Aerial view of Destiny USA, Syracuse, New York
source: Wikipedia
It's just one of the least troubling components of American exceptionalism; every nation has, I believe, its own streak of exceptionalism, in the sense that every nation is indeed unique, with its own history, culture, language, politics and so on. In the case of America however, it's taken one step further. The Wikipedia article on the subject explains this well enough:
Proponents of it argue that the values, political system, and historical development of the U.S. are unique in human history, often with the implication that it is both destined and entitled to play a distinct and positive role on the world stage.
source: Wikipedia
This iteration of national exceptionalism is in fact an international version of manifest destiny, a 19th century belief that American settlers were destined to expand westwards across the North-American continent. Without all the romanticizing though, it was a purely imperialist endeavor, including genocide of the indigenous people.
Jumping forward in history we come to America's involvement in the World Wars, both of which were mainly fought on the European continent and left America as the sole participant without any damage to its own territory. This is about the time when America took on the role of the world's policeman. With that, America truly became an exceptional country, standing above all other nations. Except the U.S.S.R. of course, but that's history now.
Just look at the nation's attitude towards international agreements, international laws and so on. It's all varnished with a sense of supremacy: "You don't tell me what to do! I tell you what to do!" America is the only western nation not to recognize the ICC (International Criminal Court), America is the only nation to constantly veto United Nations sanctions against the Israeli apartheid state, America has permanent military bases in the hundreds spread all around the world. What I'm trying to say is that historical events have conspired to endow the American people with a sense of uniqueness and supremacy similar to that of the Romans and the British during their respective empires.
Ronald Reagan once said in a speech that the world would unite if it was attacked by aliens. That was during the height of the Cold War, and he pointed towards the fact that people quickly find common cause when faced with a common enemy. We see this psychology at work all the time, but nowhere as pronounced as in America. And because American exceptionalism is tightly linked to American consumerism, the line between patriotism and consumerism is blurred to the point that they might as well mean the same thing.
George Herbert Walker Bush, the first president Bush, had bad approval ratings until he convinced the American people, with lies of course, to support the first Gulf War; his approval rating shot up to 90 percent as soon as American sons and daughters went overseas to fight the demonic Saddam Hussein. The same happened with his son, the second president Bush; after the 9/11 attacks he got carte blanche to invade Afghanistan and Iraq and, with Americans rallying around the flag, he got a second term.
Now, do you remember what Bush's main domestic reaction was? What his message was for the American People? "Go out and go shopping," and "go visit Disney World". The message was that the terrorists "hate us for our freedoms", freedom of speech, freedom of religion and, apparently, the freedom to shop at the mall. That whole "they hate us for our freedoms" was a blatant lie of course; American capitalist expansionism was the source of their hate. But the link between patriotism and consumerism isn't a lie.
After the 9/11 tragedy businesses and corporations jumped on the opportunity to exploit the patriotic sentiments in its wake. General Motors advertised that it would "keep America rolling" with interest-free finance, Ford followed suit. Everywhere the phrase "buy American" (as Warren Buffet told investors) popped up. This national tragedy was swiftly commodified, packaged and sold for a profit. American flag-themed merchandise was everywhere; t-shirts, pillowcases, mugs, you name it.
General Electric ran an ad of the Statue of Liberty rolling up her sleeves that read: “We will roll up our sleeves. We will move forward together. We will overcome. We will never forget.”
source: Vox
It has to be said though that this was in line with not just the American, but the western attitude towards consumerism. One of the most disturbing developments in late stage capitalism is, in my opinion, the way consumption is being equated with higher ideals, standards and ethics. You want to fight slave labor? Then buy a product with a label ensuring that no slave labor was used. Want to protect the environment? Buy a "green" product. Want to stimulate your national economy? Then buy [insert nation here]. Modern consumerism finally gave hands and feet to the adage "vote with your wallet". That's disturbing, not only because the labels on those products more often than not are lies, but because it reveals a lazy and irresponsible attitude in the consumer. It's a bit like how Catholics could pay for the remission of sins. It's the kind of indulgence we can do without.
I'll leave you with a particularly beautiful one-minute commercial from Budweiser after 9/11, apparently aired only once during the 2002 Super Bowl; it's a moving little masterpiece if you ask me, but what's important is to not forget its purpose, which is to sell beer. It's pure commercialism packaged in patriotism. Everything put together breathes the message that shopping is the most patriotic thing you can do as a citizen. That message is deadly, and I mean that in the most literal way possible. Capitalist consumerism is killing the planet, it's destroying communities, exploiting labor and murdering what's left of untouched nature. So watch this beautiful add and appreciate it for the creativity and art within, and then wonder why such effort is almost never applied to truly worthwhile causes...
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