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1. A form of resistance to globalization promoting diversity and specialization and opposed to standardization and homogenization. Localization is often viewed in a dialectical relationship with globalization. See alsodisembedding; re-embedding.

2. The tailored promotion of products and services by international companies to consumers in particular countries or regions. For example, internationally produced television commercials are overdubbed by actors who talk with regional accents. Products may also be customized to meet the demands of local consumers. For example, refrigerators sold in Spain have more storage for meat, those in France have more storage for vegetables, and those sold in the US are larger because shopping for food is done on a weekly basis.

Subjects: Media Studies.

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