IMM group 7 (Section B)

Cross-cultural Misapprehensions over the Swastika in

the West
Q1. Carry out a cross-country comparison of the differences in perceptions and cultural implications of the
swastika
As a symbol, Swastika power resides in its simplicity and balance. Needless to say the symbol has found solace in a number of cultures.
 
• Buddhism :- The swastika is thought to represent the footprints of Buddha. 
• Jainism :- The symbol takes on liturgical function in Jainism
• Hinduism:- The clockwise and the anti-clockwise symbols club together to portray opposites such as light and darkness

1. In Mesopotamia, the symbol was frequently used on coins whereas in Africa and Asia, it was found on ancient pottery. Also, the symbol was
generally used as a single element, however at times it was repeated as a series of repeated interlocking swastikas to form a border on a
garment or in architecture especially in Roman times

2. In the late 19th and early 20th century, the symbol found traction in western cultures as well and soon became the good-luck symbol similar
to a four-leaf clover or a horse-shoe. Companies began  to use it on their logos and it soon adorned their birth announcements as well as
greeting cards. Even Finland and the US have used the same as military insignia. 

3. However the symbol was adopted by the Germans in the year 1920 and soon it officially became the official emblem of the Nazi party and
was used in the party’s flag, arm-band and badge. In toto, the symbol soon got transformed from a beacon of love and well-being to a
symbol of hate, anti-semitism and hate. 

4. Nevertheless, post world-war, the public showing of the symbol became illegal in Germany and consequently in the western economies. This
resulted in the companies adapting to the same and making sure the symbols are prohibited from the products they were trying to sell in the
western economies. Many companies were even forced to recall their products (with swastika inscribed on it)following an uproar in the
western markets. At present, socio-cultural groups have been trying their best to bring back the importance of swastika again particularly in
the European Union and recent bans on them have been strongly opposed by the Hindus, Buddhists, Jains and other oriental religious groups.
Q2. Critically evaluate how the use of swastika by the Nazis transformed its common perception to  a symbol of
hate rather than a symbol of well-being, love and luck

The word “Swastika” is derived from the Sanskrit word Svastika:from the roots, su or good, asti, meaning ‘to be’.  Swastik is the symbol of well
being, love and luck.

Swastika for unification and nationalism- The late 19th century saw the newly formed German empire caught up in an era of unrestrained
nationalism. Some nationalists sought to prove German racial superiority, subscribing to a now discredited idea that an ancient Aryan race — the
original Indo-Europeans — were their ancestors. Evidence was needed to connect the Germans with the Aryans.

Connect with Aryans and Superiority of Germans-Since the swastika was also present among the archaeological remains of the Germanic tribes,
it didn’t take long for nationalists to jump to the conclusion that the Germans and the Greeks were both descendants of the Aryans. And if you
believe that Germans form a separate “race” superior to other ethnic groups around it, it becomes easier to claim that you need to keep that
“race” pure. In that context, anti-Semitism followed.

Anti-Semitic Feeling Arousal -The Thule Society, an anti-Semitic organization promoting the superiority of German Volk  sponsored the fledgling
Nazi party, and in a bid for greater public profile.

Hitler was convinced that a potent symbol would rally the masses to his xenophobic cause. In Mein Kampf, Hitler took sole credit for the design
and attempted to give it meaning: “In red we see the social idea of the movement, in white the nationalistic idea, in the swastika the mission of
the struggle for the victory of the Aryan man.” Tortured symbolism aside, the swastika banner did what it was supposed to do —it gave visual
identity to the Nazi movement.

When the Nazis assumed power in 1933, they sought to unite the country behind their racist Aryan ideology, and the use of their symbol
infiltrated all aspects of German life. All this led to the wave of ‘anti-semiticism’.
Q3. In your opinion is the proposed ban on swastika on commercial products in the European Union justified?
Discuss your views with your colleagues in class.

