Intercultural approach to Americanism and anti-Americanism: British Muslim impressions of America before and after 11 September

In this article, the relationship between British Muslims and America, especially in the post-11 September era, is examined through the lens of intercultural cognitive theory. Within this theoretical framework, America is divided into five synchronic layers: 1) the American political system, 2) American capitalism, 3) American intellectuals, 4) dissident cultures of America and 5) the people or 'common society' of America. While these five facets of American society are closely interlinked in terms of gauging the USA's international effects, their relationship to local and global powers is different. This article will qualitatively analyse the results of 85 interviews with British Muslims from a variety of ethnic, religious and cultural backgrounds. With reference to this material, the article presents a typology of different views and ideas about the totality of America, and the reasons why Muslims have a 'negative understanding of the United States'. The reasons for denial about, acceptance of, and assimilation into American culture are also examined. An understanding of 'intercultural communication between two different cultures' will inform this analysis, using a general framework of ethnocentrism, ethnorelativism and religiocentrism. We should take into account the empowerment of individuality, which is based on the development of higher education and pluralization of knowledge along with new modes of communications with 'others'. These have created a new social orientation, concerned with arriving at 'universal values' - a new humanism.