In early 2010, the world's largest coffee chain will invade Sweden. At Arlanda airport there is a huge advertisement for the notorious coffee monopoly that will, for now, be confined to the airport. It’s a great idea right? Because what any healthy country needs is a 3,000-calorie, mocha, caramel, dolce, triple-shot, 1/2 caf, frappuccino. Aside from the sub-par coffee and obesity enhancing ‘Venti’ options disguised as ‘cafe’, Starbucks represents the destruction of a European landmark: the locally owned neighborhood coffee shop.
But my concern goes beyond the loss of coffee-shop culture. It stems from the deep respect I have for the precious commodity that is Swedish culture - in all its vastness and glory. A healthy diet made up of fish, potatoes and vegetables is quickly being replaced by Big Macs and super-sized fries. In a culture where going out to eat is a fairly recent development due to high prices at restaurants, cheap imported fast food has produced an appealing alternative. Small, light, meals are being substituted with U.S. sized portions loaded with trans fats. As my bus rolls by the McDonalds in Slussen, slim, milky, Swedish faces stare out the windows as they push the burgers and fries into their mouths. How long will it be until the obesity epidemic that has ravaged the U.S. destroys the healthy balance of Swedish diets?
It’s not just a concern for coffee shops and healthy diets. What happens to a progressive and healthy society when other cultures are express shipped into their living rooms? The more quick fix, body perfect, skin-injected, happy meal lifestyle has arrived in Sweden, and it scares me.
In the Hötorget area of Stockholm, American Apparel (AA), a modern U.S. company that touts it’s ‘non-sweatshop, prime, working standards’, but that simultaneously degrades women in a way that takes us back to the beginning of gender equality arguments, has become a hip and trendy place to purchase - thong unitards, among other trashy throwbacks. In an ‘art house’/soft porn marketing campaign (which they describe as ‘provocative’), AA has found a way to bring porn (of young emaciated girls who are barely women) into our neighborhoods, with huge billboards of the scantily clad stick-thin girls in degrading poses. We are taught to believe this is appropriate and sexy. And while Swedish women appear less affected by image/diet campaigns (in part because the obesity rate is non-existent compared with that of the U.S.), I presume it isn’t long until teenage girls here begin to starve themselves or vomit up their McDonalds. Worse, when you walk the area of Stureplan, you can see the results of ad campaigns like AA’s. With young girls looking more like they are working the streets, rather than walking them. Women, even after all the work we have done to be seen as more than objectified Barbie dolls, seem to have fallen trap to an unrealistic ideology: deadly skinny, questionably young and, totally vulnerable, is what men want (this is of course addressing a hetero-normative scenario). Paying big bucks, or kronor, to look that way, is the logical next step. Botox recently made it to the mainstream newspaper here with a huge article on its popularity in Stockholm. Unfortunately, Sweden is not immune.
The juxtaposition: Walking by the AA store in Hötorget is a man pushing a double baby stroller/trolly in the middle of the day. He is a Swedish male, probably in his early to mid thirties. His two kids, aged around 1 1/2 and 4, are with their father because he has ‘Pappaledighet’ (paternity leave) or is a stay at home dad. In Sweden, a couple can take up to 13 months off work between them, with the state paying 80% of lost wages up to a ceiling of SKr24,562 ($3,425) a month. A further 90 days can be taken for a token sum. The leave can be used in a block, or taken in batches before the child is eight. (The Economist, January 2004). What this means is that fathering (more than diaper duty some nights) is an integral part of Swedish culture, a phenomena that I was struck by when I first began visiting Sweden. You see them all over, fathers parenting, and not just for a few hours. You find them on the bus, lugging a huge stroller and calming unsettled little ones. You see them wiping their noses, and teaching them new words. Mid-day, you can find them in the grocery store, pushing the kiddos around, doing the household shopping. Changing diapers, wiping spit-up, calming cries, and teaching children about life, is all part of their gender equitable job description as a father. How does this very important human aspect of being parented fully, affect a society? Are Swedish children who are parented by both parents equally more adjusted, healthier, etc.? Is gender equality more attainable because of this norm?
It’s amazing how culture shocked I was by this when I first came to Sweden. In the U.S. it is not as common. And, although there is an increase in stay-at-home fathers in the U.S., we are a far cry from paternity leave, or from leaves that extend over a period of 13 months. In the U.S., if you’re lucky, a parent can take 2 months off (usually the mother). Sadly this leave is often referred to as ‘Short-Term Disability Leave.’ Interesting to say the least. To be fair, though sadly noted, Sweden is not perfect either. Although they have one of the few, if not the only, paternity leaves in the world, too small a percentage of fathers take it. Admittedly, there is still work to do, however it is clear they have taken the lead internationally. And from what my eyes see daily - this should be recognized and commended.
As this culture shift (that started in 1974) towards paternity equality grows, how will it be affected by the import of U.S. imperialism? Is it just a matter of time before we reverse the progressive outcomes of Sweden’s hip and forward-thinking social democracy? Can Sweden survive McDonalds and stay fit and healthy? Will they continue to ‘fika’ (have afternoon coffee and treats - a national pastime) at local shops with homemade goodies? Will women develop the deep insecurities that plague adolescent girls in the U.S.? Perhaps the scariest question of them all is whether men in Sweden will continue to father in a way that trumps fathering in the rest of the world? Will Sweden’s progress be reversed by the globalized pornification of, *gasp*, U.S. culture?
Is it just me and my newly-arrived eyes that see a demise of cultural genius? Or, can we truthfully link the arrival of Strarbucks and other U.S. cultural icons, with the potential downfall of fatherhood? You decide.
American Apparel is the worst. The CEO has been sued for sexual harassment and for perpetuating a hostile work environment more than once. I work for a law firm that "offers" both paternity and maternity leave for a wide range of child-rearing situations. In exchange, I have a Blackberry and laptop that own me during my waking hours. There's a juxtaposition in values- we want you to have your cake, but you have to bake ours simultaneously.
ReplyDeleteSadly, I do consider myself lucky.
Hoepfully by continuing to write about this issue, you'll bring attention to it. Ironically, (in the US, at least) you'll find the same people entering Starbucks to order their skinny latte after exiting Bikram Yoga. That is also a sad contrast in values...the accessibility of life-enhancing things invites not so great things into our environments, as well.
Miss you and love you, tons.
The French dislike America but love American culture and being American. As does Sweden and most of the world. But just because the people are French or Swedish doesn't automatically give them good sense or good taste. Does free speech mean letting other countries buy what they want, culture be damned? If you figure you have averages, then roughly half the people in any country are below average in intelligence. Sounds rough I know. But how do you explain that so many Americans want Sarah Palin?
ReplyDeleteIt's a worldwide epidemic.
Peace to you all, though.