These essays examine the proliferation of American culture in
Europe. Throughout the collection, the authors raise the issue of
the degree to which Europe becomes Americanized. They examine in
concrete detail the way this process operates with reference to
specific research areas such as advertising, consumerism, science,
law, and politics. Most of the essays suggest a great variation in
the manner in which American cultural influences are appropriated
within specific European countries. Such appropriation is
conditioned by the local needs and perceptions as well as the way
local elites employ Americanization in order to bolster their own
context specific political agendas. This variation suggests that
Americanization is a label frequently employed to describe the more
multifaceted and complex process of globalization. This collection
of essays will be of special interest to students and scholars
involved with Cultural Studies, Sociology, and European Studies.
General
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