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U.S. Cultural Imperialism: Today Only a Chimera

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Abstract

After revisiting the notion of "cultural imperialism" and reclaiming its valuable components, the article focuses on the most significant aspects of U.S. cultural imperialism in the current era of globalization. It goes beyond media imperialism to examine other domains of U.S. cultural influence at the heart of capitalist globalization, including business culture, management and labor practices, and cultural and political "development policies." Recognizing two levels of meaning associated with the ideas and practices distributed from the United States to the rest to the world, the author posits the sustained dominance of the first level, that is, the culture of consumerism. U.S. cultural imperialism as understood here—ultimately seen as a predominantly negative phenomenon from the perspective of self-determination by local people—is neither essential for, nor inherent to, globalization, but a contingent form of the global diffusion of consumerist beliefs and practices.

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... In the context of the Cold War, the anti-communism discourses of sovereign consumer and free market against the Eurocentric state and state-centric theories constituted the neoliberal revolution led by white US supremacy to inhibit the rise of "multiple minorities" of the invisibilized, who occupied and partially decolonized the predominantly white university in the heart of the capitalist/patriarchal/racist Empire (Joseph, 2006), and regain the US global hegemony lost during the revolutionary 1960-70s triggered by worldwide dewesternizing and decolonizing dynamics (Steger & Roy, 2010). As one of the main institutions of these counterrevolutionary dynamics of invisibilization-visibilization via market discourse, business schools and government schoolsstrategically delinked from the predominantly white Eurocentric university undergoing processes of decolonization followed by radical recolonization (Joseph, 2006) -universalized the supremacist discourse that it was up to the US to mobilize every means possible to contain the expansion of the communist empire within the country and abroad, as well as statisms and developmentalisms, linked to the Third World and resurging essentialist/separatist agendas (van Elteren, 2003). ...
... It was portrayed in academic and non-academic medias as a revolution "in the field of ideas" which resulted of the "victory of a disinterested intellectual movement over its adversaries" (Murphy & Willmott, 2015: 36). The invisible side of this highly contested counterrevolution that informed the institutionalization of a field of Management/Administration against the majority was mobilized mainly by corporations from the financial sector and the media supported by the neo-imperial military-economic might led by the US (Duménil & Lévy, 2007), multicultural epistemic dynamics in the South/East and North/West (van Elteren, 2003) and mechanisms for radical co-optation of alternatives and transmodern epistemes in different corners of the planet (Hong, 2015). ...
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... The received view about the globalization is one where the entire world has been imitating in the image of Western or American (Elteren, 2003: 171) [2]. The popularity of Big Macs, iPhones, Hollywood and Pops are signs, and are imputed by media, cinema and music, though, the development of the Internet has created a transnational space to connect netizens worldwide. ...
... The received view about the globalization is one where the entire world has been imitating in the image of Western or American (Elteren, 2003: 171) [2]. The popularity of Big Macs, iPhones, Hollywood and Pops are signs, and are imputed by media, cinema and music, though, the development of the Internet has created a transnational space to connect netizens worldwide. ...
... Balancing these dimensions of domination is the proliferation of American cultural values-otherwise known as the "Americanization' of the globe (Aas, 2007;Kroes, 2000;van Elteren, 2003). This process refers to the concrete ways in which American attitudes, values, beliefs, customs, and practices permeate throughout the world, thereby expanding the influence of the US on a socio-cultural level. ...
... The "pursuit of Happiness", so stated in the US Declaration of Independence, is both presented and received as a universal endeavour along with all of the media imagery that depicts what this should look like. This translates more concretely into business management and labour practices and political 'development' policies (van Elteren, 2003), which are all validated by the US' supreme status in the global economy. In the process, the US is heralded as the world's shepherd of progress and development and the "yardstick" (Kroes, 2000, p. 464) of global excellence. ...
... The global spread of American cultural commodities and practices includes the social vision of American style advancement with its grand stress on "progress" in the form of infinite, quantifiable development and economical-technological extension. 43 In the current period of the world"s history, American imperialism is the most prevalent and powerful form of imperialism, which has the power of institutions, corporations, organizations and think tanks at its back to maintain and carry out its imperial designs. ...
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... Of course, this should not be misconstrued as suggesting that consumers cannot read media texts from an opposite perspective. Indeed, consumers do not inevitably and uncritically absorb media meaning from the West (Van Elteren, 2003). Semetko and Valkenburg (2000: 95) posit that the human interest frame "brings a human face or an emotional angle to the presentation of an event, issue, or problem". ...
