Introduction
Due to being one of the most formidable countries in various dimensions, the USA is frequently regarded as having had a great impact on the development of the world’s culture. In fact, there persists an opinion that cultural globalization is nothing else than Americanization of the world’s cultures. Quite often, this view is linked to the idea of the USA’s establishing and evolving the consumerism trend. However, as Ritzer remarks, Americanization is “central to globalization, but is not its equal” (as cited in Riegel, 2015, p. 1). Globalization is the process of international integration, whereas Americanization means the influence of American culture on other countries’ cultural development. It is crucial to understand that whereas the USA has affected the development of different cultural aspects in many countries, it has never been able to overwhelm them by its own one. As Roegel (2015) notes, Americanization is not equivalent to global consumerism. Hence, Americanization cannot be considered as a synonym for globalization since its effect on certain nations’ acculturation, gender relations, and food consumption preferences is partial and constitutes only one element of globalization rather than is fully responsible for it.
Cultural Hybridization Versus Remote Acculturation
One of the factors most frequently related to Americanization as a means of globalization is the impact of the American culture on the life of young people from other nations. This issue is especially relevant to young people, who are at the stage when their identity is being formed and can be highly affected by various outer factors. Modern forms of globalization give rise to exceptionally ample opportunities of culture sharing (Ferguson, 2016). In such conditions, young people living in different parts of the world can absorb elements of the American culture, neglecting those of their own. Most typically, such changes are expected in the youths living in regions located close to the USA or migrating from such regions to America. However, recently, scholars have noticed cultural changes in young people not necessarily living within a short distance geographically. Such a process received the title ‘remote acculturation,’ which means bringing remote cultures into the local environment by means of globalization (Ferguson, 2016). Hence, a close coexistence of cultural traditions of American and Caribbean societies cannot be considered as Americanization but, rather, should be viewed as remote acculturation.
When analyzing the influence of U.S. culture on other communities, one cannot but mention the concept of glocalization. This term is defined as “the co-presence… of both universalizing [global] and particularizing [local] tendencies” (Robertson, as cited in Ferguson, 2016, p. 100). Taking the Caribbean community as an example of glocalization, it is possible to single out several possibilities for remote acculturation: transnationalism and migration, import and tourism, and social and financial reparations (Ferguson, 2016). Meanwhile, in the Jamaican community, remote acculturation is manifested in cultural impacts, enculturation and acculturation, food preferences, and parenting approaches (Ferguson & Iturbide, 2015). Researchers also note that along with cultural identity, family values can be altered due to remote acculturation (Ferguson & Iturbide, 2015). However, in any case, Americanization is only partially responsible for young people’s cultural preferences. Instead, most of the influence is made by means of combining both cultures’ features and creating some new kind, which suits both the local and foreign styles.
It is true that developing countries, including the USA, are more urbanized and offer a whole new level of social communication due to the development of Internet technologies. These aspects are associated with the high rate of export and import, leading to young people’s tendency to consume cultural goods (Ferguson & Iturbide, 2015). The USA is the second most popular exporter of cultural goods in the world (Ferguson & Iturbide, 2015). However, one cannot say that because of this, the USA is the global-level dominator of other countries’ cultures. Remote acculturation can occur in various countries, not only in those closely collaborating with or neighboring on the USA. According to Ferguson and Adams (2015), consuming U.S. fast food and goods, which are key aspects of Americanization, is rather popular among emerging adults. However, such preference should not be mistaken for globalization since this is merely a “fluid intercultural exchange” (Ferguson & Adams, 2015, p. 104). Therefore, despite offering possibilities for remote acculturation, Americanization should not be considered as a sole factor driving at globalization. On the contrary, Americanization is only one of many ways to generate remote acculturation.
Consumerism and Gender Role Americanization: The Popularity of American Cultural Products
Another point associated with the erroneous opinion that cultural globalization is Americanization has emerged due to the effect of the USA on the development of consumerism. Meanwhile, consumption is not a feature unique to American culture. The global history of consumption is long, and it involves trade relationships between the West and East as a starting point (Riegel, 2015). In the 20th century, however, it appears that “the world has shrunk” (Riegel, 2015, p. 2). Relationships between nations started to incorporate consumption as a significant element of self-fashioning and self-actualization. In fact, the rapid development of consumption led to the pluralism of opinions and beliefs, which ultimately generated the pluralism of gender (Peletz, 2016). Diversity of thoughts, which originated in the USA and quickly spread throughout the world, has been mistakenly treated as the contributor to globalization. Meanwhile, consumerism and Americanization of gender roles were only initially associated with the USA.
