Task 1: Mapping globalisation

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Austen Goodman
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1 Task 1: Mapping globalisation Cultural and economic globalisation in Wellington This paper uses the city of Wellington, New Zealand, as an active example of the process of globalisation. Along Lambton Quay, one of Wellington s main streets, and following onto Waring Taylor Street and Queen s Wharf, sites of globalisation are present. However local elements, such as statues, are also present and these help to put forward Wellington s uniqueness in the globalising world. Examples of glocalisation are also spread out along this area. The first wave of globalisation can be seen throughout all of Lambton Quay and the second wave of globalisation is represented in the style of some buildings. The Starbucks shop located in the Old Bank Arcade building is an example of economic globalisation (see Photo 1). There are many definitions of globalisation but one way of understanding it is provided by Cloke et al. who, with regards to economics, defines it as the process that increases interconnectedness across the globe and results in economic transactions at an intercontinental scale (1999, p. 337). Starbucks is an example of a transnational corporation (TNC). It can be classed as a TNC because it manages production and provides jobs on a global scale. Although it is based in Seattle in the Unites States of America, production is undertaken on a global scale with farmers being employed, and factories located, in coffee bean-producing countries like Guatemala, Costa Rica and Rwanda (Starbucks 2011). Starbucks has consumers and employees in many countries from six different continents. Essentially, Starbucks is an example of globalisation because capital is accumulating, coffee is produced, and wages are paid, around the world on a daily basis. Glocalisation is the term given when the global and the local combine to cater for separate markets. Dicken describes this as the idea that the global exists within the local and the local exists within the global (2000, p. 459). The second part of this idea can be seen along Lambton Quay where there is a McDonald s fast food restaurant. This is an example of a global corporation. However, local elements of New Zealand culture are incorporated into their products (see Photo 2). The McDonald s New Zealand webpage invites viewers to See the Kiwi Menu which includes the 1

Kiwi Pav (a reference to pavlova: the famous New Zealand desert, and the kiwi bird), the Kiwiburger, and Frozen L&P (a traditional New Zealand soft drink).

overseas visitors. Having said this, it seems that these products were introduced for Rugby World Cup 2011 (Dominion Post 2011).

2 Kiwi Pav (a reference to pavlova: the famous New Zealand desert, and the kiwi bird), the Kiwiburger, and Frozen L&P (a traditional New Zealand soft drink). These types of products serve two purposes: to give New Zealanders a sense of shared cultural identity which other cultures cannot claim to be a part of, and to help promote New Zealand culture to overseas visitors. Having said this, it seems that these products were introduced for Rugby World Cup 2011 (Dominion Post 2011). McDonald s restaurants in New Zealand also offer the Grand Angus and Mighty Angus burgers. These contain locally produced beef which is McDonalds way of supporting local farmers and the New Zealand beef industry. Hopefully, this will encourage New Zealanders to buy these burgers and support their economy. All these examples from McDonald s symbolise glocalisation because this global entity has effectively expressed a specific culture. McDonald s is therefore a great example of how processes of economic and cultural globalization interlink. Photo 2: McDonald s New Zealand website homepage (Source: ) Photo 1: Starbucks (Source: ) 2

3 The Plimmer Steps represent localisation (see Photo 3). Crang (1999) observes that local characteristics can be used to celebrate difference and authenticity in resistance to homogeneity (in Murray 2006, p. 49). Where the Steps and Lambton Quay intersect, there is a statue of John Plimmer ( ) and his dog, Fritz. Plimmer has a significant place in Wellington s history. A member of the Wellington Provincial Council, Plimmer was involved in the formation of the Wellington and Manawatu Railway Company (Te Ara 2009). He has been described as the father of Wellington (Alington 1990, p. 138). When people walk past this statue they are either reminded of who Plimmer is or, if they do not know, will want to know the meaning behind the statue. It would be safe to say that Plimmer is a Wellington icon and the statue in his memory helps to promote the uniqueness of Wellington. Photo 3: Plimmer Steps (Source: The second phase of the first wave of globalisation took part between 1800 and 1945 and was based on industrial colonialism. The factors driving this include the desire for markets, raw materials, and the need to extract wealth (Murray 2006). Wellington was colonised by the British in the mid-nineteenth century and their desire for control can be seen in the present day through reclaimed land (see Photo 4). Hammer notes that Lambton Quay was once in direct contact with the harbour and during the 1860s land was reclaimed in the area of Panama Street and Waring Taylor Street (1990, p. 238). This was done to increase the space needed for the creation of wharves, warehouses, offices, and railway tracks (Hammer 1990, p. 239). During this time, Wellington became part of global commodity flows through its export led development (Patterson 2000). The reclaimed land to the east of Lambton Quay is evidence of the Europeans desire for expansion during the first wave of globalisation. 3

Even though the lower part of the building is traditional in architectural style, the upper half is an example of the construction of high rise buildings associated with modernisation.

