Glocality

Glocality seems to be a word that I am hearing more frequently during my studies as a communications student. My personal understanding of glocality is that it is the coming together of global and local. For example, a multinational company such a McDonalds is a global company and yet they apply ‘local’ cuisine and flavours to local markets.

As someone who was born in Australia, but grew up in a small town in New Zealand, I have been fortunate enough to call both countries home. My mum’s side of the family all live in Australia, so while I was growing up I visited Australia quite frequently.

It is interesting to see how the same organisations that are seen as multinational companies are able to reach and communicate with local audiences by paying attention to what is important to the local culture.

An example I have seen of this is firstly with the advertising of fast food. During international sporting events in New Zealand, the advertising emphasised the national icons of the silver fern, the black and white colours of the sport teams, and the kiwi logo. In comparison to this, in Australia the advertising during sporting events is all yellow and green, with the national icons of the kangaroo etc. While the fast food company is global, they are appealing to the local market by using advertising that the local community recognises as ‘Australian’ or ‘New Zealander’.

Another example I have noticed since moving to Australia is in the music industry. Each country is very supportive of ‘their’ artists. Each artist fits within one or more genres that are globally recognised such as pop, rap, or folk; however each artist infuses the globally recognised features of their genre with a local sound.