Japan Times JUST BE CAUSE column Sept 1 2009 on McDonald’s “Mr James” campaign: Why it’s a problem
I personally have three tests for whether stereotyping is offensive or unfair: 1) Does it suit the purposes of humor and satire, or is it just mean-spirited? 2) Has it any redeeming social value? 3) Is there turnabout in fair play?
Regarding 1), yes, I grant that Mr. James is disarmingly funny. However, it still takes mean, cheap shots at foreigners for a purported lack of language ability. Allow me to elaborate from decades of personal experience what this stereotype does.
When asked if the Japanese language is difficult, I say it isn’t. What’s difficult is talking to Japanese people. One has to overcome so much ingrained baggage — often instilled from childhood in approved textbooks — that foreigners, particularly the non-Asians, are “guests and outsiders” — illiterate, inscrutable and incomprehensible. Thanks to this, I dare say that in the majority of random interactions, foreigners who do not “look Japanese” have to prove every day to new listeners that they speak Japanese just fine.
It’s like having to untangle your headphones before you listen to music. Every. Single. Time. And Mr. James just pulls the knots tighter…