Today the world is becoming more homogenous and, with increasingly few exceptions, big-name brands
dominate main streets, high streets and shopping malls all over the globe.
We dress the same; we want the same latest technological kit; we drive the same cars. But where did this
uniformity come from? The answer is the combination of the industrial revolution and the consumer society.
Originating in Britain but flourishing most spectacularly in America, the advent of mass consumption has
changed the way the world worked. Led by the Japanese, one non-Western society after another has adopted
the same model, embracing the Western way of manufacturing and consuming.
Only the Muslim world has resisted. But how long can the burkha hold out against Levi's?
Niall Ferguson examines whether we are now seeing the first effective challenge to the global dominance of
Please watch the film and discuss the following questions in the relevant forum thread.
1. What is your view on globalisation?
2. Are we becoming more homogenised or more individualised?
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