new world border

Account Planning School Of The Web4th assignment

Luca Vergano

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Globalization made available every tradition from every area to everyone

Today people think they can choose the culture suiting them better

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The very beginning

• Peter Gabriel started it out with his ethnic music label, Real World

• The growth of immigration made the rest: different food cultures, different musical cultures, different art and manufacturing were brought very close to us

(Note: I’m talking mostly about Italy, where heavy immigration is a fairly recent fact)

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today

• People start to explore these cultures, by travelling to the original countries with no lack of enthusiasm wheter they are self-travellers or part of groups organized by a tour operator

• Every city has a large choice of ethnic furnitures shops, tango evenings, african dance classes, indian cuisine courses, world music concerts

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These people are a vast organism made by microcellular entities defined by the culture they choose.

They are

NEW GLOBAL

Let’s pick a sample

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Paola

• Paola is a 30 years old girl from Italy

• She went to India for the first time when she was 20.

• Ever since she came back 8 times. She begun with the usual tour of Rahjastan and Punjab and she has travel ever since through many areas non usually covered by tour operators (Orissa, Sikkim, Arunachal Pradesh)

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• She studies Baratha Natyam – a traditional classical dance from Southern India – at the Apsaras Academy, in Milan.

• She spent two summer in Ahmedabad (Gujarat), studying at the Darpana Academy, under the guidance of international performer Mallika Sarabhai.

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• She’s an aficionado customer of Serendip Indian restaurant, in Milano and her fridge is never lacking any Major Grey Mango Chutney

• She can’t eat too spicy, though…

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• Her DVD shelf is packed with deluxe-edition of Shah Rukh Kahn comedies, wich she prefers a lot more than the dramas he performed because, she says, he looks a bit too european when he plays a dramatic role

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• Books? I loved Salman Rushdie’s The moor last sigh, is the book that made me think about India for the first time… The way he described the spice market in Jewtown, oh, you could perceive the smelI

• It made me want to see the Cochin synagogue so bad…

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• Her music taste is totally different, though, from the typical indian girl

• No Bally Sagoo, no Alisha Chinai, no bollywood pop soundtracks

• Just Hindustani classical music: Ustad Vilayat Khan, Ustad Bismillah Khan, Pandit Shanka Chatterjee

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...when she thinks something is okay, her heads shakes from left to right and says

“Very Guud”

…when she wants her friends to rush, she starts yelling “challo, challo”

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What do I like about India? The noise, the smiles, the smell. But please, don’t talk about spirituality.

I am not one of those nostalgic hippies that love to walk barefoot in the dirt because it’s oh so mystic.

I love eating belphuri on Chowpatty Beach and going to Mumbai West Hollywood disco...

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The only thing she can’t stand? Dressing like an Indian girl.

I’m not Indian, she says.

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This was just an example

…as I said people choose the culture they feel closer to their spirit.

Thank you, russell and grant.