Choose either the concept of *cultural diffusion* (voluntary/consented change in culture) *or* *cultural imperialism* (enforced/pressured change in culture) and using specific examples explain how transnational corporations either intentionally or unintentionally spread consumerism through your chosen concept.

Cultural diffusion is the voluntary change in aspects of a certain culture.

As globalisation has increased TNCs have attempted to sell their products to an ever growing global market. This means that many countries have global brands beening sold in their shops and global franchises.

Volkswagen is a trans national company (TNC) that originates in germany; however, the aspect of globalization has resulted in a rise in Volkswagen's market. Spreading to many different countries such as Chine, America, Japan, Philippines, etc, Volkswagen is open to different consumers across the world.

In what ways has Volkswagen spread consumerism through cultural diffusion?

Volkswagen, as stated before, has placed itself in many different countries although it has originated in Germany.

Some methods Volkswagen has culturally diffused in through the adaption of consumer preference in the country. An example of this is the different cars Volkswagen has produced that is aimed to please the local inhabitants. In Japan and China, for example, Volkswagen mass produces vans, family cars, and fashionable cars. This is because there are 3 main aspects that Japan and China have, and one that China has that is different with japan. The first two is that both countries are either developed or developing therefore there are men and women who are in the higher class and have expensive taste in cars. The other is that vans are mass-produced to transport goods and people from place to place. The third one is that both countries have aims to become more eco-friendly and therefore a need to produce environmentally friendly cars. The only difference that China has that Japan doesn't have as much people in a household. Therefore, Volkswagen must be able to adapt and produce family friendly and family oriented cars.

If you go to google images and search "Volkswagen in China" or "Volkswagen in Japan" you will see the different, but almost similar car designs. However, never the same.

There are many different methods Volkswagen has culturally diffused into many different countries with different consumer preference. (adopting their cultural preference)

The same can be said with many other TNC's such as Kit Kat, Starbucks, and McDonalds.