The Marketing of Global Control

During last century, the multinational companies have become the economic main actor in the world market. Actually, by crossing traditional economic boundaries and by grasping social systems as a whole, they have become the prime mover of the homogenization processes expressed by globalization. As a result, local cultural and social specificities are being dislocated and radically changed. Also in Italy, shared social meanings and main frames are being progressively re-created. In this presentation I propose an empirical reading of such phenomena. I analyze the strategies of the companies and the tools they use for imposing their own meanings and categories on local and global contexts. The companies are able to affect in the individual’ daily life and in his world’s conception through strategies of “marketing concept”. They discursively impose new categories for the self and social realm construction. The impact of these dynamics on local cultures can bring about the loss of traditional identities and can generate a condition of insecurity and uncertainty, a source of new forms of subjugations.