Blow on the American Dream
The idea behind the Anglo-Saxon world is the consumer “American dream.” The American way of life is not only a privately owned house with a green lawn and private car, but also fast food restaurants with hamburgers and cokes, huge shopping malls and bored pop culture that have become familiar to us. All this in the complex has a much greater impact on us than foreign submarines on combat duty off our shores.
And if we cannot quickly hit the economy of our adversary, then we should beat on values. Paraphrasing the philosopher Alexander Zinoviev, if you aim at the American dream, you can get to America.
McDonald's like a mirror of the American dream
Before you understand exactly where to aim and how to shoot the American dream, you should understand the principles of its functioning. Perhaps the clearest outlines of our goal are given by the American sociologist George Ritzer in the book MacDonaldization of 5 Society. According to Ritzer, the American project for globalization (most pronounced in McDonalds) is based on the following principles:
At first glance, a visit to McDonald's can effectively satisfy hunger in terms of time and finances. However, effectively does not mean quality and for a long time. Since the basis of American values is not the economy, whose task is to satisfy human needs, but chrematistics as a craving for the accumulation of money, then at McDonalds the emphasis is not on the quality of products, but on their quantity. As a result, the buyer receives a lot of food of dubious value. However, the situation is similar in other areas of public life: there are many products of mass culture, but their quality leaves much to be desired.
Thus, the effectiveness of the American model is reduced to a set of quantitative indicators, that is, "more = better." Consequently, the products sold, whether it be portions of potatoes with sandwiches or songs with movies, are easily calculated.
Thanks to the rigid standardization, the products of the American dream are everywhere the same. This applies not only to the same hamburgers in all countries, but also to the traditionally predictable plot lines in cinema and rampant to the creation of remakes and kinosikvelov.
The principle of control is aimed at stimulating the consumer to swallow up the offered product more quickly, to leave money and free up space for the next customer.
In the United States, these principles have spread to almost all areas of life, ranging from nutrition, medicine, and ending with rest and education.
Now, understanding the logic of the functioning of the American dream, one can strike at the “American dream” itself.
How to respond to sanctions?
The most sensitive will be a blow to the corporations, the conductors of the values of the American world. But you shouldn’t be like patriots who call for closing McDonalds all over Russia, banning pop music and American films. This will only lead to a repetition of the negative Soviet experience in the form of a jeans hunt.
If American products have a preference for quantity, then we should make them make products more qualitative. Simply put, McDonald's milkshake should be exactly dairy, and meat patties should be made from meat. Production standards should be developed by us, and not imposed on us by the Overseas Hamburger University. It is necessary to tighten the requirements for the production of fast-food food industry, and in case of refusal to follow the new standards, they can indicate the direction to the nearest door from Russia.
Similarly, you can hit on other attributes of the "American dream", whether it is Disneyland or cinema.
But tightening standards is only a temporary measure. “Russian dream” - justice in everything - has nothing to do with consumption, so it’s worth creating your local equivalent of “American dream” in the field of consumption.
Our response to Chamberlain: to create your own McDonalds, Disneyland and Hollywood
Our goal should be a creative reworking of the principles of the functioning and spread of the American consumer dream. If they focus on quantity, then we should be interested first of all in quality. This should apply to everything from catering establishments, popular culture and ending with medicine and education.
What prevents us from creating our own, Eurasian, analogue of McDonalds, with an emphasis on product quality and taking into account the specifics of the cuisine of the peoples of Eurasia? Especially when the head of state is already talking about this. Are we not in a position to resurrect our “factory of dreams” by returning from non-existence the epic film bands of “Mosfilm”, the purpose of which is upbringing, not entertainment?
Why do we need an American Disneyland in the Kazakh steppes? Don't we have our own stories and their national heroes? Why not give your “answer to Chamberlain”, where Ilya of Murom and Samruk bird sitting in the crown of the Baiterek tree will be good neighbors under one roof?
Kohl, we are reproached with sanctions in the economy, beaten against the banking system, then why not give up those elements of the American dream that everyone has long been doing? In the end, it’s a sin not to conduct a conservative revolution in all spheres of public life. Moreover, they help us so much and suggest the right way out of the unipolar world.