Americanization

by Frederick C. Millett

In the early 1900's, "Americanization" referred to the movement where
immigrants were developed into Americans. Now, in today's world, the term
has a different, but similar meaning - the globalization by the U.S. of the world.
The American economy is an ever-present force in the world today. Pepsi ads
now clutter the streets of every big city in China, Big Macs are being ordered
throughout the entire world, and the term "Always Coca-Cola" is being
muttered by all of Europe, although they have no idea what the phrase
means. Have we gone too far in our economic Americanization of the world?
Some will argue that we have - using our advantage of being the world's only
superpower in a dangerous way - by interfering and forcing our culture on
countries that do not want to be "Americanized." It is my belief that
Americanization gives other countries a false sense of the American way of
life and, in the end, causes hatred for the U.S. and threats on our power and
freedom.

Over the past few decades, American capitalism has rapidly taken over the
entire world. Not even the most communist nations of China and Russia are
immune to this rapid invasion of American culture. China's youth today can
not only watch The X-Files, Baywatch, and the newest films from Tom Cruise
for entertainment, but also go to the American Dream Park, an amusement
park in Shanghai which duplicates typical American attractions. When they get
hungry, the Chinese can eat at any of 130 McDonald's restaurants or get
takeout from Boston Chicken and Domino's Pizza (2). Russia, too, has been
having its share of American culture. In 1996, a new McDonald's opened
across the street from a government building in Minsk. As it happened, the
opening coincided with a protest being held to call for a referendum on the
president's use of power. Tim Snyder writes, "On my side of the street,
militiamen videotaped those brave enough to speak. Across the way, their
colleagues kept the hamburger line in order. Here, someone spoke of the
eternity of the Belarussian nation. There, someone ordered Always Coca-
Cola. I left ill at ease" (4). Canada is also having problems with
Americanization. American companies now control most of Canadian industry,
causing many people to wonder how long it will take before Canada becomes
part of the United States (5). It goes without question that American
globalization is very evident in today's world.

Americanization is not only changing the world, but also causing wrong
judgments to be made about American life. In a recent French poll of images
that come to mind when thinking of America, 67% of those polled said
"violence" and 49% "inequality" as opposed to only 20% who said "freedom"
and 4% "generosity" (3). In Europe, Americans are stereotyped by
globalization as being shallow, spoiled, and shortsighted. Tim Synder writes
that only a little more than ten years ago, America was a great model of
democracy. "As an American I was asked about Paul Revere, Thomas
Jefferson, and the Constitution. In 1998, I'm asked about Paula Jones, William
Jefferson Clinton, and the Fifth Amendment" (4). What happened between
those ten years that would drastically change the way Europe and the world
view American life? Even President Bush isn't exempt from this kind of
stereotyping. When asked to describe President Bush in France, the most
popular answers are "a ventriloquist's dummy" and "the Forrest Gump of
American politics" (3). In Singapore, words like violence, workaholism, and
disrespect for authority are all synonyms for the "American Way." "In your
movies and your materialism, we don't see the real America," writes Simon
Tay, a Harvard grad and lawyer from Singapore trying to explain this
misperception (6). When looked at around the world, Americanization seems
to have the opposite effect than what was imagined, causing many nations to
incorrectly stereotype America.

American globalization not only wrongly stereotypes us, but also causes many
nations to hate the "American Way." It may have even caused the terrorist
attacks on September 11. Thomas Friedman, in an article published in 1998,
warns that Americanization not only creates hatred for the United States, but
also allows the people who foster this hatred to do something with it - through
technology. Ramzi Yousef, the man behind the first World Trade Center
bombing, kept track of all his plans on a Toshiba laptop. Osama bin Laden for
a time was running a multinational JOL, Jihad Online (1). Many people blame
bin Laden solely for the recent terrorist attacks on the U.S. But is he the only
one responsible? Who's really to blame for September 11? Look no further
than the clothes you wear, the food you drink. Blame Nike, blame McDonald's,
and blame Coca-Cola. These companies are the icons of Americanization -
the renewed movement which is taking over the world, destroying traditions,
and creating new Osama bin Ladens. Thomas Friedman writes:
The American message particularly tells young people around the world that we have a better way than
their fathers. This is why the Osama bin Ladens constantly speak of "American arrogance" and how
America is "emasculating" the Muslims. That's why they just want to kill America. And globalization,
through its rapid spread of technologies, also super-empowers them to do just that. It makes it much
easier to travel, move money or communicate by satellite phones or Internet. (1)

Americans think of their culture as relatively conservative. However,
compared to the rest of the world, we are the revolutionary society. This
causes a threat to many nations around the world. "For the rest of the world,
we are wild, crazy revolutionaries, with rings in our noses and paint on our
toes, overturning cultures and traditions wherever we go" (1). Is this the image
we want to globalize for the whole world to see? Americanization gives the
world the wrong view of America; will it take another September 11 to figure
this out? Americanization must be stopped, or else drastically lowered, so not
to threaten other nation's traditions and beliefs.

