Tag culture

Traveling for the past year has been quite an enlightening experience. We left our home in Shanghai on May 1st, 2009 and are still on the road (now in America) traveling and taking in as much as possible from the world’s various and diverse cultures. One thing that has struck me recently is the extreme amount of marketing and advertising in the USA. We’re completely saturated in capitalism, and I don’t say this in a Marxist way, but in a ‘is this a product of our culture, or our political system?’ kind of way.

In China, marketing was only just emerging in full force. I remember distinctly the day cabs in Shanghai were outfitted with miniature TV screens on the back of the driver and passenger seats. They didn’t necessarily even market specific products so much as provide a venue for advertising in the hopes companies would catch on. By the time we left Shanghai come five months after the insulation, we had screeching ads blaring at us as we zoomed across the city.

In the ‘Stans we found a distinct lack of advertising, and in Turkmenistan we were standing at the bus stop one day and it suddenly hit us – “They don’t have Coca Cola here!” It was surprising, and yet wonderfully relieving. Also, the buses were not plastered in erectile dysfunction ads or maxi pad logos. It was also very nice.

Once we reached Europe we were no longer used to seeing ads at all, and were a bit taken aback by the billboards that blocked the view from the train. Although it was done a bit more tastefully than in China, the trains did contain a few little marketing stickers here and there. By and large, we were not overly saturated or bombarded.

In November we entered the USA in Florida and the wave of advertising and marketing was a choking shock. It seemed like too much, too fast, and none of it seemed relevant or even applicable to where it was being advertised. It was almost like companies plaster their logos over as much of the country as possible. Take, for example, Sonic (fast food). They advertise nation wide even though they don’t have restaurants in every state. Or, and this is what really began to irritate me when we returned to the USA, the radio seemed to play about two songs before cutting to 5 commercials, and we found the same to be true of TV. We actually timed it one afternoon while watching a one hour show—15+ minutes of commercials!

In recent weeks the extreme and overt advertising in the US has become a real drag. I’m tired of hearing about all these products. When I finally do get to the store I’m so burnt out on this stuff that I feel inclined to buy the products that advertise the least—thus rewarding them for not annoying me. I feel like I’m a 90 year old grumpy woman with a ‘get off my property’ agenda, but in all honesty cable TV costs a lot of money, why do I still have to listen to commercials? I have to pay for internet, so why do I still have to look at ads? Isn’t there a way to get these irritating marketing people out of my life?—the temporary solution is, at least for now, to head back overseas where I happily have no idea what new flavor Coca Cola is launching, or which washing detergent has more or less H20 in it. I also don’t want to know which cell phone company covers more of America, as I’ll never get a cell phone again (those horrible, soulless companies) nor which deodorant leaves less white crap on my black shirts (they all clog your pores with aluminum and eventually cause lymph nodes to be blocked). Anyways, I want out of this world of saturated media, and back into a place Coca-Cola free.

There is something very strange about the way humans approach booze, and how each nation address alcohol both politically and culturally in extremely unique ways. For example, in America we make it illegal for anyone under 21 to buy alcohol. However, when you do reach that age there is a massive party wherein your first introduction to the drink is compounded by the fact that everyone you know comes out to the bar to get you intoxicated. It is a right of passage, a coming of age ritual and a test of one’s man or womanhood. After that fateful night, drinking in America takes on a purely social atmosphere, and no real gathering is complete without it and every gathering with liquor is somewhat more casual because of the addition. Our time in Europe showed the same to be true, though with a bit less of an adherence to drinking ages. Not so elsewhere.

In China, where we’ve spent quite a bit of time, there seems to be no legal age (although officially it is 18-19). You can often find youths drinking at the bars who appear to be quite young. And in fact no one is ever ‘carded’ in China. Contrary to what most people might assume, this does not breed an atmosphere ripe for degradation. Chinese youths hardly ever take their lax drinking rules for granted, nor do they abuse the booze at a young age, as would be expected if we suddenly made the drinking age 18 in the USA. There is, however, a similar ‘right of passage’ for most Chinese males that involves alcohol. At banquets (which are the preferred method of congregation) everyone sits around a round table, and the person of honor goes around the table and does a small glass of beer  or rice wine with every guest. This makes the guest of honor extremely drunk, and this is something to be quite proud of and admired (on special occasions, only). This often prompts Chinese men to approach Mike and ask, “How many beers can you drink?” Which, of course, Mike did not know the answer to at first. Now it appears this is a staple of maleness, though I cannot stress enough that it seems to happen only in large groups. By the way, the Chinese way of saying ‘cheers’ is “gan-bei” which literally means ’empty glass’ or ‘bottoms up.’ which they take literally when drinking beer. Another interesting bit of drinking culture in China– the person of more status should always have their glass slightly higher when clinking it with someone glasses. So, if you are not the guest of honor, your goal is to touch the top of your glass with the bottom of theirs. This results in fun games where people try to show honor to each other by putting their glasses lower. I saw one group of men putting their glasses on the floor to clink them, showing no one was higher than the other. Here is an example from a Chinese TV show:

In Central Asia we found drinking to be somewhat deplorable. Even worse than a man drinking is a woman drinking, and on the rare occasions I ordered a beer in public I could sense eyes judging me. However, we did notice quite a few drunk people on the streets at night, which means it is an underbelly sort of activity reserved for underbelly types. This obviously wasn’t the case in the major cities we visited in Kazakhstan, Uzbekistan and Turkmenistan, but definitely in smaller towns drinking seemed to be a big no-no!

In Mongolia, drinking is a large part of life. We stayed with a family in their ger for three days and nights, and the husband attempted to get us intoxicated on a nightly basis. He would drink after dinner and smoke Pal Mall unfiltered outside his ger as he looked up at the stars. This cowboy lifestyle works well for them and they are extremely happy. Meanwhile, their drinking culture is very inclusive, they pull in everyone and the goal is to have as much fun as possible. There was little segregation because of my gender, and contrary to what I assumed, they welcomed me into their poker game almost immediately. When we left to get on the bus on our final day, our host bought us a round of beers which we all chugged before climbing aboard for a 3 hour ride (big mistake!). Alcohol is used as a social tool to make people happy, include more people into the gathering, and draw everyone into one ger for warmth, entertainment (no TVs out on the steppe) and hours of story telling and card playing.

We’re not experts on these cultures or their drinking habits, but that is what we observed while traveling around from place to place and trying to experience these cultures in the ways they exist when no one is watching.