There is an icky US car commercial that is being aired
during this year’s Winter Olympics season. I feel as if it is taking on a
problem of international relations that does not need to be played out in this
way. The commercial harnesses
international clichés to be ironic. And
it makes me very ill at ease.
Here is what happens: A rich American guy is seen standing next to his swimming pool, outside of his luxurious (but, FYI, totally soulless)
house. He ironically refers to the
materialism of the US. Then he notes
that some countries criticize Americans for working so hard (thereby financing
materialism). Those countries, the guy reminds
us further, take the entire month of August off to go on vacation. If you do enjoy working, and take just two
weeks off in August, then you too can own a Cadillac.
The guy gets into his Caddy, winks at the camera, and says
“N’est pas?” Subtle, huh?
Hello. You can go see
it, if you really need to, right here: http://www.ispot.tv/ad/7BkA/cadillac-elr-work-hard
It is an embarrassing, cloying, commercial, but it points to
something very important, negative, and intractable in international relations.
I call it “competitive envy” because it involves people trying to elicit envy --
over goods, institutions, and experiences -- in people for whom those
particular things are not important and sometimes even frankly abhorrent.
This behavior occurs at the country level, but you might
have experienced it on the individual level, so you know it when you see it. The
sport of eliciting envy for competitive reasons happens when the person you are
talking to tries (without subtlety) to make you envious of something. That something is not a thing you
desire. Not even remotely. You are happy for them, but very far from
envious. And you deeply wish that they
would not desire you to be envious about something you do not want. This type of competitiveness is very
un-pretty.
For example, an acquaintance tells you in great detail about
how their child was accepted at a school that is everything you distain in
education. The children you have met
from that school make your skin crawl and you are often tempted to recite to
them or their parents empirical findings showing that emotional and social
intelligence (not nurtured in their school) is far more important to success
than standard analytic intelligence. You
are not defensive (you can afford that school and your children would probably
be accepted). You are annoyed. Their motivations are transparent. And being told what to value in a competition
you didn’t even enter is unbearable.
Or someone tells you in that “please envy me” way about a 1000-acre
ranch they just inherited in Montana. “Sorry,”
you think, clenching in order to refrain from blurting it out, “While I am
happy for you, I don’t like the outdoors.
And the closest I would get to a horse would involve a ticket to
‘Equus.’ Let me be happy for you without
envy. ‘Kay?”
I am not an envious person. I am very happy with what I have
and if I want something else, then I go out and get it. I can be happy for others, but never envious. Envy seems to me to be a passive and hopeless
state that I am not familiar with. I was
a child totally without envy because all of the things around me that might
have elicited envy were simply too far away to elicit this emotion. Pretty girls?
I was a chunky girl in an era and in a place where anorexia and bulimia
were just a fact of life. My hair, as I
have written in a recent post, was not a good candidate for the “shag” haircuts
of the time. Straight, long hair, parted
in the middle, was the look; my hairstyle resembled a Brillo pad. I didn’t have any of the looks; I had none of
the "in" clothes. So when I watched “the
Brady Bunch” on TV, I thought that Marcia and her sisters were otherworldly
beings. I wasn’t envious; envy would
have required some distant possibility, some remote similarity, where there was
none. So I spent my childhood learning
to find the things I really wanted and to go get them. Not to wish I had something completely randomly
valued by someone else, and to envy them that thing.
I also don't want anyone to envy me. My assumption is never that others want what I have or what I have experienced. Wishing someone were envious of you is akin to wishing they were holding their hand to a hot iron.
I also don't want anyone to envy me. My assumption is never that others want what I have or what I have experienced. Wishing someone were envious of you is akin to wishing they were holding their hand to a hot iron.
At the country level
this game gets played all of the time, and it is even more cartoonish. It is Americans saying that the French should
envy their US luxury cars, and the French saying that Americans should envy
French vacation time. What do you say to
this? If pushed, you finally have to say
(if you are French) that you don’t care about Cadillacs (they are big, gas
guzzlers), and to say (if you are American) that you wouldn’t trade work
situations (because more vacation would involve accepting workplaces riddled
with conflict, party politics, and people who don’t want to work). This is what the car commercial is
saying. It isn’t pretty.
I suffered through these conversations face-to-face when
living abroad. French people wanting me
(as American although living and working in France) to envy them their schools
or their café-sitting. Or even just assuming
that I do. What if I don’t? How could I possibly respond to this without
starting an international incident?
European researchers have tried to make me envious of the fact that
their job involves no teaching of university students at all. I had that job for 14 years myself. It in no way made me happy. I became a university professor in order to
teach university students, so why would I be envious? And do Americans do this to others? They must, because the car commercial that I
just described must be speaking to someone.
Not everyone is catching on to the creepy irony of it; some people want
to play the sport of competitive envy. People all over the world do this.
Is it too much to ask people to get over their belief that
others value the same things that they do?
And is it too much to ask people to be satisfied without it occurring at
the psychological expense of others?
Being the envy of others should not be a goal. N’est pas?