Cultural Cringe
In Australia, we have this thing called “cultural cringe.” I could go on and on for ages about the origins of this phenomena, but that’s why we have Wikipedia. Simply put, it’s when a society thinks pieces of culture (movies, fashion, ideas, art) are inherently better when produced overseas, and locally grown culture develops an inferiority complex. Other countries have it, but we’re much better at it here in Australia — stupid-crazy-good at it.
A few weeks ago, while being advertised to at full volume in a movie theater that I paid to be in, an Outback commercial played across the screen. One of my friends leaned over and said “we’re going to look back at these ads and be appalled at how racist they were”.
He’s right. Well, racist may be the correct term, but you get the idea (culturist?). Blaring didgeridoos. Silhouetted kangaroos. Blown out accents and safari jumpsuits. A flurry of boomerangs.
This is the world image of Australia. Cultural cringe indeed. That’s why I was surprised to see how Brand Australia decided to redesign the country’s overarching identity campaign:
Boomerangs? Really? I mean, it’s definitely clever with the allusion to an Australian map and all, but is this really the way to make a clean break for a country that’s been so completely stereotyped?
Might as well just throw another shrimp on the barbie, mate.
