity is constructed and fluid, they still express an underlying essentialism when discussing national identity in the context of the series. This broadly agrees with Tulloch (1995) and Weissmann (2012) who both note the inflexibility of audience readings with regard to television and national identity (and their attendant connotations) whilst also helping to account for the lack of reading the initial series text as glocalised. The focus upon fan and national cultural capitals also allows for a discussion of performativity in the context of national identity. My work innovatively extends debates surrounding transnational TV drama into audience studies, at the same time demonstrating the ongoing importance of carrying out critical readings of fan interpretations.

Young people are arguably facing complex life situations in their transition into adulthood and navigating their life trajectories in a highly individualised way. For youth in post-compulsory education, their training years have been extended, their years of dependency have increased and they have greater individual choice compared to previous youth generations. This study develops an understanding of the process of individualisation applied to youth in late modernity and explores it in relation to the neo-liberal climate. It compares the life situation of this youth generation with youth in the early 1960s, brought up with more predefined traditional conditions, cemented in traditional social structures. The processes that led to generational changes in the experiences of youth in the last forty-five years are examined, linked to structural transformations that influence subjective experiences. Specifically, the shifts of the conditions of youth in post-compulsory education are studied in relations to socio-economic, technological and cultural changes. This study discusses the Western Anglo-American model of changes in youths life experiences and examines how it (mis)fits in a more conservative Catholic Mediterranean setting. The research investigates conditions in Malta, an ex-colonial small island Mediterranean state, whose peculiarities include its delayed economic development compared to the Western setting. The core of the research comprises of primary data collection using in-depth, ethnographical interviews, with two generations of youth in different socio-historical context; those who experienced their youth in the early 1960s and youth in the late 2000s. This study concludes that the concept of individualisation does indeed illuminate the experiences of youth in late modernity especially when compared to the experiences of youth forty-five years ago. However the concept of individualisation is applied in a glocalised manner in line with the peculiarities of Malta that has lagged behind mainstream developments in Western Europe and still retained traditional features. Building on the individualisation concept, I use an empirically grounded concept of compromised choices to describe the increase in the bargaining of choice happening at different fronts in the life experiences of youth, especially in the life biography of women, choices in education and the job market and choices in consumption.

Recent global and structural transformations, a West-centric development agenda and the triumph of neoliberal politics have led to destructive consequences for many local communities and individual life chances. The global dominance of the West-centric development agenda, with its roots in the colonial past, has created uneven developments and an unjust world in which Western countries continue to gain advantages and increase their prosperity. Although a minority elite in many non-Western countries share the same interests as Western countries and their global organs, the majority of people in these countries are suffering from increasing socioeconomic inequalities. As a result of the dogmatic belief in a singular and West-centric modernity and its practices, many problems are considered to be the result of non-Western countries’ inabilities to complete the project of modernity in accordance with Western blueprints. This has also influenced social work as a global and modern profession. Social problems are often individualised and the reasons behind many inequalities are increasingly related to non-Western people’s individual shortcomings and traditional cultural backgrounds. In Western and non-Western countries equally are the neoliberal structural and institutional transformations ignored and social problems of individuals and families defined as a matter of wrong and deviant actions and choices. The main objective of the dissertation, which is constituted of four articles and an overall introduction and summary, is to examine the consequences of recent neoliberal globalisation based on the belief in a single and West-centric modernity and development agenda and their consequences for social work facing increasing global inequalities. The following research questions have guided the work: ‘How can social work play an effective role in combating social problems and otherisation, marginalisation and increasing inequalities in a globalised world?’, ‘How does the global development agenda function within the local arenas of social work?’, ‘Are development projects improving people’s life chances in local communities in non-Western countries?’, ‘How informed and responsive are social workers towards the global context of local problems?’ The work is based on a qualitative design using qualitative content analysis for analysing data collected through interviews, participant observations and official documents. The results show that irrespective of where and in which context social problems are appearing, since local problems often have global roots, a global perspective to local problems should be included in every practices of social work in order to develop new methods of practices in an increasingly globalised field of work. Destruction of local communities, forced migration from non-Western countries, and marginalisation of people with immigrant background in Western countries should not be considered only as local problems, but also as problems with their roots in global structural inequalities which reproduces global social problems with local consequences. It is argued that social work should consider the dilemmas and problems connected to the taken for granted West-centric theories, understandings and practices of social work in order to develop new methods of practices for combating social problems, marginalisation and increasing inequalities in a globalised world. Such a position includes practicing multilevel social work, social work in global alliances beyond the division of East and West, and mobilisation against neoliberalism and the retreat of the welfare state. This requires critical standpoints against the relationship between the global context of the neoliberal ideology and practices in a Western-dominated and postcolonial world and the daily practices of social work.
Localised Globalities and Social Work: Contemporary Challenges

