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Analysis of American cultural hegemony

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  1. Introduction
  2. Dior and its communication strategy
    1. Home Perfume Christian Dior
    2. Dior, the seamless communication
  3. J'adore - Dior - the absolute woman
    1. The world of perfume
    2. The name of the perfume
    3. Love
    4. The bottle
    5. Competitors at the time
    6. Campaigns
  4. Analysis of the advertising campaign of 2006
    1. The story of the woman I love in 2006
    2. The marketing brief

In the name of a certain French cultural exceptionalism, the evils of American cultural hegemony were often denounced in political speeches, newspapers and in public opinion. The evils were exercised on behalf of cultural imperialism, and posed a threat to the preservation of the many characteristics of the nation to "six hundred cheeses," in the words of General De Gaulle while he met with Churchill. In this perspective, denouncing the American cultural domination, the ideological intentions of the speaker appeared less vague, unknown or at least hidden behind the words. Thus, a whole anti-American French movement, combining the intellectual discourse and arguments of chauvinists, corroborated the thesis of the omnipotence of American culture. In the West, American culture is impressive because of the magnitude of its presence, and goes to the extent of questioning the merits. However, in addition to words and symbols as in Hollywood, Disney, or McDonald's, international political facts are presented to us. Irreversibly, the effects of September 11 are reflected in the cultural issues. More than cultural syncretism, the mixing of cultures, meeting people and their identities, result in "war" signs, symbols and meanings that would run between broadcasters and the triumphant American culture that has created many resistant cultures. The Islamist movement of Al-Qaeda has supporters who are composed of local linguistic particularities. The world seems to be aware that culture is now the main issue of control over events and therefore, has the underlying form of power. Therefore, we question the reality of American cultural hegemony: what are its manifestations, and also its implications for world politics? After outlining the contours of American culture, its components and characteristics, and its rich and diverse culture (I), we will consider the various processes by which it was released today and is spreading its culture (II). Apart from the variability of the mechanisms for its development work around the world, we consider the strong reactions to this development that challenges us. Thus, we conclude our analysis by noting how the political, institutional and cultural changes respond to the hegemonic position of American culture in the world (III).

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