An analysis of Americanization in European and Japanese industry after World War II. The contributors analyze the creative role of local actors in selectively adapting US technology and management methods to suit local conditions, and in creating hybrid forms combining foreign and indigenous practices in unforeseen, yet remarkably competitive ways.

This book is about the Americanization of Yugoslav culture and everyday life during the nineteen-sixties. After falling out with the Eastern bloc, Tito turned to the United States for support and inspiration. In the political sphere the distance between the two countries was carefully maintained, yet in the realms of culture and consumption the Yugoslav regime was definitely much more receptive to the American model. For Titoist Yugoslavia this tactic turned out to be beneficial, stabilising the regime internally and providing an image of openness in foreign policy. Coca-Cola Socialism addresses the link between cultural diplomacy, culture, consumer society and politics. Its main argument is that both culture and everyday life modelled on the American way were a major source of legitimacy for the Yugoslav Communist Party, and a powerful weapon for both USA and Yugoslavia in the Cold War battle for hearts and minds. Radina Vučetić explores how the Party used American culture in order to promote its own values and what life in this socialist and capitalist hybrid system looked like for ordinary people who lived in a country with communist ideology in a capitalist wrapping. Her book offers a careful reevaluation of the limits of appropriating the American dream and questions both an uncritical celebration of Yugoslavia’s openness and an exaggerated depiction of its authoritarianism.

Many contemporary issues cannot be readily or fully understood at the level of the nation state and the concept of globalization is used to develop understanding through the analysis of global (transnational) processes. This volume explores the phenomenon of Americanization, and its worldwide impact, and the cultural consequences of globalization.

How minority religions and the Constitution accommodate each other. What happens when a minority religious group's beliefs run counter to the laws and principles of the American constitution? How do Americans reconcile the conflicting demands of church and state? In The Americanization of Religious Minorities, Eric Michael Mazur recounts the experiences of Jehovah's Witnesses, Mormons, and Native Americans as cases in which minority religious groups seek to practice their faith in a constitutional order that recognizes a higher authority different from, and sometimes incompatible with, their own. Mazur identifies three basic strategies these minority religious groups can follow: establishing a separate peace; accommodating their theology to political realities; and engaging in sustained conflict. He shows that, in order to practice its faith without hindrance from the law, a member of a religious minority must somehow buy into the principles and values of America's constitutional government. He also concludes that the closer a minority's beliefs are to Protestant Christianity, the easier the accommodation. Throughout, Mazur emphasizes the experience of religious minorities in dealing with this problem. A fascinating investigation of religious groups' right to practice their faith, The Americanization of Religious Minorities will be of interest to students and scholars of American religion, American politics, and sociology. "[I believe] the First Amendment represents the gift with the greatest potential to be given by this country to the world. But I also believe it is a promise that, like the messiah, is always coming but never here. We must understand what we have done to others who have faced the dilemma of being religious minorities in this culture so that we can better understand the limits, and the potential, of our hopes for greater religious freedom."—from the Preface "It has long been accepted that no freedom is absolute, but we do not often examine the implicit boundaries set on religious freedom or think about the ramifications for religious communities that—for any number of reasons—do not consider themselves, or are not considered by others, part of the mainstream. Part of the value of this analysis rests in its exploration of how minority religious communities balance the desire to join the dominant culture, on the one hand, with the sometimes conflicting desire to maintain a particularistic community identity, on the other."—from the Introduction

A highly readable introduction to and overview of the postwar social sciences in the United States, The Americanization of Social Science explores a critical period in the evolution of American sociology’s professional identity from the late 1940s through the early 1960s. David Paul Haney contends that during this time leading sociologists encouraged a professional secession from public engagement in the name of establishing the discipline’s scientific integrity. According to Haney, influential practitioners encouraged a willful withdrawal from public sociology by separating their professional work from public life. He argues that this separation diminished sociologists’ capacity for conveying their findings to wider publics, especially given their ambivalence towards the mass media, as witnessed by the professional estrangement that scholars like David Riesman and C. Wright Mills experienced as their writing found receptive lay audiences. He argues further that this sense of professional insularity has inhibited sociology’s participation in the national discussion about social issues to the present day.

One of the main features of the world economy since the late nineteenth century has been the growing dominance of the American economy in both quantitative and qualitative terms. Aspects of this development - e.g. rationalization or the world-wide diffusion of Coca-Cola - have been researched, but largely in isolation. Americanization of the European Economy provides a comprehensive yet compact survey of the growth of American economic influence in Europe since the 1880s. Three distinct but cumulative waves of Americanization are identified. Americanization was (and still is) a complex process of technological, political, and cultural transfer, and this overview explains why and how the USA and the American model of industrial capitalism came to be accepted as the dominant paradigm of political economy in today's Europe. Americanization of the European Economy summarizes the ongoing discussion by business historians, sociologists, and political scientists and makes it accessible to all types of readers who are interested in political and economic development.

Throughout the Cold War, the United States encountered unexpected challenges from Italy and France, two countries with the strongest, and determinedly most anti-American, Communist Parties in Western Europe. Based primarily on new evidence from communist archives in France and Italy, as well as research archives in the United States, Alessandro Brogi's original study reveals how the United States was forced by political opposition within these two core Western countries to reassess its own anticommunist strategies, its image, and the general meaning of American liberal capitalist culture and ideology. Brogi shows that the resistance to Americanization was a critical test for the French and Italian communists' own legitimacy and existence. Their anti-Americanism was mostly dogmatic and driven by the Soviet Union, but it was also, at crucial times, subtle and ambivalent, nurturing fascination with the American culture of dissent. The staunchly anticommunist United States, Brogi argues, found a successful balance to fighting the communist threat in France and Italy by employing diplomacy and fostering instances of mild dissent in both countries. Ultimately, both the French and Italian communists failed to adapt to the forces of modernization that stemmed both from indigenous factors and from American influence. Confronting America illuminates the political, diplomatic, economic, and cultural conflicts behind the U.S.-communist confrontation.

The mid-twentieth-century marketing world influenced nearly every aspect of American culture—music, literature, politics, economics, consumerism, race relations, gender, and more. In Engineered to Sell, Jan L. Logemann traces the transnational careers of consumer engineers in advertising, market research, and commercial design who transformed capitalism from the 1930s through the 1960s. He argues that the history of marketing consumer goods is not a story of American exceptionalism. Instead, the careers of immigrants point to the limits of the “Americanization” paradigm. Logemann explains the rise of a dynamic world of goods and examines how and why consumer engineering was shaped by transatlantic exchanges. From Austrian psychologists and little-known social scientists to the illustrious Bauhaus artists, the emigrés at the center of this story illustrate the vibrant cultural and commercial connections between metropolitan centers: Vienna and New York; Paris and Chicago; Berlin and San Francisco. By focusing on the transnational lives of emigré consumer researchers, marketers, and designers, Engineered to Sell details the processes of cultural translation and adaptation that mark both the midcentury transformation of American marketing and the subsequent European shift to “American” consumer capitalism.