D'une simple marque de fast-food à un phénomène mondial, McDonald’s fut un exemple pour des milliers d’entreprises. L'objectif du travail est de comprendre le fonctionnement des multinationales et comment celles-ci s'adaptent aux différentes cultures. Il s’agit d’analyser la manière dont les entreprises mondiales essaient de construire leurs politiques de marketing et de communication dans différents pays.Le cas de McDonald’s au Liban illustre la diversité de ses stratégies. Le Liban est un pays dont la culture est complexe. Partagé entre Orient et Occident et influencé par la religion et la situation géopolitique, le pays du cèdre reflète la modernité, la tradition et la Mcdonaldisation. En l’occurrence, on explique d’une part, les stratégies qui ont fait de McDonald’s un leader mondial de la restauration rapide et d’autre part, pourquoi cette entreprise, une des plus critiquée au monde, est la plus connue et rentable. / Starting with a simple fast-food brand to a global phenomenon, McDonald’s became an example for a million of companies. The aim of this work is to understand the multinational functioning of McDonald’s and how it adapts to different cultures. Itanalyses also the way in which global companies try to build their own marketing and communication politics in different countries.McDonald’s’ case in Lebanon is one of these aspects which illustrate the diversity of these strategies. Lebanon is a country in which the culture is complex. Among East and West,and besides being influenced by religion and geopolitic situation, the cedars’ country shows modernity, tradition and McDonaldization. In this study, we enlighten strategies that made of McDonalds a global leader of fast-food. We also explain how McDonald’s, one the most criticized companies in the world, is one of the most known and gainful companies in the same time.

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AbstraktNyckelord: Globalisering, Amerikanisering, Europanisering, Glokaliseringoch CSRFörfattare: Tim Nathanael RosellHandledare: Bo Carlsson och Gun NormarkTitel: CSR, Glokalisering och Fotboll – En jämförelse mellan amerikanskoch svensk fotboll.Problem: I den begränsade svenska sport modellen söker klubbar attattrahera sponsorer, skapa intäkter och vinna fördelar översina konkurrenter. Problemet är att hitta en ekonomistyrningsmetodkompatibel med det interna regelverket.Syfte: Syftet är att belysa gloaliseringsprocesser inom fotboll ochundersöka CSR konceptet i kontexten av Seattle Soundersoch Djurgården IF.Metod: Den här uppsatsen antar en hermeneutisk ansats via en deduktivtillvägagångssätt. Således ger litteraturgenomgångenen grundläggande förståelse för ämnet, där två fallstudierbehandlar det teoretiska ramverket. Fallstudierna med DjurgårdenIF och Seattle Sounders kontextualiserar och behandlarde diverse begrepp som presenteras.Slutsats: Även fast Djurgården IF och Seattle Sounders har olika utmaningargällande regelverk, organisatoriska strukturer ochkapital medger de vikten av CSR. Vidare visar fallstudiernaatt CSR är glokaliserat och att amerikanisering inte är en envägsprocess. / AbstractKeywords: Globalisation, Americanisation, Europeanisation, Glocalisationand CSRAuthor: Tim Nathanael RosellSupervisors: Bo Carlsson and Gun NormarkTitle: CSR, Glocalisation and Football - A comparison betweenAmerican and Swedish footballProblem: In the restricted Swedish Sports model, clubs in Swedenaims attract sponsors, create revenue and gain an advantageover their competitors. The problem is finding an economicgovernance method compatible with the internal legislativesystem.Purpose: The purpose is to illuminate globalisation processes in footballand investigate the concept of CSR in the context of SeattleSounders and Djurgården IF.Method: This thesis adopts a hermeneutical shoulder via a deductiveapproach. Thus, a literature review provides the basal understandingof the subject and two case studies treat the theoreticalframework. The two case studies, Djurgården IF and SeattleSounders, contextualise and treat the various conceptspresented.Conclusion: Although Djurgården IF and Seattle Sounders have differentchallenges regarding legislations, organisational structuresand capital, they recognise the importance of CSR. Furthermore,the case studies showed that the notion of CSR is glocalisedand that Americanisation is not a one-way process

