The more Western our lifestyle gets and the more global we become, the greater the arousal of cultural nationalism too.
Gone is the quiet charm of the Pondâ€™s girl who learnt to speak English but chose to speak in Hindi even as she won the international beauty contest. It was all about how India could absorb the new without displacing the old.
We seem to have traveled quite some distance from the whole world chanting the Gayatri mantra, as in the Videocon ad or the whole world saying â€˜Namasteâ€™ as in the British Airways commercial.
National Image: It was one thing to feel mildly pleased that the world was picking up bits of Indian values and images, but quite something else to aggressively say that Indian can teach the world a lesson or two.
There is something happening here that is changing our character fundamentally. It may be really happening, or it can be just the flavor of the day, of the English speaking corporate world and elite media. Research has revealed certain
A Research international observer study classifies countries on global / national â€“ individualist / collectivist axes and identifies four types.
1. The Cultural Individualist:
France, Australia and the USA, combine a great deal of national / cultural pride with strong individualistic values.
2. The Global Individualist:
Scandinavian nations, the Netherlands and Belgium, with a relatively low interest or pride in their own culture, and correspondingly have openness to the world.
3. The Globally Sensitive:
Argentina, Zimbabwe and Chile open to the world in a collectivist way. Making connections through global brands is often important than pride in their own culture.
4. The Cultural Sensitive:
Collectivist markets such as Mexico or India, where consumers expect global brands to understand and respect their culture, and when possible, adapt to local situations in both product and communication.