This thesis critically interrogates the role of local context in the adoption and interpretation of video technology and gaming practices in the little studied locale of India. Video gaming is a recent phenomenon in India which has been rapidly increasing in popularity, yet it has gained little academic attention in digital gaming research. The project seeks to understand the emergence of practices of consumption of video games in India from the point of view of Indians themselves through the exploration of how Indian video gamers situate, interpret and negotiate the practice of video game play. In his book Video Gamers (2012), Gary Crawford makes a case for analysing game play as a practice, situated within everyday experiences and social networks. Crawford identifies two deficiencies in gaming studies: the dominance of a Western-centric viewpoint and the disregard for player context. This research addresses these shortcomings in two ways. First, through situating the field research in Chandigarh. Second, by employing a mixed methods qualitative approach - observations, interviews, focus groups, field notes, pictures and video recordings – to elicit the detail of the gamers' cultural context. Situating these practices within the broader social, historical, geographical and cultural milieu allows for the conceptualisation of contextual factors in terms of their influence on the adoption and interpretation of the global gaming practice in a local setting. These methods allow for the examination of, first, multiple culturally embedded factors and, second, the players' processes of sense making applied to video gaming. Each method makes the social world of the gamers visible in different ways. Fieldwork predominantly took place in video gaming parlours. Investigating game players in the space of the video gaming parlour enabled a more honed understanding of how the practice of video gaming was ‘glocalised’ within particular social, geographical and cultural contexts. A smaller second study was conducted in Manchester, to collect data in a setting that is culturally different from India. This contrasting data provided greater sensitivity to cultural factors in India which might have otherwise been overlooked or which had been obscured. The research draws theoretically upon Bourdieu’s theories of social field, habitus, and capital, combining these with Goffman’s notions of dramaturgy and framing, and Robertson’s concept of glocalisation. These concepts provided a theoretical framework that enabled a interrogation of the data to reveal the sociocultural processes embedded in the gaming parlours, and the individual’s creative engagements with video game products themselves. The methodological and theoretical framework, then, were complementary, offering both an experiential and contextual approach. This study found that video gamers interpret and make sense of the practice of video gaming through their contextual situation, and that they will both consciously and unconsciously attempt to glocalise the practice of video gaming so that it becomes culturally more acceptable.

Rapa Nui (Easter Island) has for centuries been known as an isolated island of archaeological mysteries; yet after a rapid modernisation this is today an international tourist destination, a World Heritage Site and a glocalised community. This anthropological study based on long-term fieldwork among young Rapa Nui on the island and away, describes how it can be to grow up in and to belong to such a place. Place is seen as a continually constructed social space and is influenced by Miriam Kahn??s use of Henri Lefebvre??s concept thirdspace. Rapa Nui, as a place, people and community, is here understood as continuously formed by global and local influences. Thus, although historical, global and national influences can seem overwhelming in such a small tourist destination with a turbulent colonial history, this study also sees the opinions and practices of the inhabitants as important agents. This thesis shows how young Rapa Nui are both influenced by and influencing what Rapa Nui is and becomes. Above all, their guiding principle seems to be a continuing strong attachment to their land ??also called Te Pito o te Henua (??The Navel of the World??).

