Glocalization in The Office

 Globalization in the context of media is the process of connecting nations, cultures, and peoples through digital convergence, technological developments, and the expansion of media. It allowed for the increase in opportunities for communication, exchange of material and symbolic goods, and migration of people across national borders. 

Glocalization is the process in which a formula or idea that has proven to be successful in one area is adapted in another area.  

A good example of glocalization is my favorite show The Office. Starting in the United Kingdom, comedian Ricky Gervais created a new type of mockumentary style to fit the sitcom genre. In The Office, the actors were more conventional as opposed to exceptionally attractive, broke the fourth wall, and used dark humor to carry most of the show through. These unique features of the show contributed to its success in the United Kingdom. Because this formula proved to be successful, American production companies attempted to adapt this idea (with Ricky Gervais on board as a producer) hoping that they would achieve the same success of the original series. The Office has gone now for seven hilarious seasons, four more seasons than the original version. This is a perfect example of glocalization: the original series was successful in the United Kingdom, so the United States adapted the same format to make the adaptation. This resulted in the smash hit it has become today.

Yum!

When it comes to advertisements, the ones that attract me the most are ones for food. Anytime I'm casually watching T.V., the fast paced images of sizzling food, unrealistically and perfectly prepared catch my attention, and whether or not I'm hungry, I've suddenly got an intense craving that must be satisfied within the next couple hours. Many times, I'm not able to get that Whopper or order that pizza, but a lot of times it works. The advertisement that I find myself succumbing to recently is Pizza Hut ads.

Filled with vibrant images of sizzling pizza and melting cheese, these ads use the appeals of physiological needs and nourishment to persuade the hungry viewer to buy their product. The physiological needs refers to human needs that are required to sustain life, which in this case would be food. This ad uses that appeal by emphasizing the quantity of pizza they serve to show that the viewer will be fully nourished and satisfied. The ad will also show hungry people successfully filling their appetite. Furthermore these ads contain fantastic claims of limited time only deal and seemingly low prices. How could the hungry viewer resist? Even if one is not hungry at the time, it is certain that they'll eventually succumb to their physiological needs, so why not with this delicious and easily attainable meal? I think I should order some soon.