Globalisation is seen by many outside the United States
as ‘Americanization’. This term has been used to show the influence the US
has over the culture of other countries. Culture can include popular
culture, cuisine, technology, business practices, political
techniques etc. Western culture, especially that of the US, has been diffused
all over the world through television, cinema, the internet, newspapers and
magazines. ‘American tendencies’ have since been reflected in media, art, sport
and leisure pursuits. Local economies,
traditions and languages are all ‘threatened’ by globalisation which moulds the
world into a capitalist western-society based on the American blueprint.
Signs of
Americanization include:
Ø The
domination of most of the world's media markets by Hollywood. This showcases American
fashions, customs, scenery and way of life to people across the globe.
Ø
Of the top ten global brands, seven are based in
the United States. Coca-Cola
holds the top spot in global branding and is often viewed as a symbol of
Americanization. The proliferation of fast food
chains is also viewed as being a symbol of U.S. marketing dominance.
Ø
The casual
‘American’ style of wearing jeans, t-shirts and sports shoes is now common and
acceptable in many places across the globe.
The US 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 or history, but the US has created an identity and a culture –
the ‘American lifestyle’. They are now exporting this across the globe with the
help of globalisation which is affecting local cultures.
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