The globalization of the world by the USA is most evident in technology, products, and language. The USA’s influence on the Rest of the world is maintained in terms of economics, politics, social institutions, and even the personal psyche of individuals. Dr. Brendon O’Connor critically reviews Americanization in Australia, stating, “American culture is part of Australian mass consumer culture” (Brendon 160). He points out that Americanization is evident in the majority of the clothing worn within Australia (e.g., Calvin Klein underwear), as well as in tastes of music, movies, and everyday language.
In contrast, Mike Rice-Oxley, in his essay In 2,000 Years, Will the World Remember Disney or Plato? Takes a much more critical view on Americanization, stating that the USA is an “unrivaled global superpower” (Rice-Oxley 163). He reflects on his own culture drawing on the criticisms of others with regard to the Americanization of “music to media, film to fast food, language to literature and sport” (Rice-Oxley 163). The author focuses on the negative consequences of Americanization for local industries, such as film production and distribution, which is dominated by Hollywood.
Other nations, such as Saudi Arabia, are also feeling the socio-cultural and economic effects of Americanization, such as over-exposure to USA culture while using the Internet and extinction of local textile markets. It is clear that Americanization is predominantly fostered by the Internet (e.g., advertising), commercial products (e.g., McDonald’s), and this leads to dilution of culture and the demise of local industries.
Currently, the USA dominates Internet technology (Rice-Oxley). Using this medium, the USA controls the way people think about life and other matters. The Internet propagates US culture by the predominance of American English, as Rice-Oxley states, it is the language of “Internet surfers everywhere” (Rice Oxley 164), and he implies that using the Internet is acceptable within the USA but of concern when occurring in other nations where English is not the first language. For example, prior to exposure to the Internet in Saudi Arabia, social groups were close-knit; now, the youths spend an exorbitant amount of time at their keyboards playing computer games or visiting chat rooms (Freidman).
However, the Internet has also contributed to raising the awareness of Saudi citizens to a wider range of cultures and enabled the widening of social circles that cross national borders. Additionally, the Internet has contributed to time-saving. Nowadays, multi-tasks are undertaken in cyberspace, such as paying bills and researching for a university assignment.
O’Connor (2003) states that the mass consumer culture of the USA may also be considered as a propagator of Americanization. O’Connor claims that commercial products reflecting the US culture dominate the market in “our television, radio stations, movie theatres, [and] fashion…” (O’Connor 160). Rice-Oxley comments that the USA exposure only of their own culture, such as through films and music, presents an “Anglophone perspective” (Rice-Oxley 165). This can create a narrow perspective of making meaning from life experiences and world events.
Homogenization of commercial production has adversely affected Saudi Arabia on numerous levels, particularly in terms of dress styles. Instead of local markets selling textiles that embody the cultural values of the Saudi’s, such as the Throop or Gutra, they sell USA brands such as DKNY and GUESS flood the local markets.
Numerous positive effects of Americanization are evident in Saudi Arabia with regards to the Internet and commercial products. There has been an increase in the consumption of technology in Saudi, which exposes the nation to better opportunities to strengthen its economy, improve health care, and to educate its students (Wheeler). For example, the Internet has provided greater access to education for the Bedouin people who can take part in courses by way of distance education (Abu-Rabia).
As for commercial products within education, Saudi schools can enhance student engagement in the learning process by multi-media items (e.g., digital cameras, mobile phones) and standardized curriculum materials in the form of books, DVDs, and lifelike models (e.g., a plastic skeleton in a biology class).
As for social structures, the Internet has provided an opening up of communities as the distances between them shrink. Platforms such as Facebook and MySpace provide chat rooms and online blogs by which people can communicate and share with each other.
Turning now to the negative effects of Americanization in the form of the Internet and commercial products in Saudi Arabia, it is clear that many exist. For example, there is not equal access to the Internet across the nation resulting in a widening of the gap between those who can afford it and those who cannot. This state of affairs also constrains equal access to education outcomes in the form of learning, development, and employment.
