Transcript: Michael Adams on differences between Canadians and Americans | Jun 22, 2003

Michael Adams stands behind a lectern giving a lecture in front of an audience. Behind him, a screen reads "Fire and ice: The U.S., Canada, and the Myth of Converging Values." He’s in his sixties, clean-shaven with receding hair. He’s wearing a striped beige jacket and an open-necked striped white shirt.

Michael says THIS, OF
COURSE, IS PROBABLY THE BOOK
I'VE WANTED TO WRITE SINCE MAYBE
1955 WHEN I FIRST SAW ELVIS
PRESLEY ON THE ED SULLIVAN SHOW
OR MAYBE WHEN JOHN F. KENNEDY
WAS GETTING HIMSELF ELECTED
PRESIDENT OF THE UNITED STATES
AND I WAS A YOUNG CANADIAN BOY
FILLED WITH ADMIRATION FOR THAT
COUNTRY.
PROBABLY THE '50'S AND EARLY
'60'S WAS THE HIGH WATER MARK OF
I THINK IN CANADIAN HISTORY FOR
OUR ADMIRATION FOR EVERYTHING
AMERICAN.
REMEMBER, WE'D FOUGHT THE SECOND
WORLD WAR TOGETHER.
THEY WERE A LITTLE TARDY IN
JOINING THAT PARTICULAR CAUSE,
BUT THEY EVENTUALLY DID JOIN US
AND THE OTHER ALLIES.
AFTER THE SECOND WORLD WAR, OF
COURSE WE HAD THE GREAT PERIOD
OF REALLY A LOT OF GOVERNMENT
INVOLVEMENT...
THE G.I. BILL OF THE UNITED
STATES, OUR OWN BUILDING OF THE
SOCIAL WELFARE STATE.
WE WERE ALL KIND OF EMBRACING
THE SAME VALUES, YOU KNOW...
A SUBURBAN HOUSE, MOM AND DAD
AND 2.5 KIDS, TELEVISION SETS,
NEW CARS EVERY TWO OR THREE
YEARS.

A caption appears on screen. It reads "Michael Adams. Environics Research Group."

He continues I MEAN, IT LOOKED LIKE WE WERE
HEADED ON A WONDERFUL SUBURBAN
TRAJECTORY TO HEAVEN.
AND I THINK IT'S PROBABLY IN
THAT ERA THAT ROBIN MacNEIL FELL
IN LOVE WITH THE UNITED STATES,
LEFT A RATHER BORING CANADA TO
SEEK HIS FORTUNE IN NEW YORK,
AND IT'LL BE VERY INTERESTING TO
HEAR FROM HIM AND TO HEAR ABOUT
THE AMERICA THAT HE FELL IN LOVE
WITH.

The caption changes to "Author ‘Fire and ice: The U.S., Canada, and the Myth of Converging Values.’ Recorded May 20, 2003."

He continues THE AMERICA THAT I GUESS I WAS
VERY MUCH IN LOVE WITH I HAVE
BEEN OBSERVING, AS WE ALL HAVE
HERE IN CANADA, PERCHED, YOU
KNOW, ONE...
ONE COUNTRY UNDER CANADA, AS
ROBIN WILLIAMS HAS DESCRIBED
AMERICA...
PERCHED UP HERE TO VIEW THIS
INCREDIBLE NATION.
IT HAS BEEN OBSERVED THAT
CANADIANS AND AMERICANS ARE
BECOMING MORE ALIKE.
JEFFREY SIMPSON, MY MOST
RESPECTED COLUMNIST FRIEND,
ACTUALLY SAID IN HIS LAST BOOK
"STAR-SPANGLED CANADIANS" THAT
IN FACT WE ARE CONVERGING.
MICHAEL BLISS HAS SAID THE SAME
THING, THE UNIVERSITY OF TORONTO
HISTORIAN, IN THE "NATIONAL
POST," THAT WE ARE CONVERGING,
AND THE THEORY IS NOT THAT
AMERICA'S CHANGING BUT THAT
CANADIANS ARE CHANGING AND
BECOMING MORE AMERICAN, AND
CLEARLY THERE ARE A MYRIAD
SYMBOLS, SURFACE SIGNALS, THAT
THAT IS IN FACT HAPPENING.
PUBLIC OPINION TELLS US THAT
58 PERCENT, NEARLY SIX IN TEN
CANADIANS, AGREE WITH A LEAD
OPINION THAT WE ARE CONVERGING
WITH THE UNITED STATES; THAT OUR
VALUES ARE BECOMING NEARLY
INSEPARABLE.

He runs a PowerPoint presentation. A slide shows a bar graph.

He continues YOU'LL NOTICE HERE THAT I QUOTE
AN ECOS POLL.
THAT'S A RESPECTED POLLING FIRM.
IT'S NOT MY FIRM, ENVIRONICS,
AND THE REASON I DON'T QUOTE AN
ENVIRONICS POLL IS BECAUSE THE
PUBLIC IS WRONG IN THIS
INSTANCE.

[audience laughing]

Laughing, Michael continues AND I WOULDN'T
WANT TO GAINSAY ONE OF THOSE
POLLS THAT MY OWN COMPANY HAS
PRODUCED.
SO APOLOGIZES TO FRANK GREY, WHO
IS MY FRIEND, WHO IS THE
PRESIDENT OF ECOS.
WELL, IF I ACTUALLY HAD TO CATCH
A PLANE IN HALF AN HOUR AND
COULD ONLY TAKE ANOTHER
5 MINUTES TO GIVE YOU THE
ELEVATOR VERSION OF MY BOOK, I
WOULD CHOOSE A QUESTION THAT,
YOU KNOW, FROM A PHRASE THAT YOU
PROBABLY HAVE ALL HEARD BEFORE
THAT WE PUT TO A RANDOM SAMPLE
OF PEOPLE IN MANY COUNTRIES, BUT
MOST SPECIFICALLY IN CANADA AND
THE UNITED STATES, WHICH IS THE
STATEMENT "THE FATHER OF THE
FAMILY MUST BE THE MASTER IN HIS
OWN HOUSE."
NOW, I KNOW THIS IS POLITICALLY
INCORRECT, BUT WE SOCIAL
SCIENTISTS ARE ALLOWED SOMETIMES
TO BE POLITICALLY INCORRECT.
AND OF COURSE, BEING POLLSTERS,
WE FORCE PEOPLE TO RESPOND TO
OUR QUESTIONS IN A MANNER THAT
HAS THEM CHOOSE STRONGLY AGREE,
SOMEWHAT AGREE, STRONGLY
DISAGREE OR, YOU KNOW, SOMEWHAT
DISAGREE.
SO ON SOME SCALE.
WELL, WHEN WE POSED THIS
QUESTION TO CANADIANS AND
AMERICANS, I CAN TELL YOU, FIRST
OF ALL, THERE IS NO UNDECIDED OR
I DON'T KNOW OR I'M ONLY LEANING
OR LET ME THINK ABOUT IT.
THEY SEEM TO HAVE THOUGHT THIS
ONE THROUGH.
IN 1992, WE ASKED CANADIANS AND
FOUND THAT 26 PERCENT STRONGLY
OR SOMEWHAT BELIEVE THAT THE
FATHER OF THE FAMILY MUST BE THE
MASTER IN HIS OWN HOUSE.
THIS IS ONE OF THREE QUESTIONS
WE USE TO MEASURE ORIENTATION TO
PATRIARCHAL AUTHORITY.

The slide changes to shows another bar graph. The title reads "Father of family must be master in his own house. Canada and the United States-Agree 1992, 1996 and 2000." A light blue legend reads "Canada" and a dark blue legend reads "U.S."

He continues PROBABLY IN THE YEAR 1900 IT
WOULD HAVE BEEN 100 PERCENT,
99 PERCENT, BUT EVERY YEAR
DURING THAT CENTURY IT DECLINED
FOR A VARIETY OF REASONS THAT I
GO INTO A BIT I THINK IN MY
BOOK, BUT IT'S INTERESTING.
WE STARTED ASKING THE QUESTION
ACTUALLY IN 1983 AND IT WAS
42 PERCENT, AND IN FACT EVERY
YEAR IT KIND OF DECLINED A BIT
IN CANADA, BUT IN 1992, IT WAS
DOWN TO 26 PERCENT.
WELL, THAT WAS THE FIRST YEAR
THAT WE SYSTEMATICALLY BEGAN
SURVEYING AMERICANS ABOUT THEIR
SOCIAL VALUES, AND, OF COURSE,
OUR HYPOTHESIS WAS FEMINISM.
UNITED STATES, GLORIA STEINEM,
ALL THE...
YOU KNOW, ALL THE GREAT ICONS OF
FEMINISM THAT WE COULD THINK OF
WERE AMERICAN, AND OF COURSE
THIS WAS SOMETHING THAT WE
THOUGHT WE WOULD BE...
YOU KNOW, AGAIN, IF WE'RE
CONVERGING, WE'RE PROBABLY VERY
SIMILAR.
WELL, THE RESPONSE IN 1992 WAS
42 PERCENT OF AMERICANS WHO
THOUGHT THE FATHER SHOULD BE
MASTER, A SIGNIFICANT
DIFFERENCE.

