Question

Select a brand that has spread globally, such as Starbucks, Coca-Cola, McDonalds, or another similar company. Define cultural imperialism and Americanization, and use your chosen brand to discuss these processes. What are some ways that local cultures push back against the globalization of U.S. brands

Answer 1

We can choose the brand Starbucks.

Step-by-step explanation:

Cultural imperialism is a process in which the culture of a more powerful country (either economically, or politically), comes to dominate the culture of a less powerful country.

Americanization refers to the specific form of cultural imperialism that happens when the culture of the United States (the most powerful country in the world) comes to dominate the culture of less powerful countries around the world.

Global American brands like Starbucks can contribute to americanization, when they arrive to a country, and displace the market share of other local competing brands.

For example, when Starbucks arrived in Colombia, many people pushed against it because Colombia is a coffee-producing country, has a strong local coffee culture, and there are other local brands that sell coffee as well. Starbucks finally did arrive in Colombia but its market share is limited to high income people in high income areas, while the vast majority of Colombia go to other brands for their coffee.