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In 2,000 years, will the world remember Disney or Plato?

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A main problem is that culture is no longer a protected species, but subject to the inexorable drive for free trade, says Joost Smiers, a political science professor at the Utrecht School of the Arts. This means that it is increasingly difficult for countries to protect their own industries. France tries to do so with subsidies, while South Korea has tried quotas. Such "protectionist" tactics meet with considerable US muscle, Dr. Smiers says.

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"America's aggressive cultural policy ... hinders national states from regulating their own cultural markets," he says. "We should take culture out of the WTO."

Another danger, detractors say, is the consolidation of the communications industry into a few conglomerates such as AOL-TimeWarner, Disney, and News Corporation, which means that the "infotainment" generated for global consumption nearly always comes from an Anglophone perspective.

"You can't go on with just three music companies organizing and distributing 85 percent of the music in the world," says Smiers. "It's against all principles of democracy. Every emotion, every feeling, every image can be copyrighted into the hands of a few owners."

American, with a twist

A backlash is being felt in certain places. In Japan, locals have taken US ideas like hip-hop and fast food, and given them a Japanese twist, says Dominic al-Badri, editor of Kansai Time Out. In Germany, there is still strong resistance to aspects of US pop culture, though there is an appetite for its intellectual culture, says Gary Smith, director of the American Academy in Berlin. In France, resistance is growing partly because of frustrations over the Iraq war - but partly because Americanization is already so advanced in the country, says Mr. Kaspi.

He notes one interesting anecdotal sign of US influence - and the futility of resistance. France has repeatedly tried to mandate the use of French language in official capacities to check the advance of English. "But most of the time, the law is impossible to apply, because if you want to be understood around the world you have to speak English," Kaspi says.

In the Philippines, even the best US ideals have caused complications.

"The pervasive American influence has saddled us with two legacies," notes respected local commentator Antonio C. Abaya. "American-style elections, which require the commitment of massive financial resources, which have to be recouped and rolled over many times, which is the main source of corruption in government; and American-style free press in which media feel free to attack and criticize everything that the government does or says, which adds to disunity and loss of confidence in government."

Meanwhile, for all the strength of the US movie industry, sometimes a foreign film resonates more with a local audience than a Hollywood production - and outperforms it. For instance, Japan's "Spirited Away" (2001) remains the top-grossing film in that country, surpassing global Hollywood hits like "Titanic." In addition, British TV has influenced and served up competition to US shows, spawning such hits as "Who Wants to Be a Millionaire?", "The Weakest Link," and "American Idol."

1,000 years from now

So how much good does American culture bring to the world? And how long will it last? Ian Ralston cautions against sweeping dismissals of US pop culture.

British television may be saturated with American sitcoms and movies, but while some are poor, others are quite good, he says. "British culture has always been enriched by foreign influences. In some ways American culture and media have added to that enrichment."

Others note that it is not all one-way traffic. America may feast largely on a diet of homegrown culture, but it imports modestly as well: soccer, international cuisine, Italian fashion, and, increasingly, British television.

As to the question of durability, some experts believe US domination of communication channels makes it inevitable that its messages will become far more entrenched than those of previous empires.

"The main difference now in favor of American culture is the importance of technology - telephone, Internet, films, all that did not exist in ancient Greece or the Mongol empire," Kaspi says. "American influence is growing, it's so easy to get access to US culture; there are no barriers.

"Disney is known worldwide now," he adds. "Plato is more and more unknown, even in Greece."

But not everyone thinks American culture will stand the test of time. "It remains to be see whether the Monkees and Bee Gees are as durable as Plato," says Professor Young, with a dab of irony. "Let's have another look in 4,000 years' time."

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