A dark blue bar appears in the graph.

He continues MY AMERICANS FRIENDS SAID,
MICHAEL, DID YOU ONLY SURVEY IN
TEXAS?

[Laughter]

He continues TO WHICH I
RESPONDED, NO, IT WAS A RANDOM
SAMPLE.
AND THEY SAID, WELL, WHY DON'T
YOU GO BACK AGAIN, BECAUSE, YOU
KNOW, 1 IN 20 POLLS IS WRONG,
AND SO ON.
SO 1996 WE WENT BACK IN THE
FIELD AND FOUND THAT 20 PERCENT
OF CANADIANS...
THIS TIME AN EVEN LOWER
PERCENT...
THOUGHT DAD SHOULD BE ON TOP IN
THE HOUSE, AND WE NOW HAD HAD
BILL CLINTON IN OFFICE FOR FOUR
YEARS, SO WE THEN SEE WHAT
NUMBER.
WELL, WE GOT 44 PERCENT IN THE
UNITED STATES.
THE GAP WAS INCREASING.
NOW, 42 TO 44 IS NOT
STATISTICALLY SIGNIFICANT, BUT
STILL A TREND IS EMERGING.
WELL, NOW, WE GO BACK IN THE
FIELD FOR OUR THIRD MAJOR SOCIAL
VALUES SURVEY.
WE SURVEY THE CANADIANS.
THEY'RE NOW DOWN TO 18 PERCENT,
AND NOW WE THINK, OKAY, BILL HAS
BEEN IN OFFICE FOR EIGHT YEARS
AND HE, TOGETHER WITH HOMER
SIMPSON, HAVE LAUNCHED A FRONTAL
ASSAULT, YOU MIGHT SAY, ON
PATRIARCHAL AUTHORITY.

[Laughter]

He continues WHAT KIND OF
NUMBER MIGHT WE GET IN THE
UNITED STATES AS THEY'RE ON THE
EVE OF ELECTING THEIR NEXT
PRESIDENT?
WELL, WE'RE NOW AT 49 PERCENT.
THIS IS ASTOUNDING.
THIS IS A SOCIAL SCIENCE
GOLDMINE.
CLEARLY AMERICA WAS AT ONE TIME
ALSO AT 100 PERCENT AND CLEARLY
THAT DECLINED IN THE UNITED
STATES.
I DON'T KNOW WHAT THE LOW POINT
WOULD HAVE BEEN, THE '60'S, THE
'70'S.
AND CLEARLY, THEY'VE...
WELL, IN THE MINDS OF SOME
AMERICANS, CLEARLY THEY'VE COME
TO THEIR SENSES AND THAT THE
NUMBERS ARE GOING BACK UP AGAIN
MORE IN THE DIRECTION THAT WOULD
HAVE BEEN THERE IN THE EARLY
PART OF THE 20TH CENTURY.
WELL, AGAIN, THAT'S SORT OF THE,
YOU KNOW, THE ELEVATOR VERSION.
I SAY, WELL, ARE WE THE SAME?
NO.
ON A FUNDAMENTAL ORIENTATION...
OF COURSE, THIS HAS TO DO, THEN,
WITH THE RELATIONSHIP BETWEEN
MOM AND DAD, BETWEEN THE SEXES.
PATRIARCHAL AUTHORITY ALSO SAYS
A LOT ABOUT YOUR ORIENTATION TO
YOUR CHILDREN, IT SAYS A LOT
ABOUT YOUR ORIENTATION TO
HIERARCHICAL AUTHORITY, YOU
KNOW, AT THE BANK OR, YOU KNOW,
IN THE CHURCH OR ELSEWHERE.
IT CORRELATES WITH AN
ORIENTATION TO QUESTIONING OTHER
AUTHORITIES IN THE CULTURE.
IT'S KIND OF THE BASIC
INSTITUTION.
WE DON'T SPEND A LOT OF TIME
TALKING ABOUT THAT, BUT IT'S
SORT OF THE FUNDAMENTAL THING.
SO WHEN YOU LEAVE HOME AND YOU
GO OUT TO WORK OR YOU GO TO THE
CHURCH OR YOU GO TO ALL THE
OTHER...
GO SHOPPING, GO TO OTHER AREAS
IN CIVIL SOCIETY, YOU'RE
BRINGING THOSE VALUES.
THE KIDS ARE BRINGING THOSE
VALUES, AND I BELIEVE THAT FROM
THAT, THEN, YOU GET THE RIPPLES
IN THE OTHER PARTS OF SOCIETY.
SO THAT'S KIND OF, OKAY, YOU
NEED SOME EVIDENCE.
NOW, IS THERE MORE?
YES, THERE'S LOTS MORE.
WE DO NATIONALLY REPRESENTATIVE
SURVEYS OF 1500 AMERICANS AND
2600 CANADIANS AGAIN EVERY FOUR
YEARS.
WE STARTED IN '92, THEN '96 AND
THEN 2000.
AND INTERESTINGLY, WE'VE CHOSEN
THE PRESIDENTIAL...
THE QUADRENNIAL PRESIDENTIAL
ELECTION YEARS, AND WHAT WE'RE
DOING HERE IS SURVEYING VALUES.
NOW, MOST PEOPLE THINK VALUES
AND ETHICS, YOU KNOW.
VALUES ARE, YOU KNOW, YOU SAY
SOMEBODY HAS NO VALUES.
WELL, WE SAY EVERYBODY HAS LOTS
OF VALUES AND OUR JOB AS SOCIAL
SCIENTISTS IS NOT TO JUDGE THEM
BUT TO UNDERSTAND THEM AND
REALIZE THAT THEY MOTIVATE US AS
CONSUMERS, AS CITIZENS, AS
EMPLOYEES, AS MEMBERS OF
FAMILIES, PEOPLE IN SEARCH OF
LEISURE, PEOPLE IN SEARCH OF THE
GOOD LIFE.
WE HAVE, ACTUALLY, OVER 300
QUESTIONS THAT MEASURE WELL OVER
100 SOCIAL VALUES.
NOW, THIS IS NOT AN EYE TEST.

A slide shows a long four-column list.