Young people are arguably facing complex life situations in their transition into adulthood and navigating their life trajectories in a highly individualised way. For youth in post-compulsory education, their training years have been extended, their years of dependency have increased and they have greater individual choice compared to previous youth generations. This study develops an understanding of the process of individualisation applied to youth in late modernity and explores it in relation to the neo-liberal climate. It compares the life situation of this youth generation with youth in the early 1960s, brought up with more predefined traditional conditions, cemented in traditional social structures. The processes that led to generational changes in the experiences of youth in the last forty-five years are examined, linked to structural transformations that influence subjective experiences. Specifically, the shifts of the conditions of youth in post-compulsory education are studied in relations to socio-economic, technological and cultural changes. This study discusses the Western Anglo-American model of changes in youths life experiences and examines how it (mis)fits in a more conservative Catholic Mediterranean setting. The research investigates conditions in Malta, an ex-colonial small island Mediterranean state, whose peculiarities include its delayed economic development compared to the Western setting. The core of the research comprises of primary data collection using in-depth, ethnographical interviews, with two generations of youth in different socio-historical context; those who experienced their youth in the early 1960s and youth in the late 2000s. This study concludes that the concept of individualisation does indeed illuminate the experiences of youth in late modernity especially when compared to the experiences of youth forty-five years ago. However the concept of individualisation is applied in a glocalised manner in line with the peculiarities of Malta that has lagged behind mainstream developments in Western Europe and still retained traditional features. Building on the individualisation concept, I use an empirically grounded concept of compromised choices to describe the increase in the bargaining of choice happening at different fronts in the life experiences of youth, especially in the life biography of women, choices in education and the job market and choices in consumption.

Rapa Nui (Easter Island) has for centuries been known as an isolated island of archaeological mysteries; yet after a rapid modernisation this is today an international tourist destination, a World Heritage Site and a glocalised community. This anthropological study based on long-term fieldwork among young Rapa Nui on the island and away, describes how it can be to grow up in and to belong to such a place. Place is seen as a continually constructed social space and is influenced by Miriam Kahn??s use of Henri Lefebvre??s concept thirdspace. Rapa Nui, as a place, people and community, is here understood as continuously formed by global and local influences. Thus, although historical, global and national influences can seem overwhelming in such a small tourist destination with a turbulent colonial history, this study also sees the opinions and practices of the inhabitants as important agents. This thesis shows how young Rapa Nui are both influenced by and influencing what Rapa Nui is and becomes. Above all, their guiding principle seems to be a continuing strong attachment to their land ??also called Te Pito o te Henua (??The Navel of the World??).

Recent global and structural transformations, a West-centric development agenda and the triumph of neoliberal politics have led to destructive consequences for many local communities and individual life chances. The global dominance of the West-centric development agenda, with its roots in the colonial past, has created uneven developments and an unjust world in which Western countries continue to gain advantages and increase their prosperity. Although a minority elite in many non-Western countries share the same interests as Western countries and their global organs, the majority of people in these countries are suffering from increasing socioeconomic inequalities. As a result of the dogmatic belief in a singular and West-centric modernity and its practices, many problems are considered to be the result of non-Western countries’ inabilities to complete the project of modernity in accordance with Western blueprints. This has also influenced social work as a global and modern profession. Social problems are often individualised and the reasons behind many inequalities are increasingly related to non-Western people’s individual shortcomings and traditional cultural backgrounds. In Western and non-Western countries equally are the neoliberal structural and institutional transformations ignored and social problems of individuals and families defined as a matter of wrong and deviant actions and choices. The main objective of the dissertation, which is constituted of four articles and an overall introduction and summary, is to examine the consequences of recent neoliberal globalisation based on the belief in a single and West-centric modernity and development agenda and their consequences for social work facing increasing global inequalities. The following research questions have guided the work: ‘How can social work play an effective role in combating social problems and otherisation, marginalisation and increasing inequalities in a globalised world?’, ‘How does the global development agenda function within the local arenas of social work?’, ‘Are development projects improving people’s life chances in local communities in non-Western countries?’, ‘How informed and responsive are social workers towards the global context of local problems?’ The work is based on a qualitative design using qualitative content analysis for analysing data collected through interviews, participant observations and official documents. The results show that irrespective of where and in which context social problems are appearing, since local problems often have global roots, a global perspective to local problems should be included in every practices of social work in order to develop new methods of practices in an increasingly globalised field of work. Destruction of local communities, forced migration from non-Western countries, and marginalisation of people with immigrant background in Western countries should not be considered only as local problems, but also as problems with their roots in global structural inequalities which reproduces global social problems with local consequences. It is argued that social work should consider the dilemmas and problems connected to the taken for granted West-centric theories, understandings and practices of social work in order to develop new methods of practices for combating social problems, marginalisation and increasing inequalities in a globalised world. Such a position includes practicing multilevel social work, social work in global alliances beyond the division of East and West, and mobilisation against neoliberalism and the retreat of the welfare state. This requires critical standpoints against the relationship between the global context of the neoliberal ideology and practices in a Western-dominated and postcolonial world and the daily practices of social work. / Localised Globalities and Social Work: Contemporary Challenges

