new world border

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new world border

• Account Planning School Of The Web
• 4th 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 Im 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

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Lets 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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• Shes an aficionado customer of Serendip Indian
  restaurant, in Milano and her fridge is never
  lacking any Major Grey Mango Chutney
• She cant 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 Rushdies 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, dont talk about
  spirituality.
• I am not one of those nostalgic hippies that love
  to walk barefoot in the dirt because its 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 cant stand?
• Dressing like an Indian girl.
• Im 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.

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Thank you, russell and grant.