Archive for the ‘Olympics’ tag
Corporate Ads and Chinese Nationalism
It looks as though the world’s multinational corporations have graduated from Maoist ‘reeducation’ camp just in time for the Summer games. According to this article in BusinessWeek, global companies, some from the United States, have recently taken a decidedly nationalistic approach to advertising in Chinese media, and all with the goal of wooing new customers to their brand.
This is really not much of a surprise. Foreign companies wrapping themselves in the flag–in this case a bright, red one–is nothing new, and it was bound to happen sooner or later in China. There’s certainly a lot of money to be made from the emergent market that is the Chinese mainland, especially so during the Olympics. Corporate interests know this. They’re not gonna let a golden opportunity pass them by.
However, I do worry that corporations are stoking an already healthy fire. National pride is dangerous regardless of the nation in question. When that particular passion is combined with large numbers of disenfranchised people (China in a nutshell), it could spell future chaos in the form of violence, mob rule, or, in the American context, mass adoption of brutal foreign policies (ie, the asinine Bush Doctrine).
In any case, it’s important to remember that flattering advertising does not a comrade Lei Feng make. Please believe me. As a well-seasoned serf in the global fraud that is economic neoliberalism, I know of what I speak. These corporations couldn’t give two chopsticks what happens to China.
