Abstract

The debate over the influence of American culture upon Europe and the rest of the world is hardly new. Discussions about the cultural effects of video recorders, satellite broadcasting, cable television and their likely content are only the latest episode in a long-running drama in which the young and aggressive culture of America bludgeons the elderly culture of old Europe (or correspondingly overruns and wipes out the quaint but ill-armed ethnic cultures of the less-developed world, dragging the natives from coconuts to Coca-Cola in a generation of identity crisis). But though there has been much written about some aspects of this issue, and most non-Americans who have come into contact with American culture have some awareness of its dimensions, there is also much which remains unclear, and ill- or misunderstood. In this essay two aspects of this large and complex problem will be examined. Firstly, the problem of how the “Americanisation of world culture” has been understood until now will be outlined, by looking at its background in the mass culture critique of the 19th and 20th centuries, with some current notions of what American culture is, and some accounts of how it has been internationalized. My aim in this first section is in particular to try to isolate “American culture” from commercial and industrial culture more generally, for a conflation of these phenomena is widespread and very misleading. Secondly, a normative argument will be outlined from the premises that a “superculture” is indeed developing and that, though it is less threatening than many suspect, it requires a vital measure of resistance if many valuable elements of human experience are not to be relegated to anthropology museums. The central value which will be defended here, however, is not “Europeanism” or “Americanism”, but rather the central liberal virtue of diversity, of which cultural expression is an extremely important form. My attempt to develop a politics of cultural protectionism, then, represents a wish to surpass simplistic rejections of American culture and to come to terms with the confrontation of culture with industrial society itself. This involves going beyond the traditional discussion of culture in one country, however, and trying to extend the mass culture debate to the international arena, where the present debate on this problem is far more complex but often less sophisticated.