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... Liderada pela supremacia branca estadunidense para conter a ascensão de "múltiplas minorias" de invisibilizados, que ocuparam e transformaram a universidade -que estava sendo parcialmente decolonizada no coração do império capitalista/patriarcal/racista (Joseph, 2006) -essa contrarrevolução buscou a retomada a hegemonia global dos EUA, perdida durante os anos 1960-70 com a ascensão de dinâmicas de desocidentalização e decolonização em escala global (Steger & Roy, 2010). Como uma das principais instituições de dinâmicas de invisibilizaçãovisibilização via discursos de mercado livre, escolas de negócios e escolas de governo universalizaram o discurso supremacista de que cabia aos EUA mobilizar todos os meios para conter, dentro do país e no exterior, a expansão do império comunista e estatismos e desenvolvimentismos vinculados ao Terceiro Mundo e suas agendas essencialistas/separatistas (van Elteren, 2003). ...
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... They are commercial organizations with the bottom-line purpose of making profits. The dominance of Hollywood movies in the world is driven by the economic forces, such as the economics of scale of film production, and the talents and resources dedicated to film production in Hollywood (Lowenstein & Merrill, 1990;Scott, 2002;Van Elteren, 2003). Thus, the soft power contributed by Hollywood is the byproduct of the business of Hollywood. ...
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... Actors currently involved in the interlinked processes of knowledge production and policy making come from political parties, lobbies, giant corporations, multilateral organisations, rating agencies, media, NGOs, universities, research centres and think tanks -as suggested by scholars focusing on many different social sciences topics (Haas 1992;Sklair 2000;Campbell 2002;Friedrichs 2002;van Elteren 2003;Brzezinski 2004;Buchanan and Keohane 2006). They tend to share similar higher education patterns and have an outward-oriented approach; in other words, they usually belong to the same, particular cultural framework. ...
Chapter
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... Meanwhile, from a perspective of cultural differences between Eastern and Western countries, South Korean culture has been contrasted with US culture in terms of having higher levels of power distance, uncertainty avoidance, collectivism, and femininity (Hofstede 1997;Kim 2006). Although globalization has created increasingly similar national cultures in the two countries (Holton 2000;Machida 2012;Van Elteren 2003), their various cultural differences have generated dissimilar work environments (Paine and Organ 2000). The work environment includes both task-and organizational-level characteristics (Davis 2013). ...
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... Ever since Charlie Chaplin crossed over from Britain, foreigners have flocked to California to try to become global stars: Just look at Penelope Cruz, Catherine Zeta-Jones, and Ewan McGregor. 13 14 To some extent, then, Hollywood approaches film making as a cosmopolitan art that transcends national boundaries. ...
... L'élan pour capturer des marchés vierges de pays en développement peut reproduire et perpétuer la fracture numérique (Ya'u, 2004 : 23-24). De nombreux chercheurs prétendent que ces tendances limitent l'impact de la démocratisation d'internet, accroissent la culture du consumérisme et concentrent le pouvoir et les profits entre les mains d'un petit nombre de privilégiés (George, 1998 ;Khiabany, 2003: Main, 2001: van Elteren, 2003. ...
Chapter
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... This thesis was widely debated and challenged on the grounds of resistance and assimilation in the creation of new identities. However, this appropriation was delimited by "first order" meanings, which retain certain traits of the dominant culture (Elteren, 2003). ...
Article
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... The drive to capture virgin markets of developing countries can even reproduce and perpetuate the digital divide (Ya'u, 2004: 23-24). Many scholars purport that these trends limit the democratizing impact of the internet, promote a culture of consumerism and concentrate power and profit in the hands of a few (George, 1998;Khiabany, 2003;Main, 2001;van Elteren, 2003). ...
Chapter
Many academic and popular writers have warned that the internet could be another form of cultural imperialism used by corporate-led western powers to force feed western values and worldviews to the rest of the world, similar to how Western education was imposed on Africa after colonisation. These ongoing arguments about one-way flows of information that shape African minds in Western moulds reinforce desires for dominance and promote an attitude of victimization. Others perceive internet as a panacea to social problems without considering the context in which it would or could be appropriate. This paper draws on research undertaken in 36 primary and secondary schools in five West and Central African countries to look at pedagogical opportunities educators and learners bring to African schools as they use computers and internet in teaching and learning processes. We argue that if appropriated in reflective and creative ways, the internet can become a tool for affirming African values such as community and interdependence. In addition, the internet can be used by teachers and students to help develop critical attitudes as opposed to promoting individualism and consumerism, linked with Western values. Critical and emancipatory pedagogies are part of the process necessary to challenge structural phenomena such as profit-driven globalisation that impoverish, silence, exclude and limit creativity.
... However, the influence of neo-liberalism and a Eurocentric discourse of progress, which often inform the discourse of globalization tempers the extent to which developmental nationalism, can solicit and engender both recognition and respect. Respecting difference and culture requires us to critically interrogate the neo-liberal and Eurocentric interpellation of globalization, which can inform the developmental nationalist discourse (Canagarajah 1999;Cleary 1996;Elteren 2003;Fernández 2005;Ives 2006;Merrouche 2006;Rowe 2004;Tomlinson 1997). ...