4 The second wave of globalization began in 1945 and was characterised by modernisation and neoliberalism (Murray 2006). The Vodafone building illustrates the modernisation phase of this wave (see Photo 5). Even though the lower part of the building is traditional in architectural style, the upper half is an example of the construction of high rise buildings associated with modernisation. Vodafone itself is a TNC based in Britain. Therefore its presence demonstrates neocolonialism because it shows how New Zealand is still influenced by former colonial powers. The five examples I have chosen to discuss are suitable examples of the processes of globalisation, glocalisation and localisation. The presence of TNCs such as Vodafone, Starbucks and McDonald s show how the composition of the city of Wellington has been influenced over time by globalisation and the desire for capital accumulation. However, McDonald s have employed elements of New Zealand culture into their products to appeal to local consumers. The Plimmer Steps, in particular the statue of John Plimmer, is something that is culturally authentic to Wellington and helps to promote the city s unique history. Photo 4: Plaque on Lambton Quay (Source: Photo 5: Vodafone on the Quay (Source: 4

5 Task 2: Campaigning with globalization Globalisation is everywhere in Wellington. It affects your daily lives all the time. From buying clothes to using your mobile phone, it is almost impossible to avoid getting involved in the process. But it is possible to control its effects on Wellington. That is what I want to argue: that globalisation will only be beneficial it if is controlled; otherwise sometime in the near future Wellington will not be Wellington, it will not be unique, and we will not feel special. It would be fair to say that public opinion on globalisation is mixed. Some people have pointed out that they enjoy, to quote one interviewee, having the world at their fingertips in the form of, clothes, books, food and music. If Wellington connects with the globe it will increase its development prospects and relationships. This will help put Wellington on the global map. But where do these connections stop? Many people are concerned about the future. Some are concerned that our film industry will one day be completely controlled by overseas companies. Leading on from this, local jobs could be lost and that even less products will be made locally. Therefore, where is the money that will be integrated back into our local economy? One person was not happy about the Denny s restaurant in Porirua, and another argued that, in order to keep a healthy local economy and environment, we should embrace Wellington s status as the windy city and move away from imported oil and towards wind energy. I believe that Wellington needs to be very careful when it comes to globalisation. It should not be stopped but should be controlled, and we have the power to do so. In order to develop, the world does not need to follow the same path. Wellington has so many characteristics that make it unique. Let s keep it that way. 5

6 References Alington, M. (1990) Life after death: An old cemetery becomes a memorial park, in Hammer, D. and Nicholls, R. (eds.), The Making of Wellington, Victoria University Press, Wellington, pp Cloke, P.J., Crang, P. and Goodwin, M. (1999), Introducing Human Geographies, Arnold, London. Dicken, P. (2000) Localization, in Johnston, R.J., Gregory, D., Taylor, P.J. and Watts, M. (eds.), The Dictionary of Human Geography, Blackwell, London. The Dominion Post (2011) Kiwiburger tipped to make comeback, June 13 th 2011, Hammer, D. (1990) Wellington on the urban frontier, in Hammer, D. and Nicholls, R. (eds.), The Making of Wellington, Victoria University Press, Wellington, pp Murray, W. (2006), Geographies of Globalization, Routledge, Oxford. Patterson, B. (2000) A half Australian half American town, in McConchie, J., Winchester, D. and Willis, R. (eds.), Dynamic Wellington: A Contemporary Synthesis and explanation of Wellington, Institute of Geography Victoria University Press, Wellington, pp Starbucks (2011) Starbucks furthers commitment to central America with store opening in Guatemala, March 17 th 2011, Te Ara (2009) Plimmer, John, April 22 nd 2009, 6

FEATURES OF GLOBALISED PRODUCTS -Its production is specific: it relies on the DIVISION OF LABOUR and its production is usually outsourced

Globalised products FEATURES OF GLOBALISED PRODUCTS -Its production is specific: it relies on the DIVISION OF LABOUR and its production is usually outsourced -It is spread all over the world: either identical