<abstract xmlns="http://www.w3.org/1999/xhtml"><p>Globalizing poses particular challenges to <italic>likhet</italic> – Norwegian conceptualizations of alikeness – and with it the Norwegian conceptualization of individualism, because globalizing advances a different conceptualization of equality than the one on which <italic>likhet</italic> is based. The present essay explores cultural identity negotiations within Norwegian globalized consumer culture and addresses culturally expressed aspects of globalization as they emerge in negotiations of local identities in cultural texts. TV commercials are analyzed via a critical cultural theoretical framework. Specifically, three patterns that speak to <italic>likhet</italic> as a site of tension in a globalized context are discussed: exoticization, utilization, and juxtaposition.</p></abstract>

Globalizing poses particular challenges to likhet – Norwegian conceptualizations of alikeness – and with it the Norwegian conceptualization of individualism, because globalizing advances a different conceptualization of equality than the one on which likhet is based. The present essay explores cultural identity negotiations within Norwegian globalized consumer culture and addresses culturally expressed aspects of globalization as they emerge in negotiations of local identities in cultural texts. TV commercials are analyzed via a critical cultural theoretical framework. Specifically, three patterns that speak to likhet as a site of tension in a globalized context are discussed: exoticization, utilization, and juxtaposition.

Tensions of Consumer Individualism

Ph.D., Senior Researcher, Northern Research Institute Alta-Áltá, Alta,

Nordicom Review

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Norwegian Identity in the Context of Globalization

Globalizing poses particular challenges to likhet – Norwegian conceptualizations of alikeness – and with it the Norwegian conceptualization of individualism,...

Tensions of Consumer Individualism

Publicado en línea: 30 ene 2017

Páginas: 111 - 124

DOI: https://doi.org/10.1515/nor-2017-0116

Palabras clave
globalization, identity, equality, Norway, cultural studies

© 2011 Trine Kvidal, published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Tensions of Consumer Individualism

Publicado en línea: 30 ene 2017

Páginas: 111 - 124

DOI: https://doi.org/10.1515/nor-2017-0116

Palabras claveglobalization, identity, equality, Norway, cultural studies

© 2011 Trine Kvidal, published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Palabras clave
globalization, identity, equality, Norway, cultural studies