Consuming the fatherland

National identity is not only imposed from ‘above’, through flags and monuments. Such official national symbols mainly define the playing field. Within that field, we form our own identity. All over the world, people cheer for their national football team, celebrate national holidays, or proudly buy ‘home-grown’ produce.

Such everyday habits make the nation an integral part of our popular culture. At the same time, they show how nuanced nationality can be for many people. The homeland is an abstract ideal, after all. Only through products, symbols and gestures does it become concrete. For most people, the nation appears only as one part of their broader identity. At times critically important, at times not so much.

The nation state has now become intertwined with our everyday and commercial lives in a myriad of ways. Companies associate their products with national pride. National governments, in turn, learn from companies. They hire designers to develop a national ‘brand’, logo and corporate identity.

Nation branding

The rise of the nation state coincided with the rise of a global industrial economy. Many nation states see themselves as engaged in a struggle for investment, tourism revenue and scarce resources. They increasingly use commercial techniques for self-promotion, both at home and abroad. For example, many states now have a corporate identity through which the government communicates with citizens. Certain companies, in turn, can become ‘national icons’, seen as crucial to the economy and prestige of the state.

National products

One’s own nation is a universal ‘brand’ that evokes positive feelings for many. Businesses know to use this to their advantage. Some companies may emphasise their connection with national history or identity in their advertising, for example. Around 1900, various German companies advertised using the image of Emperor Wilhelm II. The Emperor’s image happened to be free of copyright, and he was recognised throughout the country.

Film and media

Modern media, such as film and television, play an important role in shaping national cultures. Popular television series may become national phenomena, as when they depict everyday life in way that many members of the nation can relate to. Film productions in the native language are a source of prestige. Many countries have their own version of the historical epic: a dramatic film adaptation of national history, in which national heroes are given a contemporary face.

Cuisine

Food and drink tend to be strongly associated with nationality. Countries as diverse as France, Italy and Japan pride themselves on their refined culinary culture. Yet most culinary traditions result from long-standing cultural cross-pollination. The same dishes can therefore be found in different cuisines. Several Eastern European countries have a variant of the soup borscht, for example; or of stuffed dumplings called pelmeni, pierogi or varenyky (depending on the language). Countries try to secure their claim to a specific dish with official labels and certificates.

Sports and pride

In the early 20th century, many nationalists began to promote sport to strengthen the nation. In 1938, for example, the Turkish government made physical exercise compulsory for all citizens. Some countries developed their ‘own’ traditional sports, as was the case with judo in Japan. At the same time, Indian victories in ‘British’ sports such as cricket also counted as national successes. The coloniser was defeated on his own turf. Success in international sporting competitions is now an important source of national pride for many countries.

Whose nation is it?

Those who can determine the meaning of national symbols wield enormous influence. After all, national symbols transcend politics. Controversial policy choices are more easily defended by invoking the national interest. Subtle words such as ‘we’, ‘together’ or ‘unity’ may obscure political differences. Meanwhile, stereotypes such as the ‘hard-working Dutchman’ communicate who counts as part of the true nation. In our chaotic and uncertain times, the battle over the ‘real’ meaning of the nation has returned with a vengeance.