This document outlines Arjun Appadurai's framework for understanding global cultural flows through five dimensions he calls "scapes": ethnoscapes, mediascapes, technoscapes, finanscapes, and ideoscapes. It defines each scape, provides quotes from Appadurai's work, and includes related images and videos as examples. The document questions whether Appadurai's scapes help in understanding globalization and what other frameworks may also help explain global cultural flows.

1. A is for Appadurai
Globalisation and Apple
by Dom Pates & Emily Baker

2. Outline
Conceptualising globalisation
A framework for understanding
global cultural flow
Scapes

3. A problem with globalisation
…there is no single
theory of globalisization
upon which all social
scientists, let alone
everybody else, are
agreed.
“
”(Sparks, 2005)

4. Scapes

5. A framework for understanding
global cultural flow
Ethnoscapes
Mediascapes
Technoscapes
Finanscapes
Ideoscapes

6. Ethnoscapes
…the landscape of persons
who constitute the shifting
world in which we live…
…(it) is not to say that there
are no…stable
communities…(but) more
persons and groups deal
with the realities of having
to move or the fantasies of
wanting to move.
“
”(Appadurai, 1990)

7. iEthnoscapes
https://youtu.be/2uy-qD5Mr-c

8. Mediascapes
…the distribution of the
electronic capabilities to
produce and disseminate
information…which are
now available to a growing
number of private and
public interests
throughout the world, and
to the images of the world
created by these media.
“
”(Appadurai, 1990)

9. iMediascapes
https://youtu.be/sjscWV_wW2A

10. Technoscapes
…the global
configuration…of
technology, and of the fact
that technology…now
moves at high speeds
across various kinds of
previously impervious
borders
“
”(Appadurai, 1990)

11. iTechnoscapes

12. Finanscapes
…currency markets,
national Stock exchanges
and commodity
speculations (which) move
mega-monies through
national turnstiles at
blinding speed.
“
”
The flow of…
(Appadurai, 1990)

13. iFinanscapes

14. Ideoscapes
…concatenations of
images (that) are often
directly political and
(which) frequently have to
do with the ideologies of
states and the counter-
ideologies of movements
explicitly oriented to
capturing state power or a
piece of it.
“
”

15. iIdeoscapes

16. iReferences
Text
Appardurai, A (1990). Disjuncture and difference in the Global Cultural Economy. Public Culture. 2/2.
Hafner, K. 2007. Inside Apple Stores, a Certain Aura Enchants the Faithful. [ONLINE] Available
at:http://www.nytimes.com/2007/12/27/business/27apple.html?_r=2&ref=technology&oref=slogin&oref=slogin.
[Accessed 21 November 11].
Peters, S. 2004. Information mobility: The Behavioural Technoscape . [ONLINE] Available
at:http://www.lums.lancs.ac.uk/publications/viewpdf/000269/. [Accessed 21 November 11].
Smith, A. (1999), ‘Sacred Territories and National Conflict‘, Israeli Affairs, 5, 13-29
Sparks, C (2005). The Problem of Globalization. Global Media and Communication 1, 20-25.
http://en.wikipedia.org/wiki/Apple_Store
Images
Black Apple logo
http://www.mascobz.com/wp-content/uploads/2010/04/Apple_black_logo-294x300.png
‘Scapes’ (own)
http://en.wikipedia.org/wiki/File:IPhone_3G_Availability.svg
Videos
Mi Swing Es Tropical http://www.youtube.com/watch?v=wNtHewy6CuQ
Get a Mac http://www.youtube.com/watch?v=sjscWV_wW2A
Apple Store de Paris - Sortie des employés http://www.youtube.com/watch?v=M21UsNElbDc

17. Conclusion/question
Do these ‘scapes’ help in our
understanding of globalisation?
What other frameworks help?
‘One man’s imagined community is
another man’s political prison’