text r.v.

The classic national identity disappears in the process of globalization. Under the influence of expanding multinationals identical cities arise all around the world. However at the same time these multinationals offer themselves a substitute for national symbols. Slogan, logo, fashion and jingle as the surrogate for national slogan, flag, uniform and national anthem. The picture language of the national identity is hereby more or less being copied only the essence, the national, is missing. You could in fact already speak here of ‘multinationalism’. The term is especially applicable to numerous of fashion brands whereby heraldic or specific national motifs are being cited or sampled, whereby only a simulation of the origin is left, only a vague sensation of power, of national propaganda is still there. What remains is lifestyle as a replacement for culture. You can witness it clearly by different groups of immigrants who do not feel connected anymore with their culture of origin but neither with the culture of arrival, who strongly feel attracted to these specific fashion brands with a clear recognizable corporate identity, a clear style . By the way it’s on the first place not about status here, but the urge of belonging to a group. After all there is a product being bought that can be bought by others as well. If it would concern solely a status symbol an exclusively tailor made product would be more appropriate. Or perhaps it’s better to define the element of status further as the status of belonging to a certain group. Status and group are apparently strongly intertwined. The strong recognizability of the corporate identity / group code is hereby a compensation for the lack of binding with the old and new environment. It is logic that for this subsequently a multinational is being chosen. An easy identifiable national brand would show evidence of loyalty to nation X or Y. By doing this the equalizing aspect of globalization is further being stimulated. Expressing once identity through a multinational is a paradox nevertheless, it more seems as a denying, a fading of identity. One looses oneself in the general. Where these brands exactly stand for is vague, in many cases tradition is being simulated, with the consequence of a shallow culture.

So on top of the taking over by commerciality of the national identity in the form of the familiar national branding. The multinational ironically can as well be regarded as one of the causes why the classic national identity is disappearing rapidly as at the same time as a substitute that only simulates this earlier identity. In this way commerciality offers new national and semi-national symbols for classic symbols, that is multinational symbols.


About The Bleeding Tomato

The Bleeding Tomato is the online sketch book of Roberto Voorbij - Visual / 3D Artist. A place for his spin-offs, new ideas, personal frustrations and fascinations. Blogging about art, sociology, technique, marketing and more…
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