The Swastika was used as a symbol of Nazi power and the superiority of the Aryan man by the Nazi party to forward its agenda of political
superiority extermination of the Jews and others.

Hitler was convinced that a potent symbol would rally the masses to his xenophobic cause. With a black swastika rotated 45 degrees on a white
circle set against a red background, the Nazi banner modernized the ancient symbol while evoking the colours of the recently defeated German
empire.

For those whose families were killed in Nazi concentration camps or by the murderous squadrons deployed in eastern Europe, the swastika
incites anger and revulsion, and renews traumas even decades later.

Swastika symbols have been found at prehistoric sites, like the elegantly curving Neolithic one on Ilkley Moor in Yorkshire. They are found in the
New World where tribes like the Navajos have long used them. The auspicious symbol of the swastika is very commonly used in Hindu art,
architecture and decoration. It is usually a major part of the decoration for festivals and special ceremonies like weddings. Most of the wedding
cards have the Swastika symbol imprinted on them. It finds a special place for itself in the wedding decorations. 

Alienation of Hindu Diaspora and its traditions along with suppression of freedom of expression along with loss of lucrative business
opportunities for businesses by catering to religious and cultural inclined populace. 

Just because Hitler misused the symbol, abused it and used it to propagate a reign of terror and racism and discrimination, it does not mean
that its peaceful use should be banned
Q4. Time and again the western world misinterpreted Swastika. In the light of the same, discuss the recent
controversies of Swastika by the foreign World

19-year-old singer, Pichayapa “Namsai” Natha prompted a social media outcry over the weekend by wearing a swastika T-shirt to a
performance, a reflection of what critics say is a lack of sensitivity in Asia to the horrors of Nazi behavior. She quickly apologized in an Instagram
post. And an Israeli diplomat said in a Twitter thread on Sunday — International Holocaust Remembrance Day — that the episode had arisen
from a “lack of knowledge and lack of awareness.”

In 2006, a restaurateur in a suburb of Mumbai, India, named a cafe “Hitler’s Cross” and put a swastika in its logo. In 2014, a controversy
erupted over a Nazi-themed cafe in Indonesia, as well as an Italian restaurant in Taiwan that had named a pasta dish with German sausage
“Long Live the Nazis.”

The prestigious George Washington University was contemplating a ban on swastika, a sacred symbol for Hindus and Buddhists, as authorities
believe it resembles the Nazi symbol and may hurt the sensibilities of some Jewish students. The move came after an unidentified student, who
is Jewish, returned last month from a trip to India with a swastika image. He placed it briefly on the bulletin board at his predominantly Jewish
fraternity's residence hall.

A student’s use of a Hindu swastika as his school email avatar has roiled some Burlington High School community members and prompted a
prominent local lawyer to come to his defense.
Q5. Identify similar instances of cross-cultural issues in International marketing across markets with diverse
cultures

KFC: When KFC expanded to  China with the campaign “ Finger licking good”, it translated to “ We will eat your fingers off” and hence didn’t do
well in Chinese market.

Pepsi: When Pepsi entered the Chinese market they launched a slogan called “Pepsi brings you back to life” which sounded like “Pepsi brings
your ancestors back to life” and hence their campaign didn’t go well initially and was an embarrassment to the global brand.

Umbro: This UK based sports manufacturer company had released sneakers named Zyklon in 2002. This name is the name of the gas used in
Nazi concentration camps to kill millions of people and hence the company had to withdraw this product line.

McDonalds: McDonalds was famous in the USA due to the Big Mac burger which was made of beef. When they expanded to India, it was
initially unsuccessful as Indian especially Hindus consider cow as a sacred animal and do not eat beef. They later modified their products to
include the Veg Aloo Tikki and Chicken Tikka suiting Indian needs.

Pepsodent: Pepsodent’s campaign of “Whiten your teeth” didn’t work in its favour in South-East Asia due to their cultural practices where they
consider darker teeth as attractive since it indicates stronger teeth due to chewing of betel nuts.
Thank
You!