While I expected more of us to feel completely insulted by a corporation insinuating what it means to be free, the response seemed to follow one these lines:
- Fuck ya, let’s drink more beer.
- Country X is better than any other country.
- This makes me so proud to be from Country X.
- Let’s get drunk and celebrate Country X in all it’s glory.
Let us agree on a few key points before going any further. Can we agree that Freedom is essential to the human spirit? Can we agree that freedom is the ability to decide for oneself, free from bondage, the idea’s, thoughts and direction we want to lead? Can we agree that in order to obtain this freedom we have the right to and an obligation to question and challenge authority, especially if that authority makes claims we believe to be illegitimate?
If we can agree on this much and you don’t feel anything short of insulted by the claims this commercial has made, perhaps you need to seek a clearer notion of the human spirit?
My objections are twofold. I cannot deny the cultural differences between countries and regions but Nationalism makes certain untrue claims beyond that. It makes a claim that our ‘freedom’ and way of life is somehow different and/or better than someone else’s. It claims that you are entitled to a birthright and privilege, which is to be denied to others. And it expects your total submission in the name of ‘God & Country’.
Secondly, I object to any form of authority or power, which a corporation is, making an attempt to control the human spirit or telling you what the human spirit consists of. Can we also agree that a corporation is an illegitimate form of authority because it aims at degrading the human spirit through the dependence of need?
If so, why then fall so quickly into line when told what it means to be from Country X or what it means to be free?
I’d love to discuss, but I don’t feel I can adequately do so without knowing what specific beer commercial inspired this rant.
http://www.youtube.com/watch?v=5aQkrV3ppAw
http://www.youtube.com/watch?v=BRI-A3vakVg
While those commercials neither make me particularly proud to be canadian nor inspire in me the desire to get trashed, I see your point. There is a fine line between a little bit of national pride + patriotic spirit, and the extreme nationalism that convinces people that their country is invincible and can thus treat all others as inferior.
However, this doesn’t mean that i think patriotism is altogether a bad thing. We are social creatures who constantly strive to form connections with one another. Common origins, geographical locations, cultures, religions and ideologies are amongst the things that bond people together to form the rich and diverse communities that make the world what it is. Patriotism is pride in one’s community. Would it not feel wrong to have absolutely no love for your home? In many respects, instilling a sense of pride in one’s nation reduces internal conflict and encourages people to try to better their homes. And it is by striving for the better that societies evolve. Also, without any pride in one’s home and community, would people not simply let others walk all over them and destroy their way of life? I would imagine so.
It is when that national pride turns into an arrogant feeling of superiority that things become dangerous… And when do inspirational videos that instill a sense of national pride become propaganda? Its a tough call. In an ideal world, every person, every community would be able to find the perfect balance between respect for the self and respect for others. Live and let live… But we are imperfect beings in and imperfect world, and there will always be people who follow blindly what others dictate. (so yeah, we probably are doomed.)
Now to come back to the beer commercials. I think its totally reprehensible of any company to ride of the wave of patriotism unleashed by the olympics (or anything else) to sell their product. However, you have to understand that since beer companies are not allowed to show anyone consuming alcoholic beverages in their commercials, either they have to come up with some clever concept or associate their product with something totally unrelated and then sell that. In this case the company chose to sell patriotism and, having worked in the advertising industry for 3 and a half years, I have to admit that its a pretty good ad campaign. Its totally not cool, but i’m sure its mad successful and I honestly doubt the company will ever get seriously criticized for its underhanded attempt to turn people’s need for freedom into the urge to consume beer.
I honestly have been meaning to write a reply to you, I promise!