Conference Paper
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Thesis
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Chapter
For two decades, the 'transnational turn' in literary studies has generated enormous comment and controversy. This Companion provides a comprehensive account of the scope, impact, and critical possibilities of the transnational turn in American literary studies. It situates the study of American literature in relation to ethnic, postcolonial, and hemispheric studies. Leading scholars open up wide-ranging examinations of transnationalism in American literature - through form and aesthetics, theories of nation, gender, sexuality, religion, and race, as well as through conventional forms of historical periodization. Offering a new map of American literature in the global era, this volume provides a history of the field, key debates, and instances of literary readings that convey the way in which transnationalism may be seen as a method, not just a description of literary work that engages more than one nation. Contributors identify the key modes by which writers have responded to major historical, political, and ethical issues prompted by the globalization of literary studies.
Research
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There is nothing new about the nature and scope of inequality engulfing the world today. Still, notwithstanding the 'starving artist' mantra-which has become an acceptable truism-inequality in the arts is rarely examined. This discussion aims to shed light on that issue by looking at the music industry, photography and cultural diversity as it makes the following points: Studying the music industry can effectively teach us about the winner-take-all economy, given the way the confluence of technology, globalization and superstar markets have fuelled greater income disparities for artists. Examining gender bias in photography, a medium that often shapes our world, similarly can help us view inequality from a holistic perspective. And scrutinizing Hollywood's global dominance can bring our attention to the responsibility to uphold cultural diversity. In the battle to curb inequality in the arts and beyond, there is a need to continually collect and analyse data and, among other things, commission creative work to inspire an inclusive world. The United States of America, where inequality is increasingly becoming the trademark of a nation, presents a compelling site for inquiry.
Article
Cast against the backdrop of the U.S.–China “trade war” during the Trump Administration, Wanda Group’s billionaire chairman Wan Jianlin’s aggressive investments in the U.S. entertainment industry have become even more contemporaneous. This study first analyses the U.S. media coverage of Wanda’s investments in Hollywood using the grounded theory approach. The content analysis identified three major embedded themes: business, attitudes and actions of U.S. society, and China’s soft power strategy. The concurrence of the business and China’s soft power strategy reinforces the argument of previous studies that business and soft power are inherently connected. This study further argues that these two themes reflect the two major driving forces underlying the collaboration between China and Hollywood. This study also shows the predominant negativity in the attitudes and actions of U.S. society theme. This negativity reveals the public opinion environment in which the sharp power theory and Trump Administration’s new China–U.S. relations policies were developed, which would have significant impacts on the future collaboration between China and Hollywood.
Chapter
For two decades, the 'transnational turn' in literary studies has generated enormous comment and controversy. This Companion provides a comprehensive account of the scope, impact, and critical possibilities of the transnational turn in American literary studies. It situates the study of American literature in relation to ethnic, postcolonial, and hemispheric studies. Leading scholars open up wide-ranging examinations of transnationalism in American literature - through form and aesthetics, theories of nation, gender, sexuality, religion, and race, as well as through conventional forms of historical periodization. Offering a new map of American literature in the global era, this volume provides a history of the field, key debates, and instances of literary readings that convey the way in which transnationalism may be seen as a method, not just a description of literary work that engages more than one nation. Contributors identify the key modes by which writers have responded to major historical, political, and ethical issues prompted by the globalization of literary studies.
Chapter
For two decades, the 'transnational turn' in literary studies has generated enormous comment and controversy. This Companion provides a comprehensive account of the scope, impact, and critical possibilities of the transnational turn in American literary studies. It situates the study of American literature in relation to ethnic, postcolonial, and hemispheric studies. Leading scholars open up wide-ranging examinations of transnationalism in American literature - through form and aesthetics, theories of nation, gender, sexuality, religion, and race, as well as through conventional forms of historical periodization. Offering a new map of American literature in the global era, this volume provides a history of the field, key debates, and instances of literary readings that convey the way in which transnationalism may be seen as a method, not just a description of literary work that engages more than one nation. Contributors identify the key modes by which writers have responded to major historical, political, and ethical issues prompted by the globalization of literary studies.
Chapter
For two decades, the 'transnational turn' in literary studies has generated enormous comment and controversy. This Companion provides a comprehensive account of the scope, impact, and critical possibilities of the transnational turn in American literary studies. It situates the study of American literature in relation to ethnic, postcolonial, and hemispheric studies. Leading scholars open up wide-ranging examinations of transnationalism in American literature - through form and aesthetics, theories of nation, gender, sexuality, religion, and race, as well as through conventional forms of historical periodization. Offering a new map of American literature in the global era, this volume provides a history of the field, key debates, and instances of literary readings that convey the way in which transnationalism may be seen as a method, not just a description of literary work that engages more than one nation. Contributors identify the key modes by which writers have responded to major historical, political, and ethical issues prompted by the globalization of literary studies.
