by Asako Morita

Globalization brings us so much information by mass media such as TV and Internet. Historically, America and other western countries have led world economy and therefore they who have succeeded in business and living sophisticated life became the model of success. Whether they are actually happy or not, media especially TV dramas which shows how free city life were broadcasted all over the world and people tend to think this would be the life when they become rich. The scariest thing is globalization even change typical life style and people’s life aim.

Especially, I was interested in women’s global beauty. The globalization made the ideal women and people take it as a big market. This global market and the typical ideal beauty invades society and culture, and sometimes people think it can destroy tradition and originality, I think no one can stop it in this capitalism leading world economy and even it influences a lot, the basic identity and tradition would never change.

For instance, since pale became the image of success among worldwide women, whitening products were targeted by multinational companies and sold thousands of them. These advertisements such as TV commercials also created the image clear and even more penetrate in society.

Not only whitening products but also choice of clothes is influenced. When I visited India, I was so surprised when I saw TV programs. Most shows broadcasted totally western lifestyle. Women are dancing at dance club wearing sexy dresses. Even woman wear a sari which is a traditional Indian dress was exposing shoulder and the breast. It was like Indian actors and actresses imitate part of American culture. I remember that I felt so strange the pictures I saw on TV were completely different from what I saw on the street outside.

However the fact TV programs, other multinational products and other factors affect on different countries and culture, I think this is the result of globalization and capitalism. As long as America which is a capitalism country leads the world economy, we can never stop the image formation and marketing of multinational companies. It may influence on different cultures, but it does not ruin each culture. Traditions and basic cultural morals cannot be changed easily since they have taken over for long time. The western influence may create different life aims but culture and lifestyle have changed in each time and I think people are just adapting how to live the present age.