Despite this recent surge in American culture over the world, a few countries
like France and Germany are making plans to slow Americanization. By
raising taxes and tariffs on foreign companies and investors, these countries
are making it harder for American companies to profit overseas. Also, in
Israel, a cultural rebellion is taking place. The Israeli government, in an
attempt to slow down Americanization, now requires their radio stations to
devote half their airtime to Hebrew songs (6). These are only the exceptions
to the rule of American globalization, though. Americanization is now in full
swing and sees no end in sight, particularly because many Americans
perceive it as a great achievement. Charles Krauthammer writes
in Timemagazine that, "America is no mere international citizen. It is the
dominant power in the world, more dominant than any since Rome.
Accordingly, America is in a position to re-shape norms, alter expectations
and create new realities" (3). Lewis Lapham expresses the same opinion in
his "American Rome" essay. He says that it is America's job to help out the
world and "cleanse the world of its impurities" (3). Americanization, these
people believe, is the answer - the change that the world is looking for. Of
course, if the world really does want change, who's to say that America has
the answer? What gives us the right to assume that American culture is the
way of the future? These questions should have been answered first, before
American culture took over the planet. As G. Pascal Zachary writes, "We are
all Americans now, like it or not" (6). If he is saying this statement now, what
will the world be like if America continues this trend in ten years? How about
even twenty years? How far will American globalization go, or more
importantly, will it ever end?

americanization or
globalization?
From the Archives
Posted on October 2, 2006
Previously filed under: North America, Culture and Society
PLEASE NOTE THAT THIS ARTICLE IS FROM 2006. VISIT OUR HOMEPAGE FOR
NEW CONTENT.
A Ugandan writer explores the meaning of globalization and the growing influence of
American culture around the world.
Global socio-political issues never cease to fascinate any interested soul. From the
times of civilization came the era of colonialism then independence. This was followed
by the cold war era where The Soviets were slowly but surely out-smarted by the more
versatile capitalists of the day.

The post cold war era led to the increasing
influence of what some people these days
call quasi-governments (such as the
International Monetary Fund and the World
Bank).

The IMF and World Bank consequently took
on the role of the world's economic ‘police'
telling particularly poorer nations how to
spend their money. In order to receive more
aid, these Bretton Woods institutions
demanded that countries open up their
economies to liberalization under Structural
Adjustment Programmes that encouraged
governments to fund privatization
programmes, ahead of welfare and public
services. Concurrently we had the influence of multinational organisations like the
United Nations Organisation also greatly formatting global issues.

Fast-forward to the new millennium things took a different path. All of a sudden we were
being pumped with rhetoric titled globalization. Globalization is an umbrella term for a
complex series of economic, social, technological, and political changes seen as
increasing interdependence and interaction between people and companies in disparate
locations. In general use within the field of economics and political economy, it refers to
the increasing integration of economies around the world, particularly through trade and
financial flows. The term sometimes also refers to the movement of people (labour) and
knowledge (technology) across international borders. There are also broader cultural,

political and environmental dimensions of globalization. For the common man it was
always argued that the world had become like a global village of sorts.

At its most basic, there is nothing mysterious about globalization. But not so fast, some
people are now arguing that globalization has mainly benefited the already strong
economies of the world and it has given them leverage to not only trade with the rest of
the world but to also influence their general lifestyles and politics. Proponents of the
school of thought contend that countries like U.S.A are using the globalization as an
engine of "corporate imperialism"; one which tramples over
the human rights of developing societies, claims to bring Globalization is an
prosperity, yet often simply amounts to plundering and umbrella term for a
profiteering. complex series of
economic, social,
Another negative effect of globalization has been cultural technological and political
assimilation via cultural imperialism. This can be further changes seen as increasing
explained as a situation of exporting of artificial wants, and interdependence and
the destruction or inhibition of authentic local cultures. This interaction between people
brings me to the gist of my submission. At a closer look, and companies in
globalization is slowly shifting towards Americanization. Have disparate locations.
you heard the word "Americanization"? Well in the early
1900's Americanization meant taking new immigrants and
turning them into Americans...whether they wanted to give up their traditional ways or
not. This process often involved learning English and adjusting to American culture,
customs, and dress.

