The Empire Strikes Back … with Hammers

March 4, 2014

This is a post about curling.

It is also a post about colonialism and the sadness and rhetoric that accompanies the sunset of an empire.

Toward the end of the 2014 Olympics came the men’s curling final, a dramatic showdown between Great Britain and Canada. Watching in Europe, as I was, meant coverage was courtesy of the BBC and commentary by two storied skips from the grand Team GB of yesteryear. (Let’s put aside the fact that, like most British curlers, the commentators and players were all Scottish, because they all displayed a sufficient amount of “national” pride to be considered British. I will get into the whole Scottish nationalism affair later.) The stage was set: the Canadian women had beaten the female British team in the semi-finals and gone on, undefeated, to win the gold medal the day before. There was an enormous amount of pressure from home on the Canadian men to repeat their gold-medal successes of the 2010 and 2006 games. The tension was palpable.

Canada ended up winning a lopsided 9-3 for the gold.

Now, the Canadians were the odds-on favourites in this match. Despite curling being a Scottish sport originally, Canada is its foremost powerhouse nation. Since curling was introduced to the Winter Olympics in Nagano 1998, Canada has won medals in both the women’s and men’s tournaments every time. Only Sweden comes close. This particular team GB was also very good – they have won several World and European Curling Championships – but I doubt many people would have bet on them for the gold.

Our Boys Aren’t Like That

And yet, to listen to the BBC commentary, the victory was Britain’s almost by rights. The callers were making a valiant effort at being neutral at first but later abandoned the impartiality to lament the way the game was going for “our boys.” But what was most fascinating to me, as a student of nationalism and empire, was the language they used. I’ve written before about how the Olympics brings out the very best/worst in our jingoistic selves and allows the media and advertising to fall back on hoary old national tropes (the whole #wearewinter Canadian twitter campaign being just one example – do they not have winter elsewhere?).  But I had never seen this rhetoric play out between former imperial power and its precocious colony before. According to the BBC, the Canadian team was (and please say this with a Scottish accent in your heads, because I assure you it’s better) “a wee bit too aggressive,” “quite loud with their calls” and “not as polite as some of the other teams.” At one point, jokes were made that the Canadians’ shirts were too tight — or perhaps their biceps were too big? It was all just too masculine for Britain! “Our boys aren’t like that.”

 

Canadian curling skip Brad Jacobs: too much muscle mass for Britain!

Canadian curling skip Brad Jacobs: too much muscle mass and yelling for Britain!

 

Uncouth colonies! How dare you go to the gym and yell at the rink and celebrate your victories! It was a distant echo of the accusations that have always been aimed at settlement colonies, like Australia and Canada – and internal colonies, like the untamed “Wild West” within the United States – as justifications for the continuation of central control. Australia, incidentally, has never shaken off its image as the raucous outpost of empire “Down Under.” (Google suggest says: “Why are Australians so…” “Racist? Obnoxious? Violent?” Notably masculine traits, and not in a good way.)

It is odd that the British should still be falling back on this language. Perhaps sport commentary, like holiday foods, preserves tradition longer than the everyday. After all, it is hardly news that the games that originated in the former imperial capitals have since spread around the world and been mastered by foreign nationals to a far greater degree than those in the home country. Golf, a typically Scottish exercise in hitting objects with sticks, has been perfected by Americans like Tiger Woods or Fijians like Vijay Singh. Cricket is now the almost exclusive realm of South Asians. And then of course there is (sigh) soccer, an originally English sport which is now dominated at the international level by South Americans and Southern Europeans, much to my biennial chagrin.

Rugger for the Empire

Perhaps the general British population is now past the point with these sports that they feel they should win, as the original players. But that is patently not the case with every sport. For comparison, I thought a look at another English game – rugby, a product of the Victorian English public school system – would be interesting. Rugby spread about as far as the former settlement colonies of Australia, New Zealand and South Africa (though really not much further, to look at the top teams), and my hypothesis is that British commentary would deem those foreign players rough and aggressive as well. Indeed, a short search of British news outlets finds the formidable NZ All Blacks masters of “thuggery” and the English team still fending off accusations of being hampered by its antiquated class system and uselessness on the pitch. One author, a former English international rugby player, talks about how the “relentless,” “ruthless” All Blacks laughed at him and assaulted his manliness when he twisted his knee, and how a recent match between the Aussies and the All Blacks was “a frightening gauntlet thrown down to all the players in the northern hemisphere.” You can’t make this stuff up.

