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Word Count: 837
Advertising is the dream life of culture It dominates the cultural space in contemporary society blocking alternate visions With media globalisation Australias cultural identity is under threat Discuss Australias cultural identity is under threat Our nation like many others is growing into a more Americanised society many of our nations national icons like Arnotts Holden and Vegemite have been bought out by international corporations Major multinational companies like Nike Coca cola and Macdonalds use national ideals to sell their products to people in countries all over the world not just Australia Hosting the Olympics will be a major turning point for our nation with the influx of world wide sponsors trying to get a piece of the pie this could have a huge influence on the next generation of Australians The cultural identity has a lot to do with the way people from other countries view our nation and most people who have not been to Australia see us as farmers who ride Kangaroos instead of driving cars The majority of the worlds wealth is owned by multinational corporations and this makes it harder for the smaller businesses to get established because bigger companies can afford to sell their products cheaper then new smaller companies The multinational companies rather then selling the dreams of the company sell the dreams of the consumers while they make their products in third world countries where the labour costs are much lower then anywhere else The corporations can afford to buy the icons of Australia and then continue to sell them as though they are still Australian Rather then establishing an image of their own the major players buy our national icons and then stop making them in Australia because they can make them cheaper overseas Hosting the Olympics is going to be a major turning point in Australias cultural identity It is the biggest sporting event in the world and companies all want
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