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1、GLOBALISATION,AMERICANISATION,DISNEYFICATION?TheGlobalExpansionofDisney’sIP,Mickey’sMagicKingdomGlobalisation,Imperialism,Americanisation,Westernism,GlobalVillageandGlobalEconomyareallterms,orbuzzwords,bandiedabouteasilyinthemediathesedaysbutwhatdoanyofthemactually
2、mean?Possiblyallthesamething.Globalisationistheexpansionoftheideathattheworldnolongerhasanyboundariesandthattradebetweencompaniesandconsumerscanhappenacrosstheworldasawhole,notjustonanationallevel.Thereare,however,differentdefinitionsorapplicationsofglobalisation.W
3、aters(1995)identifies3maintypes,Economic(tradeborders,sanctions,import/export),Political(sovereigntyissues,globalgovernance)andCulturalGlobalisation(indigenousartandculture,localproduce,customs,religions).Itisthelatterthatcausestheblurring.CulturalGlobalisation,Wat
4、erscomments,is“thehomogenizingtrendsthataresummedupinthephrase‘globalconsumerculture’andforwhichvalue-ladentermsas‘Americanization’,‘Westernculturalimperialism’and‘Coca-colonization’areoftenemployed.”(Waters,1995)Americanisation(AmericanizationintheUS)wasatermfirst
5、usedtodescribetheprocessofeducatingimmigrantstotheUStotheAmericanway.TheColumbiaEncyclopedia(2003)describesitas“themovementduringthefirstquarterofthe20thcentury,wherebytheimmigrantintheUnitedStateswasinducedtoassimilateAmericanspeech,ideals,traditions,andwaysoflife
6、.”(ColumbiaEncyclopedia,SixthEdition,2003).Today‘Americanisation’withintheUSisnotasmuchofanissue,nowthetermisnowusedtodescribedtheimplanting(orinfectingifyou’reasceptic!)ofAmericanCultureinforeignmarkets.CompaniessuchasMcDonalds,DisneyetalareseenaspioneersofAmerica
7、nisation.Typically,theUSGovernmentisextremelykeenonAmericanisation;it’sinvasionofvariouscountriesandinstallingtheirown‘USfriendly’GovernmentsexemplifiesAmericanisation.ThomasFriedmancomments:“...globalizationisinsomanywaysAmericanization:globalizationwearsMickeyMou
8、seears,itdrinksPepsiandCoke,eatsBigMacs,doesitscomputingonanIBMlaptopwithWindows98.Manysocietiesaroundtheworldcan'tgetenoughofit,butothersseeitas
