AMERICANISM
7/23/2019 Americanism the concept
http://slidepdf.com/reader/full/americanism-the-concept 1/31
AMERICANISM
7/23/2019 Americanism the concept
http://slidepdf.com/reader/full/americanism-the-concept 2/31
Globalization –
•A “smaller world”
•People are closer together •A world closer in time and space
•A world without borders
•Goods, services and ideas move faster or instantly.
•riven by technology!ransportation – "hipping, #ontainerization Air travel
#ommunication – !elevision, the $nternet
7/23/2019 Americanism the concept
http://slidepdf.com/reader/full/americanism-the-concept 3/31
AMERICANISATION
• The Americanism is based on its custom,
linguistic usage, or other feature peculiar to or
characteristic of the nited States, its people, or
their culture and lo!alt! to the nited States"• Americanism is a term to characteri#e the
influence of the nited States in other cultures
around the $orld"
7/23/2019 Americanism the concept
http://slidepdf.com/reader/full/americanism-the-concept 4/31
%The US has been a beneficiary of the free markets, free trade
and free flow of financial resources that are at the heart of
Globalization.
The US is the center of both world finance and technologicalinnovation and has the world’s most vibrant democracy, besthigher education system and strongest military. However,Globalization has brought the rise of emerging !owers" thathave the ca!acity to catch u! with and even sur!ass the US inseveral areas, !rinci!ally economic.
The US is vulnerable to the kind of im!erial overstretch,"where military involvement abroad overtakes the ca!acity of
the nation’s economy to sustain it. However, until now, no other!ower a!!ears to be close to amassing the kind of !ower thatthe US has.
7/23/2019 Americanism the concept
http://slidepdf.com/reader/full/americanism-the-concept 5/31
Americanization – the spread of Americanculture
• The U.S. is “selling” their culture to the rest ofthe world
• The U.S. entertainment industry generateshigh revenue from overseas sales•Spreads through music, television, lms, the!nternet, and American corporations in foreign
countries•"#$ of movie tic%et sales in &anada are fromAmerican movies•'T( Ara)ia was launched recently
•!mpacts local cultural traditions.
7/23/2019 Americanism the concept
http://slidepdf.com/reader/full/americanism-the-concept 6/31
*ow does glo)alization a+ect culture
- “!t is argued that one of the conseuences ofglo)alization would )e the end of culturaldiversity, and the triumph of a uni/polarculture serving the needs of transnational
corporations. *ence the world drin%s &oca/&ola, watches American movies and eatsAmerican 0un% food.
- American culture is seen to )e dominated)y monetary relationships and commercialvalues replacing traditional socialrelationships and family values.”
7/23/2019 Americanism the concept
http://slidepdf.com/reader/full/americanism-the-concept 7/31
-“!t does not ma%e sense to tal% of aworld of 1 )illion people )ecoming amonoculture. The spread of glo)alizationwill undou)tedly )ring changes to the
countries it reaches, )ut change is anessential part of life. !t does not meanthe a)olition of total traditional values.
!ndeed, new glo)al media, such as theinternet, have proven a powerful meansof a+ecting traditional culture.
7/23/2019 Americanism the concept
http://slidepdf.com/reader/full/americanism-the-concept 8/31
- “capitalism,” “democracy” and
“Americanism” are used as synonyms.
- The anti/glo)alists portray glo)alization
as an American neo/li)eral pro0ect,accusing U.S. )ased multinationalcorporations to have severely magniedthe trade con2icts and 0o) insecurity,e3ploited indigenous resources, andthreatened local culture.
