The Null Device

Dumb blonde nation

British branding expert Simon Anholt, who specialises in advising governments on national identity and reputation, has said that Australia has the image of the "dumb blonde" of the world, seen as attractive but shallow and unintelligent. Which is good when convincing people to fly over to see world-class beaches and koalas, but not so good when Australia's international image takes a battering over something like the wave of racist attacks on Indian students, which has apparently taken a toll on one of Australia's larger non-primary-resource industries, international education.
Mr Anholt said Australia was ranked best in the world for natural beauty and as a place to visit if money was no object. But he said the success of Australia's tourism promotion campaigns had produced an ''unbalanced'' view of the country. ''What you have is an image of a country that is considered to be very decorative, but not very useful,'' he said.
Anholt also said that Australia relied too much on "logos and slogans" for promoting itself on a superficial level, and was unique among developed countries (not counting the US, for obvious reasons) for not having an organisation devoted to promoting its culture abroad, like Germany's Goethe Institut or France's Alliance Fran├žaise. (Though the austerity-age UK may soon be joining the Aussies in this respect; wasn't the British Council one of the quangos scheduled to be abolished?)
Mr Anholt said the US did not have such an organisation, but arguably did not need one because of the global reach of its entertainment industry. ''But Australia has Les Patterson, and I don't think that's enough.''
Given the fact that Australia's economy is doing rather well, but is almost entirely dependent on the inherited wealth of primary resources (mostly mining), rather than skills, culture or intellectual capital, does this make Australia the Paris Hilton of countries, i.e., a bubbly heiress who can get away (for now, at least) with being a bit dim by virtue of being loaded?

There are 1 comments on "Dumb blonde nation":

Posted by: Peta Wed Oct 20 10:22:55 2010

France might be a slut, America might be a whore, and England a dead root, but what all this really proves is that Simon Anholt is a misogynist, racist bore.

Want to say something? Do so here.

Post pseudonymously

Display name:
URL:(optional)
To prove that you are not a bot, please enter the text in the image into the field below it.

Your Comment:

Please keep comments on topic and to the point. Inappropriate comments may be deleted.

Note that markup is stripped from comments; URLs will be automatically converted into links.