The Homogenization of America

Once upon a time, cities and towns had character. Not only that, but they had distinct character, and as one travelled across the country, one could experience wonderful, unique, and interesting differences in culture, cuisine, and clothing from city to city. One could taste the difference between North Carolina barbeque and South Carolina barbeque, between Memphis barbeque and Kansas City barbeque. One could recognize certain cuts and certain fabrics in a suit or the design of a pair of shoes and, regardless of where one was in the world, one knew immediately from whence the wearer came (or at least shopped).

Alas, those days are quickly slipping away, and America is becoming one bland, similar, boring melting pot, with everyone shopping at the same stores and eating at the same restaurants.

This homogenization of American culture took another unfortunate step forward this past week when Federated Department Stores, Inc., the survivor of the merger this spring between Federated and the May Companies, announced that they were converting all the regional department store chains in the former May stable to Federated's major store name, Macy's. Now, I have nothing against Macy's. In fact, I often enjoy shopping at various Macy's stores around the country. But, with every merger, with every change, with every renaming, we lose a slice of America.

Our choices are dwindling. It's getting so that when we travel, we aren't going to have a clue where we are, based on shopping and dining; the malls and the strips look the same. Already, we can go to the same big box stores in every major American city, large or small. Best Buy. Staples. Barnes and Noble. Circuit City. PetsMart. Home Depot. One of the 3,600 some Wal-Mart stores in the U.S. alone. And even when we pay for our purchases, whether we write a check or use a credit card, our banks are consolidating, too. The huge Bank of America and MBNA banking corporations announced earlier this year that they were merging, too. Then when we quench our thirsts, we have our choice of the same mediocre coffee at Starbucks on every street corner (they are planning to open another 1,800 coffee shops in 2006) or the same arteriosclerosing Happy Meals at one of the 31,561 McDonald's stores in the country. And what city doesn't have an Olive Garden or a Chili's or a Red Lobster or a Bennigan's? Did you travel to another town to shop? Will you be staying at a hotel in the HIlton group or the Marriott group?

Not everyone is unhappy about our homogenization. Every mall wants a Gap and an Abercrombie and Fitch. Krispy Kreme has to have traffic control for a week when they open a new store in a new city. Anywhere in the country, I can guess a guy's age based on whether he's dressed in Nautica, Hilfiger, or Hollister. We watch television and movies to see what people are wearing, and then we want it for ourselves. We watch music videos to see what the hip-hoppers are wearing so we know that we want North Face winter gear so badly our kids will murder one another for it. T.G.I.Friday's and Denny's always seem to be packed with diners, no matter how bad the food or rude the service. So, obviously, there's something about national franchises that the American public seems to accept, if not crave. We all want to dress alike and shop at the same stores and eat at the same restaurants, whether we are in Atlanta or Seattle, Bloomington, Indiana, or El Paso, Texas.

It makes me sad, though, because when I go home to Tulsa, I don't want Florida stone crabs claws or Louisiana crawfish etouffee or Maryland blue crab cakes, cause they just aren't the same in a town that cooks beef 90% of the time. In D.C., the Amerindian food all has that institutionalized blandness, I don't even want to talk about what passes for Mexican food, and the chicken fried steaks would even shame my high school cafeteria. Yet, we continue our march towards mediocrity, towards our least common denominator; we accept and welcome our increasing homogenization.

Homogenization is for milk, not for stores and restaurants. I just pray that I am not the lone voice in the American consumer wilderness who values what we are losing.