Rapa Nui (Easter Island) has for centuries been known as an isolated island of archaeological mysteries; yet after a rapid modernisation this is today an international tourist destination, a World Heritage Site and a glocalised community. This anthropological study based on long-term fieldwork among young Rapa Nui on the island and away, describes how it can be to grow up in and to belong to such a place. Place is seen as a continually constructed social space and is influenced by Miriam Kahn??s use of Henri Lefebvre??s concept thirdspace. Rapa Nui, as a place, people and community, is here understood as continuously formed by global and local influences. Thus, although historical, global and national influences can seem overwhelming in such a small tourist destination with a turbulent colonial history, this study also sees the opinions and practices of the inhabitants as important agents. This thesis shows how young Rapa Nui are both influenced by and influencing what Rapa Nui is and becomes. Above all, their guiding principle seems to be a continuing strong attachment to their land ??also called Te Pito o te Henua (??The Navel of the World??).

This thesis critically interrogates the role of local context in the adoption and interpretation of video technology and gaming practices in the little studied locale of India. Video gaming is a recent phenomenon in India which has been rapidly increasing in popularity, yet it has gained little academic attention in digital gaming research. The project seeks to understand the emergence of practices of consumption of video games in India from the point of view of Indians themselves through the exploration of how Indian video gamers situate, interpret and negotiate the practice of video game play. In his book Video Gamers (2012), Gary Crawford makes a case for analysing game play as a practice, situated within everyday experiences and social networks. Crawford identifies two deficiencies in gaming studies: the dominance of a Western-centric viewpoint and the disregard for player context. This research addresses these shortcomings in two ways. First, through situating the field research in Chandigarh. Second, by employing a mixed methods qualitative approach - observations, interviews, focus groups, field notes, pictures and video recordings – to elicit the detail of the gamers' cultural context. Situating these practices within the broader social, historical, geographical and cultural milieu allows for the conceptualisation of contextual factors in terms of their influence on the adoption and interpretation of the global gaming practice in a local setting. These methods allow for the examination of, first, multiple culturally embedded factors and, second, the players' processes of sense making applied to video gaming. Each method makes the social world of the gamers visible in different ways. Fieldwork predominantly took place in video gaming parlours. Investigating game players in the space of the video gaming parlour enabled a more honed understanding of how the practice of video gaming was ‘glocalised’ within particular social, geographical and cultural contexts. A smaller second study was conducted in Manchester, to collect data in a setting that is culturally different from India. This contrasting data provided greater sensitivity to cultural factors in India which might have otherwise been overlooked or which had been obscured. The research draws theoretically upon Bourdieu’s theories of social field, habitus, and capital, combining these with Goffman’s notions of dramaturgy and framing, and Robertson’s concept of glocalisation. These concepts provided a theoretical framework that enabled a interrogation of the data to reveal the sociocultural processes embedded in the gaming parlours, and the individual’s creative engagements with video game products themselves. The methodological and theoretical framework, then, were complementary, offering both an experiential and contextual approach. This study found that video gamers interpret and make sense of the practice of video gaming through their contextual situation, and that they will both consciously and unconsciously attempt to glocalise the practice of video gaming so that it becomes culturally more acceptable.

The diploma thesis deals with the origin and adaptation of the concept of CNN Prima NEWS on the Czech market and its possible hybridization. The expansion of global media corporations is a phenomenon of the 20th century that affects persisted till present. The television companies set up centers, branches or, through the sale of licenses, reach its audience through localized television stations. This thesis approaches the theory of globalization with a focus on the concepts of global culture, glocalization and hybridization. With standardization of successful patterns the companys strengthen the its positions in the global market, expand their influence and, last but not least, it is a profitable prosperous activity that does not require high costs. The thesis captures the arrival of the licensing concept of a global television station on Czech media market. The thesis develops connection of the global news brand CNN with Czech commercial television. These connections and deviations are elaborated and compared on the basis of three confrontable areas. At the same time, it is evaluated what creates this concept and what are its possible forms of hybridization.

The aim of this diploma thesis is to describe how successfully are global television formats adapted in the region of Central Europe. Media systems in the Czech Republic, Hungary, Poland and Slovakia were considerably transformed after the fall of communism in the 1990s. Television markets started to be built within the new media systems. This thesis describes a globalization theory with focus on the concepts of cultural imperialism and cultural globalization. Emergence of the global television formats is one of the most visible processes within the globalization. There is a prevailing opinion presently that the global formats contributes in some ways to cultural heterogenization and pluralization. Local adaptations of global formats acquire meanings of national culture. The term glocalisation is connected with spreading of the global formats. This term is nowadays used more often than the term globalisation in relation to global formats. This diploma thesis is concerned with the adaptation of formats in the countries of Central Europe. Popularity of global formats in this region is compared on the basis of ratings. There is also evaluated which format has the most universal impact in the region and if audiences in these countries have similar cultural preferences. Afterwards, other trends typical...