Critiquing the CBC’s Take on the ‘I Am Canadian’ Revival: A Case Study in Canadian Self-Doubt
The CBC’s recent article and radio segment on the revival of the iconic Molson ‘I Am Canadian’ advertisement serves as yet another example of Canada’s national broadcaster perpetuating a demoralizing, self-critical narrative. Instead of embracing the enthusiasm that many Canadians are rediscovering for their country, the CBC and its host, Jeff Douglas, frame this resurgence of patriotism with caution and hesitation. It is part of a broader trend in Canadian media, particularly the CBC, to focus almost exclusively on the country’s failings rather than its triumphs. This is a trend that has persisted for at least 25 years, ever since the original ‘I Am Canadian’ commercial aired.
A Summary of the CBC’s Perspective
The article discusses how Jeff Douglas, the original actor from the Molson commercial, has mixed feelings about the ad’s resurgence. He acknowledges that it was a powerful and unifying message at the time but warns against what he calls ‘blind patriotism.’ The piece highlights Canada’s colonial history, the treatment of Indigenous peoples, and modern socio-economic struggles, implying that increased national pride must be tempered with continued self-criticism. A marketing professor interviewed in the article suggests that this wave of patriotism may benefit Canadian businesses but warns that it may be short-lived. While the piece acknowledges that national pride has risen nine points—from 58% to 67%—it still frames this shift in a skeptical light.
A Nation’s Self-Doubt: The CBC’s Role
One of the most striking aspects of the article is the CBC’s persistent reluctance to celebrate Canada. This has been a defining characteristic of the institution for decades. Rather than embracing national pride as a unifying and positive force, the CBC continuously returns to a narrative that Canada is a deeply flawed nation, one whose history is defined more by its mistakes than by its successes. This relentless negativity has contributed to a cultural environment where only 67% of Canadians feel national pride—a shockingly low number for a developed and prosperous country.
While every nation must confront its past, the CBC has played a significant role in ensuring that Canada’s public discourse remains focused on guilt rather than growth. The institution has actively promoted the idea that patriotism must be accompanied by an almost ritualistic acknowledgment of Canada’s faults. This is a stark contrast to other democratic nations, such as the United States, where national pride is often celebrated without such an overwhelming emphasis on historical wrongs.
Canada’s History: Complicated, But Not Uniquely So
One of the recurring themes in the CBC’s reporting is that Canada’s past must always be viewed through the lens of colonialism and oppression. While it is undeniable that European colonialism shaped Canada, it is misleading to present this as a uniquely Canadian issue. Colonialism is a global phenomenon. Indigenous peoples worldwide have experienced displacement, yet many countries have managed to integrate their histories into their national identity without engaging in a self-destructive narrative.
The CBC’s tendency to discuss First Nations as though they are separate from the Canadian identity only exacerbates this issue. Canada’s Indigenous communities are part of what makes the country unique and should be included in national pride rather than treated as an entirely distinct entity. Canada’s history is a blend of Indigenous, French, British, and immigrant influences—all of which have contributed to its modern identity. A nation should be able to acknowledge its past while still fostering pride in the diverse cultures that have come together to build it.
The Liberal Government and the CBC’s Self-Deprecating Narrative
It is worth noting that the CBC’s self-flagellating take on Canadian patriotism has only intensified since the Liberal government took office in 2015. The federal government has continued to pour funding into the CBC, ensuring that its particular brand of self-critical journalism remains a dominant voice in Canadian media. The government’s approach to national identity has emphasized Canada’s shortcomings rather than its achievements, fostering an environment where patriotism is treated with suspicion.
This raises a fundamental question: If a nation does not value itself, why should it continue to exist in its current form? If Canada is, as the CBC often implies, an inherently flawed and oppressive nation, then what exactly is there to preserve? At what point does the erosion of national pride become a crisis of identity so profound that alternatives—such as annexation by the United States—begin to seem less far-fetched? A country that does not see itself as worth celebrating is a country that risks falling apart.
Moving Forward: Embracing a Balanced View of Canada
To truly move forward as a nation, Canada must embrace its identity fully—the good, the bad, and the ugly. A healthy national identity does not require blind patriotism, but neither should it be defined by endless self-criticism. We must recognize that Canada, like all nations, has a complex history. We have made mistakes, but we have also built a nation that is admired for its values, diversity, and opportunities.
The revival of the ‘I Am Canadian’ ad should be seen as an opportunity for Canadians to reconnect with their sense of pride. It should not be hijacked by media institutions that are determined to frame national pride as something dangerous or naive. If Canada hopes to thrive in the future, it must reject the narrative of self-loathing and instead foster a culture of appreciation for all that has been accomplished.
In short, the CBC’s continued promotion of a guilt-ridden, negative view of Canada is doing a disservice to the nation. It is time for Canadians to reclaim their pride—not as an act of ignorance, but as an acknowledgment of the resilience, progress, and cultural richness that define the country. If we do not, we risk losing Canada not only in spirit but, perhaps one day, in reality.