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Periodical article | Leiden University catalogue | WorldCat |
Title: | Advertising and Transnational Corporations in Kenya |
Author: | Jouet, Josiane |
Year: | 1984 |
Periodical: | Development and Change |
Volume: | 15 |
Issue: | 3 |
Period: | July |
Pages: | 435-456 |
Language: | English |
Geographic term: | Kenya |
Subjects: | multinational enterprises advertising Literature, Mass Media and the Press international relations Economics and Trade Inter-African Relations |
External link: | https://doi.org/10.1111/j.1467-7660.1984.tb00189.x |
Abstract: | Multinational corporations (MNCs) have played a key role in boosting the formal sector through import-substituting industrialization. Advertising operates exclusively in the sphere of the formal economy. It is spearheaded by MNCs and their subsidiaries and local companies have only an insignificant share in the advertising market. This paper deals with the advertising market, advertising in the mass media, advertising and the mould of a new cultural order and the ethics of advertising, and comes to the conclusion that advertising in Kenya not only reflects the capitalist model of development that the country has adopted since independence; it also stresses the heavy dependence on Western investment through the MNCs, and stands out clearly as an active instrument of neo-colonialism. Fig., notes, ref., tab. |