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thedrifter
09-30-06, 06:55 AM
Guide tells us how to behave abroad
New booklet hopes to counter image of 'ugly American'

By Joe Burris
Sun Reporter
Originally published October 1, 2006

A New Zealand man asked that if we Americans can't learn to shut up and listen more often, "could you at least lower your volume?"

Reports out of the United Kingdom say many of its citizens believe our policies and cultures are making the world a more dangerous place to live. Some Australians think we're dumb, obese and arrogant; they use the phrase,"Oh, that's so American" as a putdown.

These are a sampling of sentiments that Keith Reinhard gathered from across the world while probing the depth of anti-American sentiment.

The former international marketing executive is convinced that such perceptions are widespread and growing.

He worries that such attitudes could usher in behavior that would give Americans who travel abroad another cause for concern -- along with the threat of being targets for terrorism.

Problem is, he says, American travelers are often at fault for such sweeping stereotypes; too many have scarce knowledge of and little regard for the cultures and norms they venture into. All too often, they talk down to their hosts.

Reinhard believes he has a way to dispel such perceptions: He founded the Business for Diplomatic Action, a group of educators, executives and citizens working to combat the spread of anti-American sentiment.

Though its primary focus has been business travelers, the BDA recently extended its efforts to all Americans going abroad with its World Citizens Guide, booklets and pamphlets that offer a crash course in nations' histories, religions, views, traditions, peoples and languages.

Reinhard says some folks ask why Americans should be concerned over such perceptions. He considers the recent alleged terrorist plot to blow up American jetliners that was thwarted in the United Kingdom.

Then he asks why shouldn't we? "The rise in anti-Americanism is a threat to our national security," he says. "The more people dislike us, the more easily they can be recruited by our enemies. In this global world, we need all the friends we can get."

Global facts

The World Citizens Guide is colorfully illustrated and includes images of nations' flags, loads of facts about each country and common sense tips that probably would benefit any traveler.

The 60-page, passport-sized booklet was created for students who study abroad. Its success ushered in the pamphlet, an abridged version, for business travelers.

The booklet, which also includes an interactive mini-CD, includes the 50 most useful words in Arabic, French, German, Italian and Spanish.

It suggests that Americans should learn the norms of the countries where they travel and imitate those norms. Doing so, it says, may prevent someone from unintentionally sending the wrong message.

For example, it says: "In most European countries, the correct way to wave hello and goodbye is palm out, hand and arm stationary, fingers wagging up and down. Common American waving hand moving side to side means no -- except in Greece, where it is an insult."

The pamphlet begins with an FYI: "In other countries, you are more than just an American. You are America." Then it offers 16 suggestions everyone should consider to "make a big difference in America's standing in the world."

"The guide really talks about how we might have a more enriching experience abroad if we are able to open ourselves up and embrace other cultures more," says Patricia Alvey, a Southern Methodist University professor who oversaw the creation of the guides.

The guides have been distributed to 300 colleges and universities as well as more than 20,000 businesspeople in 800 companies.

The Marines use them, and the federal government is considering distributing the guide with every American passport.

"The latest I heard ... was that the State Department is still considering this," Reinhard says. "They certainly want to include some of our content in some way, whether it would be handing out these guides or modifications of them."

Alvey says the guides are not intended to relay all-encompassing information about a particular country.

"We're saying, 'If we could get your attention: Here are some ways we might be more different than you think,' and 'Here is another way of looking at travel.'"

Image facelift

Reinhard says such efforts could not come at a better time. He says U.S. foreign policy and stricter border controls for foreigners entering our country play a great role in our image problem. But it's also because of American travelers who live up to the "ugly American" stereotype.

"We asked our researchers to go out and ask people what they do like about Americans and what they don't like," he says, "and the positives are what you would expect -- youthful enthusiasm, a can-do spirit.

"But the negatives were very consistent across all regions. That we were exploiters. That we promote values that were not in concert with social mores of other countries. That we were arrogant, ignorant, totally self-absorbed, unwilling to listen and uninterested in other cultures."

Reinhard says that unless Americans address those perceptions soon, "this is going to go into the realm of prejudice. And prejudice means that no matter what you do, there is still [prejudgment] against you."

Reinhard travels throughout the country, spreading the word about the World Citizens Guides. He's giving reasons why they seem necessary, telling stories he's received from around the world about American tourists behaving badly.

During a July 12 speech at the National Summit on Citizen Diplomacy in Washington, Reinhard spoke of an incident involving two American tourists in shorts who were not allowed in Vatican City because of the Vatican's strict dress codes.

"Out of frustration, one of the men revealed that he was a minister," Reinhard said, "and that he had been looking forward to the trip for a long time. 'I don't see what the big deal is,' he said. 'If God can accept me wearing shorts, why can't you? I'm sure God is wearing shorts right now. Just wait until Judgment Day. You'll pay for this.'"

"Maybe so," Reinhard said, "but they didn't get into the Vatican." He also speaks of going overseas and seeing shifts in attitudes toward America, namely in marketing.

Reinhard remembers traveling to South Africa as a marketing executive eight years ago and successfully billing Neutrogena as "America's No. 1 face cream."

When he visited South Africa earlier this year, he stumbled upon a billboard message advertising DaimlerChrysler Smart cars:

"German engineering. Swiss innovation. American nothing."

DaimlerChrysler's South African division said the ad was not meant to sound anti-American and that it merely spoke of South African's preference for smaller, more fuel-efficient European cars over huge American gas-guzzlers.

The advertisement was removed after officials from DaimlerChrysler's U.S. division complained. And Reinhard says regardless of its intentions, such an ad would have been virtually unheard of a few years ago.

"American origin used to be a selling point," he says.

Reinhard says he's had success in convincing Americans across the country that anti-American sentiment abroad is a concern. But not everyone's willing to listen.

"I was on a radio show in Columbus [Ohio], and most of the callers were supportive. But one guy said, 'Mr. Reinhard is wrong; what this country needs is more John Waynes and fewer Liberaces. We don't need those other countries.'"

Not so, Reinhard says.

"As a parent and grandparent," he says, "I wouldn't want my children growing up in a world where they can't travel freely about the world without being harassed."
When you go abroad

A few tips from the World Citizens Guide:

• Show your pride, but respect theirs.

• Think as big as you like, but talk and act smaller.

• Leave the slang at home.

• Listen at least as much as you talk.

• Speak lower and slower.

• You'll never go wrong with a smile.

For more information, go to worldcitizensguide.org.

Ellie