Volume 2, Issue 3

In this article, we use the metaphor of "Marlboro Country," and Philip Morris's real-life effort to promote it, to discuss the shaping of new middle classes in Egypt, Saudi Arabia, and Turkey in an age of newfound wealth and economic liberalism. We show how Marlboro Country was localized to fit each environment, reflecting an implicit dialogue (through market research) between this multinational company and potential consumers. We argue that in Marlboro Country a new kind of global citizen-consumer was envisioned, together with his modern, universal, urban, and young life-style, albeit with a touch of localism. This citizen-consumer's global aspirations for American-style standards of living were harnessed, packaged and sold in the dream of Marlboro Country, but without the cultural or political baggage of Americanism. Documentation based on company archives allows an insider gaze into Philip Morris's global selling strategy, local brand adaptations, and its interaction with social transition in the emergence of mass consumer societies in the Middle East.

Machiavelli made his celebrated distinction between `the effective truth of things' and the `imaginary republics and monarchies that have never been seen or known to exist.' The scholarly study of international relations has generally sought to make research more manageable by cutting complex social realities into manageable structures and patterns—risking a world of imaginary republics. This approach has been imparted to policy, with limited success and sometimes disastrous results. The New Global Studies offers an opportunity to re-think our approach on global matters. Drawing on different sources, primarily the work of the Nobel economist Ronald Coase, evolutionary biology, and concepts of non-ergodicity, we suggest an alternative, `organic' approach that seeks to engage and learn from complexity rather than simplify it.

This review article explores the lessons and legacy of Geoffrey Barraclough, and the relevance of his Introduction to Contemporary History to today's world, global and new global history.

The most contentious and critical questions of contemporary times relate to the nature, scope, impact and conceptualization of globalization. The intensified impact of globalization and the acceptance that it is a contemporary social reality has manifested itself noticeably in a variety of disciplines. However, the inherently multidimensional processes of globalization demand new insights. The resultant rise of a Global Studies approach is expected to be unencumbered by dominant perspectives and existing academic loyalties by placing global theorizing and issues first. In light of this context, the paper raises several epistemological and ontological questions while outlining the broad contours of this emerging field. The analysis is based on academic literature as well as the examination of a selection of global studies programs in academic institutions to ascertain the contemporary application and perceptions of what constitutes global studies. The ensuing discussion explains why global studies is regarded as an overwhelmingly North American phenomenon. Finally, the paper suggests ways of broadening the disciplinary lens, which may also help global studies to overcome the wide regional divide.

Paul Henze reflects upon the descent of Georgia in late 2007-early 2008.