I get very excited when the topics I write major papers on appear in glorious technicolour on TV commercials. (Shockingly, this doesn’t happen all that often.) So I can’t help but write about the new Hudson’s Bay Company advertisement that is currently airing to foster a sense of national pride and sell $10 red mittens.
(You can also watch the video here, if you haven’t already seen it 800 times between biathlon and speed skating heats.)
The commercial is, in essence, a glossily-packaged 60-second breakdown of the major historical arguments for a Canadian national identity, as separate from an imperial one as a colony of the British Empire. Canadian nationalism always was very different from that in other parts of the Empire. In the “ruled” colonies (India, the rest of Africa, etc.), nationalism was often a much stronger and easily identifiable sentiment because the definition of nationalism usually presumes underlying ethnographic, linguistic, or racial difference as the basis for internal unity and distinction from empire. Easily identified differences like these make the articulation of a national idea anti-imperial and pro-national, two separate ideas that work very well together.
In the settlement colonies (Australia, Canada, South Africa, etc.), however, imperialism was usually a more subtle and nuanced affair because it wasn’t anti-imperial. In fact, Canadian nationalism is an unstable category of analysis, because many Canadians were in fact highly supportive of British imperialism. Exploiting foreign countries for resources? Check. Advancing a pure British race in new lands? Check. Hyper-masculine militarism? But of course – isn’t this the whole idea of the Olympics in the first place? Because long before the idea of cooperation between nations, sport was all about training for war, and proving that your soldiers were younger, stronger, and fitter than the next country’s. (Especially Germany. Everyone was always on the look-out for Germany. And with good reason – when East and West Germany’s totals are added in, they’ve won more medals in the Winter Olympics than any other country – by far.)
Therefore, since Canadians were, by and large, so supportive of imperial ideals, they needed to find some area of divergence from Britain. They found it in the land. It was the cold, harsh, bracing land that allowed Britannia’s children in Canada to take imperialism and advance it further than could ever happen in Britain alone. Canada’s nationalist argument was thus never anti-imperial; it was superimperial. The basis for differentiation was spatial.
I could write about this *at length* (in fact, I already have), but I will restrain myself and instead point out the supporting evidence that can so amusingly be found in the video linked to above.
“We arrived 340 years ago, to a land of rock, ice, and snow…”
I love the rugged, masculine “colonial” types that emerge from this boat (did they row from Britain? Across the Atlantic?) and immediately start running off to colonize people and, presumably, claim the land for themselves. Emigration was always promoted as a way to tame the wilderness and regain one’s sense of masculinity that had been lost in rainy, effeminate Britain. See how successful we were? Now we snowboard!
Note also, at the 0:14 second mark, the reinforcement of gender roles with the women doing laundry. How proper!
“…We didn’t just survive the elements. Together, we thrived in them.”
I love this too. See how we’ve tamed Mother Nature with our hyper-masculinism! See how we’ve bonded together, as a nation, to thrive in those elements! See what moral clarity and racial purity we have! (Note the vast quantities of snow, of course. And Caucasian people everywhere. It’s all very white.)
“We were made for this.”
Made for pioneering and exploring and skiing and running and rowing from Britain, of course. Against all of this, these Olympic Games are nothing! Hear our nifty fiddle music! See our toned bodies and hip clothing! (bonus points to HBC for so seamlessly blending their corporate history with Canadian national history. That may just be worthy of a whole separate post sometime.)
Hey, it worked. Canada is an independent nation, and we’ve also won almost six times as many Winter Olympics Medals as Britain. Go figure. Must be the red mittens. Now, if only we could figure out how to get those Olympic cauldron torches to work…
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