Critics now say globalization is nothing more than the imposition of American culture on
the entire world. In fact, the most visible sign of globalization seems to be the spread of
American hamburgers and cola (Pepsi and Coca Cola products) to nearly every country
on earth. The song Amerika by the German rock band Rammstein is often seen as a
satire of Americanization. It has received mixed reviews: some perceive it as anti-
American, others as being opposed to globalization. The band views it as a satirical
commentary on "cocacolonization".

According to information from Globalisation.about.com even
The most visible sign of
globalization champions like Thomas Friedman see it. In a
globalization seems to be
recent column describing why terrorists hate the United
the spread of American
States, Friedman wrote: "...globalization is in so many ways
hamburgers and cola to
Americanization: globalization wears Mickey Mouse ears, it
nearly every country on
drinks Pepsi and Coke, eats Big Macs, does its computing on
earth.
an IBM laptop with Windows 98. Many societies around the
world can't get enough of it, but others see it as a fundamental
threat."

The rest of the world seems to be following Uncle Sam (U.S.A) and leaving behind its
authentic ways of life. This has not spared even the ‘air tight' Chinese society.
Americanization is the contemporary term used for the influence the United States of
America has on the culture of other countries, substituting their culture with American
culture. When encountered unwillingly, it has a negative connotation; when sought
voluntarily, it has a positive connotation.

How Are We Being Americanized?

U.S.A, which has the world's biggest economy and strongest known army, has taken
gigantic steps in persuading the rest of the world to think and act like them. Many
people especially the Europeans have often despised Americans saying they have no
culture. But as any sociologist will tell you, even having no culture is a culture in itself.
So for many years, the land of immigrants has been on a process of creating an identity
and hence a culture. Now they seem to be selling their culture to the rest of the world as
anew and improved product of what we all have as culture.

As far as fashion is concerned, the casual ‘American' style of wearing Jeans, T-Shirts
and sports shoes is now common and acceptable in many places. For the office it is not
rare to see someone wearing tight jeans with a long sleeved shirt plus a tie. His defence
is of course that it is the American style (read modern). Cowboy hats, boots and large
silver belt buckles are also a common imitation of the dress style of American especially
those from Texas and Arizona. The American music industry has also gone a long way
in influencing the dress culture of other people around the world. What about the
example youths have picked up from famous American rap artists like 50-cent, Eminem,
Tupac Shakur (R.I.P) and Snoop Dogg with their flashy fashions characterized by what
is commonly known as "bling bling" (expensive shiny jewellery and watches). Look at
the music played in the Nyamirambo bound taxis and you will be amazed at how it
matches with the dress style of the passengers!

Around the world the United States is perhaps best known for it's numerous and
successful fast food franchises. Such chains, including
McDonald's, Burger King, and Kentucky Fried Chicken are The casual ‘American'
known for selling simply, pre-prepared meals of foods such as style of wearing Jeans, T-
hamburgers, French fries (chips), soft drinks, fried chicken, Shirts and sports shoes is
and ice cream. Though undeniably popular, such food, with its now common and
emphasis on deep-frying, has been criticized by dietitians in acceptable in many
recent decades for being unhealthy and a cause of obesity. It places.
has thus become somewhat of a stereotype to associate
American cuisine with obesity and junk food. The whole world
now is full of similar eating joints. In Africa many are referred
to as take-aways.

Popular Culture

This transmission of American culture has been mainly through several conduits with
the number one medium being the electronic media. Television in particular has done a
lot in Americanizing those who view images especially from Hollywood. The guys in
Hollywood have made us to adore the tough cigar-smoking guys in the Casinos, the thin
shapely long legged women, and to dream about rags-to-riches stories that are a
common tag line of the movies. We now adore jazz, hip-hop, rap music, country music
as well as gospel music all of which were pioneered by the United States.