Cette thèse de sociologie porte sur la mise en relief des dynamiques spécifiques de pluralisation qui traversent les subjectivités ouvrières à la lumière du processus sui generis de néolibéralisation en Turquie. Il s'agit d'étudier, à travers les données recueillies lors de la réalisation de l'enquête de terrain auprès des mineurs de Zonguldak, des ouvriers de pétrochimie de Petkim et des ouvriers de la sidérurgie d'lsdemir, les différends qui opposent l'ouvrier de l'État-nation et l'ouvrier de la glocalisation. Après avoir abordé les différents moments de la néolibéralisation qui désaccord le mouvement de marché et le contre mouvement de régulation dans le contexte de la Turquie et les attitudes variées des syndicats d'ouvrier vis-à-vis de ce processus même, dans les parties consacrées à l'étude de terrain, l'espace ouvrier est d'abord décrit en s'appuyant sur les affects antagonistes éprouvés par les ouvriers enquêtés, face à la fois à la marche de la société et à la transformation des conditions de travail. L'espoir, la déception, la sécurité et le désespoir se révèlent comme quatre affects que les ouvriers ressentent face à la transformation en cours. Enfin, en vue de décrire l'univers ouvrier, le travail étudie de plus près les affects dominants de deux idéaux-types ouvriers: est d'abord analysé "affect de déception de l'ouvrier de l'État-nation qui le conduit ou à s'engager dans le contre mouvement de régulation ou bien à verser dans le défaitisme, puis l'affect d'espoir de l'ouvrier de la glocalisation qui le rapproche de plus en plus du mouvement de marché tout en maintenant toujours diverses sources de crainte ,censées menacer la réalisation de ses espérances
This sociology thesis is about the clarification of specific dynamics of pluralization, which determine worker's subjectivities, in the light of sui generis neo-liberalization process in Turkey. Through the data gathered during a field research on the mine workers of Zonguldak, workers of petrochemical industry of Petkim and workers of steel industry of Isdemir, we aim at studying the opposition between nation ¬state worker and glocalization worker. After examining the different moments of neo-liberalization in the context of Turkey which increase the disagreements between market movement and regulation movement and the various positions taken by the worker's union towards the same process, in the chapters concerning the field research, the worker's space is described on the basis of antagonism of affects experienced by the surveyed workers, facing the societal changes on the one hand, and transformation of the working conditions on the other. In this analysis hope, deception, security, desperation revealed themselves as the four affects that workers feels during the neo-liberalization process in Turkey. Finally, to describe contextual characteristics of the sample, this work makes some observations about the prevailing affects in the two ideal-types of worker: the deception of the nation-stale worker, which leads him to positioning alongside the regulation movement or to choose defeatism; the hope of geolocalization worker, which brings him more and closer market movement even though he keeps on seeing several sources of fear threatening the realization of his hopes

Cette thèse de sociologie porte sur la mise en relief des dynamiques spécifiques de pluralisation et de fragmentation qui traversent les subjectivités ouvrières à la lumière du processus sui generis de néolibéralisation en Turquie. Il s'agit d'étudier, à travers les données recueillies lors de la réalisation de l'enquête de terrain auprès des mineurs de Zonguldak, des ouvriers de pétrochimie de Petkim et des ouvriers de la sidérurgie d'Isdemir, les différends qui opposent l'ouvrier de l'État-nation et l'ouvrier de la glocalisation. Tout au long de la première partie, on aborde en premier lieu les différents moments de la néolibéralisation dans le contexte de la Turquie et la " lutte de classes " qui s'est déroulée autour des privatisations après 2000 entre le mouvement de marché - représenté largement par l'entreprenariat " musulman " en essor tourné vers l'exportation - et le contre-mouvement de régulation - représenté principalement par le Grand corps de l'État ainsi que par le grand Capital. L'objectif de ces chapitres est de montrer comment rivalisent en Turquie le Héros et le Marchand pendant le tournant du XXIe siècle et quelles sont les conséquences idéologico-politiques de cette lutte sur l'espace sociale. Enfin, le dernier chapitre de cette partie est consacré aux attitudes variées des syndicats d'ouvrier vis-à-vis de ce processus même : d'une part, le rapprochement entre le syndicalisme nationaliste et le syndicalisme de contestation et leur opposition en bloc au syndicalisme de la glocalisation, d'autre part. Dans la partie consacrée à l'étude de terrain, l'espace ouvrier est d'abord décrit en s'appuyant sur les affects antagonistes éprouvés par les ouvriers enquêtés, face à la fois à la marche de la société et à la transformation des conditions de travail : l'espoir, la déception, la sécurité et la désespoir se révèlent comme quatre affects que les ouvriers ressentent durant le processus de néolibéralisation en Turquie. Le second et dernier chapitre de la deuxième partie est réservé à l'étude de plus près des affects dominants de deux idéaux-types ouvriers : est d'abord analysé l'affect de déception de l'ouvrier de l'État-nation qui le conduit ou à se positionner aux côtés du Héros ou bien à verser dans le défaitisme, puis l'affect d'espoir de l'ouvrier de la glocalisation qui le rapproche de plus en plus du Marchand tout en maintenant toujours diverses sources de crainte censées menacer la réalisation de ses espérances. Enfin, ce travail ayant pour but de montrer les clivages ouvrières veut aussi aboutir à la conclusion suivante : l'ouvrier de la glocalisation est autant " acteur " pendant la construction de la société contemporaine que le fut à l'époque, l'ouvrier de l'État-nation, mais aussi l'ouvrier de l'État-nation fut autant " subordonné " dans la société d'antan que l'ouvrier de la Glocalisation l'est aujourd'hui.