He continues DON'T JUMP OUT TO YOUR
OPTOMETRIST TO GET A TEST, BUT
WHAT THIS SHOWS, HERE'S MY LIST
OF 101 SOCIAL VALUES.
BY THE WAY, THEY ARE LISTED IN
THE BOOK.
BUT TO GIVE YOU AN IDEA OF THE
KINDS OF VALUES, THE THINGS THAT
WE ARE TALKING ABOUT VALUES,
START WITH A, ACCEPTANCE OF
VIOLENCE.
NOW, MOST PEOPLE SAY, THAT'S A
VALUE?
YES.
SOME PEOPLE ACCEPT VIOLENCE AS A
NORMAL PART OF EVERYDAY LIFE.
ADAPTABILITY TO COMPLEXITY.
THE AMERICAN DREAM, RIGHT?
LOG CABIN TO THE PRESIDENT, YOU
KNOW, START WITH NOTHING, RAGS
TO RICHES AND BECOME VERY RICH.
WEALTH AS A MEASURE OF VIRTUE.
ANOMIE AND AIMLESSNESS.
WELL, THAT'S KIND OF THE
OPPOSITE OF AMERICAN DREAM.
ANOMIE, A DISCONNECT FROM YOUR
SOCIETY; AIMLESSNESS, A SENSE OF
NOT HAVING NORMS, OF NO
CONNECTION, OF HAVING NO SENSE
OF SELF-WORTH.
CONCERN FOR APPEARANCE, PRETTY
WELL OBVIOUS.
I'M KIND OF SKIPPING THROUGH
HERE, THE ONES THAT ARE IN BOLD.
EVERYDAY ETHICS, THE IDEA THAT
YOU DO UNTO OTHERS AS YOU WOULD
HAVE THEM DO UNTO YOU.
EVERYDAY RAGE, OKAY.
EVERY DAY YOU FEEL LIKE YOU'RE
GOING TO BLOW UP AND YOU'RE
MAYBE IN A CAR OR YOU MAY BE
WALKING ALONG THE SIDEWALK, BUT
YOU HAVE THAT SENSE EVERY DAY
THAT SOMETHING INSIDE IS READY
TO BURST.
FLEXIBLE GENDER IDENTITY.
YES, I'M A MALE, BUT I HAVE
PERSONALLY TRAITS THAT USED TO
BE ASSOCIATED BEING WITH A
FEMALE...
I CAN SHOW MY EMOTIONS, I CAN
NURTURE CHILDREN.
MEN ARE ALLOWED TO HOLD THEM
WITHOUT DROPPING THEM, STUFF
LIKE THIS.
YOU SHOW THEM CUDDLING IN A
HAMMOCK, YOU KNOW, FOR A TRIP
DOWN TO THE CARIBBEAN.
WOMEN, OF COURSE, ARE STRONGER
ON THIS.
THIS IS, YES, I'M A WOMAN, I'M
FEMININE BUT I ALSO DEMONSTRATE
PERSONALITY TRAITS THAT USED TO
BE ASSOCIATED WITH BEING A MAN,
LIKE TAKING THE LEAD, SAY WHAT I
THINK, NOT ALWAYS BEING THERE
JUST TO ASSUAGE THE HURT
FEELINGS OF THE MEN AFTER A
HEATED DEBATE.
AT ANY RATE, THIS IS A VERY
INTERESTING POST-MODERN VALUE
THAT WE FIND IN BOTH CULTURES
BUT STRONGER IN ONE.
HETERARCHY.
HIERARCHY IS, YOU KNOW, THE BOSS
ON TOP; EVERYBODY ELSE IS
FURTHER DOWN THE LADDER.
YOU START OUT AS A CORPORAL,
MOVE UP TO COLONEL, END UP AS A
GENERAL, MORE PEOPLE TO ORDER
AROUND, MORE PERKS, MORE STARS
TO SHOW YOUR STATUS AND SO ON.
IT HAPPENS IN THE CONSUMER
MARKETPLACE.
START WITH A CHEVY, MOVE UP TO A
BUICK OR AN OLDS, END UP
RETIRING ON COLLINS AVENUE WITH
A PINK CADILLAC.
YOU KNOW, THE STATUS...
THE SYMBOLISM OF WHERE YOU ARE
ON THE STATUS HIERARCHY IS
IMPORTANT IN...
FOR HIERARCHY.
HETERARCHY SAYS IT DOESN'T
MATTER WHERE YOU ARE ON THE
STATUS HIERARCHY.
THE PERSON WHO WILL LEAD IS THE
PERSON WITH THE MOST KNOWLEDGE
OF THE SUBJECT, THE MOST
INTEREST IN IT, THE MOST TIME.
YOU KNOW, THE KID WHO KNOWS ALL
ABOUT COMPUTERS.
YOU DON'T HAVE TO BE THE BOSS,
YOU JUST HAVE TO KNOW SOMETHING,
AND ACTUALLY ELDERS CAN LEARN
FROM YOUNGER PEOPLE AND IT WON'T
BE AN AFFRONT TO THEIR EGO OR
THEIR SENSE OF SELF-WORTH.
JOY OF CONSUMPTION.
JUST DESERTS.
THIS IS, YOU KNOW, YOU GET WHAT
YOU DESERVE.
IF YOU WIN A LOTTERY, YOU
DESERVE THAT; IF YOU END UP WITH
A TERRIBLE OUTCOME AND POVERTY,
YOU DESERVED THAT.
LARGESSE NOBLIGE, OF
COURSE, IS THE NORTH AMERICAN
VERSION OF
NOBLESSE
OBLIGE .
MYSTERIOUS FORCES.
THIS IS THE VALUE WHICH...
THE CAPITAL OF WHICH IS SEDONA
IN ARIZONA WHERE THERE ARE
CRYSTALS AND THINGS THAT ARE
BEHIND EVERYTHING.
PATRIARCHY, PENCHANT FOR RISK,
REJECTION OF AUTHORITY, NOT
QUESTIONING BUT JUST REJECTING
AUTHORITY, AUTOMATIC DEFERENCE
TO AUTHORITY, IT'S BEEN TALKED
ABOUT.
NEIL NEBBIT HERE AT THE
UNIVERSITY OF TORONTO WROTE A
BOOK ABOUT THIS.
SEXUAL PERMISSIVENESS, SPIRITUAL
QUEST, VITALITY, XENOPHOBIA.
THERE ARE 101 OF THEM THAT WE'RE
TRACKING IN CANADA, THE UNITED
STATES.
AND, AGAIN, THIS IS NOT...
WE'RE NOT ASKING PEOPLE TO SELF-
DESCRIBE.
THEY'RE TELLING US THEIR
ATTITUDES ON VARIOUS ISSUES.
WE ADD IT UP.
WE'RE THE ONES, THEN, TO
DESCRIBE PEOPLE AS BEING MEMBERS
OF VARIOUS TRIBES OR QUADRANTS
HAVING A POINT OF VIEW ON THESE
VARIOUS VALUES.
AN EXAMPLE OF REJECTION OF
AUTHORITY, THIS IS THE DESIRE TO
TRANSCEND THE RIGID FRAMEWORK OF
TRADITIONAL AUTHORITY POSSESSING
A QUESTION ORIENTATION, CRITICAL
OF AND WILLING TO LOOK BEYOND
THE STATUS QUO.
SO THIS IS A RESPONSE, THEN, TO
THREE QUESTIONS IN OUR
QUESTIONNAIRES BY RANDOM SAMPLES
OF CANADIANS AND AMERICANS, AND
YOU CAN SEE THE QUESTIONS HERE.
THEY HAVE TO ANSWER THOSE
QUESTIONS AND WE AGGREGATE THEM
TOGETHER TO CREATE THE TREND OR
VALUE CALLED REJECTION OF
AUTHORITY.
WE THEN CREATE A MAP.
WOW, LOOK AT THIS.

A slide shows a Cartesian coordinate graph with several points.

He continues OUR MAP FROM THE NORTH POLE TO
THE RIO GRANDE AND FROM THE
ATLANTIC TO THE PACIFIC IS NOT
THE GEOGRAPHIC MAP, IT'S THE
SOCIOCULTURAL MAP.
IT'S A MAP WHICH HAS THE VALUES
THAT WE'RE MEASURING, THE 101
VALUES, ALL OVER THE MAP, AND WE
DESCRIBE THE TOP OF THE MAP AND
THE BOTTOM OF THE MAP ON THE
BASIS OF THE VALUES THAT WE FIND
AT THE TOP OF THE MAP AND THE
BOTTOM OF THE MAP.
AT THE TOP, PEOPLE ORIENTED TO
AUTHORITY ARE STRONG ON VALUES
OF OBEDIENCE TO AUTHORITY.
YOU KNOW, OBEYING WHAT DAD SAYS.
DON'T QUESTION.
TRADITIONAL FAMILY.
RELIGIOSITY, PROPRIETY.
YOU WEAR THE RIGHT SUIT FOR THE
RIGHT OCCASION AND ALL OF THAT
SORT OF THING.
WORK ETHIC, DUTY, PATRIARCHY,
EVERYDAY ETHICS.
THESE DESCRIBE PEOPLE ORIENTED
TO AUTHORITY.
CONFORMITY TO TRADITIONAL
AUTHORITY.
SO WE GET DOWN THE MAP, WE GET
INDIVIDUALITY WHERE PEOPLE ARE
QUESTIONING, REJECTING
AUTHORITY, EQUAL RELATIONSHIP
WITH YOUTH.
YOU TREAT YOUTH AS EQUALS,
SEXUAL PERMISSIVENESS, FLEXIBLE
FAMILIES.
ADAM AND STEVE AS WELL AS ADAM
AND EVE.
FLEXIBLE GENDER IDENTITY,
HETERARCHY.
THESE ARE VALUES FURTHER DOWN
THE MAP AND THEY ARE OPPOSITE
THE FIRST...
THE PEOPLE AT THE TOP ON THE
FIRST AXIS.
THE SECOND AXIS ON THE
AMERICAN...
NORTH AMERICAN SOCIOCULTURAL MAP
GOES FROM SURVIVAL TO
FULFILMENT.
THE PEOPLE IN FULFILMENT ARE THE
PEOPLE WHO HAVE ACHIEVED THE
AMERICAN DREAM AND IN MANY WAYS
ARE EVEN TRANSCENDING IT.
SPIRITUAL QUEST IS IMPORTANT FOR
THEM, CIVIC ENGAGEMENT, GENDER
PARITY, INTROSPECTION AND
EMPATHY, ECOLOGICAL CONCERN,
ETHICAL CONSUMERISM, GLOBAL
CONSCIOUSNESS DESCRIBE THAT END
OF THE AXIS.
THE OTHER END OF THE AXIS IS THE
DARWINISTIC WORLD OF
COMPETITION, SURVIVAL OF THE
FITTEST, PEOPLE ARE XENOPHOBIC,
THEY'RE SEXIST, THEY'RE
FATALISTIC.
THERE'S NOTHING THAT CAN BE DONE
TO MAKE THE WORLD BETTER.
IT'S JUST GOING TO BE THAT.
IT'S ALWAYS BEEN THAT WAY, IT
ALWAYS WILL BE THAT WAY.
THEY'RE ECOLOGICAL FATALISTS.
THEY BELIEVE YOU GET YOUR JUST
DESERTS.
THEY HAVE EVERYDAY RAGE, THEY'RE
ANOMIC AND AIMLESS, AND THEY ARE
ACCEPTANCE OF VIOLENCE AS A
NORMAL WAY OF SOLVING PROBLEMS.
SO THOSE ARE THE TWO AXES, AND
THE PEOPLE WHO ARE CLOSE
TOGETHER ON THE MAP HAVE SIMILAR
VALUES SO THE PEOPLE ARE THESE
TWO DOTS IN THE UPPER LEFT.

