Abstract
On the occasion of the Exposition universelle of 1867 the term Americanization first appeared in France. Jules and Edmond Goncourt feared that the exhibition would lead to “the Americanization of France”. My article explores the opposition between the rather unspectacular US-section at the exhibition on the one hand, and the image of an emerging world power on the other. I argue that the notion of Americanization had a threefold function. Firstly, it did not refer to a specific geographic zone, but served as a master discourse absorbing all the phenomena of unfolding French modernity. Secondly, the concept of Americanization transferred the fears, apprehensions and uncertainties of this French modernity outside of France and turned the USA into a culprit for the apparent rationalization of French culture. Third, in claiming Americanization was the key to economic success, the process of industrialization was accelerated and French ambition for leadership over the world reaffirmed.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.