By Rachel Stockman

Who we are as Americans has come under the microscope since the attacks on our country September 11th. We have come to realize that we are a society that generates movie stars, athletes and puts a premium on brand names. But, we are also a society that is a melting pot, or a “salad bar” of many different cultures, religions and beliefs. Our society thrives because of our diversity, and even though we exist with different lifestyles, ethnic backgrounds, religious practices, and cultures, we are able to unite as a single country.

This diversity is not so readily understood by the world. Take the teen that renowned journalist Michael Weiss met on a recent trip to Spain. Weiss points out that the young girl believed that she was the very epitome of what America stands for with posters of Britney Spears and Nike shoes fastened on her wall. Others contend we are McDonalds, Pizza Hut and images of pop and rock stars. “Because Americans have put these fast food chains in so many countries,” Weiss said, “people begin to believe that American life is not healthy or culturally rich.” We need to figure out ways to better showcase America’s diversity so that the Lebanese, the Syrians, the Israelis, the Afghanis, etc. can understand that America is a home to many and not just white middle class protestants.

In his book, The Clustered World, Weiss explains that America should adopt a multi-marketing strategy that would appeal to many people in countries around the world. Like colleges that “once concentrated on finding standout high school students and now markets to clusters to achieve diversity on their college campus,” America needs to use cluster marketing worldwide to broaden our message of who we are.

Weiss contends that “If we send images of freedom of religion in America to the people in the Muslim countries, and we show how happy families who came from Afghanistan are in America,” he continues, “the message of who we are as Americans and what we stand for will dramatically change.” Selling America to other countries as a diverse country, made up of a variety of tastes and preferences rather than a materialistic capital could change the way other societies view us.

But, how do we get a message across that we are more than blue jeans and Diet Coke? “We can accentuate the fact that 20% of all Americans are first or second generation immigrants.” If we broadcast our universal culture, this accepting attitude could not only shed a positive light on America, but it could also serve as a catalyst of change throughout the world. “We could advertise America’s diversity on matchboxes, radio shows and paid advertisements in magazines and newspapers.” This new image would be a revolution, not only for America, but it would be a revolution for the world. By promoting acceptance and diversity, America would be encouraging everyone to become part of a worldwide movement of acceptance and tolerance.