What is the controlling metaphor of Barber's "Jihad vs Mcworld"?
What are the four imperatives of...
What is the controlling metaphor of Barber's "Jihad vs Mcworld"?
What are the four imperatives of McWorld?
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In a changing scenario, well known two types of political
features can be seen in the contemporary society: Jihad and
McWorld. They are completely opposite of each other. Benjamin
Barber writes- "One driven by parochial hatreds, the other by
universalizing markets, the one re- creating sub national
andethical borders from within, the other making national boarders
porous from without". They offer nofuture for any kind of
democracy.
The Jihad is the war between cultures, countries, and tribes.
The McWorld is the the fast music, fast computers, and fast
food.McWorld is tied together by technology,ecology, communication
and commerce. The war in the nations between two different culture
can becalled a modern day Jihad. Similarly, the McWorld can best
describe the condition in the United State andother Western
European countries. These two extreme thoughts can be understood by
the America's current conflict with Islamic fundamentalist.
McWorld comprises four dynamic imperatives: a market
imperative, a resource imperative, an information- technology
imperative and an ecological imperative.
Market imperative is a mechanism of free trade, open banking
and enforceable contract. According to Barber, if everyone is
consumer, no one is a citizen, and without citizen, democracy
wouldn't exist. The market imperative has led to the quest for
international peace and stability. The markets are enemies of war
and isolation. In fact, market psychology erodes the psychology of
ideological and religious cleavages among the narrowly conceived
national or religious culture. Global market demands common
language, common currency and common behavior which indeed oppose
the national sovereignty. As an example,Barber said- In Europe,
Asia, Africa, The South Pacific, and the American markets are
eroding national sovereignty and giving rise to entities-
international banks, trade associations, world news services like
CNN and BBC, and multinational corporations that increasingly lack
a meaningful national identity- that neither reflect nor respect
nationhood as an organizing or regulative principle.´
Resources Imperative:-Dependency has been a universal character
of any business organization and consumer as well. The resource
imperative is the basicneed for one nation to depend on another
nation for a resource. Developed countries need huge financial as
well as non financial resources for the smooth operation of their
business. Generally developed and developing countries enter into
the under developed or least developed countries to extract the
natural resources. For instance,United State, China, Japan and
similar other countries can be seen rushing for the natural
resources. However, some of other countries compel to search new
resource centers as they are not having sufficient raw materials on
their own. Thus, resource imperative creates dependency and
dependency eventually leads to theglobalization
Information -Technology imperative:-This is the age of
information andtechnology. It flows mass information over a long
distance in a short time. This imperative creates a vast
interactive communication and information networking among the
people and therefore, nothing can be hidden. It can destroy
distinct nation and parochial culture and their ethnicity. Barber
said-This kind of software supremacy may in the long term be far
more important than hardware superiority, because culture has
become more potent than armaments. McDonalds in Moscowand Coke in
China will do more to create a global culture than military
colonization ever could´. Thus, Information and Technology can
facilitate high tech commercial world but it is not democratic. In
the same context, Barber argues- It lends itself to surveillances
as well as liberty, to new forms of manipulation and control as
well as new kind of participation. The consumer society and the
open society are not quite synonymous. Capitalism and democracy
have a relationship, but it is something like then a marriage. An
efficient free market after all requires that consumers be free to
vote their dollars on competing goods, not that citizens be free to
vote to their values and beliefs on competing political candidate
and programme.
The ecological imperative:-The ecological imperative suggests
that an ecological consciousness has brought about a heightened
awareness and inequality amongcountries in various stages of
development. Ecological imperative includes the problem that
modernization attributes to the world- e.g., destruction of forest,
ozonelayer depletion etc. It is being criticized through the world.
For instance Barber sais-in America the green house effect is being
mistreated and in German forests can be destroyed by Swiss and
Italians driving gas-guzzlers fueled by leaded gas.´The jungle
trees being turned into boards of wood are destroying the oxygen
level.
In this way, above described all the imperatives work toward a
world which needs no borders, ultimately leading to a world with a
shallow culture based on consumerism
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