Reference no: EM132841441

What is the impact of globalisation - ethnoscapes (Appadurai global flows) on FMCG industry

Reference :

Appadurai (1990) :By ' ethnoscape', I mean the landscape of persons who constitute the shifting world in which we live: tourists,immigrants,refugees, exiles, guestworkers and other moving groups and persons con- stitute an essential feature of the world, and appear to affect the politics of and between nations to a hitherto unprecedented degree. This is not to say that there are not anywhere relatively stable communities and networks, of kinship, of friendship, of work and of leisure, as well as of birth, residence and other filiative forms. But it is to say that the warp of these stabilities is everywhere shot through with the woof of human motion, as more persons and groups deal with the realities of having to move, or the fantasies of wanting to move. What is more, both these realities as well as these fantasies now function on larger scales, as men and women from villages in India think not just of moving to Poona or Madras, but of moving to Dubai and Houston, and refugees from Sri Lanka find themselves in South India as well as in Canada, just as the Hmong are driven to London as well as to Philadelphia. And as interna- tional capital shifts its needs, as production and technology generate different needs, as nation-states shift their policies on refugee populations, these moving groups can never afford to let their imaginations rest too long, even if they wished to.