Cultural Imperialism the American Way:
Effortless, Unintentional,
and with a Hint of Self-Loathing
Effortless, Unintentional,
and with a Hint of Self-Loathing
I find it interesting how many Americans -- myself included -- feel somewhat uncomfortable about the worldwide hegemony of American culture. By contrast, the French and the Germans spread their culture with much intentional effort and shameless self-promotion. The German government funds the Goethe Institute, which describes itself as the "the Federal Republic of Germany’s cultural institution operational worldwide." Sounds nefarious, doesn't it? And the French are so interested in spreading their language that they provide free French lessons to ministers of the EU.
By contrast, we don't do anything, or at least we don't do anything to intentionally spread our language. Somehow, though, it shows up all over the place. It showed up today, for instance, in the doctors office. (
I had to go and get a checkup to make sure I was fit for the job. We talked about the hazards of my occupation which can include, but are not limited to, watery eyes from too much reading and computer time, sore back from too much spent hunched over reading, tight shoulders, etc. Its a dangerous job, but someone has to do it.) The doctors office had a lot of free literature about the dangers of smoking. Although the pamphlets were in German, their titles were in English. What about the Germans who don't read English? Doesn't anyone want them to quit smoking?
The second pamphlet tells girls not to smoke. It shows happy smiling girls. Why are they happy? Because they don't smoke and have white teeth? Because they're at a party and everyone likes to smoke at a party? Or because girls just want to have fun?
Apparently, the advertising wizards who came up with this campaign thought the literature should be gender specific. There was another pamphlet with a cover that read: "Stop Smoking -- Boys," though I thought, "Stop smoking, boy," would be more effective.
By contrast, we don't do anything, or at least we don't do anything to intentionally spread our language. Somehow, though, it shows up all over the place. It showed up today, for instance, in the doctors office. (
I had to go and get a checkup to make sure I was fit for the job. We talked about the hazards of my occupation which can include, but are not limited to, watery eyes from too much reading and computer time, sore back from too much spent hunched over reading, tight shoulders, etc. Its a dangerous job, but someone has to do it.) The doctors office had a lot of free literature about the dangers of smoking. Although the pamphlets were in German, their titles were in English. What about the Germans who don't read English? Doesn't anyone want them to quit smoking?The second pamphlet tells girls not to smoke. It shows happy smiling girls. Why are they happy? Because they don't smoke and have white teeth? Because they're at a party and everyone likes to smoke at a party? Or because girls just want to have fun?
Apparently, the advertising wizards who came up with this campaign thought the literature should be gender specific. There was another pamphlet with a cover that read: "Stop Smoking -- Boys," though I thought, "Stop smoking, boy," would be more effective.
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