7/23/2019 Americanism the concept
http://slidepdf.com/reader/full/americanism-the-concept 9/31
#ominance of American mass media
$ligo!oly &the domination of a mar'et by a fewfirms( of big media companies)* isney, +arner,
"ony etc
%mbalance of cultural flows) from core- to
!eri!hery-, not vice versa
7/23/2019 Americanism the concept
http://slidepdf.com/reader/full/americanism-the-concept 10/31
&merica 'uts a (an on the (oon, )*+*
7/23/2019 Americanism the concept
http://slidepdf.com/reader/full/americanism-the-concept 11/31
esternisation - &mericanisation of the world
omination of &merican consumer brands)conalds, /i'e, #oca*#ola, Gap&“c+orld” * 0en1amin 0arber(
Global cultural homogenisation*"ame consumer goods everywhere*"ame ways of thin'ing everywhere
This is bad &left*wing critics e.g. /oam#homs'y(This is good &right*wing critics e.g. 2rancis2u'uyama(
7/23/2019 Americanism the concept
http://slidepdf.com/reader/full/americanism-the-concept 12/31
A multinational Enterprise (MNE) is anybusiness that has productive activities in two
or more countries
7/23/2019 Americanism the concept
http://slidepdf.com/reader/full/americanism-the-concept 13/31
$ne !articular local culture !lays leading role in global !rocesses, and
this !articular local culture is &merican one. The content of cultural
flows mostly have &merican
7/23/2019 Americanism the concept
http://slidepdf.com/reader/full/americanism-the-concept 14/31
•Associated with the “American $mage” A new one opens every
three hours 2ound in 334 countries
•!a'es away from local cultures a'es more revenue fromoverseas than from America
7/23/2019 Americanism the concept
http://slidepdf.com/reader/full/americanism-the-concept 15/31
TH US& %S &/ %/#%S'UT&01 1 $3
TH ($#2/ G1$0&1 (#%& (&24T
•)* of to! 56 global audiovisual com!anies have the US origin.
•!he 5"A is also a leader in media content production and e6port.
• 557 of overall television !rogramming in the U countries isthe US im!ort8 in 1atin &merica it runs u! to 9:7.
•ven in the U more then 967 of films have the US origin,
and only about ;7 from the rest of the orld.
!hese are not 1ust material goods7 these are strong images and
brands which bring certain values, style of life, behavior models.
7/23/2019 Americanism the concept
http://slidepdf.com/reader/full/americanism-the-concept 16/31
Universal <alues
"ystems of socio=!olitical values which aredisseminated all over the +orld via global
institutions and organizations &governmental
and nongovernmental( and which consideredas universal &human rights, democracy,
liberal mar'et( have western culture
provenance &origin(.!he 5"A is the main articulator and promoter
of these values.
7/23/2019 Americanism the concept
http://slidepdf.com/reader/full/americanism-the-concept 17/31
•!he 5"A has the great !ower in world economy
and !olitics.
•American culture has “greater technical capacity”)greater information, communication and social
technologies, which ma'e American cultural“goods” much more competitive.
•ost of modern !/#8/# have the 5" origin.!he level of American economy and effectivemanagement give much more possibilities totransformed local companies into global
corporations.
7/23/2019 Americanism the concept
http://slidepdf.com/reader/full/americanism-the-concept 18/31
•$mpact of the Global 9conomy on #ulture hasresulted in a consumer culture built on a tendency
toward homogenization of cultural products andheightened awareness of local tastes and values
•!his homogenization is often called the
“Americanization” or “conaldization” of theworld• !hrough advertising, American music, fashion,fast food, etc have spread throughout the world
•At the same time, global mar'eting oftenemphasizes the local or indigenous value of a product.
7/23/2019 Americanism the concept
http://slidepdf.com/reader/full/americanism-the-concept 19/31
"cholar >ose!h /ye introduced the notion of ?soft
!ower’ @ the power of conalds and #oca*#olaor the inherent appeal of American style
democracy –to describe America-s supposedly
uni:ue e6ercise of global power during thetwentieth century.
;e argues that this disembodied power, the ability
to getting others to want what you want, is farmore important for America-s hegemony than the
hard power of military might.
7/23/2019 Americanism the concept
http://slidepdf.com/reader/full/americanism-the-concept 20/31
<obert Gilpin constructs globalization as a form of
internationalization that is a byproduct of an 5.". initiated
multilateral economic order. ;e argues it is 5.". politicalleadership that shaped international economic management
and created an impetus for the liberalization of national
economies.
!homas 2riedman also believes that globalization has a
distinctly American face &or Americanization*
globalization,- as he calls it(, but he describes it as a
process that is inevitable but not politically guided.
7/23/2019 Americanism the concept
http://slidepdf.com/reader/full/americanism-the-concept 21/31
2eluctant globalizationA U.S. $verseas
B!ansion, )C+6=)*5)
•5.". pre*2irst +orld +ar history as an era
characterized solely by economic eB!ansion void
of any state intervention.
•5.". foreign policy aggressively sought to open
mar'ets by combining it with the establishment of
a naval !ower around the globe when 9uropeanstates were engaged in the imperial power grab in
Africa.
7/23/2019 Americanism the concept
http://slidepdf.com/reader/full/americanism-the-concept 22/31
&merica and GlobalizationD E)*)* =
)*5:FD !he period to be considered as aconfirmation of America as a world
!ower militarily. !he 5.". committed
itself further to =atin America, Asia,
and the Pacific, while economically,
financially, and culturally it e6pandedin 9urope during this period.
