From introductoin: "The commonly used term “Americanization” is nowadays one of the most misinterpreted and burdened with negative connotations terms there are. It is usually identified by non-Americans with the globalization process, which is, in fact, much broader and older than Americanization. Significant here is the fact that both the expression “America” and the concept of Americanization consist of an inaccuracy themselves. They should be used to refer to two continents and all the countries situated there. In fact, though, they refer just to the United States of America. What is more, the original concept of Americanization, which is still essential for the internal affairs of the US, is commonly forgotten outside the country. This phenomenon therefore needs some explanation and attention."(...)