Recent developments in Varanasi and its promotion in media made the city an attractive tourist spot. With which theory can this example be associated with?
Answer & explanation
Correct answer: option 2
The correct answer is Option (2) → Culture of consumption
Option (1) Corporate culture — Incorrect. Corporate culture is a branch of management theory that seeks to raise productivity and competitiveness by creating a unique culture inside a firm, with company events, rituals and traditions. It is about life inside a company, not about how a city is promoted to visitors.
Option (2) Culture of consumption — Correct. Till the 1970s manufacturing industries shaped the growth of cities; now cultural consumption, of art, food, fashion, music and tourism, shapes it to a large extent, and advertisements and the media promote a culture of spending. Varanasi being developed and promoted in the media as a tourist spot is a city growing through the consumption of its culture by tourists.
Option (3) Globalization of culture — Incorrect. This is the spread of cultural products and ideas across countries, through foreign television channels, music and food, and the debate over whether cultures become alike or mix with local ones. The example is about a city being marketed to tourists, not about a culture crossing borders.
Option (4) Conscious consumption — Incorrect. Conscious consumption means buying with care for the effect of one’s purchases on the environment, on workers and on society, for instance choosing a product made without harm to nature. It describes a careful buyer, not a city made attractive to tourists by the media.
Note: The concept in Option (4), ‘conscious consumption’, is not in NCERT (2025-26); explained here for the benefit of the students.
NCERT (2025-26): “Culture of Consumption … Often when we speak of culture we refer to dresses, music, dances, food. However, culture as we know refers to a whole way of life. There are two uses of culture that any chapter on globalisation should mention. They are the culture of consumption and corporate culture. Look at the crucial role that cultural consumption is playing in the process of globalisation especially in shaping the growth of cities. Till the 1970s the manufacturing industries used to play a major role in the growth of cities. Presently, cultural consumption (of art, food, fashion, music, tourism) shapes to a large extent the growth of cities. This is evident in the spurt in the growth of shopping malls, multiplex cinema halls, amusement parks and ‘water world’ in every major city in India. Most significantly advertisements and the media in general promote a culture where spending is important. To be careful with money is no longer a virtue. Shopping is a past time actively encouraged.…” “Corporate Culture … Corporate culture is a branch of management theory that seeks to increase productivity and competitiveness though the creation of a unique organisational culture involving all members of a firm. A dynamic corporate culture - involving company events, rituals and traditions - is thought to enhance employee loyalty and promote group solidarity.…” |