Word: asterix
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...Asterix and the Barbarians Re Leo Cendrowicz's article "Indomitable Gaul" [Nov. 30]: Asterix' broad appeal in France stems less from a symbolic political struggle against globalization and capitalism than from a cultural struggle against invaders, be they Roman conquerors, American pension funds or Chinese truffles. Patricia Tutin, PARIS
Like his rodent rival, Mickey Mouse, and those other critters from Disneyland, Asterix now boasts a theme park outside Paris. Over the past decade, three live-action Asterix movies have hammered Hollywood films in French cinemas; the most recent one, Asterix at the Olympic Games, was one of the top-grossing movies of 2008. And while the U.S. has remained largely immune to the Gaul's charms, his celebrity has been recognized by at least one venerable American publication: Asterix made the cover of a 1991 TIME magazine special edition on "the new France." (Read "Can Asterix Conquer Europe...
...Asterix's success presents a problem. How can a huge commercial hit continue to represent the little guy? Asterix is not just the biggest comic-book star in France these days, but in the whole of Europe. Asterix merchandising is big business, from video games, plush toys and shampoos to, yes, even McDonald's Happy Meals. (Read "Hooked on McDonald...
...much as some of its citizens may continue to romanticize France's place in the world, the Asterix syndrome no longer really applies to France, if it ever did. The world's fifth biggest economy is as globalized as any other country. French businesses such as oil giant Total, retailer Carrefour and carmaker Renault are fixtures in the FORTUNE Global 500. President Nicolas Sarkozy (nicknamed l'Américain) openly admires American entrepreneurialism. Last year, his government announced plans to make youngsters bilingual in French and English by the time they finish school. Frenchmen head two bastions of globalization...
...that means it's time to rethink the Asterix metaphor. For half a century, the Asterix books have delighted generations with their thrilling adventures, rich characters and subversive comedy. Using those stories to make a political point about France's supposed endangered status demeans the brilliance of the art and writing in the comics, as well as their incredible commercial success. As Uderzo insists, his stories are for children. The idea that France - or the rest of Europe - needs to be treated as kids as well is, as Asterix might say, pathetix...