Excerpt: September 11, 2001: Mass Murder and Its Roots in the Symbolism of American Consumer Culture

Ritzer, George. [2002] 2005. "September 11, 2001: Mass Murder and Its Roots in the Symbolism of American Consumer Culture". Pp. 33-39 in Understanding Society, 2nd ed., edited by Margaret L. Andersen, Kim Logio, and Howard Taylor. Belmont, CA: Thomson Learning, Inc.

The terrorist attacks of September 11th were a symbolic attack on American culture, argues social theorist George Ritzer. Indeed, in the aftermath of the attacks many commentators in the mass media remarked that the attacks were an objection to Americanization abroad while others dismissed this claim and asked "What did we do to deserve this?". In this essay, Ritzer answers this question succinctly by focusing on how one aspect of American culture--consumption--produces hostility towards the Unites States in foreign cultures. Specifically, he examines three aspects that present themselves not only physically but symbolically through their media presence; these aspects "bring with them (a) an American way of doing business, (b) an American way of consuming, and (c) American cultural icons".

Fast-food restaurants around the world embody the American business model of the franchise system, popularized (although not pioneered) by McDonald's. By the simple fact that McDonald's is "such a resounding success" in the global economy, indigenous businesses are emulating the practices of McDonald's in their day-to-day operations in hopes of finding the same success. Patrons of a McDonald's anywhere in the world follow much the same protocol for ordering and consuming their fast-food, which sometimes conflicts with tradition; in Japan, for example, it is considered taboo for people to eat standing up or with their hands, or to drink directly from containers, yet in McDonald's they do so. Ritzer points out the importance of food and consumption to culture, and he claims that fast-food restaurants (and indeed, any foreign businesses that emulate American ones) upset traditional patterns of consumption and disrupt foreign cultures.

Credit cards are an American way of doing business. Instead of the "cash-and-carry" or "pay now" type of business that once dominated international business practices, credit cards are gaining in popularity with their "buy now, pay later" appeal, lack of collateral, and widespread acceptance. Billions of dollars in credit are accepted worldwide for ever-greater numbers of commodities. And with this hyper-consumption and rise of a global "consumer culture", people increasingly value and seek material goods:

One of the concerns, felt not only in the United States but perhaps even more elsewhere in the world, is the degree to which immersion in the seeming superficialities of consumption and fashion represent a threat, if not an affront, to deep-seated cultural and religious values.

"Cathedrals of Consumption", Ritzer describes, are places where consumption is glorified and people go to consume; such places include shopping malls and giant discounters like Wal-Mart. These places impose American business practices on foreign markets and threaten indigenous local businesses with their bulk discounts and "always low prices". Furthermore, these places "are not just about shopping; such settings have become destinations where people spend many hours wandering from shop to shop, having lunch, and even seeing a movie or having a drink".

What Ritzer says about Americanization, I completely agree with. His breaking down of American business and consumption into three categories helps to illustrate the process, and ht highlights the effects of structural change in describing how it led to increased hostility and resentment. Still, I find this excerpt limited in that it explains how, but not why, globalization has led to an anti-American sentiment and why only some cultures respond with violence. Also, I find that he places too much significance on cultural symbolism: the mere interaction of people with American symbols on a day-to-day basis through the media, personal experience, and conversations with friends should be enough to inculcate their meanings into their lives; Ritzer's description of credit cards as "a constant subconscious reality" seems like a bit of a stretch.

This excerpt does provide insight as to how culture can influence the lives of others, and it hints at the influence a culture has over its own people. I should like to know more about the nature of this influence and how it is constructed...

Relevance: 4/5 (relevant)
Salience: 4/5 (salient)

References:

• none.