The Jeremiad Over Journalism

―Americanization is a cousin to a neo-Marxian conception of economic imperialism and
cultural hegemony. This perspective asserts that America‘s aggressive exporting of media and
commodities amounts to a crypto-imperialist attack on national sovereignties.‖ 44
In line with their ―cultural imperialist‖ definition of Americanization, the authors attach negative
connotations to the concept that may not have been present had the study incorporated van Elteren‘s
more inclusive definition focusing both on the ―sender‖ and ―receiver‖ perspective while
acknowledging the asymmetrical power relationship between the two. To Ritzer and Stillman
globalization holds more positive potential for the people experiencing this process than does
Americanization or McDonaldization. Here globalization emphasizes the ―self-creating agency‖ of
individuals which in turn ―generates a host of new organizational forms that increase the options for
local actors, rather than damaging or displacing traditional forms.‖ 45
In essence, Ritzer and Stillman thereby see globalization as a process which expands individuals‘
choices in modern society, while Americanization limits these choices. Yet, despite their
pessimistic view of Americanization, the authors concede that the concept is presently useful,
because of the United States‘ current military, diplomatic, economic, technical and cultural power,
while they argue that globalization theory will be prove more functional in the years to come as
America‘s dominant position is increasingly challenged. 46
―It seems clear that the globalization perspective has perhaps glimpsed the future but also has
overstated the case for the present. Nation states are by no means on the verge of
disappearing‖ 47
Even if Ritzer and Stillman view Americanization negatively, the concept to them still holds
important explanatory power in terms of politics. ―Americanization is a political reality,‖ note the
44 Ibid. Page 31.
45 Ibid. Page 34-36. This observation is also apparent from the classification between the concepts made by the authors.
Globalization is described as ―multi-directional circulation of persons, information, resources and commodities,‖ while
Americanization, according to the authors is, ―exploitation of world markets and resources.‖ Lastly, McDonaldizaiton is
portrayed as ―emphasis on eficiency, predictability, calculability, and the replacement of human with non-human
technology.‖
46 Ibid. Page 42-43.
47 Ibid. Page 43-44.
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