 

The New Zealand All Blacks: "all things dark and Kiwi"

The New Zealand All Blacks: to the English, “all things dark and Kiwi”

 

It is competitive and familiar and has overtones of parent-child conflict. This same language was appropriated by the colonies themselves to justify their independence from Mother England: “You’re right: we are stronger and healthier and more willing to get our hands dirty, so we’ll have that control of our own government now, thank you.” Canada and Australia in particular used the physical superiority of their young men as indications that the centres of empire should shift to these places where willing hands were stronger at carrying its mission forth. As one former Canadian Governor General once said, “It is in climates and countries where the white man may multiply…that we must look for the strongest elements of Empire, and it is only at the Cape of Good Hope, in British North America, and in Australasia that we find these conditions realized.” And so it was that British men became stereotyped as effete weaklings more interested in their cravats than the serious business of governing a plurality of the world’s population.

And we’re still talking about it, a century later.

Hammer Time

In curling, the team that gets to throw the last stone (and has the opportunity to win points) in each end has the “hammer.” At the moment, the imperial hammer lies with the United States. And yet, Olympic jingoism was muted this year in the US, with various news outlets decrying the “step back” from previous triumphs, with fewer medals and some surprise podium shut-outs. Much national hand-wringing and poor sportsmanship ensued, perhaps signs of an empire uncertain of its own strength.

A sign of decline? Stay tuned for accusations of China’s uncouth aggression.

Oh wait…

US News Reports of Chinese Aggression

US News Reports of Chinese Aggression

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What’s Your National Brand?

March 6, 2010

Countries attempt to brand elements of their history, geography, and produce in order to “sell” them to tourists and buyers – think champagne, parmesan cheese, and America’s National Parks, to give just a few examples. It is advertising on a large scale, and the different brands combine to form a larger idea of what each country represents. But how do countries communicate their existential selves in short, catchy words and logos – brands – when people hold conflicting ideas about what they really are at the core?

Branding is, in essence, an attempt to distil very complex ideas and feelings into a simplified name or image. It is powerful when it succeeds because humans need heuristics, that is, ways to make optimal decisions easily based on mental shortcuts and approximations, and successful brands are among the most reliable heuristics. This is why advertisers don’t sell products or services but feelings: early Listerine ads promoted fitting in by not succumbing to the horrors of halitosis; Absolut Vodka ads (by virtue of their relatively early association with the gay community) signified open-mindedness, style, class, and wealth; the ubiquitous Coca-Cola Christmas ads signify all the joy and anticipation and childish delight of the holidays in a neat, 30-second spot (I dare you to watch the linked ad and not feel gleeful). Brands are so simple and powerful that even three-year-olds can identify their favourites and what they represent.

In the history of producers and consumers, branding is a remarkably modern concept, dating back to the late nineteenth century. In the days before urbanization and the growth of communities, supply chains were no longer than neighbour-to-neighbour. Consumers knew the producers and could make their own decisions about what to purchase. As soon as more steps were introduced into the supply chain, consumers lacked this direct knowledge of the products and had to rely on the expertise of those selling the products – the retailers. Before brands, small-time retailers were immensely powerful, and not always objective, but consumers had to trust them. With brands, manufacturers sought to shift the balance of power by reaching the consumers directly, through advertising and the promise of consistency in the product. Consumers could bypass the retailers, and even influence their businesses, by demanding specific products from specific producers.

Major world events are rare and powerful opportunities for countries to bypass international “retailers” (travel agents, government investment boards, mainstream media) and reach potential consumers directly. In particular, sporting events, with their viewership in the billions, represent a major branding opportunity for a whole nation. I’m going to stay within the Commonwealth and talk about two upcoming (and one recently passed) major sporting events that exemplify this idea: the Vancouver 2010 Winter Olympics, the London 2012 Summer Olympics, and the 2010 FIFA World Cup in South Africa. What are the national branding strategies associated with these events and what do they signify?

