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The struggle of Canadians to maintain a distinct cultural identity on a continent dominated by American media is as old as the media themselves. In 1935, the president of the Canadian Radio League said that
Canada would like greater cultural freedom in the air.... Canadian radio evenings start and end with entertainment furnished by United States stations.... Canadians like American programs but want some cultural development of their own. (Montagnes 56)
American cultural values continue to flood the Canadian landscape through various electronic and print media. Of particular concern to many Canadians has been the maintenance of a unique national music presence in radio and television broadcasting, as well as the preservation of the Canadian music industry. This article discusses some policies implemented by the federal government to foster this cultural industry.
Maintaining a Culture
"I'm not a lumberjack or a fur trader. I don't live in an igloo, eat blubber or own a dogsled." With those opening words, a beer commercial called "Joe's Rant" hit Canadian television screens in 2000. It touched a cultural nerve and crystallized the feelings of many Canadians who see a threat to their national identity from an American media juggernaut. The commercial featured actor Jeff Douglas expounding upon the differences between Americans and Canadians, concluding that "Canada is the second-largest land mass, the first nation of hockey and the best part of North America. My name is Joe, and I am Canadian." On July 1, 2000, Douglas performed the rant at Canada Day festivities in the nation's capital, Ottawa, and later the same day in six other cities (LoFaro).
That the rant should result in an outpouring of Canadian nationalism is not surprising, since Canadians have long been ambivalent about American media and their influence on Canadian society. Canadians avidly devour American television programming and movies, and American magazines dominate Canadian newsstands. According to Heritage Minister Sheila Copps, 30 percent of books sold in Canada are by American authors, 80 percent of magazines on Canadian newsstands are American, 84 percent of CD sales are foreign, mostly American, 85 percent of prime time television dramas are American-produced, and 97 percent of the feature films playing in Canadian movie houses are from Hollywood (Copps).
Many Canadians obsess about the undue influence...