It is no doubt that in such a time as late modernity there would be hyperpluralism; Ferrell, Hayward and Young describe this term as inconsistent and uncertain values, ideologies, beliefs and identities blur and clash together, thus creating insecurity and a recession of personal worth (2008, 56-59). On a simple level, hyperpluralism can be see as basic as multitudes of beliefs, values and identities, which is evident in the late modernity context: In both Rideau Center and Bayshore mall, many of the stores were promoting St. Patrick’s Day. In Old Navy, a t-shirt saying “Do the Shamrock Shake” was found promoting a) St. Patrick’s Day b) Ireland c) McDonald’s d) China (where the shirt was made). In Rideau Center’s A Buck or Two, a fake tattoo sleeve was found promoting a) tattoos b) St. Patrick’s Day c) Both English and French (promotion of Canada and our bilingualism) d) Ireland e) Patriotism to Ireland with the slogan “Erin Go Braugh” and finally, f) China (where it was made). As the text mentions, late modernity allows for all these messages to reach global populations – it is due to globalization that these types of products and identities can be purchased in Ottawa’s shopping centers (Ferrell, Hayward, & Young, 2008, 56). 

The luck of the Irish - Get drunk on McDonald's Shamrock Shake!

O' Canada, Our Home and Irish? French? English? Chinese? land...True Patriot Love!



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