Chapter
For two decades, the 'transnational turn' in literary studies has generated enormous comment and controversy. This Companion provides a comprehensive account of the scope, impact, and critical possibilities of the transnational turn in American literary studies. It situates the study of American literature in relation to ethnic, postcolonial, and hemispheric studies. Leading scholars open up wide-ranging examinations of transnationalism in American literature - through form and aesthetics, theories of nation, gender, sexuality, religion, and race, as well as through conventional forms of historical periodization. Offering a new map of American literature in the global era, this volume provides a history of the field, key debates, and instances of literary readings that convey the way in which transnationalism may be seen as a method, not just a description of literary work that engages more than one nation. Contributors identify the key modes by which writers have responded to major historical, political, and ethical issues prompted by the globalization of literary studies.
Chapter
For two decades, the 'transnational turn' in literary studies has generated enormous comment and controversy. This Companion provides a comprehensive account of the scope, impact, and critical possibilities of the transnational turn in American literary studies. It situates the study of American literature in relation to ethnic, postcolonial, and hemispheric studies. Leading scholars open up wide-ranging examinations of transnationalism in American literature - through form and aesthetics, theories of nation, gender, sexuality, religion, and race, as well as through conventional forms of historical periodization. Offering a new map of American literature in the global era, this volume provides a history of the field, key debates, and instances of literary readings that convey the way in which transnationalism may be seen as a method, not just a description of literary work that engages more than one nation. Contributors identify the key modes by which writers have responded to major historical, political, and ethical issues prompted by the globalization of literary studies.
Chapter
For two decades, the 'transnational turn' in literary studies has generated enormous comment and controversy. This Companion provides a comprehensive account of the scope, impact, and critical possibilities of the transnational turn in American literary studies. It situates the study of American literature in relation to ethnic, postcolonial, and hemispheric studies. Leading scholars open up wide-ranging examinations of transnationalism in American literature - through form and aesthetics, theories of nation, gender, sexuality, religion, and race, as well as through conventional forms of historical periodization. Offering a new map of American literature in the global era, this volume provides a history of the field, key debates, and instances of literary readings that convey the way in which transnationalism may be seen as a method, not just a description of literary work that engages more than one nation. Contributors identify the key modes by which writers have responded to major historical, political, and ethical issues prompted by the globalization of literary studies.
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Full-text available
For two decades, the 'transnational turn' in literary studies has generated enormous comment and controversy. This Companion provides a comprehensive account of the scope, impact, and critical possibilities of the transnational turn in American literary studies. It situates the study of American literature in relation to ethnic, postcolonial, and hemispheric studies. Leading scholars open up wide-ranging examinations of transnationalism in American literature - through form and aesthetics, theories of nation, gender, sexuality, religion, and race, as well as through conventional forms of historical periodization. Offering a new map of American literature in the global era, this volume provides a history of the field, key debates, and instances of literary readings that convey the way in which transnationalism may be seen as a method, not just a description of literary work that engages more than one nation. Contributors identify the key modes by which writers have responded to major historical, political, and ethical issues prompted by the globalization of literary studies.
Chapter
For two decades, the 'transnational turn' in literary studies has generated enormous comment and controversy. This Companion provides a comprehensive account of the scope, impact, and critical possibilities of the transnational turn in American literary studies. It situates the study of American literature in relation to ethnic, postcolonial, and hemispheric studies. Leading scholars open up wide-ranging examinations of transnationalism in American literature - through form and aesthetics, theories of nation, gender, sexuality, religion, and race, as well as through conventional forms of historical periodization. Offering a new map of American literature in the global era, this volume provides a history of the field, key debates, and instances of literary readings that convey the way in which transnationalism may be seen as a method, not just a description of literary work that engages more than one nation. Contributors identify the key modes by which writers have responded to major historical, political, and ethical issues prompted by the globalization of literary studies.
Chapter
For two decades, the 'transnational turn' in literary studies has generated enormous comment and controversy. This Companion provides a comprehensive account of the scope, impact, and critical possibilities of the transnational turn in American literary studies. It situates the study of American literature in relation to ethnic, postcolonial, and hemispheric studies. Leading scholars open up wide-ranging examinations of transnationalism in American literature - through form and aesthetics, theories of nation, gender, sexuality, religion, and race, as well as through conventional forms of historical periodization. Offering a new map of American literature in the global era, this volume provides a history of the field, key debates, and instances of literary readings that convey the way in which transnationalism may be seen as a method, not just a description of literary work that engages more than one nation. Contributors identify the key modes by which writers have responded to major historical, political, and ethical issues prompted by the globalization of literary studies.
Chapter
For two decades, the 'transnational turn' in literary studies has generated enormous comment and controversy. This Companion provides a comprehensive account of the scope, impact, and critical possibilities of the transnational turn in American literary studies. It situates the study of American literature in relation to ethnic, postcolonial, and hemispheric studies. Leading scholars open up wide-ranging examinations of transnationalism in American literature - through form and aesthetics, theories of nation, gender, sexuality, religion, and race, as well as through conventional forms of historical periodization. Offering a new map of American literature in the global era, this volume provides a history of the field, key debates, and instances of literary readings that convey the way in which transnationalism may be seen as a method, not just a description of literary work that engages more than one nation. Contributors identify the key modes by which writers have responded to major historical, political, and ethical issues prompted by the globalization of literary studies.
