The last 70 years has also seen French cultural identity "threatened" by global market forces and by American "cultural hegemony". Since its dealings with the 1943 GATT free trade negotiations, France has fought for what it calls the "exception culturelle", meaning the right to subsidize or treat favorably domestic cultural production and to limit or control foreign cultural products (as seen in public funding for French cinema or the lower VAT accorded to books). The notion of an explicit "exception française" however has angered many of France's critics.