Tebben Gill Lopez/The Mirror

Just like that Cheerios ad from August that featured a mixed-race couple and child, the Coca-Cola commercial that aired during Super Bowl XLVIII generated controversy. Whereas most people appeared to take no issue with the ad and, in fact, found it creative and beautiful, a loud minority reacted highly critically. But it is not so simple to define just who these people are who get so angry at this idea that the U.S. is destined to be anything other than a diverse country made up of various peoples and cultures. The misconception is that this is about language.

During the commercial, the well known song “America the Beautiful” is sung, beginning with the familiar English version, which changes to include languages like Hindi, Tagalog, Navajo and Senegalese. Most of the anger that people expressed behind their keyboards had to do with language, with comments decrying the alteration of a beloved song with foreign tongues.

But in truth the conservative-minded people who got angry about this commercial are largely in denial about the implicit whiteness of the dominance of English. To be sure, English is a relatively easy language to learn, and people all over the world stand to benefit from being able to speak it fluently — but in the end, languages only connote culture; they do not create it alone.

The real reason people got offended by the ad is that they sense a rapid decline of their race and heritage, and struggle to express their views amidst a culture of political correctness that stifles their freedom of speech.

Those who wrote this commercial were wise to select a white man with a horse out in nature as the first shot. It lets us know that it really is America we are seeing. The shots that follow soothe viewers with shots of people of all ages, races, and sexualities relaxing, eating, laughing and playing. If America means anything for white traditional-minded Americans other than a geographical location on a map, what this commercial depicts is not it.

Political votes are hopelessly worthless in comparison to the power of consumer dollars to affect change. Every purchase we make is a much more powerful statement than the politicians we select. Even so, there is little hope that Americans can send a message to their elites by boycotting a particular brand of soft drink. The more diverse America becomes, the more the nation loses its character and becomes a mere state, whose products and services exist merely to bribe those who possess adequate papers into remaining complacent.

Imagine for a moment such an ad airing in a country like Israel or Japan – nations that maintain their racial and ethnic composition for fear of experiencing the very demographic changes they see happening in the United States. The backlash would be immediate. It is of secondary (albeit significant) importance whether Arabic, Spanish or any other language is spoken in great numbers in a particular country. What is most important is whether a people is permitted to continue to exist as a unique race. The current cultural trend permits Americans to criticize the presence of foreign languages in the United States, but it does not permit open racialism or tribalism. The anti-values of freedom, equality and diversity work against the genetic and cultural interests of whites, even as whites are often their most vocal adherents. What this Coke ad tells us, in an openly mocking tone, is that faith, heritage and blood have been righteously replaced with pleasant nihilism. Real, insidious xenophobia is a consequence of misunderstanding one’s own being. If one does not situate himself within a traditional people and culture, he is much more likely to be drawn into the religion of globalism, which is hostile to all nations, tribes and faiths. But those whose identities are based firmly in their being – their race, their beliefs and their culture – are ready to resist globalization’s threat, and uphold the universal moral idea that all people, all cultures, all religions and even all languages have a right to their own territory.

Leave a Reply

Your email address will not be published.