Globalisation can be defined as: ""a process of interaction and integration among the people, companies, and governments of different nations, a process driven by international trade and investment and aided by information technology."" As a result the process of globalisation has had and continues to have both positive and negative effects on the environment, culture, political systems, economic development and prosperity, as well as on human physical well-being in societies around the world. According to french cultural theorist Michel de Certeau, there are ways in which ordinary people  develop tactics for expressing autonomy and struggling against oppressive norms in everyday practises. Tactical Media (TM) are a loosely defined set of practices that can be used by activists and community groups seeking to engage with the production of counter-information, as well as with its modes and possibilities of dissemination. Tactical media are media of crisis, criticism and opposition. This is both the source of their power, and also their limitation.

 

On a global scale the following example aims to illustrate a tactical media response against Bush running for president. During the last US presidential campaign Bush’s official website was cloned, with the alternative site featuring a critique of Bush’s agenda to become president. This site was set up by the Yes Men, a group of actors who impersonate representatives of important organisations at official meetings in order to subvert their messages in the mainstream media. Their stunt prompted Bush to announce on television that “there ought to be limits to democracy”.

 

Another example dating back to the 1990s where Nike was targeted by  campaigners, boycotting Nike on a global scale due to their business malpractice and expolitation of workers in the form of sweatshops.Due to globalisation and the expansion of corporations across the world, the hunt for cheap labour was on the rise and as a result Nike opted for the unethical option in order to increase profits and productivity. However they were boycotted after denying claims of running sweatshops and as a result the campaign scored a direct hit on Nike's bottom line, forcing the corporation to operate with an openness and transparency policy that may have been unimaginable 20 years ago.