Americanization

                This past week, our class discussed globalization as a whole and its effects on the spreading of cultures and values. More specifically, the articles we talked about focused on the spread of Western (American) values across many different countries.

Steger addresses the important question of “does globalization make people around the world more alike or more different?”While there are arguments for both sides, it seems that the side for cultural homogenization seems to be dominant. It is argued that Western, more specifically American, values are overpowering more vulnerable countries. Countries all around the world are adopting many of the same brands, television shows, ideas, and lifestyles as those of America. Even though some countries have tried to stop this spread of Americanization, this Western force of culture norms is just too overbearing.

Steger also comments on Ritzer’s coined term, “McDonaldization.” He states that the surface features of fast-food restaurants seem reasonable and efficient in their means to attract customers and fulfill their needs. However, once you look closer into their schemes, you notice that there are a number of problems with the restaurants. For example, the low nutritional value of the food they serve has given rise to serious health implications. Also, the uniformity of fast-food standards has suppressed human creativity and has dehumanized social relations.

Personally, I find the argument of cultural homogenization to be true. I believe that the world is becoming more and more Westernized in its values and lifestyles. However, whether this is a good or bad thing is still up for question. While experiencing and taking in new cultures offers a broader view of the world, it also lessens the sense of one’s own culture. It is important to retain one’s own cultural ideas and traditions, but it is also imperative to explore new cultures. It just depends on the individual’s sense of culture and home values that determines the spread of Western values.

                Sardar brought up the interesting topic of globalization, or rather Americanization, in Singapore. It was stated that “in Singapore it is easier to find out who is dating whom in Hollywood than anywhere in the world, except perhaps Hollywood,” (Sardar 166). In both Singapore and China, youth make up much of the population; therefore, their cultures are predisposed to attract younger generations. Hollywood’s bright lights and flashy stars serve that purpose in those countries. While Americans may not pay much attention to American pop culture, other countries do.

                The values and lifestyles expressed through American television shows are being broadcasted across the world. And in countries like Singapore and China, the youth see these values and believe that is how Americans truly act and live. As a result, they take these lifestyles upon themselves and try to act like “Americans.” It was stated that some of the youth would just sit around the mall, most likely bored out of their minds, wearing certain types of clothing just to try and look cool.

                Going back to my personal statement about Americanization, I believe this is a step back in the spread of Western values. Sure it’s not a bad thing to be interested in other cultures, and it’s definitely not a bad thing to take on some of the aspects of another culture. However, if someone is just trying to conform to a culture’s lifestyle to look the part, I believe that is, so to say, false advertising. Those kids bored out of their minds aren’t obligated to act that way – they’re just doing so to look cool. Also, for all they know, that is the true American adolescent lifestyle. If they believe that being bored is what America values, they could lose interest in American culture without fully experiencing it.

                On another topic, the spread of American values in sports has increased. Basketball has piqued the interest of Israeli sports, and has taken a big role in the country. However, it has begun to shift back to American styles. The transfer of American players into the Israeli team has brought up many controversies as to the authenticity of the team. The rules have also had to be changed because of the transfer players. There can only be a certain number of foreign players on and off the court at one time.

                Also, because of the American players on the team, many American styles have been introduced. Of course the new techniques would be in English, which requires the other players to learn the English terms and apply them. The team has become increasingly Americanized, despite it being an Israeli foundation.

                In all, the Americanization of other countries has spread rapidly over the years. While some countries experience what the stereotypical American values and lifestyles are, some are experiencing first-hand the culture of Americans. Either way, Western values are changing cultures and affecting the lifestyles of the next generations.

Galily, Yair, and Eran Shor. 2012. “Between Adoption and Resistance: Grobalization and Glocalization in the Development of Israeli Basketball.” Sociology of Sport Journal 29:526-45.

Sardar, Ziauddin. 2001. “Cultural Homicide, Ayoh!” Globalization: The Transformation of Social Worlds 166-70.

Steger, Manfred B. n.d. “Global Culture: Sameness of Difference?” Globalization: The Transformation of Social Worlds143-146.