“Americanization” is a particularly fraught term, often used casually to describe events or processes that are actually the effects of modernity or globalization, such as product branding and personnel practices. The spread of McDonalds or Starbucks and the global reach of films produced in the United States are examples: They represent franchising and distribution systems as much as cultural values. Used in this broad sense, “Americanization” may signify “capitalism,” “commercialism,” or “media-oriented,” rather than specific cultural values.