And trust us in following the Uncle Sam; many countries now have equivalents of the
American awards of Oscars for the movies and Grammy's for the music. Just check out
the PAM awards in Uganda or the Kisima awards in Kenya, not forgetting the
continental Kora awards held annually in South Africa. Many countries have also gone a
head to construct theme parks basing on the American Disney World model.
Americanization has also led to the popularity and acceptability of what is known as
American English. I have seen many posters here in Rwanda of schools claiming to
teach American English. Many youths are now using this type of English considering it
‘modern'.

We ought not to ignore the heavy influence that the United States has demonstrated in
the development of the Internet and it's subsequent control. Remember the conference
that was held at the beginning of this year in Tunisia where nations were complaining
about the control the US has over the Internet. They were proposing that instead an
international body should take over but the conference ended in defeat of this line of
argument. The iPod, the most popular gadget for portable digital music, is also
American invention.

American sports especially basketball have now become famous worldwide especially
among college students. However other games like baseball and American football
have not been easily adopted by other people in the world, as has been the case with
basketball. Soccer, which is known to be the world's most
popular sport, is not so popular in the US. However the US The number one medium
women's soccer team is one the of the world's premier for the transmission of
women's sides. American culture has
been through electronic
War on Terrorism media, television in
particular.

Americans have also been known to spear heard the spread
of the Pentecostal, Charismatic, Evangelical or born again religious movements
worldwide. American preachers are always globetrotting all in the name of spreading
the word of ‘Gad'. We should not ignore the fact that the United States Constitution
enshrined individual freedom of religious practice, which courts have since interpreted
to mean that the government is a secular institution, an idea called "separation of

church and state". This notion of separating religion from the state is one of the
controversial aspects of exporting American culture. This is embedded in the Bush
administration's "War on terror" which some have gone ahead to read as a war on
Islam. This controversial American policy is what inspired Prof. Mamdani to write a book
titled, " Bad Muslim good Muslim".

America, which has thousands of military servicemen around the world, has of late been
preoccupied with fighting terror in Afghanistan, Iraq and it is getting ready to deal with
the Iran problem soon. Actually some people are already speculating that the current
crisis between Israel and Hezbollah is a precursor to America's war with Iran. That US is
supporting the Olmert government to keep bombing Lebanon until Iran which is said to
be the Godfather of Hezbollah gets angry enough to join the war. At this point it is
argued that the US will join hands with Israel and fight the Iran government because
"they have weapons of mass destruction". At the end of the war as usual US will be
expected by many viewers to have conquered another oil producing country.

Many see the War on terror as a veil for acquiring cheap oil to run the US economy.
Returning to the Israeli conflict with Hezbollah, one can not fail to see an American tone
in the whole conflict. Do you remember the first people to use the word "collateral
damage"? This was what Americans first used to describe the death of innocent
civilians and destruction of infrastructure by ‘precision' missiles during the Afghan war
after the 9/11. This was an excuse used for having bombed the Chinese Embassy and
a Red Cross facility during the war. Now compare it with the death of thousand of
Lebanese civilians and the destruction of hundreds of buildings. The death of UN
officers and the recent Qana massacre can be accurately referred to as collateral
damage by the Israeli government.
This notion of separating religion from the state is one of the controversial aspects of
exporting American culture. This is embedded in the Bush administration's "War on
terror" which some have gone ahead to read as a war on Islam.

The apparent determination by the US to appoint itself "Mr. Fix The notion of separating
it all" is a somewhat naive but optimistic belief among religion from the state is
Americans that all problems can be fixed with enough one of the controversial
commitment and effort. This sometimes leads America into aspects of exporting
problematic situations such as Vietnam and Iraq. In some American culture and is
cases though, American fix it all attitude has positively led to embedded in the Bush
large outpouring of humanitarianism. This is clearly evidenced administration's "war on
by the enormous aid that Americans especially at the individual terror" which some have
level, are sending to poor nations. Americans like Bill Gates gone ahead to read as a
and CNN's Ted turner are some of the world's biggest donors. war on Islam.

In conclusion, therefore, the global stage is at a period of
American conquest in many different ways than you can imagine. Globalization seems
to be hijacked by the Americans. The world also seems to be clamouring for more of the
Yankee lifestyle. However simply dismissing -- or demonizing -- globalization as mere
Americanization is misleading. Globalization has the ability to alter much more than just

the movies or food consumed by a society. And the results can be powerfully positive,
devastatingly negative, or (more often) something in between

Americanization

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