The Homogenization of America (and the world)

This Sunday on the Sopranos there was a great storyline about Tony's reluctance to sell a property to the Jamba Juice Corporation because of the impact it would have on his old neighborhood. It brought up a very good point: our cities are becoming carbon copies of one another and we're abandoning our past. Tony felt this guilt when he saw the little old Italian lady from the old neighborhood, as he was partially responsible for the shift in demographics. While this nation is becoming more ethnically diverse, we are losing our culture completely. Basically every city in the US has a Starbucks, Jamba Juice, McDonalds, Krispy Kreme, etc. But what is happening to the specialized local business? Tony's property was being used by a chicken and egg shop, something that you'd never see in "new" cities like Omaha, Oklahoma City or even San Diego. But that shop was part of the neighborhood's personality and identity, and Tony had a lot of trouble coming to grips with the fact that selling the property would be more profitable than retaining it. In the end, his reluctance to sign ended up making him almost double the money.


What made this storyline compelling to me was that it is a great representation of what really happens in this country. I remember when Burlingame Avenue (in Burlingame, the city where I started high school) was this hip, alternative shopping street with unique shops and a distinctive personality. In the 90s it started to change, first a Noah's Bagels and Starbucks moved in, then Bebe, Banana Republic and a bunch of other retail chain stores found in every shopping mall in rich cities in the US. All of a sudden, Burlingame Avenue just became an outdoor shopping mall with very little difference from Hillsdale Mall (the main mall in San Mateo). Recently our favorite Chinese restaurant (Gau Pong) closed its doors, though I haven't been back to the Bay Area since to see what moved in. I used to love going to the funky little shops and seeing all of the unique people on Burlingame Avenue, but now it's just rich people, yapping toy dogs and BMWs like everywhere else in the Bay Area.


Even Garnet Avenue in San Diego is undergoing the same kind of change. H&R block wouldn't have been in a beach neighborhood 20 years ago, but now it's right next door to the 24 Hour Fitness and STA travel, which could be in any city in the US. Ocean Beach hasn't had this process kick into gear yet, but it's only a matter of time before we lose the uniqueness of that wonderful neighborhood. Imagine if Haight Street became just like Union Street with Ben & Jerry's next to Starbucks, next to the Gap, next to McDonalds...wouldn't that hurt San Francisco and it's personality? Why would people want Starbucks instead of a alternative and funky coffeeshop in their neighborhood? Starbucks is devoid of any real personality and it isn't exactly cheap either. Not only that, but the local family-owned coffee shop has a certain personal touch that a Starbucks could never have.


This problem isn't just here in the States, but we're surely ground zero for the homogenization of the world. The melting pot, where everything comes in with it's own unique personality and traits, and ends up a diluted version of itself. Think of your Italian friends, how many of them speak Italian? How many of them know a family recipe for marinara? In this country we are taught that our background is something to ignore, that we are "Americans". This is why there is such an anti-immigrant sentiment, because they come in with their own traditions and people don't like to see things get shaken up. When I was in Russia, I saw McDonalds, Burger King, KFC, and even Pizza Hut! Do we really want to take a trip halfway across the world to go to a mediocre fast food place? The corporations aren't to blame though, it's only natural to seek out more profits and growth when running a business. I just don't understand why people go to Taco Bell or Del Taco when La Playita or Antonio's Taco Shop is better and just as cheap? Why go to Pizza Hut when you have Amici's? I rarely go to those chain places, not because I am boycotting them, but because I get more out of going to my local shop. Not only that, but I am supporting someone who needs it. I'd much rather my $4 go to Antonio's than to the shareholders of Taco Bell.


So the next time you plan on going to Jamba Juice, go to Chronic Smoothies. When you are craving a burger, go to Rocky's. When you want Chinese, don't go to Panda Express, find your own Gau Poang. It wont cost you any more and you'll get a lot more out of it. Otherwise, in 20 years we may not have any locally owned restaurants to eat at. And by 2032 maybe all restaurants really will be Taco Bell...hey if it happened in the movies, why can't it happen in real life?