Freedom of Choice (of Breakfast Meats)

This morning I heard an ad on the radio which struck me as a poignant commentary about the United States. It is increasingly obvious to me that our values and institutions are centered on commerce, and commercial interests dominate decisions which are supposed to be dictated by principle and concern for the "public good." While I have been aware of this state of affairs for upwards of a decade, recent developments have for some reason rekindled my interest in the questions of why America looks like it does, why we Americans act as we do, and how the public policies that determine these things are set.

I plan to research and write a series of posts dealing with these questions and how they relate to America's place in the world and particularly how they shape the presidential race. For now, I want to get back to the radio ad.

McDonald's recently introduced a breakfast sandwich called the Southern Style Chicken Biscuit, which true to its name consists of a fried chicken patty on a biscuit. It accompanies a number of other greasy, disgusting biscuit-based items which have reportedly been added to McDonald's menu in the years since I stopped eating there. Some consider the new sandwich remarkable in that it has moved chicken onto the breakfast menu, but as Joel Klein of TIME notes, this is not an unprecedented coup. Furthermore, there is no coherent reason why pork should be included in our morning meals while chicken is categorically proscribed. If there ever was some sanctity of breakfast, it was long ago defiled by the introduction of cereal shaped like waffles and sausage on a stick wrapped in pancakes, corndog style.

The radio ad for McDonald's new arterial calamity began by extolling the US's hallowed freedom of speech. How lucky we are to live in a nation where each person can express his ideas without fear of repression by his government! All manner of divergent opinions are tolerated in this nation of courage and integrity. No personal opinion or taste is grounds for ostracism, the ad continues. (Let us ignore the fact that you can't even see the truth from where you have to stand to be able to say that.)

What should we do with this precious freedom of expression? The radio told me that the proper course is to start eating chicken for breakfast, which was somehow not the first thing that came to my mind. I never had any inclination to include poultry on my breakfast menu, but then again, my tastes are so distant from where the ad industry would have them that I may qualify as a bad American on that count alone.

Isn't this appropriation of patriotic concepts and imagery in the name of selling a breakfast sandwich a form of sacrilege, to be decried and deplored by Americans from sea to shining sea? No. No, it isn't. What I find distressing about this ad is that there really isn't anything unusual about it. It's perfectly acceptable to use patriotism and America's purported ideals to implore consumers to buy your product. No one sees that as a debasement of what we stand for. This is a tacit acknowledgment of the fact that consumption is really what we're all about. What's the point getting upset about it? People who supposedly hold America dear to their hearts don't really want to impede commerce, so they never raise their voices in objection to this kind of thing.

This state of affairs reinforces my conclusion that most or all of the patriotic talk we put up with in American is entirely for show. Somehow, our politicians are excoriated for the mere omission of conspicuously patriotic (and Christian) rituals. Every lapel is adorned with a flag pin, every speech closed with "God bless America." Politicians never venture anywhere near vocally diluting or devaluing our shibboleths (which says nothing about what they do with their actions rather than their words). When a corporation suggests that the happy providence of the First Amendment should be utilized to eat chicken before 11:30am, that's business as usual.

Once again I find myself devoid of any obligation to participate in any of this- the patriotic pageantry, the consumerism, the greasy breakfast. I must be in the minority, though, or no one would pay to make those ads.