(Originally Written on 10/16/08)
When asked to name traditional foods from the western world, some responses might be clichéd food choices such as hot dogs or ham and cheese sandwiches. It is predicted that not many would mention egg rolls or chicken balls. Why would somebody? Those items are usually found on a Chinese food menu or buffet. This attitude is shared amongst many fueling the misconception of what authentic Chinese food actually is. The western world has manipulated Chinese food and “Americanized” traditional Chinese food items. Thanks to the website by the popular Chinese food restaurant, the Mandarin, society is made to believe that the items found on these buffets are straight from Chinese culture and dining at the restaurant will offer a culturally unique experience.
The Mandarin has been deceiving Canadians since in inception in Brampton, Ontario in 1979. Since then, they have strived to create an authentic Chinese themed atmosphere, which shrouds the lack of authentic Asian cuisine they offer. For those that think it is strange for them to have garlic bread, mashed potatoes, and pizza on the menu, those items have the same connection to Chinese culture as chicken balls or chop suey; both of which originated in the United States in the mid-eighteenth century. [1] Traditional Chinese dishes use meats like snake, duck, rabbit, and frog, many of which are not found anywhere on the Mandarin’s website. Many of the techniques to Americanize Chinese food have been taken from early Chinese food restaurants in San Francisco that were opened by Cantonese entrepreneurs. After realizing their meals were not adjusting to American culture, they tampered with their original recipes to embrace the tastes and cooking techniques North Americans enjoyed. [2]
The western world is so intrigued by the Mandarin and what it offers mainly because the Mandarin’s website is “structured to boost the value of a commodity brand names by attaching them to images that possess social and cultural value.” (Goldman, 81) The food is not the only reason for people to visit to the Mandarin. Patrons at the restaurant have succumbed to the power of the Mandarin’s radio, television and website advertisements and subscribe to the belief that they are experiencing a unique and multicultural experience. This has translated into an economically flourishing restaurant. It is a proven fact that people believe the Mandarin offer’s an authentic Chinese experience. A quick visit to the Reader’s Choice Awards website will show the Mandarin has won in the Best Chinese Food award for many years. [3]
Globalization is seen in two different paradigms using the example of the Mandarin’s website. Globalization can refer to a country’s ideals being placed on another culture to promote their lifestyle. Having said that, the first denotative example of globalization from the Mandarin’s website is the promotion of an Asian identity. The images and colours on the website correspond to the theme of the restaurant. Items such as the Chinese dragon and lanterns are presented with the Morin Kuhr (Chinese Violin) playing during the intro. These media are presented to the western world in order to show the Chinese culture present at the restaurant. Historic Chinese symbols and sounds are used to create the atmosphere of a different world. Arguably, the second globalization argument can be made about the unconscious push towards an Americanized appeal which is shown in a connotative level on the website. Although the theme presented is heavily influenced by Chinese culture, the foods shown are mainly from the western world. Many of the items in the photographs are the items from the Mandarin that are not influenced by Chinese culture. By consuming the Mandarin’s food, the patrons are just furthering their likeness towards north American foods while moving further away from the Chinese authenticity. Without the research into traditional Chinese cuisine, the average person will be persuaded to believe they are gaining a unique experience with the traditions of the Chinese.
Take the waiters and waitresses at the Mandarin to further the example of the two paradigms of globalization the Mandarin tries to emit. Everyone that works on the floor at the Mandarin dealing with the public is of Asian descent. This is the Asian influence/contribution to the restaurant’s theme. A quick glance at their nametags though would show the western world’s influence. Their nametags will have generic names which are easily relatable to those from the western world. (from my last personal experience at the Mandarin, my waiters name was Phil)
The Mandarin’s website tries to promote multiculturalism through its use of music and images. The website also has tools for a visitor to use to learn more about the Chinese New Year by reading about the traditional animal that corresponds to someone’s year of birth. The website even offers a visitor the ability to click on an interactive fortune cookie that dispels a fortune. Although trying to once again connect with the western world by offering a ‘traditional’ Chinese icon, they are actually exploiting a perceived Chinese symbol. The fortune cookie was first seen in San Francisco in the late 19th century and is thought to be invented by Asian immigrants; from Japan, not China.[4] Unfortunately, the Mandarin’s website is not furthering multiculturalism, it is just adding to the stereotypes of what the western world believes to be authentically Chinese.
When looking at how the Mandarin’s website disseminates a synergistic culture some racial undertones become prevalent. If someone from China were to go visit the Mandarin in southern, Ontario, they would be utterly confused to see a traditional décor without the traditional foods. The fact the Mandarin’s website exploits Chinese traditions and symbols to sell a product and idea shows little disregard for the Chinese culture. The website presents no real appeal to the Chinese population and no real want to offer any history about the Chinese culture. The website unfairly capitalizes on the Chinese image and nothing more although tries to show it is done in a sentimental way such as engaging the public with virtual fortune cookies.
The public have no idea they are being sold an illegitimate culture. The ideologies of the western world are being hidden behind items that many believe to be Chinese. It can be argued that this is a mild type of cultural propaganda. The Mandarin is spreading the ideals of a unique culture that are severely skewed and misrepresented. The persuasion techniques on the website rely upon the audible and visual senses of one in taking the information. With both of these senses being filled with strong messages, it is hard for someone to believe they are not being informed by a credible and legitimate website. With such an appealing look, the site will be taken as a credible source by the visitors. Their previous misconceptions will further be fueled by the websites message of what Chinese culture is with little effort to clear up these interpretations.
Visiting the Mandarin’s website followed by a trip to the actual restaurant would make many from the west feel that they have traveled to a far away land. Sadly, the far away land is no further away than their own city; figuratively and literally. As long as the Mandarin keeps up with their visually stimulating website and advertising campaigns that focus on stereotypical Chinese culture, the western world will continue to take these things at face value. North Americans will continue to believe they are leading a culturally diverse life while wondering why all the culturally diverse foods they eat taste exactly like something deep fried from Kentucky Fried Chicken. As long as the experience is different though, North America will accept what they believe to be true instead of realizing it takes more than a coy fish pond at the entrance of a restaurant and a couple of Chinese lanterns hanging around a buffet to fully experience another culture.
Work Cited
Books
Goldman, Robert. “Advertising in the Age of Accelerated Meaning.” The Consumer Society Reader. The New Press, New York. P.81.
Websites
“American Chinese and Traditional Chinese” Healthmad August 7, 2008. Accessed October 14th, 2008. healthmad.com/Nutrition/American-Chinese-and-Traditional-Chinese-Food.198965
“Chinese Cuisine” About.com 2008. Accessed October 14th, 2008.
chinesefood.about.com/od/recipesbymeal/a/chow-mein.htm
“Fortune Cookie History” ChineseFortuneCookies.com 2005. Accessed October 15th, 2008. chinese-fortune-cookie.com/fortune-cookie-history.html
“Readers Choice Awards 2008” Readers Choice. 2008. Accessed October 14th, 2008. readerschoiceawards.ca/
Wow, you took a lot of time to explain something that everyone knows. Where are you talking about that has ANYONE who thinks that Mandarin has real Chinese food? No one thinks that. Except maybe some senior citizens.
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