Biases can be pro-American or anti-American, but even the anti-American biases often have pro-American roots, Sanders finds.
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Sometimes those who are most devoted to the United States are the ones who ultimately despise the nation out of frustration or disappointment. Many people have constructed images and predispositions related to a fantasy of what "America" might be-Atlantis or Eldorado. For such people the United States is a collection of personal hopes or fears disconnected from reality.
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If their ambitions to taste the American dream are thwarted, their fury can exceed that of any other adversary. Thwarted ambition is the essence of envy-a powerful emotion.
Closely related to those who want to experience "America" as they dream of it are those who have demanding expectations for the United States to perform at home and abroad in ways that it may not attain. They react to their disappointment. Sanders employs this analysis to guide American public diplomacy efforts. Some predispositions are so fixed that no effort to affect "hearts and minds" will bear fruit.
Some predispositions may be highly susceptible to improvement. This difference will allow a more strategic approach to foreign populations with an emphasis on the attitudes of the persuadable portion of the population. Fox will be hoping, that, like Titanic, one visit to Avatar will not be enough for millions of cinemagoers around the world. Screen International is the essential resource for the international film industry.
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American Avatar: The United States in the Global Imagination
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