Teacher identity has become a topic of considerable research interest for at least two decades. Realising that teachers are more than technicians instructing through evidence based methodologies, researchers have investigated the importance of identity as a critical factor in the making and performance of a teacher. The term ‘teacher’ in this research has covered a range of professionals from early-childhood practitioners to university lecturers. Among these, attention has also been paid to teachers’ subject specialisms and their educational and geographical contexts. The research reported in this thesis focuses on a distinctive cohort: Vietnamese nationals who are teaching English as a Foreign Language (EFL) in that country’s rapidly developing universities. The burgeoning research literature examining the professional identity of higher education (HE) language teachers more generally acknowledges that teacher professional identity is a fundamental aspect in understanding how HE teachers adjust to a variety of simultaneously occurring challenges and changes, and the decisions that they make with regard to their professional career. As yet, there is a relative absence of studies examining the identity of HE teachers in Vietnam, and specifically, EFL teachers. This thesis reports on a study that examined how Vietnamese teachers of EFL constructed their professional identities in the rapidly changing HE context, situated within a highly globalised Vietnam. In response to global impacts on their economy, National Government policies have made English the most important foreign language, and virtually mandatory in university study, to the extent that it is now regarded as a passport to professional employment. At the same time, government policies have also determined that Vietnamese universities compete in the global higher education system. Both sets of forces have led to considerable changes to the professional lives and identities of Vietnamese HE teachers of EFL. This project employed grounded theory (Strauss & Corbin, 1990) to investigate how Vietnamese HE Teachers of EFL constructed their identities in this current environment. A purposive, theoretical sample of 16 EFL lecturers were interviewed across four iterative cycles; specifically, participants were interviewed once in a group of four teachers. After each cycle of interviews, data were transcribed, and grounded theory coding processes conducted. Data analysis also involved constant comparison and constant interrogation. From open coding, thirteen categories emerged; these were refined into four main categories which were then classified into two major categories: (i) Vietnamese otherwise referred to as local and (ii) global. The core outcome of the current research was a grounded theory: that these teachers see themselves as conflicted, glocalised, Vietnamese higher education teachers of English as a Foreign Language. The theory and related findings shed light on how Vietnamese HE teachers of EFL have constructed their identities in the current climate. As well as significance for lecturers in Vietnam, the outcomes have significance for lecturers in non-native English-speaking countries as they go about their role expectations and respond to demands within increasingly globalised university systems. There are implications for university leadership, and for educational policymakers in HE contexts as well, especially in developing countries seeking to integrate English as the language of their globalised economies and educational systems.

The master thesis analyses the South Korean culture wave (known as Hallyu) in the context of globalisation and Internet development. The theoretical part defines key terms in the area of globalisation, focusing on cultural globalisation and the role of Internet. This part further explains the origins and the spread of Korean popular culture with focus on its glocalization and the role of social media and the benefits of the wave for its country. The practical part of this master thesis deals with the presence of Korean wave in the Czech Republic. Included is also own research aimed at Czech fans of Korean culture. The final part includes the research evaluation, interpretation of the findings and the results obtained.

