SPREAD OF AMERICAN

POP CULTURE

LEVELS I. PRESTRUCTURAL LEVEL: The growth of global "pop culture"

tends to get the most attention, and to strike people on a

visceral level.

II. UNISTRUCTURAL LEVEL: Pop culture is manifested around

the world through movies, music, television shows,

newspapers, satellite broadcasts, fast food and clothing,

among other entertainment and consumer goods.

III. MULTISTRUCTURAL LEVEL: Viewed from the perspective of

other countries, the dominance of the United States film

industry has been a rapidly and recently growing $30 billion

IV. RELATIONAL LEVEL: Development of internet is another

spreading culture around the world, satellite communication

technologies etc are other new technologies

SUMMARYGlobalization of pop culture refers to the transmission of ideas, meanings

and values across national borders. This process is marked by the common

consumption of culture that have been diffused by the Internet, popular

culture, and international travel . The circulation of cultures enables

individuals to partake in extended social relations outside the borders.

Globalization enables foreign companies to distribute American cultural

products, including music and books. The spread of American restaurant

chains and consumer products worldwide is accompanied by the spread of

American popular culture. In recent years, American movies, music, and TV

shows have consistently gained more and more audiences worldwide

VALUE ADDED

QUESTIONS

1.In the light of the above account, evaluate the view that culture

is a highly difficult barrier to international business?

In international business, there is one hidden barrier that no one

can take away. That is the fact that culture influences people in trade.

This is because trading partners lives in a different environment. The

environment could be different in a number of aspects. The most

distinct difference will include; social structure, business organization

and family life. Economically different cultures have different

spending powers and perception on wealth. Political structures,

government influence and laws, state of technological advancement

among other may all be different.

Since culture may be vastly different, it may sometimes prove difficult

to understand what the other party is saying, their feeling and their

action. Since there are no manuals on the subject to bridge the

cultural gap your biggest bet will be your trading partner.

2) What are the implication of the spread of pop culture for

business?

Among the three effects of globalization on culture, the growth of

global

“pop culture” tends to get the most attention, and to strike people.

Many complain that this form of globalization is actually

Americanization, because the United States is by far the biggest

producer of popular culture goods. Pop culture is Manifested around

the world through movies, music, television shows, newspapers,

satellite broadcasts, fast food and clothing, among other entertainment

and consumer goods. For the United States, the entertainment

industry is one of the most important spheres of economic activity. In

fact, the U.S. entertainment industry generates more revenue from

overseas sales than any other industry other than the

3) What are the reasons for the adoption, particularly by

the youth, of the pop culture?

Pop culture is all around us and it influences many

teens across the world. Teenagers are affected by pop

culture in almost every aspect of life whether it is music,

media, celebrities, fashion, and even literature. These

kinds of things have become top priority for teenagers of

today’s world. They have surrounded themselves by it

and have grown to love, even worship pop culture. Pop

culture is becoming increasingly a part of the life of the

teenager. With the internet, students have unlimited

access to television shows, movies, music, and

commercials that is undoubtedly influencing the way they

view themselves and each other.

•4) Can pop culture encourage achievement motivation?

Popular culture is represented in a

variety of ways, modalities and expressions executed in

styles varying from one traditional culture to another.

Distinguishable from the original manner a new pop trend

may had been originally portrayed, localized versions to

which the youth responds form no less than an emerging

genre that introduces new styles, habits and other sorts of

prescribed behaviors and attitudes.

5) Discuss the impact of pop culture on the domestic

business? What strategies they should adopt to fight the

adverse impact of the pop culture on their business?

American popular culture truly poses a threat to national

and regional cul-tural traditions, values and tastes or whether

America's popular commodities in fact bear the potential of cultural

diversity in receiving cultures.

Provide training and development .

Provide awareness

6) Discuss the social implications of the pop culture?

Popular culture, or pop culture, affects everyone. In society today, the

media bombards teens with images and trends. Media defines Popular culture

(or pop culture), what the trends are, what people should be wearing, what they

should be listening to, how they should act, and what they should look like. Pop

culture, in turn, defines what one should look like through movies, television,

magazines, catalogs, billboards, fashion, and music.

Wherever we look, catalogs, magazines, television, movies, and billboards,

images show us the cultural standard, what we should be like and that is in

fashion. The standards that women should be beautiful and sexy are present

throughout these images. Girls as young as twelve start to dress up and imitate

Britney Spears (left) wanting to be like her. On Opera, there was a show on girls

between the ages of ten to thirteen dressing up like Spice Girls, wearing a

miniskirt, a tube top, and makeup. Jennifer Lopez (right), in the movie industry,

and Britney Spears, in the music industry, show how pop culture depicts women,

to have the "sexy •look no matter what they do, as they exercise or just going

through an ordinary day.

CONCLUSION

Pop Culture is the entirety of ideas, perspectives,

attitudes, memes, images, and other phenomena that are

within the mainstream of a given culture, especially

Western culture of the early to mid 20th century and the

emerging global mainstream of the late 20th and early

21st century. Heavily influenced by mass media, this

collection of ideas permeates the everyday lives of the

society.