A new slide shows a point graph with two dots highlighted in red.

He continues IF YOU FIND YOURSELF THERE,
HAVING ANSWERED THESE
QUESTIONNAIRES, YOU'RE PROBABLY
VERY SIMILAR PEOPLE IN THAT
QUADRANT OF THE MAP.
SIMILARLY, IF YOU'RE IN THE
UPPER RIGHT-HAND QUADRANT AND
SOMEBODY ELSE IS IN THE LOWER
LEFT, YOU CAN BE SURE THAT YOU
HAVE A VERY DIFFERENT POINT OF
VIEW ON LOOKING AT THE WORLD AND
THE VALUES THAT YOU ARE...
THAT MOTIVATE YOU.
WE THEN CREATE...
THOSE OF YOU WHO HAD THE
PLEASURE OF READING "SEX IN THE
SNOW" OR "BETTER HAPPY THAN
RICH" WILL NOW THAT WE SPLIT THE
CANADIANS UP INTO SOCIAL VALUES
TRIBES.
THERE WERE 12 IN "SEX IN THE
SNOW," 13 IN "BETTER HAPPY THAN
RICH."
IN COMPARING THE TWO COUNTRIES,
IF I'D HAD 13 TRIBES HERE AND 13
THERE, YOU ALL WOULD HAVE
SAID...

Laughing, he continues THIS IS A P.HD. THESIS BUT IT'S
NOT A BOOK.
SO WHAT WE'VE DONE HERE IS TO
DIVIDE US UP INTO MUST MORE
DIGESTIBLE, EASILY...
MORE EASILY UNDERSTOOD QUADRANTS
OF THE SOCIOCULTURAL MAP.
THE PEOPLE IN THE UPPER RIGHT
QUADRANT WHO ARE ORIENTED TO
AUTHORITY BUT ARE FULFILLED ARE
IN THE AUTHENTICITY AND
RESPONSIBILITY QUADRANT.
THEY BELIEVE IN WELL-BEING,
HARMONY AND RESPONSIBILITY.
IN THE UPPER LEFT, TRADITIONAL
VALUES BUT MORE ON THE SURVIVAL
ORIENTATION.
FOR THEM, IT'S...
THEIR ORIENTATION IS STATUS AND
SECURITY.
THEY BELIEVE IN OBEDIENCE TO
TRADITIONAL STRUCTURES AND
NORMS.
THE LOWER RIGHT, WHERE YOU HAVE
FULFILMENT AND INDIVIDUALITY,
HERE IS THE IDEALISM AND
AUTONOMY QUADRANT, AND THESE
PEOPLE, AGAIN, HAVE, AGAIN,
REALIZED THE AMERICAN DREAM,
PERHAPS EVEN TRANSCENDED IT,
MORE GLOBAL ORIENTATION.
THEY'RE INTO EXPLORATION, WELL-
BEING, POST-MODERN VALUES,
FLEXIBILITY, ADAPTABILITY.
AND THEN FINALLY, OF COURSE, THE
LOWER LEFT-HAND QUADRANT IS ONE
IN WHICH THE AMERICAN DREAM
REALLY CAN ONLY BE REALIZED BY
PERHAPS BECOMING A ROCK STAR,
BECOMING A SPORTS CELEBRITY.
THEY'RE STRONG ON EXCLUSION AND
INTENSITY, THEY'RE SEEKING
STIMULUS AND ATTENTION.

The slide changes to show a matrix of four quadrants.

He continues IN FACT, FOR MANY OF THESE
PEOPLE, THE ONLY WAY THEY'RE
EVER GOING TO REALIZE THE
AMERICAN DREAM WOULD BE TO WIN
IT OR STEAL IT, WHEREAS THE
OTHERS ARE PROBABLY GOING TO
HAVE TO APPLY THE PROTESTANT
WORK ETHIC TO PERHAPS GET THEIR
SLICE OF THE AMERICAN DREAM.
LET'S LOOK A LITTLE BIT AT THE
VALUES.
THE STATUS AND SECURITY
QUADRANT, THEN, ON THE UPPER
LEFT-HAND QUADRANT.
THEY ARE PURSUING THE AMERICAN
DREAM BY FOLLOWING ACCEPTED
RULES AND NORMS, STRONG WORK
ETHIC, DESIRE FOR ACHIEVING
MATERIAL SUCCESS AND
DEMONSTRATING SOCIAL STANDING.
A LOT OF THEM ARE STRUGGLING,
ACTUALLY, TO ACHIEVE WHAT THEY
SEE ADVERTISED AS BEING
AVAILABLE IN AMERICA, PROBABLY
HAVING TO WAIT FOR SALES AND
GOING TO...
BUYING KNOCK-DOWN VERSIONS OF
WHAT THEY ACTUALLY SEE THAT'S
AVAILABLE IN THEIR CULTURE.
THEY DO HAVE A STRONG BELIEF IN
TRADITIONAL INSTITUTIONS AND
IDENTITIES, SO THEY'RE STRONG ON
OBEDIENCE TO AUTHORITY,
PATRIARCHY, WORK ETHIC, NEED FOR
STATUS RECOGNITION IN THE
HIERARCHY AND TECHNOLOGICAL
ANXIETY IS STRONG WITH THESE
PEOPLE.
IT'S NOT...
THEY'RE NOT USING THE NEW
TECHNOLOGY AS A WAY TO CONNECT
TO OTHER PEOPLE.
THEY'RE FINDING IT QUITE
INTIMIDATING.
THESE ARE SOME EVERYDAY LIFE
SYMBOLS OF WHAT WOULD APPEAL TO
PEOPLE IN THAT QUADRANT.
YOU SEE VERY TRADITIONAL VALUES
HERE, AND WE ALSO HAVE ICONS.

A slide under the title "Status and Security-Everyday Life Symbols" appears. It shows pictures of a male police officer, a heterosexual wedding, a piggy bank, military men, a cup, and a traditional family celebrating a boy’s birthday.

He continues THESE WOULD BE...
AND, OF COURSE, AMERICA IS A
GREAT COUNTRY FOR ICONS.
PEOPLE WHO WOULD BE ADMIRED BY
PEOPLE IN THIS QUADRANT, OF
COURSE, WAR LEADERS.
THEY STARTED OUT, OF COURSE,
WITH A GENERAL.
THEY'VE ELECTED 11 OTHERS AS THE
PRESIDENT OF THE UNITED STATES.

The slide changes to show the pictures of John Wayne, Henry Ford, Don Rumsfeld, George Patton, Vince Lombardi and Jonny Cash.