Avec une approche culturelle et sociale de la géographie du commerce et de la consommation, cette thèse a comme objectif de montrer comment le commerce de quartier de villes mondiales met en évidence l’articulation de dynamiques globales et locales par les modes de consommation. Le commerce de vin s’avère un cas d’étude particulièrement révélateur de ces processus. Les villes mondiales sont des interfaces par lesquelles de modes de vie et de consommation circulent et s’échangent à l’échelle planétaire. Ces modes de consommation se spatialisent et se visibilisent au sein des quartiers centraux des villes mondiales. Marqués par un processus de gentrification résidentielle et commerciale, ces quartiers de villes mondiales concentrent des modes de consommation mondialisés adossés à des esthétiques commerciales, dont les signes sont visibles dans le paysage des commerces de vin. Depuis les années 1970, la mondialisation du vin entraîne une circulation des manières de consommer le vin et aboutit à une hybridation des significations qui lui sont associées. Le vin a gagné un statut de produit alimentaire glocal, associant des significations mondiales (par sa production, consommation et diffusion) à d’autres plus délimitées spatialement (terroir ou local). À travers une approche qualitative (entretiens avec les cavistes), nous montrons que l’esthétisation des commerces de vin dans deux villes mondiales (Paris et New York) construit des discours sur le vin dont les multiples significations révèlent des transferts culturels. Ces nouveaux discours du vin, traduits par des expériences commerciales inédites, résonnent avec les aspirations postmodernes des habitants et consommateurs de type bobos, et attestent d’une glocalisation par les pratiques de consommation au sein des territoires mondialisés
Adopting a cultural and social approach of the geography of commerce and consumption, the aim of this thesis is to show how the neighborhood local shops from World cities highlight the articulation of global and local dynamics through special patterns of consumption. The wine shop, as a place, is a particularly representative case study of these processes. World cities are the scene of lifestyle interfaces, where patterns of consumption are circulating and are exchanged on a global scale. These patterns of consumption are spatialized, and are mostly visible in city centre, or in historical and culturally-charged sections. Marked by a process of residential and commercial gentrification, central districts of world cities concentrate global consumption patterns linked to commercial aesthetics, whose signs are visible in wine shops-induced landscape. Since the 1970s, the globalization of wine has led to a diffusion of ways of consuming wine, which result in the hybridization of the meanings associated with it. Wine has gained a status of glocal food product, combining global meanings (by its production, consumption and diffusion) with others more spatially delimited (terroir or local). Through a qualitative approach (interviews with wine merchants), we show the estheticization of wine shops in two World cities (Paris and New York), discuss and analyses wine discourses, that reveal cultural transfers. These new wine discourses, translated by new and innovative commercial experiences, resonate with the postmodern aspirations of bobos-type residents and consumers, and shows the extend of glocalization by consumption practices within globalized urban localities

