Students of Americanization are in general agreement regarding the semantic transformations that attend the dissemination of American cultural messages across the world. Depending on their precise angle and perspective, some tend to emphasize the cultural strategies and auspices behind the transmission of American culture. Whether they study Buffalo Bill's Wild West Show when it traveled in Europe, Hollywood movies, or world's fairs, to name just a few carriers of American culture, their focus is on the motifs and organizing views that the producers were trying to convey, rather than on an analysis of what the spectators and visitors did with the messages to which they were exposed. All such cultural productions, taken as representations of organizing worldviews, tend to lead researchers to focus on the senders rather than the receivers of messages. Such a focus, in other words, hardly ever leads these researchers to look at the process of reception as more than one of passive imbibing. But whatever the words one uses to describe what happens at the point of reception – words such as hybridization or creolization – current views agree on a freedom of reception, a freedom to re-semanticize and recontextualize meaningful messages reaching audiences across national and cultural borders. Much creativity and inventiveness goes into the process of reception, much joy and exhilaration springs from it. Yet making this the whole story would be as fallacious as a focus centered solely on the schemes and designs of the senders of messages.