Discuss Adorno's and the Frankfurt Sschools Concept that Celebrities Essay

Discuss Adorno's and the Frankfurt Sschools Concept that Celebrities Are One of the Means Through Twhich Capitalism Achieves it - Essay Example According to Boldrin and Levine (2002), â€Å"†¦countries are better off facilitating processes that are attractive to multinational companies and countries† (p. 212). Furthermore, the western culture has had the biggest influence on many other cultures in the world, to the angst or happiness of different people. The internet and the advent of computers have had a very big role to play in this spread of celebrity lifestyle. unlike in the past, with the click of the mouse, a fan can follow what their favorite celebrity is doing, what they eat, where they live and the minutest details of their lives. This, many people tend to imitate. This has led to many companies endorsing celebrities to market their products, banking on the fact that whatever the celebrities will be wearing, eating or be seen with will have the masses of their fans following suit, hence increase their sales. Needless to say, this does not come cheap, both to the endorsing companies and to the masses foll owing blindly. Social control is a phenomenon that is experienced by masses in the world, whether they are aware of it or not. It s described as the influence on individuals’ behaviors by institutions in the public through public opinion, social and religious organizations, use of force or violence, through appealing to people’s emotions and desires and also through use of leaders or celebrities in order to bring out certain reactions from the public in general. In the past, social control was a positive force that was meant to keep the fabric of society intact and keep evil and criminal activities at bay. However, with the media becoming more and more powerful, they have tapped into the idea of social control to influence people in order to gain monetary and other kinds of benefits, at the detriment of the whole society. This is seen through the influence caused by advertisements, TV and radio programs and wide coverage of celebrity lives, making masses desire the sam e kind and try to imitate this. Hui (2002) points out that â€Å"we found that, at least in the case of movies, the supply of creative work responded to economic incentives and consumer behavior† (p. 217.). The fact that the world has become largely capitalist is a factor that is stoking this flame. The result of this is mass deception, where the populations are made to believe that what they are seeing is the ideal of life and that they should strive to achieve these standards set by the media and celebrities. This is despite the fact that the lives celebrities live cost a fortune and cannot be achieved, at least in the short run, by most ordinary people. The result is that people have engaged in very destructive habits in order to buy into this deception. These habits include borrowing and using credit facilities beyond their means in order to get what the media has suggested, gambling, criminal activities, disregarding the old methods of working hard in order to achieve su ccess and instead depending too much on lotteries and wasting more money, amongst other socially deviant activities in order to feed their desires. According to The Culture Industry: Enlightenment as Mass Deception" Adorno and Horkheimer Frankfurt school, this is exactly what the media and the celebrity culture is using to deceive the masses. In their argument, Adorno and Horkhe

What competitive advantages would Amazon have over Wal-Mart Stores in Assignment

What competitive advantages would Amazon have over Wal-Mart Stores in doing business outside the United States - Assignment Example Wal-Mart is the second largest employer in the world. It is one of the most important organizations in the world. Its annual sales stood at $419 billion in 2010 (Roberts & Berg, 2012, p. 2). Its goods and merchandise products are sold to both the upper income level and lower income group people in US. The chief motto behind Wal Mart’s success is that it offers goods at unbelievingly low prices to it customer. Efficient logistics and inventory and by using the concept of just – in- time Wal-Mart became a world leader in retail market (Roberts & Berg, 2012, p .144). Amazon that was founded in 1995 was honored by Business Week in 2009 with its customer service award. It created a new way of shopping by placing orders over the e internet. Amazon is listed in the fortune 500 companies with revenue more than $19 billion. Customers were highly satisfied with the service and the timely dispatch of its goods (Dunne, Lusch & Carver, 2010, p.529). Amazon began its business b y sel ling books online. Presently Amazon offers songs sample of songs for the convenience of the retailers to hear it from their computers. It also offers a unique facility known as mass customization where in a previous customer is shown a page of listed books and other goods catering to the customers’ choice and preference (Ander & Stern, 2004, p. 75). Literature review Amazon and Wal-Mart have expanded their network of retail chains outside US recently. Amazon has set up its retail stores in countries like China in 2004 and India lately. It latest venture outside US was in Brazil. It expects to set up a digital book store in the country (Israel, 2012). It wishes to cater to the kindle e- reader and publish books in Portuguese as per the demands of the publishers and industry of Brazil. Amazon’s strategy to launch a digital book store would be a good strategy as far as the infrastructure system in Brazil is concerned. In Brazil, the infrastructure system is poor and the t axes implied are high. The biggest advantage Amazon would have in setting up a digital store in Brazil is that it will help the people in saving money and cut the expenses made on paying high duty taxes. This move is directly with the mission and vision statement of the firm which is to become a leader in low cot strategy. The online retail market in Brazil is expected to grow at 25 percent from 2012 onwards so it provides the golden opportunity for Amazon to penetrate the market now. The strategy adopted by Amazon in Brazil is to sell its popular kindle model at a price lower than its competitors. It has also entered into contracts with publishers to set up a portfolio of 10,000 digital books. Now, this strategy adopted by Amazon can prompt other competitors to set up their base in Brazil too (Israel, 2012). The paper next discusses the case of Wal-Mart next when it tried to set up its stores there in 1995. In 1995, Wal-Mart entered Brazil and opened its chain of retail shops (Dola n, 2004). But it failed to be successful as was reported in the article Latin America: Bumps in Brazil  by Kerry. A. Dolan. It had 25 shops and was the sixth largest retailer in Brazil but compared to it the rival firm then Companhia Brasileira de Distribuicao which had 499 shops , Wal mart failed to a large extent because of their failure to increase acquisitions. There were problems with the distribution system too as customers had to wait for long hours to get their products. In March 2004, Wal mart purchased 118 Bompreco stores but it was located in the poorer section of