He continues WE IN CANADA, OF COURSE, STARTED
OUT WITH A DRUNKEN SCOT AND A
LAWYER, AND, ACTUALLY,
BASICALLY, IT'S BEEN A FOOTNOTE
SINCE THEN.

[Laughter]

Michael continues BUT, AGAIN, I
HAD TO WRITE A LONGER BOOK THAN
JUST THAT.
ANYWAY, DON RUMSFELD, HENRY
FORD, GENERAL GEORGE PATTON.
JOHN WAYNE, OF COURSE, HAS WON
EVERY WAR HE'S EVER FOUGHT, NO
MATTER WHO THE ENEMY WAS.
AND VINCE LOMBARDI, THE COACH OF
THE GREEN BAY PACKERS, JOHNNY
CASH.
AUTHENTICITY AND RESPONSIBILITY.
THESE PEOPLE HAVE A STRONG SENSE
OF DUTY, RESPONSIBILITY TO
OTHERS, CARE DEEPLY ABOUT
ETHICS, FAIR-MINDEDNESS, THEY
TAKE CARE OF MIND, BODY AND
SPIRIT IN THE TRADITION OF THE
Y.M.C.A. TO FACE THEIR DAILY
CHALLENGES, DUTY, SOCIAL
RESPONSIBILITY, EVERYDAY ETHICS
ARE STRONG WITH THESE PEOPLE.
GENDER PARITY, SPIRITUAL QUEST
AND HOLISTIC HEALTH.
HERE ARE SOME SYMBOLS, EVERYDAY
LIFE SYMBOLS FOR THESE PEOPLE.
YOU'VE GOT A SOCCER MOM THERE
WITH HER TWO BOYS.
THERE'S A BAND HERE AND PEOPLE
IN CHURCH AND SO ON.
FRIENDS BEING WITH FRIENDS,
WORKING OUT,
ETCETERA.
ICONS.
JESUS CHRIST WOULD BE A
SUPERSTAR FOR THESE FOLKS, TIGER
WOODS PROVES THAT AMERICA WORKS,
COLIN POWELL, A STRONG...
PROBABLY A POTENTIAL CONTENDER
FOR THE OFFICE OF PRESIDENT,
OPRAH WINFREY, OF COURSE, WHO
COMFORTS THE AFFLICTED EVERY DAY
ON HER SHOW, MARTHA STEWART, THE
IMPRESSARIO OF MODERN, TASTEFUL
BOURGEOIS LIVING, AND SHIRLEY
MACLAINE, WHO'S CELEBRATING HER
500TH BIRTHDAY THIS YEAR.

[Laughter]

He continues WE THEN HAVE
THE IDEALISM AND AUTONOMY
QUADRANT.
THESE ARE SELF-RELIANT, IN
CONTROL OF THEIR DESTINY,
IDEALISTIC AND OPEN-MINDED.
THEY'RE INDIVIDUALISTIC, BUT
THEY SAY IF IT'S GOOD FOR ME I
WANT OTHER PEOPLE TO HAVE THIS.
THEY REJECT WHAT THEY THINK ARE
OUTDATED NORMS AND INSTITUTIONS.
SO PERSONAL CONTROL, PERSONAL
CHOICE, REJECTION OF AUTHORITY,
GLOBAL CONSCIOUSNESS,
ADAPTABILITY TO COMPLEXITY,
FLEXIBLE FAMILIES.
THESE ARE SOCIALLY LIBERAL
AMERICANS.
SOME ICONS HERE, ENVIRONMENT,
OUTDOORS, A YOUNG WOMAN HELPING
A YOUNG GUY DO SOME CARPENTRY,
HAVING SOME FUN, ENVIRONMENTAL,
MULTI-CULTURAL, AND MY FRIENDS
ADAM AND STEVE HERE AGAIN.
IDEALISM AND AUTONOMY ICONS.
BONO, HE'S TRYING TO GET US, YOU
KNOW, FORGIVE THIRD-WORLD DEBT.
OF COURSE MICHAEL MOORE, THE
LEADER OF THE OPPOSITION IN THE
UNITED STATES RIGHT NOW.
BOB DYLAN IN
HIS VARIOUS INCARNATIONS.
THE ROCK GROUP OUR LADY PEACE.
MARTIN LUTHER KING FOR THE OLDER
BOOMERS, ERIN...
THIS IS NOT ERIN BROCKOVICH,
THIS IS JULIA ROBERTS, WHO WON
AN ACADEMY AWARD, AND THEN WE
HAVE THE DIXIE CHICKS, WHO HAVE
NOW...
INTERESTING, A COUNTRY AND
WESTERN GROUP WHO'VE BECOME AN
ICON FOR PEOPLE WHO ARE
QUESTIONING TRADITIONAL
AUTHORITY.
EXCLUSION AND INTENSITY.
THESE, OF COURSE, ARE PEOPLE WHO
ARE TAKING RISKS AND CHALLENGES.
WE'RE NOT JUST TALKING ABOUT THE
STOCK MARKET, WE'RE TALKING
ABOUT PERSONAL RISKS AND
CHALLENGES, THRILL.
ALSO FOR PERSONAL GAIN.
WILLING TO TAKE GREAT RISKS.
FLAUNTING ONE'S SUCCESS AND
MATERIAL POSSESSIONS.
CRAVING CONSTANT ATTENTION,
EXCITEMENT AND DISTRACTION.
LIVING ON THE EDGE.
THEY WANT TO LIVE ON THE EDGE
WITH RISKY AND ANTI-CONFORMIST
BEHAVIOUR.
THE VALUES THAT ARE STRONG ARE
PURSUIT OF INTENSITY, FEELING
THE LIFEBLOOD GOING THROUGH YOUR
VEINS.
YOU KNOW, GOING THROUGH A RED
LIGHT IN AN INTERSECTION JUST TO
SEE IF YOU SURVIVE.
OSTENTATIOUS CONSUMPTION, BUYING
ON IMPULSE, PENCHANT FOR RISK,
ANOMIE, AIMLESSNESS, EVERYDAY
RAGE.
HERE'S SOME EVERYDAY LIFE
SYMBOLS.
ARNOLD SCHWARZENEGGER THERE WITH
HIS HUMMER.
I THINK HE'S GOING TO USE IT AS
HE RUNS FOR GOVERNOR IN THE NEXT
RACE.
AND YOU'VE GOT VARIOUS OTHER
SYMBOLS...
BUYING THINGS, TAKING RISKS,
HAVING FUN.
HERE ARE SOME OF THE ICONS.
THERE ARE SOME REAL ZINGERS IN
HERE.
WE'VE GOT J. LO, JOE
MILLIONAIRE, JERRY SPRINGER...
YOUR LIFE MAY BE SHIT, BUT
THERE'S WORSE.

[Laughter]

Michael continues P. DIDDY AND
THE OSBORNES, EMINEM, WONDERFUL
MOVIE, YOU SHOULD SEE THAT...
WHAT'S IT CALLED?...
"8 MILE."
FABULOUS FILM.
SOCIOCULT.
YOU HAVE TO LOOK AT IT
ANALYTICALLY, OF COURSE.
TONY HAWK AND THEN PAMELA
ANDERSON, MY FAVOURITE CANADIAN
WITH AMERICAN CONTENT.

[Laughter]

Michael pauses and says I HEARD AN
AMERICAN WAS INTERESTED IN MY
BOOK AND IT WASN'T PAM.
IT WAS PETER JENNINGS, AND I WAS
REALLY DISAPPOINTED.

[ Laughter ]

He continues ANYWAY...
WE NEVER LEAVE HIGH SCHOOL, DO
WE?
Laughing, he continues
SO, UH...
OR SOME OF US.

A series of slides show what he was mentioning.