Chapter
For two decades, the 'transnational turn' in literary studies has generated enormous comment and controversy. This Companion provides a comprehensive account of the scope, impact, and critical possibilities of the transnational turn in American literary studies. It situates the study of American literature in relation to ethnic, postcolonial, and hemispheric studies. Leading scholars open up wide-ranging examinations of transnationalism in American literature - through form and aesthetics, theories of nation, gender, sexuality, religion, and race, as well as through conventional forms of historical periodization. Offering a new map of American literature in the global era, this volume provides a history of the field, key debates, and instances of literary readings that convey the way in which transnationalism may be seen as a method, not just a description of literary work that engages more than one nation. Contributors identify the key modes by which writers have responded to major historical, political, and ethical issues prompted by the globalization of literary studies.
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For two decades, the 'transnational turn' in literary studies has generated enormous comment and controversy. This Companion provides a comprehensive account of the scope, impact, and critical possibilities of the transnational turn in American literary studies. It situates the study of American literature in relation to ethnic, postcolonial, and hemispheric studies. Leading scholars open up wide-ranging examinations of transnationalism in American literature - through form and aesthetics, theories of nation, gender, sexuality, religion, and race, as well as through conventional forms of historical periodization. Offering a new map of American literature in the global era, this volume provides a history of the field, key debates, and instances of literary readings that convey the way in which transnationalism may be seen as a method, not just a description of literary work that engages more than one nation. Contributors identify the key modes by which writers have responded to major historical, political, and ethical issues prompted by the globalization of literary studies. Offers a comprehensive account of the scope, impact, and critical possibilities of the transnational turn which will appeal to all readers who want a definitive account of transnationalism. Provides a guide to the changing landscape of American literature, identifying for students the key modes by which writers have responded to major historical, political, and ethical issues. Contains a guide to each of the foundational field divisions in American literary study, giving the reader a new map of American literature in the global era.
Chapter
For two decades, the 'transnational turn' in literary studies has generated enormous comment and controversy. This Companion provides a comprehensive account of the scope, impact, and critical possibilities of the transnational turn in American literary studies. It situates the study of American literature in relation to ethnic, postcolonial, and hemispheric studies. Leading scholars open up wide-ranging examinations of transnationalism in American literature - through form and aesthetics, theories of nation, gender, sexuality, religion, and race, as well as through conventional forms of historical periodization. Offering a new map of American literature in the global era, this volume provides a history of the field, key debates, and instances of literary readings that convey the way in which transnationalism may be seen as a method, not just a description of literary work that engages more than one nation. Contributors identify the key modes by which writers have responded to major historical, political, and ethical issues prompted by the globalization of literary studies.
Chapter
For two decades, the 'transnational turn' in literary studies has generated enormous comment and controversy. This Companion provides a comprehensive account of the scope, impact, and critical possibilities of the transnational turn in American literary studies. It situates the study of American literature in relation to ethnic, postcolonial, and hemispheric studies. Leading scholars open up wide-ranging examinations of transnationalism in American literature - through form and aesthetics, theories of nation, gender, sexuality, religion, and race, as well as through conventional forms of historical periodization. Offering a new map of American literature in the global era, this volume provides a history of the field, key debates, and instances of literary readings that convey the way in which transnationalism may be seen as a method, not just a description of literary work that engages more than one nation. Contributors identify the key modes by which writers have responded to major historical, political, and ethical issues prompted by the globalization of literary studies.
Chapter
For two decades, the 'transnational turn' in literary studies has generated enormous comment and controversy. This Companion provides a comprehensive account of the scope, impact, and critical possibilities of the transnational turn in American literary studies. It situates the study of American literature in relation to ethnic, postcolonial, and hemispheric studies. Leading scholars open up wide-ranging examinations of transnationalism in American literature - through form and aesthetics, theories of nation, gender, sexuality, religion, and race, as well as through conventional forms of historical periodization. Offering a new map of American literature in the global era, this volume provides a history of the field, key debates, and instances of literary readings that convey the way in which transnationalism may be seen as a method, not just a description of literary work that engages more than one nation. Contributors identify the key modes by which writers have responded to major historical, political, and ethical issues prompted by the globalization of literary studies.
Chapter
For two decades, the 'transnational turn' in literary studies has generated enormous comment and controversy. This Companion provides a comprehensive account of the scope, impact, and critical possibilities of the transnational turn in American literary studies. It situates the study of American literature in relation to ethnic, postcolonial, and hemispheric studies. Leading scholars open up wide-ranging examinations of transnationalism in American literature - through form and aesthetics, theories of nation, gender, sexuality, religion, and race, as well as through conventional forms of historical periodization. Offering a new map of American literature in the global era, this volume provides a history of the field, key debates, and instances of literary readings that convey the way in which transnationalism may be seen as a method, not just a description of literary work that engages more than one nation. Contributors identify the key modes by which writers have responded to major historical, political, and ethical issues prompted by the globalization of literary studies.
