I’ll be honest—when I heard Coca-Cola’s wholly inoffensive and now controversial Super Bowl commercial featuring the song “America the Beautiful” in multiple languages, I wasn’t actively watching the game.  I was in the Union working, hearing the sounds from East Rutherford drifting out of the pub, and I was confused when I couldn’t understand the words to such a recognizable melody.  I quickly realized exactly why, and refocused on my readings, thinking little of Coca-Cola’s cute nod to American pluralism as a way to sell soda.

I thought I was cynical about racism and xenophobia in America until I saw the subsequent uproar from certain circles calling the commercial un-American and calling Coca-Cola the “official soft drink of illegals crossing the border.” After seeing these reactions, I realized I had not been cynical enough.

I don’t think there could be anything less offensive than children singing a patriotic song. The commercial is an innocent reference to American multiculturalism and idealized inclusivity.  Clearly, nativist pundits see it as their duty to squash the hopes of children who believe in the American Dream and replace their positive view of America with one of a nation of bellicose closed-mindedness. 

This is counterproductive. Patriots should be glad that patriotic songs can translate into other languages, spreading the idea of America beyond English’s linguistic borders.

As evidenced by some of the more vicious comments made bearing the hashtag #fuckcoke on Sunday, many see linguistically democratizing our nation as a threat to American identity—even in a silly, 30-second long Super Bowl spot. According to them, the inclusion of languages other than English in America harms our way of life. This view is absurd. English will always be America’s primary language—but not thanks to the efforts of radio commentators who dislike brown people. English will always be America’s primary language because it is the language in which we conduct business and most governmental affairs. Not speaking English presents a huge disadvantage to anyone who lives in America, and invariably leads to isolation and a lack of opportunity.

Coca-Cola including diverse languages in a patriotic commercial does not change the reality that to be an American and to functionally exist in the United States, one must speak at least some English.  Part of our citizenship test is a language test, and if that weren’t enough, the forms are offered in English, providing a de facto English proficiency test significantly more difficult than an official one.  We have never made English our official language, and we have never had to—market forces have made English widespread and essential. No other language is spoken widely enough in America, especially among the powerful, to constitute a threat to English.

The xenophobic reaction to the ad is typical of insecure people who worry that they will be made worse off by inclusivity. Without barriers to entry to anyone who isn’t white and English-speaking, they worry that they will be unable to succeed in a competitive economy.

But, as we know, restricting competition by excluding certain groups not only hurts those groups, it hurts us all in the long run by stifling productive hands and brains.  The response to the ad aligns with the feelings of many middle- and lower-class white men who believe that they are being oppressed simply because, in pursuit of statistical equality, some advantages exist for previously marginalized groups. They misinterpret efforts for minorities to achieve socioeconomic parity with white men as discrimination against themselves.

The global market incentivizes people worldwide to learn and speak English, and America is no exception.  English is in many ways the world’s lingua franca. For a variety of reasons, English is the language with the greatest number of second-language speakers, and it is spoken by elites all over the world. Non-English-speaking people in the United States are socially and economically isolated. It is in every American’s best interest to learn English, and arguably the best thing someone can do throughout the world to improve their socioeconomic mobility. It will never be supplanted as America’s dominant and pervasive language. Those who fight to defend the English language in America are tilting at windmills.