Le début du XXIe siècle est marqué par une transformation constante qui façonne le monde à travers les dynamiques générées par la globalisation. Celles-ci ont progressivement transformé la configuration économique, politique, sociale et culturelle des villes à l’échelle mondiale et dans quasiment toutes les activités humaines et disciplines comme l’urbanisme. Ainsi les villes cherchent à garder ou à trouver un positionnement stratégique sur la scène internationale, souvent à partir d’une planification stratégique. Au sein des nouvelles démarches « stratégiques » est né le projet urbain dit « déterritorialisé », sous la forme d’une formule transposable. La thèse s’intéresse à la déterritorialisation du projet culturel et en particulier à celle des musées Guggenheim.Les projets « déterritorialisés » sont définis par des grands développeurs internationaux qui les transposent dans différentes villes, de manière à ce qu’elles puissent en tirer le maximum de bénéfices et vice-versa. Les effets attendus sont généralement d’ordre économique et d’image, ce qui séduit les responsables des villes, en quête de tels projets. Quelle est la nature de tel projet ? Quelles sont les conditions de leur déterritorialisation et de leur importation ?Sous une logique de reproductibilité universalisée le projet urbain est conçu selon un modèle de production en réseau. La mise en réseau de ce modèle nécessite l’échange des savoir-faire et des expertises conjuguées en transformant l’échelle d’intervention du projet. Alors quelle dialectique s’établit entre le global et le local, s’agit-il d’une échelle « glocale » ? Selon quels modes opératoires se fabrique donc le projet déterritorialisé ? Comment modifie-t-il la gouvernance urbaine ?Ce phénomène soulève plusieurs enjeux sur la nouvelle façon de concevoir les projets urbains. Pour répondre à cette question, nous analyserons le réseau Guggenheim dans 3 villes différentes : New York, Bilbao et Guadalajara
The early twenty-first century goes though a fast-changing process that shapes the world through multiply dynamics generated by globalization. This context has transformed the economic, political, social and cultural configuration of cities worldwide and in virtually all human activities and disciplines such as urban planning. Nowadays, cities are trying to keep or enhance a strategic position on the international scene, by developing a strategic urban planning. A new "strategic" concept was born called "deterritorialized" urban project, in the form of a transposable formula worldwide. This thesis focuses on the deterritorialization of cultural projects and in particular those from the Guggenheim Foundation.The "deterritorialized" projects are defined by major international developers transposing them into different cities as strategies that produce benefits to the cities, and vice versa. This allows developers to increase their cross-border activities by exploiting the potential of the international market. What is the nature of such a project? What are the conditions required for their import?Globalization has led to a universalized reproduction of urban projects which are based on a model of networked production. The networking of this model requires the exchange of know-how and expertise combined in order to transfer the project to different cities. What dialectic is established between the global and the local scales? Is it a "glocal" scale? According to what procedures this project can be deterritorialized?This raises several questions on how to design new urban projects. How does it change urban governance? To answer this question, we propose to explore a symptomatic case of the Guggenheim’s network in three different cities: New York, Bilbao and Guadalajara

This thesis specifically focuses on the professional practices and training of Western industrial designers using postcolonial theory to inform working practices in a complex global ecology. It investigates the culturally hegemonic construction of design solutions in man-made products. By adopting key ideas from postcolonial and cultural studies as a lens to evaluate fields of industrial design discourse, practice and pedagogy, the work proceeds from the premise that design is not intrinsic to a product but the result of a myriad different forces and factors acting on it externally including hegemonic potencies. By reinterpreting technological formations in light of research emerging from post-colonial studies, it attempts to broaden our intellectual understanding of how product design in theory, practice and education can often rely upon western [hegemonic] aesthetic and deep cultural archetypes. The purpose of this enquiry is to highlight the potentials that exist to explore a synergy between east and west in industrial design with a prospective vision for global, trans-cultural design. The research claims that current design practice often leads to culturally determined - rather than universal - conceptions in design and it attempts to re-conceptualise design as practice within a necessarily hegemonic culture. This hegemony needs to be acknowledged and redressed via increased awareness and changes to the intellectual heritage and autonomy of West European and American industrial design, in its dialogue, practice and education. As an epistemological project to identify knowledge within this discourse, it suggests new methodological and strategic approaches to engage with the crisis the discipline faces in light of globalisation so as to open up future discussions in design discourse and give a voice to the many silences that make up the noise of the world. It attempts to: • Further understand the trajectory of hegemony and globalisation in relation to design, technology and culture. • Critically engage with cross- and trans-cultural, global and social design implications. • Address the discrepancies between designers’ culture and users’ culture, to expose the necessity for more culturally-cognizant design practice and pedagogic provision. The research was initiated by identifying a number of questions that designers and users may consciously or subconsciously confront when faced with products that problematise the imagined universal values of designed products in terms of gender and culture. It explores how certain design solutions produced and developed in the west and their diffusion into global, international markets and foreign cultures could affect those cultures by asking in what ways the usability, aesthetic and symbolic characteristics of these artefacts often unwittingly contribute to the privilege or marginalisation of people from particular socio-cultural backgrounds. The thesis intervention is that product designers are neither explicitly trained to comprehend nor surmount their respective cultural constraints and design education both nationally and internationally is not sufficiently equipped with the tools to acknowledge and confront this. The key arguments presented in this thesis are: 1. Products can often be deconstructed to identify cultural connotations or omissions in their design. 2. Global, a-cultural design and universal usability are fallacies that frequently deny the existence of an underlying cultural hegemony at play. 3. Mass-produced products can gradually homogenise and eradicate cultural diversity contributing to the negative effects of colonialist attitudes and/or globalisation. 4. Academia and educational institutions have the potential to extend awareness in this field to inform and train future designers and graduates to better advance design obligations in global, trans-cultural, cross-cultural and multicultural contexts.