Making a profit and developing the local infrastructure is always the ostensible rationale behind hosting major events such as these. Getting tourists and investors to notice a nation is (hopefully) a great recipe for future profit. And obviously, being sporting events, a large part of the brand idea is centred around the sporting prowess of the host. Much has been made of Canada’s desire to Own the Podium, and how success in sport will spell an enduring run of national pride. First among the UK’s 2012 Olympic “Legacy Promises” is to “make the UK a world-leading sporting nation.” And South Africa is no doubt hoping for a miraculous home win in the vein of their 1995 Rugby World Cup triumph (I’ve thought for months now that Invictus is just a very expensive morale booster and marketing campaign for the South African football team). But the really interesting part of the brand images is everything else these nations are attempting to associate with their brand at perhaps the world’s most visible advertising campaign. And because brands must be simple ideas that represent more complex ones, the focus really narrows to what the host nations consider to be most important to their international reputations at this moment. What do organizers want people to think when they see a maple leaf, or a Union Jack, or funky African font? Their brand images are revealing.

Modern Canada, to those not living here, is all about beer, hockey, and politeness. Historically, it is about Pierre Trudeau and lumberjacks. (This cartoon sums up the stereotypes quite amusingly.) Surely, as the Economist suggests, Canada would use the event to attempt to re-brand itself as a “modern, youthful sporting power.” Perhaps that is so – though I believe Canada has always been seen as fairly modern and youthful internationally, so this is no great stretch. Yet the extra-sport, extra-developmental goals of Vancouver 2010 were all about uniting Canada as a nation – of many languages, regions, ethnic groups, and historical conflicts, one. They were to be Canada’s Games. This is a surprisingly insular goal, considering only those fairly well acquainted with our history and politics would consider Canada a truly fractured nation. Perhaps Canada’s diversity (and consequently potentially confusing contradictions) meant organizers had to subsume the whole nation – in all its natural beauty and dynamism and multiethnic glory – into one idea. On that score, I think they succeeded, as we do seem to be more unified (at least for the moment). And if tourists and investors believe that all of Canada (and not just British Columbia) is “super, natural”, I’m sure nobody will complain.

It may be harder for Britain, given that so many have already formed an idea of the country from its long historical and cultural global dominance. Yet the stated goals for London 2012, apart from the obvious sporting- and infrastructure-related ones, are surprisingly modest. They mainly involve inspiring young people to “take part in local volunteering, cultural and physical activity,” and showing that Britain is a “creative, inclusive and welcoming place to live in, visit and for business.” Terrible grammar aside, these aims seem to have a theme of regeneration, which reflects the general undercurrent in the media that Britain is on the decline. Inspire the youth of today? Check. Attract new, wealthy residents and investors? Check. Attempt to stem the floodgates of brainpower and cultural capital that burst when we lost the Empire? Check. Unlike Canada’s stated goals – to show people what we are – Britain’s goals are to show people what they could be again someday. (No wonder their coverage of Canada’s Olympics was so bitterly critical.) And judging from the logo, the future of Britain is bright…pink.

South Africa is facing an even tougher challenge, as it prepares to host this year’s FIFA World Cup (currently 95 days, 22 hours, 28 minutes and 3 seconds away, not that I’m counting). It is the first on African soil, and South Africa is aiming to re-brand not only itself, but the whole continent of Africa as modern, safe, and open for business. The main media page for the event contains an article on safety preparations. This would have been unheard of for Germany 2006. The fact that the World Cup organizers had to confirm that it would proceed despite the fatal attacks on several members of Togo’s soccer team over one thousand miles away in Angola signifies that South Africa is representing the whole of Africa, and that the pressure is on. The main branding idea seems to be “surprise,” as in “the whole world will be surprised by what we have to offer.” Again, a chance for re-invention. My personal hope is that I’ll be pleasantly surprised by England surviving past the quarterfinals for a change.

The Vancouver Olympics were a great success, not only for our athletes, but for our image. I’m excited to see how the World Cup and London 2012 Olympics brands evolve while the world’s eyes are watching.

What do you think? Do these national brands sum up Canada, Britain or South Africa to you? What would you add or change about them? And do you think England has any chance of making the finals?

Further Reading:


New Orientations in Canadian Nationalism – And Tim Hortons!

