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Greece: a (basket) case study in savage globalization

As Greeks look inward, they see a country that produces nothing of value and is inferior to the rest of the world - despite evidence to the contrary. The country has been mentally colonized, with outside powers convincing the Greeks that they can do no better.

by Michael Nevradakis

Part 5 - Devaluing the domestic, lionizing the foreign

The cultural and mental colonization of Greece has also resulted in the phenomenon of mimicry. The behaviors and habits of the “civilized West” are increasingly being adopted and naturalized, at the expense of anything Greek. Domestic products and culture are often viewed as passé, old-fashioned, or outdated.

The examples are numerous. For instance, it is fashionable for Greek women to ensure their skin is as white and pale as possible—quite an accomplishment in a Mediterranean climate and with a Mediterranean skin tone—while blonde is the hair color of choice. Young men have fully adopted hipster fashion, including full beards and “retro” mustaches, in another trend that has arrived from abroad.

In the movie “National Lampoon’s European Vacation,” a stereotypical French waiter snidely remarks in French, “two American champagnes” when the Griswold family orders two Coca-Colas. Today, a more apt description might be “Greek champagne.” Attentive guests at restaurants in Greece, in observing the habits of Greek patrons, will notice that Coca-Cola products are consumed at practically every table, while beer, instead of wine or retsina or ouzo, is overwhelmingly the alcoholic beverage of choice.

In everyday conversation, more and more English words are making their appearance, not just in order to describe new, foreign concepts or ideas for which there may not necessarily be a Greek translation, but also words for which there is a perfectly ordinary Greek equivalent. For instance, “live” is now used to denote a live broadcast or a live concert, instead of the Greek equivalents of “live.” “Off” is uttered instead of the Greek equivalent, while other words and phrases such as “air conditioning” or “parking” are now far more commonly used than their well-known and easy-to-remember Greek language versions. Looking at Greece’s burgeoning startup scene, the lingua franca is English, even in social media conversations between Greeks, residing in Greece, who are active in this sector. Insisting on speaking only in Greek is a surefire way to be branded “old-fashioned” or “nationalist.”

An examination of storefronts in any city, town, or tourist resort in Greece will show that the majority of business names are non-Greek. Most television and radio stations have adopted foreign or transliterated names: “Skai” (Sky) TV and Radio, Star Channel, Antenna TV, Alpha TV and Epsilon TV (written in English), Real FM, Athens Deejay, Sport FM, Kiss FM, and numerous others. Foreign names are considered “hip” and “marketable,” Greek names old-fashioned and backward.

Indeed, as a radio producer, I’ve found that scanning a city’s radio stations often provides great insights into the local culture and tastes. In Athens, more radio stations play non-Greek music than Greek music. More radio stations in Athens play American and British pop and rock music, than in New York City or London. The aforementioned “xenomania” in all its glory.

The pale-skinned women and the men with bushy hipster beards and Uncle Pennybags mustaches are often seen adorning apparel and accessories, such as t-shirts or handbags, which prominently display the British or American or even German flags. Wearing anything depicting the Greek flag, however, is a swift and certain way to be branded a member of the “far-right,” a “nationalist,” an “ethnocentrist,” a “racist,” and a “xenophobe.”

In Athens and in all cities and towns throughout Greece, many of the major thoroughfares are not named after prominent Greeks of the country’s ancient and modern past (save for politicians, who ensured certain roads were named after themselves), but are named after members of Greece’s foreign-imposed and long-abolished Bavarian royalty, such as Queen Amalia and King Constantine. These street names serve as everyday reminders of Greece’s neo-colonial past. Famous ancient Greek figures such as Socrates and Plato are typically relegated to the names of secondary thoroughfares and back streets.

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