The diploma thesis deals with the origin and adaptation of the concept of CNN Prima NEWS on the Czech market and its possible hybridization. The expansion of global media corporations is a phenomenon of the 20th century that affects persisted till present. The television companies set up centers, branches or, through the sale of licenses, reach its audience through localized television stations. This thesis approaches the theory of globalization with a focus on the concepts of global culture, glocalization and hybridization. With standardization of successful patterns the companys strengthen the its positions in the global market, expand their influence and, last but not least, it is a profitable prosperous activity that does not require high costs. The thesis captures the arrival of the licensing concept of a global television station on Czech media market. The thesis develops connection of the global news brand CNN with Czech commercial television. These connections and deviations are elaborated and compared on the basis of three confrontable areas. At the same time, it is evaluated what creates this concept and what are its possible forms of hybridization.

The aim of this diploma thesis is to describe how successfully are global television formats adapted in the region of Central Europe. Media systems in the Czech Republic, Hungary, Poland and Slovakia were considerably transformed after the fall of communism in the 1990s. Television markets started to be built within the new media systems. This thesis describes a globalization theory with focus on the concepts of cultural imperialism and cultural globalization. Emergence of the global television formats is one of the most visible processes within the globalization. There is a prevailing opinion presently that the global formats contributes in some ways to cultural heterogenization and pluralization. Local adaptations of global formats acquire meanings of national culture. The term glocalisation is connected with spreading of the global formats. This term is nowadays used more often than the term globalisation in relation to global formats. This diploma thesis is concerned with the adaptation of formats in the countries of Central Europe. Popularity of global formats in this region is compared on the basis of ratings. There is also evaluated which format has the most universal impact in the region and if audiences in these countries have similar cultural preferences. Afterwards, other trends typical...

O principal objetivo desta dissertação é refletir sobre a importância da tradução relativamente à glocalização. Pretende-se, assim, definir e problematizar o conceito de globalização articulado com o conceito de localização. O estudo tem como objetivos complementares analisar, sob uma perspectiva de intencionalidade pragmática, a tradução de slogans e de textos publicitários de uma marca e de um produto específicos, a Coca-Cola®, e da respetiva tradução num contexto nacional e global. Segue-se uma referência à história da Coca-Cola®, desde a sua criação a todos os momentos importantes na sua evolução, procedendo-se também a um breve resumo do percurso da marca em Portugal, assim como dos slogans mais significativos, tanto em Portugal como nos Estados Unidos. Por último, efetua-se a tradução dos slogans que não possuem tradução oficial em português. A análise prática do corpus selecionado pretende ter como resultado contribuir para a discussão teórica desta temática no âmbito dos Estudos de Tradução.
The aim of this thesis is to reflect upon the importance of translation regarding glocalisation. It is intended, therefore, to define and discuss the concept of globalisation connected to the concept of localisation. The complementary goals of this study are to analyse, from a pragmatic intent perspective, the translation of slogans and advertising texts of a specific brand and product, Coca-Cola®, and respective translation in a national and international context. Afterwards, a reference to Coca-Cola® history is made, ever since its beggining to the greatest moments of the brand development. Then short summary describing is carried out describing the brand journey in Portugal, as well as the most remarkable slogans, in Portugal and the United States. Finally, a translation of the slogans which do not have an official translation in Portuguese is done. The selected corpus practice analysis intends to contribute to the theoretical discussion of this topic in the context of Translation Studies.