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This interdisciplinary collection explores new dimensions in the politics of image and aid. The approach taken by this timely volume is to consider a variety of cases drawing upon a combination of theoretical and conceptual lenses that each in their own way combine a focus on aid with a focus on image. The cases in this volume consist of empirical contributions in regions as diverse as Kosovo, Korea, Mexico, Turkey, Afghanistan, Somalia, Sweden, Colombia, Russia, and China. They seek to explore foreign policy trends originating with some of the most powerful Northern donors in order to see how they are influencing patterns of national development. This introduction outlines some essential themes in the relationship between soft power, public diplomacy, development communication, and nation brands.
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This chapter focuses on cultural imperialism in relation to media and communication. Cultural imperialism theory focuses on broader issues of transnational media and flows of culture and political economy, while uses and gratifications theory, for example, focuses on individual audience members. Cultural imperialism thinking emerged at a time of comparative mass media scarcity and recently established broadcasting systems in the global South. Cultural globalization emerged as an increasingly influential perspective in the 1980s, in response to what many critics charged were the overly deterministic assumptions of cultural imperialism. The nature of the relationship between globalization and Americanization remains a critical issue. The thesis of cultural imperialism must be reconceptualized and made to focus not only on the ideological, but also on the simulation of ways of life, as a more subtle form of cultural influence.
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After the 1948 Arab-Israeli War, the image of the Arab character in English popular fiction became more distorted. The Arab was shown mainly as a bloodthirsty terrorist, and further political factors contributed to the deterioration of the image such as the 1967 Arab – Israeli conflict. After the 1973 Arab oil boycott, the image of the Arab worsened because some Arab countries threatened the West and its interests in the region. Hence, the image of a wealthy Arab womanizer, who was stupid and debauched, appeared. He then would be generally transformed into a Muslim fanatic determined to destroy the Western dominance in his country.
Conference Paper
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During the military dictatorship in Brazil (1964 – 1985), the political trend for the Amazon region was to provide entrepreneurs of the southern middle part of the country with credits to develop the forest. Forest dwellers, who were threatened by this trend, organized themselves into an union of rubber tappers and indigenous peoples named the Alliance of the Forest Peoples in order to protect their territory. The main achievement of this movement was the creation of communitarian protected lands (called “Reservas Extrativistas”). Since 2005, the Alliance has been resumed in order to fight for Payments for Environmental Services (PES) . Now, it seeks the difficult balance between tactics and strategy: to obtain visibility in mass media guided by the instrumental logic and, at the same time, strengthen respect for diversity supporting more dialogic forms of communication.
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The global film market is a strategic site for examining the global influence of American media culture. Using a database compiled by the European Audiovisual Observatory, I show that the global film market consists of 34 countries that produce over 25 films per year. Thirty-two countries produce less than 26 films. The countries that produce over 25 films per year were categorized as Super Producers (four countries), Major Producers (seven countries), Medium Producers (11 countries), and Minor Producers (12 countries). Lists of top 10 films in these countries show that US films dominate, followed by local films. A discussion of national cultural policies shows that film policy contributes to the success of national film industries but does not enable them to challenge US dominance. Hollywood’s need for global box office receipts has led to changes in the content of Hollywood film toward deculturized, transnational films, a trend that is also evident in other countries.
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This work investigates the nature of Iraqi stereotypes prevalent in American video games and films in particular and the reasons behind the existence of such negative perceptions of Iraqis in the American popular culture in general. The study firstly traces the history of the political relations between the two countries and points out the periods of tension mainly caused by the American staunch support of Israel and the well-known SovietIraqi alliance. Then it shows when and how the American popular perception of Iraq and Iraqis has started changing due to the diplomatic tensions between America and Iraq. In other words, the US official policies direct, and in some cases condition, the popular beliefs of a whole generation; consequently, these newly formed perceptions can have harmful effects on the American soldiers and security guards on the ground because they become desensitized, and they start viewing the others, and in this case the Iraqis, as naturally born villains who deserve to die. Hence, American video games and films that continuously present negative images and notions of Iraqis, partly and presently have a role in the unfortunate events like killing innocent bystanders that occur from time to time in Iraq.
Article
This article reflects on the fact that postcolonial studies and the critique of American cultural imperialism, despite addressing similar core themes, have developed largely in isolation from one another. It identifies four primary reasons for these separate evolutionary trajectories, relating in turn to when and where the respective critiques have taken shape, and to the different cultural geographies and cultural products that they have each examined. These explanations are important, I argue, to the degree that they help to suggest ways in which the two debates might begin to feed into and constructively inform one another. The second part of the essay maps out the potential contours of such a dialogue.
