Question 6; Exotica and Globalization

The American Express advertisement, featuring Conan as he travels to India in search of silk, can be discussed in terms of the articles on the exotic and globalization. In terms of the exotic, Indian culture is depicted in an oversimplified (sometimes downright inaccurate) way, so that images of Indian culture remain narrow and clichéd, as discussed by Ghosh in Con-Fusing Exotica, Producing India in U.S. Advertising. Furthermore, the author argues that a commodified and Orientalist vision of India is produced, and that western cultures view India as unchanging, as it is steeped in traditions that keep it "backward". In this advertisement, such commodification and traditionalism is demonstrated. Products that Americans associate with India are shown: quilts and other textiles, including the dye used for coloration, not to mention the silk that Conan is after. These commodities help “brand” the people as Indians. Also, traditionalism, such as the smashing of the berries to make dye via foot stomping, is prevalent in this advertisement. The “privitism” of India characterized in U.S. advertising is illustrated when Conan rides an elephant after the car breaks down. Also, the ethnic music reinforces the “exotic” that Americans seek through foreign cultures.

Globalization, the sharing of ideas with other nations and the spreading of cultures and capital, etc., is also evident. Conan spreads capital by paying an unknown amount, most likely well over 10,000 Rupees, for silk. In turn, he takes the silk back to the United States. On the positive side, such exchanges can raise the status in some countries like India. Basing identity off of multiple nations encourages cultural hybridity. Coleman in Black Sitcom Portrayals claims that imported culture even contributes to the creation of new ethic identities. On the negative end, globalization can be seen as “Americanization” or cultural imperialism, as it can take away from individual cultures and misrepresent other cultures. Also, sometimes cultures are picked apart, like how, according to the advertisement, Americans take silk and other textiles from India, and market them as products such as curtains in the U.S., creating a false sense of identity. Additionally, symbolic violence, when the wealthy spend conspicuously rather than sharing the wealth with those less fortunate, is shown when Conan obviously has a large amount of money (he is willing to pay a large sum for the silk and can pay travel expenses) and does not share it with those in need, such as the girl dancing on the street. Everyone who Conan talks to in India knows him by name, suggesting that everyone there recognizes the United States as a global superpower.