Teoretickým východiskem této práce je fenomén globalizace, který pronikl do všech domén včetně mediální, jejíž součástí jsou právě televizní formáty, o kterých tato neboť v sobě mísí prvky globální a zároveň lokální kultury, kdy na základě zakoupení zahraniční licence vzniká celá řada lokálních verzí, jež jsou lokálními specifiky dané kultury. Jedná se o stále vzrůstající h počátků, spojených s formáty, rozštěpil mezi všechny žánry, včetně dramatické tvorby. Tato práce se soustředí na adaptace zahraničních televizních formátů v České televizi. Mapuje nejen vývoj tohoto trendu v jediném českém veřejnoprávním televizním médiu, ale taktéž se věnuje důvodům, které vedou ke koupi zahraničních licencí pro médium, jehož výsadou by měla být původní tvorba. Právě otázka veřejnoprávnosti a s ní se pojící specifika výběru obsahu pro toto médium jsou pilířem této diplom

Cette recherche pose un regard sur l’articulation des changements sociétaux émergeant de la négociation entre les mondes globaux et locaux et leurs impacts sur la sphère professionnelle du design industriel au Québec. Nous proposons de mettre en lumière les dimensions identitaires qui caractérisent la pratique du design industriel. Nous référons aux théories de l’identité, aux théories de la globalisation et au contexte particulier de la pratique du design québécois à travers ses aspects socioculturel, politique et économique. Le concept d’identité nous permet d’explorer l’interprétation des designers de leur pratique professionnelle dans un contexte désormais glocal (Robertson, 1995). Suivant une démarche qualitative basée sur les entretiens en profondeur, nous explorons l’interprétation du caractère identitaire de l’activité professionnelle auprès de trois générations de designers. Nous examinons également le sens qu’ils prêtent au concept de communauté du design, à leur système de valeurs et à l’avenir du design industriel québécois.
The following research examines societal changes that have emerged as the result of the negotiation between global and local influences on the profession of industrial design in Quebec. The study attempts to articulate these changes by analyzing theories and processes of identity and globalization. By reviewing current literature on the socio-cultural, political and economic dimensions of design, we will complete a portrait and highlight the complexities of the current state of industrial design in the province. Through qualitative interviews of nine practicing designers, divided into three generations, we will present an actual overview of the practice of industrial design in Quebec. In doing so, we will investigate the multidimensional aspects of their practice as well as explore their professional community and the value systems that influence their actions. This will provide a critique from the designers perspective of their practice, as well as their view of the future of design in Quebec.

This study examines the mediation of multilingualism, localism and the nation in the Zimbabwe Broadcasting Corporation, henceforth, ZBC as the local content and multilingual broadcasting policies subsumed in the Broadcasting Services Act (2001) and the Broadcasting Services Amendment Act (2007) respectively translated into radio and television programming. This purpose is pursued by analysing the language choices and practices on the ZBC radio and television stations and programming. This study is informed by an eclectic approach within the critical theory tradition and therefore it disapproves the domination, marginalisation and exclusion of the indigenous African languages in the ZBC as a public sphere. Against this backdrop, the study envisages the promotion of linguistic diversity and indigenous African languages in the ZBC broadcasting. Data for this study was gathered from the ZBC employees, academics and the ZBC audience using questionnaires, interviews, and focus group discussions. As the local content and multilingual broadcasting policies translated into ZBC programming, this study detected a hierarchical organisation of the languages spoken in Zimbabwe on the radio and television stations where English is the most dominant language, while Shona and Ndebele dominate the minority languages, Shona dominates Ndebele and the supremacy of the Zezuru dialect in the Shona language is easily felt. This is a confirmation of the fragility of Zimbabwean linguistic nationalism in the ZBC which is convoluted by the ideological and political nature of the media, electronic colonisation, the political economy of broadcasting, the transformation of the ZBC public sphere by the market and state interests, the influence of the global media firms, and the relentless hegemony of the western countries in the world system. This study established that broadcasting in indigenous African languages is obligatory if the informative, communicative and symbolic functions of the public service broadcasting are to be achieved. However, this study contends that it is remarkably insufficient for linguists to minimally identify, lament and deplore the marginalisation and exclusion of the indigenous African languages in the ZBC without taking into account the economic, political and technological factors which contribute to the marginalisation and exclusion of these languages in the ZBC broadcasting in the context of the local content and multilingual broadcasting policies. Therefore, this study implores scholars in the discipline of language studies to ameliorate their sophistication by espousing a multidisciplinary approach to the study of language if they are to make meaningful arguments which can influence meaningful language policy outcomes instead of parroting.
African Languages
D. Litt. et Phil. (African Languages)