Localizing reactions to globalization among Czech beer consumers and their relation to the phenomenon of identity crisis

Lukáš Černo

Master's thesis

Czech young consumers' consumption and perception of beer: a netnographic study

Abstract:

The goal of this thesis is to define what globalization is, how the people across the world react to it based on their local context, how the reactions change under the conditions of economic crises and finally how the reactions are reflected in consumption. I answer these goals both from the theoretical and practical perspective. Based on my review of theory I define globalization (1) in economic terms as a recurring phenomenon related to changing power structures of world economy when new economic centers emerge and (2) in cultural terms as localized human experience determined by both one's worldview and one's local circumstances. I further hypothesize that the worldview underlying this localized experience changes during economic crises from modernism to traditionalism and postmodernism. Since Consumption then reflects our worldview in a culturally specific way. In the practical part I further test these findings through a netnographic study focused on Czech beer enthusiasts. The key finding is that the beer enthusiasts express a need to return to traditional brewing methods. However, there appears to be no correlation between economic crisis and the emergence of traditionalism among beer enthusiasts but rather the traditionalism erupst due to clash between modernist worldview of beer enthusiasts and perceived destruction of beer industry by capitalism. Finally, the traditionalism doesn't seem to be replacing modernist worldview of beer enthusiasts but rather serves as a resource for this worldview.

Abstract:

The goal of this thesis is to define what globalization is, how the people across the world react to it based on their local context, how the reactions change under the conditions of economic crises and finally how the reactions are reflected in consumption. I answer these goals both from the theoretical and practical perspective. Based on my review of theory I define globalization (1) in economic terms as a recurring phenomenon related to changing power structures of world economy when new economic centers emerge and (2) in cultural terms as localized human experience determined by both one's worldview and one's local circumstances. I further hypothesize that the worldview underlying this localized experience changes during economic crises from modernism to traditionalism and postmodernism. Since Consumption then reflects our worldview in a culturally specific way. In the practical part I further test these findings through a netnographic study focused on Czech beer enthusiasts. The key finding is that the beer enthusiasts express a need to return to traditional brewing methods. However, there appears to be no correlation between economic crisis and the emergence of traditionalism among beer enthusiasts but rather the traditionalism erupst due to clash between modernist worldview of beer enthusiasts and perceived destruction of beer industry by capitalism. Finally, the traditionalism doesn't seem to be replacing modernist worldview of beer enthusiasts but rather serves as a resource for this worldview.

Keywords

Glocalization, Identity crisis, Globalization

Keywords

Identity crisis, Glocalization, Globalization

Language used: English

Date on which the thesis was submitted / produced: 30. 11. 2011

Thesis defence

• Date of defence: 11. 9. 2012
• Supervisor: Zuzana Chytková
• Reader: Václav Stříteský

Vysoká škola ekonomická v Praze

Master programme / field:
Ekonomika a management / International Management