February 24, 2010

My Honourary Olympics post on Canadian Nationalism got a fair bit of traffic and some thoughtful comments last week, which I suspect can be attributed to the fact that we are quite an introspective nation and going through a very introspective time. Canadians love to talk about what makes us unique, how we differ from other countries (especially, ahem, our neighbours to the south), and how we differ from what other people think we are. Are we friendly? Polite? Clean? Aggressive? Neurotic? Arrogant? White? Black? All of the above, I think – and happily so.

Timothy Egan, writing for his blog in the New York Times, very accurately captures our diversity – but seems unaware that we already know all about it. You’ve probably already read the following quote from his post somewhere around the web. It reduces our introspection to insecure hand-wringing:

Why the lack of self-esteem? Canada — snap out of it! You’re gorgeous, baby, you’re sophisticated, you live well. No need for an apology.

Typical American brashness (see? two can play this stereotyping game!). As though we all understand and explain our national cultures the same way. I much prefer this one, from Judith Timson of The Globe & Mail:

We are already who we are, a magnificent blend of urban and rural, of flying canoes and Chinese grocery stores, of heart-stopping scenery and mind-blowing talent, all of it confirming on a daily basis there is no Canadian identity crisis, only an identity crisis industry.

It’s so true. We are a blend. Not a melting pot, or a salad, though. Perhaps a high-quality vinaigrette, one that has clearly identifiable parts to it that sometimes separate, but that but generally mixes well together. This is what makes it so hard to talk about a Canadian “type,” as I did last week. Historically, there was, in the official literature and thinking about Canada, a definite “colonial type” – rugged and masculine, white, and very British in orientation. The old Canadian colonial type is clearly present in this hilarious ad by HBC. But then the officials doing the thinking changed, and the way Canadians started to think and talk about ourselves changed too.

Particularly in the years after World War II, improvements in communications technology and the advent of air travel further reduced the conceptual distance between geographical spaces, and made the world appear to shrink as never before.  The number of (overt) supporters of imperialism dwindled, both in the British Empire and around the world. This shift was reflected in Canadian historiography, in which imperialism was often categorized as the opposite of nationalism, and a losing allegiance. Canada’s relationship with Britain has consequently received less attention than a historical narrative which seeks to recover (or perhaps invent) a pluralistic and multicultural history more in accordance with present-day Canadian national values. To emphasize British influence in the past is to deny the influence of French, Aboriginal, or other immigrant groups to Canada, now a highly politically-charged issue.

Instead, historians have increasingly focused on Canada’s relationship with the United States, portraying Canada as a diplomatic intermediary of sorts between America and Britain. (This can perhaps be read as an attempt to grant Canada political capital in the post-World War II world by emphasizing the arbitrary role Canada played in events like the Suez Crisis and the lead-up to the Vietnam War. But that’s another story entirely.)  The predominant narrative of the past 60 years has emphasized the inevitability of the Canada-U.S. relationship in the history of both countries – and the links between Canada and the countries where so many of its citizens were born.

There is another ad that is making me sit up and take notice this Olympic season. It’s for Tim Hortons, which perhaps has an even greater claim on speaking for Canadian identity than HBC. It chronicles a “true story” of the “new” Canada, with new, multicultural immigrants and strong families – not a bunch of rugged, white, English fellows struggling against the driving snow.  In fact, I don’t think there’s a white person in the entire video. Check it out here to see what I mean. We’re also seeing Canadian Tire commercials in which kids know how to skate – of course! like all Canadian children! – but their (presumably immigrant) parents don’t. It’s a completely different image, and probably one that speaks to many more Canadians who have bought into and propagated the new national narrative of multiculturalism. And sells more terrible coffee and snow shovels, probably.

The British press has been slamming Canada right, left, and centre for not living up to the world’s expectations of our national character. The irony is that the new Canada doesn’t really care what Britain has to say. Now, if it comes from the US? That’s a whole different story.

What do you think? Is the new Canadian “type” more accurate than the old one? Do you think Canada has tried to blur/erase its past connections with Britain in favour of multiculturalism? Or ties to the US? And which commercial wins: HBC’s or Timmy Hos’?


In Honour of the Winter Olympics, A Special Post on Canadian Nationalism

February 15, 2010

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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