I’ve used lot’s of words to describe the Assimilationist Lens but this Bud Light Commercial sums it all up in a humorous way. So what is the Assimilationist Lens? Assimilationists want individuals to submerge their cultural identities in favor of nationalistic and patriotic ideals or organizational ideals in business settings. Assimilationists believe that our primary allegiance should be to the welfare and unity of our nation or organization. Immigrants and other sub-cultures should adopt the lifestyles, values, customs, and language of the dominant or majority culture. While this commercial is not culturally based, it does demonstrate the role that power plays in society to force people to fit in and get with the program. The Assimilationist Lens is based on the book The 10 Lenses.
Bud Light, Dilly Dilly and Assimilation
AUTHOR: Mark Williams
Mark Williams is the Founder and Editor-in-Chief of the Identity Post. Mark is a highly regarded thought leader, consultant, public speaker, and the author of five books, including his latest, The MultiDentity Mindset and the best-selling business book, The Ten Lenses, Your Guide to Living and Working in a Multicultural World. The 10 Lenses have been used at Global 500 corporations, communities, institutions of higher education, local and federal government, and industry conferences and at secondary schools with faculty and students. The 10 Lenses have succeeded from the C-Suite to the mail room because they speak to everyone in a compelling manner. Mark has provided consultation for a wide variety of clients, including Exxon Corporation, AT&T, the US Department of Defense, the Federal Aviation Administration, Avon Cosmetics, TEKsystems, Colgate-Palmolive, the Agency for International Development, Microsoft, Graphic Packaging, Harvard Medical School, Cisco Systems, Microsoft, the Food and Drug Administration, the Social Security Administration and dozens of other Fortune 500 companies, associations and educational institutions.