He continues ALL RIGHT, SO, YOU JUST HAD
SOCIOLOGY...
ENVIRONICS SOCIOLOGY 010.
NOW YOU'RE READY TO SEE SOME
RESULTS.
YEAR 2000, WE'RE GOING TO PUT
THE SUPPORTERS...
I'M GOING TO VOTE FOR BUSH, I'M
GOING TO VOTE FOR GORE, I'M NOT
GOING TO VOTE.
OKAY, 25 PERCENT VOTE FOR BUSH,
25 PERCENT FOR GORE, 50 PERCENT
ARE REALLY PLAYING NOT THE GAME.
SO WHERE DO WE FIND THEM ON THE
MAP?
THE BUSH VOTERS UP THE MAP,
BISECTING THE UPPER RIGHT AND
UPPER LEFT QUADRANTS, THE GORE
VOTERS DOWN THE MAP, THE NON-
VOTERS OVER THERE IN THEIR HOME
IN EXCLUSION AND INTENSITY.
THE VALUES THAT GORE VOTERS WERE
STRONG ON WERE COMMUNITY
INVOLVEMENT, FLEXIBLE FAMILIES,
ETHICAL CONSUMERISM, GLOBAL
CONSCIOUSNESS, EFFORT TOWARD
HEALTH.
HE LOST.
HE SHOULD HAVE BEEN RUNNING FOR
PRIME MINISTER OF CANADA.
SOMEBODY MADE A WRONG TURN
SOMEWHERE.
HE WOULD HAVE BEEN ELECTED HERE
WITH TWO THIRDS OF THE VOTE.
EVEN A...
IT WAS INTERESTING.
EVEN THE PLURALITY OF REFORM-
ALLIANCE SUPPORTERS WOULD HAVE
VOTED FOR THE GUY.
INTERESTING.

[Laughter]

He continues SOMETHING THAT
I TRIED TO TELL PRESTON MANNING,
BUT IT WAS TOO LATE.
BUSH VOTER VALUES WERE STRONG ON
TRADITIONAL FAMILY.
WELL, OF COURSE, AFTER BILL AND
HILLARY.
EVERYDAY ETHICS, RELIGIOSITY,
DUTY AND PROPRIETY.
OF COURSE, HE CHANGED THE CASUAL
DRESS CODE TO A SHIRT AND TIE
AND BLUE SUIT.
AND THEN THE NON-VOTERS,
BASICALLY CIVIC APATHY.
THAT MAKES SENSE.
EQUAL RELATIONSHIP WITH YOUTH.
POWER FOR BUSINESS.
THE THEY ARE THE ONES WHO CREATE
ALL THESE WONDERFUL PRODUCTS WE
WANT TO BUY OR STEAL.
ANOMIE AND AIMLESSNESS AND
PENCHANT FOR RISK.
SO...
AND THESE ARE HALF, OKAY?
THESE ARE THE NON-VOTERS.
SO CARRY ON.
WE'VE GOT TO LOOK AT SOME
CANADA-U.S. DIFFERENCES.
SO THIS IS ON MY MAP.
SO YOU'VE GOT THIS MAP, THIS
TEMPLATE IN YOUR BRAIN.
1992, WE TOOK ALL THE ANSWERS TO
ALL THE QUESTIONS IN THE U.S.
AND CANADA AND WE CREATED ONE
DOT ON THE MAP FOR WHERE WAS THE
AVERAGE CANADIAN AND AMERICAN IN
THOSE YEARS THAT WE POLLED THEM,
OKAY?
1992, AVERAGE AMERICAN JUST
INSIDE THE AUTHENTICITY AND
RESPONSIBILITY QUADRANT.
THE AVERAGE CANADIAN IN 1992 WAS
INSIDE THE IDEALISM AND AUTONOMY
QUADRANT.
1996, U.S. IN THE MIDDLE OF THE
MAP, THE CANADIANS FURTHER.
NOW, WE'RE MOVING DOWN THE MAP
AWAY FROM AUTHORITY, BUT ONE OF
THEM'S GOING TOWARD FULFILMENT,
THE OTHER ONE'S GOING TOWARDS
SURVIVAL.
THIS IS IF IN THE 1990'S, THE
MOST...
THE ERA OF PROSPERITY, THE ERA
OF NO PROBLEMS, RIGHT, OF BILL
CLINTON.
YOU KNOW, THE BIGGEST THING WE
WERE THINKING ABOUT WAS COULD HE
KEEP HIS PANTS ON?
AND YET THE COUNTRY IS KIND OF
GOING IN THIS DIRECTION.
THE YEAR 2000, THE AVERAGE
AMERICAN IS WELL INSIDE THE
EXCLUSION AND INTENSITY
QUADRANT; THE CANADIAN IS MOVING
DEEPER INTO IDEALISM AND
AUTONOMY.

As he mentions the data, he clicks and they appear on a matrix slide.

He continues WHEN I WAS HANDED BY OUR
COMPUTER GENIUSES THE FATHER-AS-
MASTER NUMBERS AND THEN GIVEN
THIS MAP, THEN IT WAS WHEN I
THOUGHT WE HAD A BOOK.
AND THEN I HAD TO KIND OF, YOU
KNOW, WRAP AROUND THE SKELETON A
FEW WORDS TO EXPLAIN WHAT I
THOUGHT WAS GOING ON.
THIS IS A REMARKABLE AND
COUNTERINTUITIVE FINDING.
SO REMEMBER OUR QUADRANTS?
WHEN WE COMBINE ALL OUR
SAMPLES...
I'VE GOT 14,000 IN THESE
SAMPLES...
1992, 1996 AND 2000, 13 PERCENT
OF CANADIANS ARE IN STATUS AND
SECURITY, 22 PERCENT OF
AMERICANS THERE.
25 PERCENT OF CANADIANS IN
AUTHENTICITY AND RESPONSIBILITY,
30 PERCENT OF AMERICANS IN
THERE.
AND THIS IS WHERE IT GETS
INTERESTING.
IDEALISM AND AUTONOMY, 45
PERCENT OF CANADIANS AND 24
PERCENT OF AMERICANS.
DOUBLE THE PROPORTION IN THAT
POST-INDUSTRIAL, POST-MODERN
QUADRANT.
THE 45 PERCENT IN CANADA RUN THE
PLACE; THE 24 PERCENT ARE HOPING
TO GET ANOTHER INNING BEFORE THE
GAME IS OVER.
EXCLUSION AND INTENSITY,
16 PERCENT IN CANADA AND
24 PERCENT IN THE U.S. IN THAT
QUADRANT.

A new slide appears under the title "Canada-US.S Quadrant Comparisons, 1992-1996-2000 Combined." It shows a four-quadrant matrix containing bar graphs.

