No Latin love – mixed views towards globalisation

Constanza Cilley
TNS Gallup, Argentina

INTRODUCTION

This paper deals with perceptions towards globalization in Latin America in two ways. First, we look at how citizens perceive the idea of globalization today. Then we take a look at the citizens of the future: kids – attempting to gain insight on how this future generation will relate to the global position. Overall, the main idea we want to put forward is that the globalization process, experienced by Latin Americans, is not unequivocal, linear, straightforward nor unidirectional, but rather one full of complexities. This implies that decision makers within the public and the private sectors face important dilemmas and, hence, need to construct frameworks that guide their actions based on reflective empirical research. The argument will unfold as follows: In the first part, we will provide a succinct synopsis of the theoretical debate around globalization. The main insight proposed is the crucial importance of the interplay between the local and the global. Secondly, we will provide figures that depict the broad picture regarding the feelings Latin Americans have towards globalization in both economic and political dimensions. In the third part, we introduce the cultural dimension with the aid of Inglehart's cultural map and through a study of kid consumerism. We believe that kids provide a vantage point from where to look towards culture and the future. Finally, we detail conclusions and new concepts relevant for decision makers.