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Long before today's electronic media made us aware of articulate
"world opinions" across the globe, there were other dramatic
international com munications. One current of opinion was expressed
by the many gener ations of different nationalities who "voted with
their feet" and settled down in North America. To them and to many
others, the hallmark of the United States since the beginning of
the republic was the freedom of choice for common people. This
image was inspiring enough to build up the free institutions which
together with the country's open frontiers broke the hold of mass
poverty. So, options brought to the masses are America's trademark
in human civilization. Nowadays, when advanced industrialization
and electronic media are penetrating the world and opening new
frontiers everywhere, the chal lenge from the optional society -
often called "Americanization" - be comes a source of global
competition, imitation or opposition and shapes the profile of our
time. What is the character of this new optional society so early
displayed in the United States but today emerging in many other
countries and com municated wherever nations confront
socio-economic problems of their own? Can analysis of its economics
and communications reveal its inter national message? More than two
decades of research in those fields and our experience as Americans
by choice have made us try.
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