He continues THE REGIONS OF NORTH AMERICA.
YOU'RE AWARE, OF COURSE, JOEL
GARREAU, "THE NINE NATIONS OF
NORTH AMERICA."
YOU'RE AWARE THAT IN AMERICA IT
IS OUT OF MANY, THERE WILL BE
ONE.
EVERYBODY COMES IN, THERE'S A
MELTING POT, WE MIX THEM UP, AND
EVERYBODY BECOMES AN AMERICAN
AND THEREFORE THERE SHOULD BE A
CONSENSUS, THEY'RE ALL THE SAME.
CANADA IS THE COUNTRY THAT
TOLERATES, EVEN CELEBRATES,
DIVERSITY.
SO WHERE WILL WE FIND THE
DIVERSITY AND WHERE WILL WE FIND
A CONSENSUS?
DEEP SOUTH, WELL INSIDE THE
STATUS AND SECURITY QUADRANT.
TEXARCANA, SOUTH ATLANTIC,
MIDWEST.
PLAINS, MID-ATLANTIC AND
MOUNTAIN, PACIFIC AND NEW
ENGLAND.
SO AS YOU MOVE FROM THE DEEP
SOUTH TO NEW ENGLAND, YOU GET
QUITE A RANGE OF ORIENTATIONS ON
THE SOCIOCULTURAL MAP.
WHERE DO WE FIND OUR CANADIAN
REGIONS?
OUR MOST TRADITIONAL CANADIAN
REGIONS, SASKATCHEWAN, ATLANTIC
CANADA, MANITOBA AND ALBERTA.
STILL WITHIN THE IDEALISM AND
AUTONOMY QUADRANT, ONTARIO, B.C.
AND QUEBEC.
SO THOSE...
WHEN I GO TO MONTREAL TOMORROW I
WILL REMIND FRENCH QUEBECKERS
THAT THEY WERE LUCKY TO STAY IN
THE PROVINCE OF QUEBEC RATHER
THAN TO HAVE BEEN SHIPPED DOWN
TO LOUISIANA, BECAUSE THERE
PROBABLY CAN BE NO TWO MORE
OPPOSITE PLACES ON THE NORTH
AMERICAN PLANET THAN NEW ORLEANS
AND MONTREAL.
SO THIS IS AN INTERESTING AND
PERHAPS SURPRISING FINDING.
IT'S INTERESTING AS WELL THAT
PRESIDENTS OF THE UNITED STATES
NOW HAVE TO COME FROM THE DEEP
SOUTH AND PRIME MINISTERS OF
CANADA HAVE TO COME FROM QUEBEC.
I HAVE SOME REFLECTIONS FOR TWO
OF THREE PAGES ON THAT.
IN OTHER WORDS, IF YOU CAN
CAPTURE THE ESSENCE OF A
CULTURE, THEN YOU BUILD OUT FROM
THERE TO REACH OUT TO OTHERS,
BUT IT IS REMARKABLE THAT THOSE
TWO THINGS HAVE HAPPENED.
EVEN RONALD REAGAN, WHEN HE WAS
BEGINNING HIS PRESIDENTIAL
CAMPAIGN IN 1980, BEGAN IT IN A
PLACE CALLED PHILADELPHIA, NOT
THE ONE WHERE...
THE CRADLE OF LIBERTY, BUT
PHILADELPHIA, MISSISSIPPI, THE
SYMBOLISM BEING, OF COURSE,
THAT'S WHERE THREE CIVIL RIGHTS
WORKERS HAD BEEN MURDERED,
SENDING OUT A SYMBOL THAT HE
KNEW WOULD BE UNDERSTOOD IN WHAT
WAS BECOMING THE REPUBLICANS'
NEW BASE.
THE LAST ONE WAS A SUMMARY OF
'92 TO 2000.
THIS IS JUST WHERE THE REGIONS
WERE IN 2000, AND WHAT IT SHOWS
YOU IS JUST THE MIGRATION OF THE
U.S. REGIONS DOWN THE MAP AND
INTO THAT EXCLUSION AND
INTENSITY QUADRANT.
AGE.
THIS IS A REALLY, REALLY
INTERESTING AND BIG...
I HAVE AT LEAST TEN PAGES ON
THIS.
OKAY, WE'VE GOT, YOU KNOW,
ELDERS, BOOMERS, YOUTH OR
WHATEVER LABEL YOU WANT TO GIVE
THESE GROUPS, AND YOU WANT TO
PUT THEM ON THE SOCIOCULTURAL
MAP.
SO I START WITH THE ELDERS.
U.S. IS THE BLUE AND WHAT YOU
FIND IS THAT THE AVERAGE ELDER
IN THE U.S. IS JUST INSIDE THE
STATUS AND SECURITY QUADRANT
WHEREAS THE AVERAGE ELDER IN
CANADA IS IN THE AUTHENTICITY
AND RESPONSIBILITY QUADRANT.
AND WHAT IS QUITE INTERESTING IS
THAT IN CANADA YOU GET
TRADITIONAL VALUES WITHOUT
JUDGMENT ABOUT THE VALUES OF
OTHERS, OR AT LEAST MUCH LESS
JUDGMENT, WHEREAS IN THE U.S.
WITH THE ELDERS, STRONG
TRADITIONAL VALUES AND A
REJECTION OF THE VALUES OF
OTHERS.
SO YOU SEE SEXISM AND XENOPHOBIA
IS FAR STRONGER VALUES, FAR LESS
TOLERANCE OF DIFFERENCE AMONG
THE U.S. ELDERS.
HERE ARE THE BABY BOOMERS.
YOU'VE GOT THE OLDER ONES, 45 TO
59.
IN THE U.S., ABOUT THE MIDDLE OF
THE MAP.
THE CANADIAN ONES ARE FIRMLY IN
THE IDEALISM AND AUTONOMY
QUADRANT.
THE YOUNGER BOOMERS, FURTHER
DOWN THE MAP, 30 TO 44.
IN THE U.S. MOVING TO THE CENTRE
OF THE MAP, AND THEN THE
CANADIANS FURTHER DOWN IN THE
IDEALISM AND AUTONOMY.
THE 20 TO 29 YEAR OLDS, YOU'VE
NOW GOT THE AVERAGE AMERICAN IN
THAT GROUP, IN THE EXCLUSION AND
INTENSITY QUADRANT.
THE CANADIANS IN THAT AGE GROUP
ARE FURTHER DOWN.
YOU ACTUALLY SEE THAT AMONG THE
YOUNG ONES SLIGHTLY FURTHER
APART.
THIS IS COUNTERINTUITIVE,
BECAUSE MOST OF US LOOK AT THE
KIDS AND SAY ALL THEY DO IS...
YOU KNOW, THEY'RE WATCHING
AMERICAN SHOWS, THEY'RE WATCHING
"AMERICAN IDOL" OR THEY'RE
WATCHING "BACHELOR" AND ALL OF
THIS STUFF.
THEIR HEROES ARE AMERICAN SPORTS
HEROES, ALL THEIR ICONS SEEM TO
BE AMERICAN, THEY'RE CONSUMING
HUGE AMOUNTS OF AMERICAN
CULTURE, AND YET WHAT WE SEE IS
THAT IN FACT THE VALUES ARE
QUITE DIFFERENT.
THEN I THOUGHT, OKAY, WE'LL LOOK
AT THE TEENAGERS WHO, LIKE THE
CANARY IN THE MINE, I MEAN, IF
ANYBODY'S GOING TO BE VERY
SIMILAR TO U.S....
A U.S. GROUP, IT'S GOING TO BE
CANADIAN TEENS AND AMERICAN
TEENS, AND WHAT YOU FIND IS THAT
THE CANADIAN TEENS, YES, ARE WAY
DOWN THE MAP, BUT THE AVERAGE
POSITION STILL IS IN THE
IDEALISM AND AUTONOMY QUADRANT.
U.S. TEENAGERS ARE RIGHT IN THE
MIDDLE OF THE EXCLUSION AND
INTENSITY QUADRANT.
IF YOU JUST LOOK AT THE TEENS
AND WHERE THEY WERE, '92, '96,
2000.
HERE ARE AMERICAN TEENAGERS IN
'92, '96, 2000.
CANADIAN TEENS, '92, '96 AND
2000.
SO, YOU KNOW...
NOW, IT'S NOT QUITE LIKE
DRINKING BEER, YOU KNOW, THAT
YOU RANT FOR ONLY 10, 20 MINUTES
OR HALF AN HOUR IN TERMS OF HOW
THEY'RE CONSUMING AMERICAN
CULTURE AND WHAT IT DOES TO
THEM, BUT WHAT I SAY ABOUT THAT
IS THAT, YES, WE CONSUME IT ALL,
WE WATCH IT ALL, WE GO HOME TO
CANADIAN HOMES, WE LIVE IN
CANADIAN COMMUNITIES, WE HAVE
CANADIAN INSTITUTIONS, AND THAT
IS FAR MORE IMPORTANT THAN THE
POPULAR CULTURE THAT WE ARE
CONSUMING.
I HAVE FRIENDS WHO SAID I'VE GOT
TO TAKE THIS BACK TO FRANCE,
I'VE GOT TO TAKE IT TO
AUSTRALIA, BECAUSE IF IT'S TRUE
FOR CANADA, THEN IS IT NOT ALSO
TRUE FOR OTHER COUNTRIES WHO
FEAR THE GLOBALIZATION OF
COMMERCE, CULTURE,
COMMUNICATIONS IS GOING TO
INNUNDATE THEIR CULTURES AND
LEAVE NOTHING.
THIS HAS 56 COMPARABLE VALUES.
IT ACTUALLY HAS THE MAJORITY OF
THEM IN WHICH WE'RE DIFFERENT OR
WE'RE ACTUALLY GETTING MORE
DIFFERENT.

A pie chart appears. A blue slice reads "Consistent difference N 17: 30 per cent," a turquoise slice reads "Two countries similar N 9: 16 per cent," a gray slice reads "Mixed signals N 6: 11 per cent" and a dark blue slice reads "Growing gap N 24: 43 per cent."

He continues OKAY, SUSTAINABLY DIFFERENT OR
MORE DIFFERENT.
OH, SOME OF THIS STUFF, FATHER
AS MASTER.
YOU KNOW, I'VE GOT THIS ON MY
BRAIN.
IT MUST BE...
YOU MUST WONDER WHAT KIND OF A
HOUSEHOLD I HAVE.
ANYWAY, THESE ARE MEN, '92,
CANADA, U.S.
CANADA...
CANADIAN MEN IN '96, AMERICAN
MEN.
CANADIAN MEN, AMERICAN MEN.
OKAY, SO THE MEN ARE CHANGING.
NOW, LET'S HAVE A LOOK AT WOMEN.
CANADIAN WOMEN IN 1992, AMERICAN
WOMEN IN 1992.
CANADIAN, 14; AMERICAN, 36.
13; 43.