7/23/2019 Americanism the concept
http://slidepdf.com/reader/full/americanism-the-concept 23/31
2osenberg has !ersuasively argued, the
U.S. government !layed a decisive role in
the eB!ansion of media and !o!ular
culture industries and the further
develo!ment of information and
communication technologies @ the very
sectors that have come to symbolize
globalization to its theorists.
7/23/2019 Americanism the concept
http://slidepdf.com/reader/full/americanism-the-concept 24/31
•The U S government was actively engaged in the eB!ansionist
develo!ments of !rivately owned media, !articular during timesof hot and cold wars when eB!ort of information, film and radio
transformed into &merican s!ecialty !roducts.
•The U.S. governments’ war !ro!aganda agency broke the
1ondon mono!oly in film for Hollywood during the 3irst orld
ar. &s a result of that government !olicy, *: !ercent of films
shown in 0ritain and anada, 96 !ercent in 3rance and C6
!ercent in South &merica were Hollywood !roductions.
•&merican eB!ansion occurred through civil=society
organizations that were closely tied to the government.
7/23/2019 Americanism the concept
http://slidepdf.com/reader/full/americanism-the-concept 25/31
3irst orld arD
&llianceD 0ritain 3rance 2ussia <s entral 'ower
EGermany, &ustria and Hungry
•<ictory of &llies ountries because of US&, entered in the
war in the last !hase
•Treaty of <ersailles )*)* and 'resident oodrow ilson$rigin of Second orld ar E)** to 5:F
•2ise of /azism and 3ascism
•ar started with invasion of 'oland by /azi Germany
•>a!anese attack on US military base in 'erl Harbour base
in Hawai on 9th #ec )*5)
•nds with &ugust )*5: when US dro!!ed atomic 0omb in
>a!an
7/23/2019 Americanism the concept
http://slidepdf.com/reader/full/americanism-the-concept 26/31
&merican=led Globalization since )*5:
•!he Post*"econd +orld +ar era &34>?*34@( brings into
sharp focus a new global partnership among an activistAmerican state, corporate business*union coalition, and
international non*governmental organizations that closely
collaborated on the basis of a shared global vision and
strategy.
7/23/2019 Americanism the concept
http://slidepdf.com/reader/full/americanism-the-concept 27/31
•The cold=war global reordering combined a set of
tools of control involving military Ealliance systems
and interventionsF, economic Edollar aid andinvestmentsF, !olitical Eleverage and sanctions as
su!er!owerF, and cultural Eimage of &merica as leader
of the free worldF means. The combination was
tremendously !owerful and involved both hard and
soft !owers, economic !rowess, military hardware, and
cultural authority.
•There is a broad consensus that during the !ostwar
!eriod, the years between )*5: and )*9; mark an era
of classic &mericanization.
7/23/2019 Americanism the concept
http://slidepdf.com/reader/full/americanism-the-concept 28/31
!he new cor!oratism was an outcome of an
American government that had established an
international financial system &0retton +oods( that
came to determine the global economy with new
institutions, such as the +orld 0an', $2, and
GA!! after ta'ing off in 34?B. At the same time,American /#s became a new international
phenomenon. !he American styled globalism that
merged an economic and military comple6 with acultural production was probably uni:ue. Cne finds
little of it in theories of globalization.
7/23/2019 Americanism the concept
http://slidepdf.com/reader/full/americanism-the-concept 29/31
!he proponents and the historically*
minded s'eptics of globalization, and
the 5.". role in it, are correct in their
assessment to temper the 5.". role in
shaping and directing globalizationduring the twentieth century. !he
effects of 4833 have forced scholarship
to rethin' the framing of 5.". global power in new ways.
7/23/2019 Americanism the concept
http://slidepdf.com/reader/full/americanism-the-concept 30/31
The ca!italism and &mericanization are more
multidimensional forces than (c#onaldization. That is, they
are more likely to bring with them both something and
nothing. hile the im!act of the United States has itsambiguities, and is not as !owerful as ca!italism, it is clearly an
enormously !owerful force throughout the world.
The !ower of &mericanization comes from its strength in all of
the sectors being discussed hereIcultural, economic, !olitical,and institutional. hile ca!italism affects all of these realms,
its greatest im!act is obviously in the economic realm.
&mericanization is not only a !otent force in these realms, but
its !ower eBtends much more into the !olitical and institutionalareas, including the military. The !olitical and military
hegemony of the United States in the world today accords it
enormous !ower.