In the 1980s, British pop culture evolved due to Americanization endeavors (Alesawy, 2020). During the same period, Americanization became popular in Spain (Stapell, 2016). However, researchers emphasize that the process of national identity formation in these and other European countries was not entirely shaped by the USA’s influence. American gender roles were more modern than the 1980s’ British ones, and British women utilized American experience to promote their own independence and sexual liberation (Alesawy, 2020). Such a development was to a great extent inspired by pop culture, including radio, TV shows, and Hollywood movies. This symbiosis of consumerism and gender role Americanization was viewed as a “benevolent process of modernization” with the help of which the USA spread imperialistic ideas (Stapell, 2016, p. 81). From such an angle, American culture could be viewed as a “manipulative tool” strengthening the country’s political power (Stapell, 2016, p. 81). However, as Stapell (2016) notes, it would be wrong to consider Americanization as the decisive factor of global uniformity. In fact, there is even an opinion that American cultural goods are domesticated by European nations with the aim of strengthening their own power.
The reason why consumerism is viewed as the core feature of Americanization which is often considered as globalization, is that American culture has been a dominating one in the world for many decades. Thus, it seems reasonable for many critics to concentrate on the prospect of “the Americanization of world culture” (Riegel, 2015, p. 1). A considerable part of discussing cultural outcomes of globalization focuses on the level to which cultural communication between people is capable of producing a “homogeneous global culture” (Riegel, 2015, p. 1). In this respect, one can argue that the role of Americanization in the promotion of consumerism is rather large. Furthermore, according to Su (2016), globalization is believed by many to be “merely a euphemism for US imperialism” (p. 46). While these facts cannot be denied, it is not possible to say that Americanization in the form of promoting consumerism is the same as globalization. Not only American products increase the spread of consumerism, and not only American culture’s elements are popular with people in various parts of the world. Although consumerism is a part of American culture, it does not pertain solely to it.
National Cultural Elements: Globalization and Food Preferences
Probably the brightest example of American culture’s expansion in the world is manifested through traditional American cuisine and beverages. Many products and dishes that originated in the USA have gained much popularity in different parts of the globe. There are several major trends that can be singled out in the global food and cuisine sector. The first one is the globespanning system of producing and distributing food that has evolved since the 1940s (Inglis, 2016). The second factor is that this system has turned to serve as a means of public crises and issues, especially in relation to animal rights and people’s health. The third trend is the so-called global McDonaldization, which represents the homogeneity of food and cuisine in different countries (Inglis, 2016). Finally, there is a tendency to oppose such homogenization, which is manifested through the rediscovery of national and authentic food products and culinary methods. Therefore, one cannot speak of the Americanization of global food systems. Even though global McDonaldization is observed in some parts of the world, the opposition to homogenization signifies that U.S. food culture does not dominate the world market.
A common mistake concerning the formation of the USA is that the country emerged as a result of a peaceful process and democratic spirit. In fact, as Mennell (2016) notes, the way the country was shaped did not differ much from Western European states’ formation. Furthermore, considering the country’s development, one cannot but notice a decline in U.S. hegemony (Pieterse, 2016). Therefore, speaking about the protection of national cultural elements, it is viable to conclude that the USA is striving to succeed in doing so within its borders. However, it cannot reach out to the whole world to secure the position of Americanization and its products, including food. Therefore, it would be wrong to say that globalization in different spheres, such as food consumption, has become possible due to Americanization.
In the second half of the previous century, the term Americanization had a positive connotation in other countries. Frequently, this concept was applied when speaking about new and practical things, even if they did not originate in America (Scarpellini, 2015). Between 1945 and 2000, the USA was indeed the pushing power of globalization (Pieterse, 2016). In this respect, one could speak about the global role of America in the development of people’s food preferences. The most typical manifestations of such developments were known as McDonaldization and Coca Colonization (Pieterse, 2016). In things remained as they were back then, it would have been possible to speak about America’s conquest of the world. However, starting from 2000, the world entered the phase of post-Americanization (Pieterse, 2016). The decline of American hegemony has led to the deterioration of the country’s role in global changes in different issues, including the food industry. Even in the USA, it is becoming more and more difficult to preserve national cuisine due to the emergence of numerous fast food and restaurant chains inspired by world cuisine varieties. National cultural elements cannot be considered to have become global.
Summary of the Argument
Based on the analysis of evidence, it is possible to conclude that the tendency to ascribe cultural globalization to Americanization of the world’s culture is wrong. It is true that the USA has played a major role in the development of various cultural aspects in different countries. However, it would not be right to say that the development of consumerism and the emergence of some highly popular trends, which originated in the USA and spread to all parts of the world, is the attempt to Americanize the globe. Although Americanization is acknowledged by critics to be a key aspect of globalization, they emphasize that the two concepts are not equal (Riegel, 2015). Speaking about young people’s tendency to accommodate to American products and traditions easily, one should not forget that it is due to remote acculturation rather than Americanization.
Mentioning consumerism as a core aspect of Americanization, it is crucial to remember that many other cultures promote this trend, so the USA cannot be viewed as the sole driver of mass consumption. Finally, analyzing national cultural elements, such as food choices, one should not disregard the fact that America’s influence on this sphere has been in decline for the last two decades. Therefore, it is not possible to view Americanization and globalization as equal notions.
References
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