A TELEVISION COMMERCIAL shown on American television in July 1999 showed the Eiffel Tower sailing into New York harbor on a barge, the Statue of Liberty, an earlier French import, having been fully assimilated. The viewer was thereby invited to muse that Americawould soon obtain a taste of Paris, as it were. But at another level, one saw Parisreduced to its best-known symbol, even to kitsch, and one wondered whether Parisitself could be made as “American” as the Statue of Liberty. Not all of Europe reaches America as kitsch, just as America does not have to be reduced to kitsch in order to make its presence felt in European culture. But in cultural interactions, there are always processes of transformationwhether of adaptation to local milieux, simplification, syncretic mixing, creative modification, or just plain “kitschification.”. [download]
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