I
was initially only mildly unsettled by the Coca-Cola promotion
featuring “America the Beautiful” crooned in a farrago of foreign
languages. After the Coke feature screened, one of the ladies watching
in the room with me — a soft-spoken, rather un-political personality —
quietly murmured, “Hmm. I didn’t like that.” Otherwise, not a lot of
immediate, vocal reaction from the football enthusiasts surrounding me,
but I did passingly pick-up on her remark.
The more I’ve pondered the beverage behemoth’s blurb, however, the
more objectionable it is becoming to me. Radio talker Laura Ingraham put
it well this AM: ” ‘America the Beautiful’ is meant to be sung in
English.”
Her observation should be obvious, shouldn’t have to be articulated, right? I mean, that’s rather the entire point, isn’t it?
Yet, Coke’s Super Bowl spot reminds us that contemporary pop culture
disgracefully dictates America can’t be unvarnishedly celebrated as
America, any longer: English-speaking, Judeo-Christian- based,
Constitutional-Republic-endorsing America, period.
No, that’s bad form, we’re scolded. Grubby parochialism. Jingoism.
How much more effectively would Coca-Cola’s attempted blast of
lyrical patriotism have landed had it shown a panoply of newly
christened U.S. citizens, decked out in their native clothing,
rendering that glorious hymn in their unique, heavily-accented
English?
It would have premiered as that singularly American ideal of the
“melting-pot” incarnated in a colorful, hummable package. Instead, the
feature quietly showcases a corrosive societal dynamic which,
ultimately, might pan-out as the nation’s undoing.
Beaming, freshly sworn-in Americans reverently belting out Katherine Lee Bates’ 1895 composition?
That
would have been an exhilarating home-run – or, more appropriately,
touch-down – for Coke. In its place, we were subject to the musical
equivalent of the Bronco’s game-time performance.
Thud.
It was an incongruously saddening moment in the midst of the evening’s otherwise enjoyable festivities.
Read more at
http://clashdaily.com/2014/02/america-multi-cultural-cokes-saddening-super-bowl-serenade/#lFrOS250dRQjTGTj.99