The Jeremiad Over Journalism

found first in the US, then transferred deliberately, and subsequently re-established somewhere
else.‖ 83
Following these initial definitions and clarifications, Schröter moves to discussing the three main
waves of Americanization, emphasizing the first waves‘ focus on ―scientific management‖ and the
―rationalization movement.‖ 84 Additionally, market research is argued by Schröter to be something
uniquely American which enabled the Hollywood film industry to achieve superiority over
European competitors like Nordisk Film after World War I, despite the European industry being
ahead of the Americans before 1914. 85
The second wave of Americanization is closely related to the United States‘ superiority ―not only in
economics and finances but also in military, political and even moral matters,‖ after World War II.
From 1945 and forward, the World Bank, IMF and GATT, which ―shaped the foundations for
international exchange of goods and finances,‖ were all based on American guidelines. This meant
that European ―trade and exchange was liberalized,‖ and though the Marshall Plan played an
important part in regards to European ―energy, infrastructure, production and trade,‖ Schröter
argues that the American focus on winning European ―heads and hearts,‖ was more important and
successful in terms of Americanization.
The cultural exchange that took place between Europe and America is seen by Schröter as being a
key driving force in Americanization with the opportunities this provided opinion leaders from both
Europe and the United States to experience a different culture. Schröter, however, implies that the
impact was greater on the Europeans than the other way around in his choice of words. ―Managers,
economists, trade unionists, technicians, even representatives of housewives‘ organizations, were
invited to have a look. American managers and professors toured Europe in order to teach.‖ 86
Among the achievements of post-World War II Americanization were less national industrial
cartelization, systematized business education, mass-production, self-service in shops, structural
business changes by introducing divisions in companies, as well as advertising agencies among
other developments until ―the second wave of Americanisation ebbed during the 1970s.‖ 87
83 Ibid. Page 5.
84 Ibid. Page 214.
85 ———, "Economic Culture and Its Transfer: An Overview of the Americanisation of the European Economy, 1900-
2005." Page 335.
86 Ibid. Page 336.
87 Ibid. Page 337-338.
28