Additionally, there are concerns for cultural dilution in terms of over-exposure to US culture.
To counter this, in January 1999, when Saudi Arabia introduced Internet access across the nation, Saudi officials implemented a plan to “block” what was considered to be “undesirable” data (Wheeler 126). However, this act in itself has contributed to a narrowing of Saudi access to the exposure of other points of view that encourage critical reflection of events and social interactions, which can disadvantage the nation in terms of cross-national relationships, developing innovative industries, and strengthening community development by drawing on the knowledge and experiences of others.
In terms of the extinction of local products, items such as traditional leather sandals handmade by a tradition passed down over the centuries are being supplanted by cheaper plastic and or rubber imports. Less people are wearing the Thoop and the Gutra; women particularly within Saudi Arabia have long had access to high-end fashion of the USA such as DKNY and Calvin Klein and various make-up products (Makabi). Despite Saudi Arabia being one Arabic nation that has the most traditional interpretation of Islamic dress style, women tend to not wear traditional clothing when within female settings. In 2001 Saudi Arabia exceeded Dubai in imports of German fashion to become the biggest importer in the Middle East, regardless that Dubai has much more liberal dress codes for citizens (Makabi).
A further negative effect is the dilution of culture and social institutions within Saudi Arabia. Clothing is one example of a cultural artifact that is rapidly changing within this nation. The once unusual jeans and T-shirt amongst men’s apparel have rapidly become a norm among city youth. Cultural conflicts about what is and is not appropriate behavior in Saudi society are emerging between the youth and elders as well as women seeking more recognition for their rights (Rothkop).
The Islamic religion is the foundation of Saudi society and through its doctrines other social institutions are formed and take guidance as to how to function. School curriculums, family life, gender roles, age appropriate behaviors and food preparation are all examples of cultural practices that are undergoing rapid and significant changes. Alcohol and cigarettes are common advertizing points for US marketers; however, they are banned in Saudi Arabia. Yet the illegal trade of these products is well known, and it is a given that Princes are often the top bidders for Johnnie Walker, Jack Daniels and Pall Mall cigarettes (Hooton). This has far reaching consequences for intra – as well inter-national relations. For example, the letter bombing of expatriate workers from the USA (Taylor).
In conclusion, it is clear that Americanization has multiple impacts on countries such as Saudi Arabia in terms of cultural practices, Internet use and consumption of commercial products. Although there are aspects of USA culture that O’Connor eschews in Australia, he highlights the negative effects on cultural identity that monopoly distribution and advantages in marketing can bring. Rice-Oxley also ends on an optimistic note, reporting his countryman Professor Young’s witty comment, “It remains to be seen whether the Monkees and Bee Gees are as durable as Plato” (Rice-Oxley 176).
Works Cited
Abu-Rabia, A. A Bedouin Century: Education and Development Among the Negev Tribes in the Twentieth Century. Berghahn Books, 2001.
Hooton, E. “Living In Saudi Arabia. Living And Working In The Saudi Kingdom.” Escape From America Magazine. 2008. Web.
Makabi, R. “Globalized Fashion a Political Statement in the Middle East.” Policy Innovations. 2006. Web.
O’Connor, B. “Bored with USA.” International Views: America and the Rest of the world. Ed. Keith Gumery. New York: Pearson Longman.2006.160-162.
O’Connor, B. “Does Aussie Culture Need Protection From US Cultural Imperialism?” On Line Opinion. 2008. Web.
Rice-Oxley, M. “In 2,000 Years, Will the World Remember Disney or Plato?” Christian Science Monitor. 2004. Global Policy Forum. Web.
Rothkop, D. “In Praise of Cultural Imperialism? Effects of Globalization on Culture.” Foreign Policy 1997. Global Policy Forum. Web.
Taylor Martin, S. “Target: Westeners.” Petersburg Times, 2002. Web.
Wheeler, D. L. The Internet in the Middle East: Global Expectations and Local Imaginations in Kuwait. SUNY Series in Computer-Mediated Communication, Albany, NY, 2006.