The document discusses the spread of American pop culture globally through various levels. At the prestructural level, pop culture growth tends to attract the most attention and visceral reactions. At the unistructural level, pop culture is manifested through movies, music, TV, publications, broadcasts, fast food, clothing and other consumer goods. At the multistructural level, the US film industry's dominance has generated over $30 billion globally. At the relational level, the internet and communication technologies further facilitate the spread of culture worldwide.

1. SPREAD OF AMERICAN
POP CULTURE

2. LEVELS
I. PRESTRUCTURAL LEVEL: The growth of global "pop culture"
tends to get the most attention, and to strike people on a
visceral level.
II. UNISTRUCTURAL LEVEL: Pop culture is manifested around
the world through movies, music, television shows,
newspapers, satellite broadcasts, fast food and clothing,
among other entertainment and consumer goods.
III. MULTISTRUCTURAL LEVEL: Viewed from the perspective of
other countries, the dominance of the United States film
industry has been a rapidly and recently growing $30 billion
IV. RELATIONAL LEVEL: Development of internet is another
spreading culture around the world, satellite communication
technologies etc are other new technologies

3. SUMMARY
Globalization of pop culture refers to the transmission of ideas, meanings
and values across national borders. This process is marked by the common
consumption of culture that have been diffused by the Internet, popular
culture, and international travel . The circulation of cultures enables
individuals to partake in extended social relations outside the borders.
Globalization enables foreign companies to distribute American cultural
products, including music and books. The spread of American restaurant
chains and consumer products worldwide is accompanied by the spread of
American popular culture. In recent years, American movies, music, and TV
shows have consistently gained more and more audiences worldwide

4. VALUE ADDED

7. QUESTIONS
1.In the light of the above account, evaluate the view that culture
is a highly difficult barrier to international business?
In international business, there is one hidden barrier that no one
can take away. That is the fact that culture influences people in trade.
This is because trading partners lives in a different environment. The
environment could be different in a number of aspects. The most
distinct difference will include; social structure, business organization
and family life. Economically different cultures have different
spending powers and perception on wealth. Political structures,
government influence and laws, state of technological advancement
among other may all be different.
Since culture may be vastly different, it may sometimes prove difficult
to understand what the other party is saying, their feeling and their
action. Since there are no manuals on the subject to bridge the
cultural gap your biggest bet will be your trading partner.

8. 2) What are the implication of the spread of pop culture for
business?
Among the three effects of globalization on culture, the growth of
global
“pop culture” tends to get the most attention, and to strike people.
Many complain that this form of globalization is actually
Americanization, because the United States is by far the biggest
producer of popular culture goods. Pop culture is Manifested around
the world through movies, music, television shows, newspapers,
satellite broadcasts, fast food and clothing, among other entertainment
and consumer goods. For the United States, the entertainment
industry is one of the most important spheres of economic activity. In
fact, the U.S. entertainment industry generates more revenue from
overseas sales than any other industry other than the

9. 3) What are the reasons for the adoption, particularly by
the youth, of the pop culture?
Pop culture is all around us and it influences many
teens across the world. Teenagers are affected by pop
culture in almost every aspect of life whether it is music,
media, celebrities, fashion, and even literature. These
kinds of things have become top priority for teenagers of
today’s world. They have surrounded themselves by it
and have grown to love, even worship pop culture. Pop
culture is becoming increasingly a part of the life of the
teenager. With the internet, students have unlimited
access to television shows, movies, music, and
commercials that is undoubtedly influencing the way they
view themselves and each other.

10. •4) Can pop culture encourage achievement motivation?
Popular culture is represented in a
variety of ways, modalities and expressions executed in
styles varying from one traditional culture to another.
Distinguishable from the original manner a new pop trend
may had been originally portrayed, localized versions to
which the youth responds form no less than an emerging
genre that introduces new styles, habits and other sorts of
prescribed behaviors and attitudes.

11. 5) Discuss the impact of pop culture on the domestic
business? What strategies they should adopt to fight the
adverse impact of the pop culture on their business?
American popular culture truly poses a threat to national
and regional cul-tural traditions, values and tastes or whether
America's popular commodities in fact bear the potential of cultural
diversity in receiving cultures.
 Provide training and development .
 Provide awareness

12. 6) Discuss the social implications of the pop
culture?
Popular culture, or pop culture, affects everyone. In society today, the
media bombards teens with images and trends. Media defines Popular culture
(or pop culture), what the trends are, what people should be wearing, what they
should be listening to, how they should act, and what they should look like. Pop
culture, in turn, defines what one should look like through movies, television,
magazines, catalogs, billboards, fashion, and music.
Wherever we look, catalogs, magazines, television, movies, and billboards,
images show us the cultural standard, what we should be like and that is in
fashion. The standards that women should be beautiful and sexy are present
throughout these images. Girls as young as twelve start to dress up and imitate
Britney Spears (left) wanting to be like her. On Opera, there was a show on girls
between the ages of ten to thirteen dressing up like Spice Girls, wearing a
miniskirt, a tube top, and makeup. Jennifer Lopez (right), in the movie industry,
and Britney Spears, in the music industry, show how pop culture depicts women,
to have the "sexy •look no matter what they do, as they exercise or just going
through an ordinary day.

13. CONCLUSION
Pop Culture is the entirety of ideas, perspectives,
attitudes, memes, images, and other phenomena that are
within the mainstream of a given culture, especially
Western culture of the early to mid 20th century and the
emerging global mainstream of the late 20th and early
21st century. Heavily influenced by mass media, this
collection of ideas permeates the everyday lives of the
society.