Article
World-systems theory emphasizes the unequal structure of the world economy. Relying on world-systems theory as an analytical framework, this study examines how globalization differently affects citizens’ perceptions of global capitalism in the core, semi-periphery, and periphery. Statistical analyses relying on the Pew Global Attitudes Project, 2002, generate findings that are consistent with world-systems theory. While globalization positively affects citizens’ evaluations of global capitalism in the core, globalization undermines citizens’ support for global capitalism in the periphery. By dissecting the relationship between globalization and citizens’ perceptions of global capitalism, this study contributes to our understanding of globalization.
Article
This article questions the taken-for-granted idea among a diversity of observers and ideologues that the current United States is the site par excellence where all cultures and cultural markets of the world are represented, which converge toward a universal, cosmopolitan culture. It exposes the imperial strategies implied in the given depictions of American culture as a universalistic culture that allegedly contains the essence of a global culture encompassing all cultural varieties of humankind. These conflations of the two cultures are all based on the idea that America's 'unique universality' creates and represents all that the rest of the world wants, which must be rejected in light of the insights presented here. America's distinctive culture is less cosmopolitan, let alone 'universal' than suggested, while from a social-emancipatory perspective American society is lacking as an exemplary model to the rest of the world in terms of political and economic democracy, the defense and maintenance of public spaces and goods, as well as social justice. America's 'soft power' is still exerting its influence among many people across the globe. But certain conditions and developments in recent years weaken this form of power in relation to various groups across the spectrum of world views.
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After the 1973 Arab-Israeli War and due to the oil boycott which Arabs imposed on the West, the image of the Arab character in English popular fiction changed mainly from a bloodthirsty terrorist towards a more distorted one. This new picture was related to a Western fear that the unprecedented Arab wealth could be used in endangering the West's interests in the region and sometimes in the West itself. Hence, the image of a wealthy Arab womanizer, who was stupid and debauched, appeared. Then, he would be generally transformed into a Muslim fanatic determined to destroy the Western dominance in his country. Popular fiction writers dealt with this new image because they simply reflected the prevalent stereotypes in their societies, yet they emphasized the shortcomings of the Arab culture particularly in relation to intercultural marriages and the treatment of women. This paper discusses the following novels: Harold Robbins The Pirate (1974), Maggie Davis The Sheik (1977), Michael Thomas Green Monday (1980), and Laurie Devine Saudi (1985), and it makes some references to other similar ones. The period selected is important because it exemplifies most of the available stereotypes before 9/11 evetns. As a matter of fact, the rhetoric of those novelists implies that the cultural problems like maltreating women are widespread among all the members of the Arab societies, and they are directly linked to Islam. This overgeneralization is partly due to ignorance of the Arab culture and prejudice against Islam; for instance, many English popular fiction writers relate the shortcomings of the Arab culture to Islam and try to interpret the events and the motives of the characters accordingly.
Article
What does advertising do? Is it the faith of a secular society? If so, why does it inspire so little devotion? Advertising, the Uneasy Persuasion is a clear-eyed account of advertising as both business and social institution.
Article
Die Märkte zeichnen sich durch eine verstärkte Emotionalisierung aus. In der Marketingliteratur sind dies Themen von „Experiences, „Experience Economy“, „Dreams“, „Geschichten“. Sie erheben den Anspruch, etwas absolut neues zu sein. Bei genauerem Hinsehen aber sind solche Konzepte meist nichts anderes, als die Fortführung dessen, was die Sozialwissenschaften bereits in den 80er Jahren festgehalten hatten: Dass bei jedem Konsum materielle und immaterielle Bedürfnisse erfüllt werden. Eigenschaften, die die Emotionalisierung kennzeichnen, sind heute schon Teil des aktuellen Marketingverständnisses. Sie unterstützen die beziehungsorientierte Stärkung von Transaktionen, die die Basis von langfristigen und langfristig einzigartigen Austauschprozessen zu Kunden bildet. Ziel dabei ist, der Unternehmung einen dauerhaften Wettbewerbsvorteil zu sichern.
Article
What does "America" mean to French intellectuals? Is it a postmodern ideal situated beyond history and metaphysics? A source of spiritual decadence that threatens the European tradition? Or is it "Extrême-Occident," the Far Western site that gives historical reality to the utopias of the Renaissance and the Enlightenment? Jean-Philippe Mathy offers the first systematic examination of French texts that address the question of America. He shows how prominent French intellectuals have represented America as myth and metaphor, covering the entire ideological spectrum from Maurras to Duhamel, and from Sartre to Aron. The texts themselves range from novels and poems to travel narratives and philosophical essays by Claudel, Sartre, de Beauvoir, Lyotard, Baudrillard, Kristeva, and many others. Mathy deftly situates these discourses on America against the background of French intellectual and political history since 1789. The judgments on American culture that originate in France, he contends, are also statements about France itself. Widespread condemnation of American materialism and pragmatism cuts across deep ideological and political divides in France, primarily because French intellectuals still operate within a framework of critical and aesthetic models born in the late Middle Ages and the Renaissance and elaborated in the age of French classicism. Mathy engages issues central to interpreting the American experience, such as the current controversies over multiculturalism and Eurocentrism. Although Mathy deals mainly with French authors, he does not limit himself to them. Rather, he uses a comparative, cross-cultural approach that also takes in accounts of America by Nietzsche, Heidegger, Junger, Gramsci, and other Europeans, as well as American self-interpretations from Emerson and Dewey to Cornel West and Christopher Lasch. Because debates on American modernity have played a crucial intellectual role in France, Extrême-Occident is a major contribution to modern French cultural history. It will be essential reading for anyone wishing to understand the main currents of twentieth-century French thought.
