Promoting Cultural Identity: A Comparison Between America and Canada as Represented - Essay Example

This essay will attempt to argue that advertising can be an effective way of consolidating and celebrating cultural identity, using Canadian and American cultural identities as points of reference. In examining the idea of cultural identity, we must first expand upon its’ meaning. Culture plays an important role in creating individual identities or the identity of a society as a whole (Pratt 69). It is safe to say that cultural identity is an important contributing factor to the well-being of mankind.

Cultural identity acts as a platform upon which people can feel secure and work together for the best interest of society, for instance, in the field of education and health services (Cultural Identity). The sense of belonging that a cultural identity can bring to an individual, can be an extremely positive experience. As outlined by psychologist Abraham Maslow (370), a sense of belongingness is a fundamental human need which must be met in order to reach personal potential. Cultural identity as a way of meeting this need can be especially relevant to minority cultures, or people without families.

In these ways in particular, cultural identity and certainly the promotion and celebration of cultural identity can be extremely beneficial. . Over the last few decades electronic media has been used extensively to represent the cultural identity in specific regions. Robert Macgregor outlines the reception and impact of “The Rant”, a Molson’s beer commercial displayed in Canada. Some responses to the commercial have suggested that it conveys potentially “anti-American” sentiments, which emphasizes the sheer power that electronic media have in the representation of cultural identities.

However, I would argue that by emphasising Canadian cultural identity within the commercial, and distinguishing it from American cultural identity, this actually results in the celebration of Canadians as a relevant and distinguished cultural society. Though Americans may interpret this as having negative connotations about American identity, I believe this to be nothing more than wounded pride. The geographical proximity of Canada and America, and the status of America as a superpower, means that it is inevitable for there to be some disconcerting views regarding the message of the commercial.

Surely such views are a small price to pay for the millions of Canadians who enjoy a sense of pride and belonging as a result of the commercial. There is no doubt that in recent days advertisements, commercials, movies, TV series and other related platforms are used for the representation of cultural identity. Of course, there can be negative consequences to this. It can potentially be used to widen the gap between communities on the basis of diversities, and can encourage a sense of separation as it highlights distinguishing cultural characteristics.

Negative representations of cultural identity can potentially