It is pushed by the US, both for political and economic reasons. But it is up to the target country to decide on how to preserve it's own culture. It is a cultu

It is pushed by the US, both for political and economic reasons. But it is up to the target country to decide on how to preserve it's own culture. It is a cultural thing. I will give you two examples. Both related to the most visible of the American "cultural" exports: soft-drinks "Pepsi" and "Coca-Cola". India, after independence, experimented with "limited capitalism", that is, it had private banks, foreign brand operated in India e.g. Coca-Cola, universities were formed with help from American universities, etc. But after few years, India started becoming more socialist (India is by constitution a socialist country). Banks were made public, foreign brands like Coca-Cola were asked to leave India etc. The goal was to make India self-reliant. Local brands were promoted internally. The fallout from this was India was heavily sanctioned by the west. No educational books from foreign authors, no computers, no foreign technology, no defence deals(except from Russia). In all this few Indian commercial brands started to shine within India. One of them was "ThumsUp", a soft-drink similar to Coca-Cola. After India was brought to its knees due to sanction and its own internal old bureaucratic structures, India finally agreed to "open up" and foreign brands were allowed to enter the country again. Coca-Cola came to India again. The founders of the local Indian soft-drink "ThumsUp" became jittery looking at the might of the US brands Coca-Cola and Pepsi and sold out to Coca-Cola. Since then Coca-Cola, the company, has tried many times in various was to kill the "ThumsUp" brand by changing the taste of the drink, raising prices, changing the logo, changing the bottle shape and size. Nothing worked! Even though Coca-Cola now owns the brand, it has been unsuccessful in killing the Indian brand. Now, consider the story on the other side of the world, in Scotland. Scotland has its own soft-drink "Irn-Bru". When the American soft-drinks companies tried to beat that brand they failed. But unlike the Indian company that sold itself, the Scottish company decided to stand against the might of the American companies. So, it is about how the locals handle the American entry. America does push it's "ideas" on to other cultures, as was the case in India, but the locals can decide whether to accept it or not.