Review article
https://doi.org/10.22522/cmr20220183
The Rise and Fall of the American Dream as a Key Soft power Asset of the United States of America
Martina Pandžić Skoko
; Veleučilište Edward Bernays
Abstract
In the creation of the soft power of countries, which plays an increasingly significant role in international positioning, their way of life plays an important role, where values, traditions, worldviews, culture and other components of national identity are reflected. In this context, the paper analyzes the role and sustainability of the “American dream” as a key asset of the soft power of the United States of America.
The paper is based on the assumption that, for decades, the USA has been the best global example of the successful commercialization of one’s own identity and lifestyle, thanks to which the American dream has become a magnet for millions of immigrants and their descendants, as well as an attractive roadmap for success for people around the world. Through their way of life, Americans successfully sold their products to the rest of the world and spread their cultural, economic and political influence. Thus, America itself has become a super-brand, which, thanks to its popularity, provides added value to its production and service brands, cultural products, and even politics. However, at the beginning of the 21st century, the standing image of America in the world began to weaken, communication with the world experienced a kind of crisis, the American model of government was questioned, more and more criticism was recorded regarding the realistic possibilities of realizing the American dream, and its collapse was also influenced by deviation from democratic principles and a kind of crisis of governance during the term in office of President Donald Trump, as well as deep divisions in American society.
The author concludes that, by losing the attractiveness of the American dream, an important part of the soft power of the USA, and thus American influence in the world, is also irreversibly lost, while at the same time the European dream is being created, which helps to strengthen the brand of European, mostly Scandinavian, countries.
Keywords
soft power, American dream, United States of America, Europe, crisis
Hrčak ID:
306324
URI
Publication date:
28.6.2023.
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