As he speaks, light blue and dark blue bars appear in a bar graph.

He continues NOW, THIS IS REMARKABLE.
AND, AGAIN, A DIVERGENCE, BOTH
MEN AND WOMEN.
WOMEN WITH POST-SECONDARY.
THERE MIGHT BE SOME PEOPLE LIKE
THIS IN THIS HALL.
13 PERCENT OF CANADIAN WOMEN
THOUGHT FATHER SHOULD BE MASTER.
THESE ARE PEOPLE...
WOMEN WITH POST-SECONDARY
EDUCATION IN 1992.
THE U.S. WAS 28.
9; 31.
10; 39.
SO CLEARLY THERE IS A SEA CHANGE
GOING ON.
NOW, I AM NOT GOING TO TAKE THE
10 OR 15 MINUTES TO DEAL WITH
THIS TOPIC NOW.
I DO REFLECT UPON THIS WHEN WE
LOOK AT GENDER IN THE TWO
CULTURES.
CLEARLY, SOMETHING IS GOING ON
IN THE TWO CULTURES.
AMONG AFRICAN AMERICANS, IT'S
2 TO 1 WHO BELIEVE THAT FATHER
SHOULD BE MASTER; AMONG
CHRISTIAN FUNDAMENTALISTS IT'S
2 TO 1 BELIEVING FATHER SHOULD
BE MASTER.
17 PERCENT OF CANADIAN SINGLES
BELIEVE THAT; 51 PERCENT OF U.S.
SINGLES BELIEVE FATHER SHOULD BE
MASTER.
AT A PRESENTATION IN SAINT LOUIS,
A WOMAN FROM SAN FRANCISCO PUT
UP HER HAND AND SAID, MISTER ADAMS,
COULD YOU FIND ME A BOYFRIEND
FOR MY DAUGHTER, A CANADIAN BOY?

[Laughter]

Michael continues AND I CALLED
UP JOHN HONDRICH IN SAINT JOHN.
I THINK WE'VE GOT A JOINT
VENTURE HERE.
IF WE COULD GET 50 CENTS, YOU
KNOW, FOR EVERY DATE WE COULD
SET UP, I MEAN, WE COULD MAKE A
FORTUNE.
AND I HAVEN'T HEARD BACK FROM
HIM, BUT IT'S AN IDEA TO
LEVERAGE.
OUR REGIONS.
THIS IS ANOTHER ONE.
YOU KNOW, WE'RE ALWAYS TALKING
ABOUT HOW DIFFERENT WE ARE, THE
REGIONS ARE DIFFERENT.
YOU SAW IT EARLIER THAT THEY
WERE ALL IN THAT QUADRANT.
15 PERCENT THINK FATHER SHOULD
BE MASTER IN QUEBEC.
UP TO 21 PERCENT IN ALBERTA.
YOU KNOW, ALBERTA'S SUPPOSED TO
BE, YOU KNOW, THE NORTHERN
SUBURB OF HOUSTON.
YOU KNOW, THEY WHERE THEY LIKE
TO THINK THAT THEY'RE DIFFERENT
AND THEY'RE REAL MEN AND THEY'RE
COWBOYS AND SO ON, AND IN FACT
IT'S NOT VERY DIFFERENT AT ALL.
IT'S BARELY STATISTICALLY
SIGNIFICANT.
THE U.S. REGIONS.
I JUST PUT ALBERTA ON AS THE
MOST AMERICAN OF OUR CANADIAN
REGIONS, 21 PERCENT.
NEW ENGLAND, THOSE TORIES IN NEW
ENGLAND WHO STAYED AND DIDN'T
JOIN THE UNITED EMPIRE
LOYALISTS, 29 PERCENT UP TO
71 PERCENT IN THE DEEP SOUTH.

Two more slides show bar graphs.

He continues OF COURSE, YOU WANT TO TAKE A
PLACE THAT HAS REGIONAL
DIFFERENCES IN WHICH THERE ARE
CULTURAL DIVIDES, CULTURE WARS,
LOOK TO THE U.S.
THE POINT HERE IS THAT IT IS
AMONG THE EURO-AMERICAN MODERN
SOCIETIES...
CANADA, EUROPE, THE SCANDINAVIAN
COUNTRIES ARE ACTUALLY HEADED IN
A SIMILAR DIRECTION.
IT IS THE UNITED STATES THAT IS
THE EXCEPTIONAL CULTURE.
THIS IS ANOTHER, AGAIN,
QUESTIONING OF TRADITIONAL
AUTHORITY.
OF COURSE, AMERICA'S ALSO MUCH
MORE MATERIALISTIC.
17 PERCENT OF CANADIANS SAY A
WIDELY ADVERTISED PRODUCT IS A
GOOD PRODUCT.
EVERYBODY ELSE SAYS WIDELY
ADVERTISED PRODUCT, THEY'RE
PROBABLY LYING TO ME.
44 PERCENT OF AMERICANS THINK
THAT IT'S...
A WIDELY ADVERTISED PRODUCT IS A
GOOD PRODUCT AND THEREFORE
GETTING ON THE SUPERBOWL IS
TELLING YOU WHAT YOU SHOULD BE
CONSUMING.
AGAIN, THIS IS, OF COURSE, THE
PRESIDENT AND THE MAYOR OF NEW
YORK IS ABLE TO SAY, OKAY, AFTER
9-11 SHOW THAT WE ARE PROTECTING
OUR WAY OF LIFE.
GET OUT THERE AND SHOP.
AND IT, OF COURSE, RESONATED.
ROBERT PUTNAM, THE POLITICAL
SCIENTIST, HAS WRITTEN A BOOK
"BOWLING ALONE."
I'VE CONCLUDED THAT ACTUALLY
THEY'RE NOT BOWLING ALONE;
THEY'RE NOT BOWLING.
I GUESS THEY'RE...
THEY'RE EITHER COMMUTING OR
WATCHING TELEVISION OR THEY'RE
ON THE INTERNET BUT THEY'RE
OBVIOUSLY NOT ENGAGED.
WHEN ALEXIS DE TORQUEVILLE, THE
GREAT FRENCHMAN WHO WENT OVER TO
STUDY AMERICAN PRISONS AND
WIDENED HIS SCOPE TO STUDY
AMERICAN SOCIETY SAID, OKAY, IF
THEY'RE NOT GOING TO HAVE
GOVERNMENT THEN THEY NEED
RELIGION AND THEY NEED STRONG
CIVIL SOCIETY.
AND WHAT PUTNAM...
AND I PUT IT IN MY BOOK HAS
WELL...
IS DESCRIBING IS A DECLINE IN
CIVIL SOCIETY IN THE UNITED
STATES.
66 PERCENT OF AMERICANS IN 1992
DISCUSS LOCAL PROBLEMS WITH
OTHER PEOPLE.
THAT IS NOW 34 PERCENT.
IT DECLINED BY HALF IN THE
DECADE OF THE 1990'S.
SO THIS IS WHERE WE'RE GOING TO
END.
I PUT THREE THINGS TOGETHER.
I THINK MICHAEL MOORE KIND OF
INSPIRED ME WITH HIS "BOWLING
FOR COLUMBINE" MOVIE.
THIS FATHER MUST BE MASTER,
18 PERCENT VERSUS 49.
YOU'VE ALREADY SEEN THAT.
WEEKLY CHURCH ATTENDANCE,
22 PERCENT IN CANADA.
IT'S ACTUALLY 20, BUT 22 IS
FINE...
TO 42 PERCENT IN THE U.S.
AND OWN A GUN, 22 PERCENT OF
CANADIAN HOUSEHOLDS OWN GUNS,
AND IN SPITE OF WHAT MICHAEL
MOORE SAYS, IT'S 49 PERCENT IN
THE UNITED STATES, SO IT'S FAR
MORE UBIQUITOUS.

A slide shows a clustered bar graph.

He continues OF COURSE, MY JOKE HERE IS DAD
GETS UP IN THE MORNING...
ON SUNDAY MORNING, PICKS UP A
SEMI-AUTOMATIC AND SAYS, OKAY,
KIDS, WE'RE GOING TO CHURCH.

[Laughter]

He concludes NOW, IT'S NOT
QUITE THAT WAY AND I WILL NOT BE
ABLE TO TELL THIS JOKE IN
DALLAS.
AND THAT'S MY SHOW, "FIRE AND
ICE," LADIES AND GENTLEMEN.

[audience applauding]

Watch: Michael Adams on differences between Canadians and Americans