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 ArchivesPosted on October 2, 2006Previously filed under: North America, Culture and SocietyPLEASE 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 prosperity, yet often simply amounts to

plundering and profiteering. 

Another negative effect of globalization has been cultural assimilation via cultural imperialism. This can be further explained as a situation of exporting of artificial wants, and the destruction or inhibition of authentic local cultures. This brings me to the gist of my submission. At a closer look, globalization is slowly shifting towards Americanization. Have 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 globalization champions like Thomas Friedman see it. In a recent column describing why terrorists hate the United States, Friedman wrote: "...globalization is in so many ways Americanization: globalization wears Mickey Mouse ears, it drinks Pepsi and Coke, eats Big Macs, does its computing on 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

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.

The most visible sign of globalization seems to be the spread of American hamburgers and cola to nearly every country on earth.

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 known for selling simply, pre-prepared meals of foods such as hamburgers, French fries (chips), soft drinks, fried chicken, and ice cream. Though undeniably

popular, such food, with its emphasis on deep-frying, has been criticized by dietitians in recent decades for being unhealthy and a cause of obesity. It 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

The casual ‘American' style of wearing Jeans, T-Shirts and sports shoes is now common and acceptable in many places.

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 women's soccer team is one the of the world's premier women's sides. 

War on Terrorism

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

The number one medium for the transmission of American culture has been through electronic media, television in particular.

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 it all" is a somewhat naive but optimistic belief among Americans that all problems can be fixed with enough commitment and effort. This sometimes leads America into problematic situations such as Vietnam and Iraq. In some cases though, American fix it all attitude has positively led to large outpouring of humanitarianism. This is clearly evidenced

by the enormous aid that Americans especially at the individual level, are sending to poor nations. Americans like Bill Gates and CNN's Ted turner are some of the world's biggest donors. 

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

The notion of separating religion from the state is one of the controversial aspects of exporting American culture and is embedded in the Bush administration's "war on terror" which some have gone ahead to read as a war on Islam.