On the globalization of English

Abstract

The article discusses a Universal McCann (UM) study initiated in 2006 concerning the globalization of social media. The article examines the growth of social networks within social media, particularly around the world. It discusses patterns that have emerged since 2006 in large markets such as the so-called BRIC countries (the U.S., Brazil, Russia, India, and China), and the European Union (EU) so-called Big 5 (France, Germany, Italy, Spain, and Great Britain). The article examines research concerning profile management of social networks in these countries as well as consumer motivations within social media.