Exporting a U.S. Gospel of Health and Wealth
  • Nancy A Schaefer
Nancy A. Schaefer, " Exporting a U.S. Gospel of Health and Wealth, " in Hans Krabbendam and Derek Rubin, eds., Religion in America (Amsterdam: VU University Press, 2003).
The Delusions of Global Capitalism Hutton, chief executive of the (British) Work Foundation and a columnist for the Observer, is more optimistic about the opportunities for sustaining the various types of stakeholder capitalism and their accompanying social contracts in Europe The World We're In
  • John Gray
  • False Dawn
John Gray, False Dawn: The Delusions of Global Capitalism (London: Granta, 1998). Hutton, chief executive of the (British) Work Foundation and a columnist for the Observer, is more optimistic about the opportunities for sustaining the various types of stakeholder capitalism and their accompanying social contracts in Europe. Wil Hutton, The World We're In (London: Abacus, 2003), 322–358.
Globalization, 72; Hutton, The World
  • Sklair
Sklair, Globalization, 72; Hutton, The World, 369–392.
The Export of Meaning: Cross-Cultural Readings of Dallas For a more general overview see Chris Barker, Cultural Studies: Theory and Practice
  • Tamar Liebes
  • Elihu Katz
Tamar Liebes and Elihu Katz, The Export of Meaning: Cross-Cultural Readings of Dallas (New York: Oxford University Press, 1990). For a more general overview see Chris Barker, Cultural Studies: Theory and Practice (London: Sage, 2000), 259–289.
20 Denis McQuail Transatlantic TV Flow: Another Look at Cultural Cost- Accounting
  • Rich Mcchesney
  • Media Van Hemel
McChesney, Rich Media, 107. 20 Denis McQuail, " Transatlantic TV Flow: Another Look at Cultural Cost- Accounting, " in van Hemel et al., Trading Culture, 111–125.
McWorld: How Globalism and Tribalism Are Reshaping the World
  • Benjamin Barber
  • Jihad Vs
42 Benjamin Barber, Jihad vs. McWorld: How Globalism and Tribalism Are Reshaping the World (New York: Times Books, 1995).
Beyond National Sovereignty: International Communications in the 1990s
  • Kaarle Nordenstreng
  • Herbert I Schiller
Kaarle Nordenstreng and Herbert I. Schiller, Beyond National Sovereignty: International Communications in the 1990s (Norwood, MA: Ablex, 1993);
Emergence or Collapse of Cultural Hierarchy? Popular Culture Seen from Abroad Appearing and Disappearing in Public Social Space in Late- Nineteenth-Century Literature and Culture
  • Saskia Sassen
  • Losing Control
Saskia Sassen, Losing Control? Sovereignty in an Age of Globalization (New York: Columbia University Press, 1996), 19. 35 Winfried Fluck, " Emergence or Collapse of Cultural Hierarchy? Popular Culture Seen from Abroad, " in Peter Freese and Michael Porsche, eds., Popular Culture in the United States (Essen, Germany: Verlag Die Blaue Eule, 1994), 74. 36 Philip Fisher, " Appearing and Disappearing in Public Social Space in Late- Nineteenth-Century Literature and Culture, " in Sacvan Bercovitch, ed., Reconstructing American Literary History (Cambridge, MA: Harvard University Press, 1986), 155–158.
Mark Twain's skillfully planned and carefully cultivated appearances in public, and his obsessive focus on clever tricks and skillful manipulation in his writings. He was one of the first real stars of American literary culture in the modern sense of the word
  • Take
Take, for instance, Mark Twain's skillfully planned and carefully cultivated appearances in public, and his obsessive focus on clever tricks and skillful manipulation in his writings. He was one of the first real stars of American literary culture in the modern sense of the word. Another good example is Ernest Hemingway.
Emergence or Collapse, " 74. 40 Ibid
  • Fluck
39 Fluck, " Emergence or Collapse, " 74. 40 Ibid., 62.
European television culture is that there are too many different languages and cultures A Community of Culture? The European Television Channel
fundamental barrier to a pan-European television culture is that there are too many different languages and cultures. Susan Emanuel, " A Community of Culture? The European Television Channel, " History of European Ideas 21, no. 2 (1995): 169–176.