Tactical media responses

Globalisation is seen as a positive movement by majority of the population. There are however those who have a negative view of creating a global village.

Globalisation can be defined as an international community influenced and shaped by technological development and economic interests (Shaughnessy, 2012, p458). When looking at globalisation one can have a positive or negative view on the subject. The utopian view of globalisation can be seen as people being brought closer together by the globalisation of communication no matter the distance between us (Shaughnessy, 2012, p459). A tactical response that can be used to support the utopian view of globalisation is to organise online networks of like-minded people to work towards a common cause (Shaughnessy, 2012, p470). This can be explained using an example of members of a social media to coming together to rally behind the rest of the KFC franchise and support the branches that were not involved in the scandal. The dystopian view of globalisation consists of fears of the world population becoming products of mass production and homogenisation (Shaughnessy, 2012, p464). A tactical response to this dystopian view of globalisation can be to use the internet to disseminate information about ethical consumerism to make informed decisions about which companies to support and which companies to boycott (Shaughnessy, 2012, p470). This can be explained using the recent scandal that has plagued KFC (Wheatstone, 2015). A KFC franchise was recorded washing chicken on the pavement outside their store. This led to health concerns and an outcry from the public (Wheatstone, 2015).