American Culture in Europe: Interdisciplinary Perspectives

(Hardback)

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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.

Reviews

This book is a mine full of information....American readers are as likely as European ones to learn not only about the Other but also about their own society.-American Studies International
"This book is a mine full of information....American readers are as likely as European ones to learn not only about the Other but also about their own society."-American Studies International

Author Bio

MIKE-FRANK G. EPITROPOULOS is a Teaching Fellow and Sociologist at the University of Pittsburgh. He has published and presented numerous papers on tourism and on international trade regimes. VICTOR ROUDOMETOF is a Mary Seeger O'Boyle Postdoctoral Fellow at the Program in Hellenic Studies, Princeton University. His articles on globalization and the sociology of culture have appeared in Journal of Modern Greek Studies and Comparative Civilizations Review.