There are different sides to globalisation, and different ways to look at it and do the maths – and some may be easily overlooked:
Doubtless all small towns, in all countries, in all ages, Carol admitted, have a tendency to be not only dull but mean, bitter, infested with curiosity. In France or Tibet quite as much as in Wyoming or Indiana these timidities are inherent in isolation.
But a village in a country which is taking pains to become altogether standardized and pure, which aspires to succeed Victorian England as the chief mediocrity of the world, is no longer merely provincial, no longer downy and restful in its leaf-shadowed ignorance. It is a force seeking to dominate the earth, to drain the hills and sea of color, to set Dante at boosting Gopher Prairie, and to dress the high gods in Klassy Kollege Klothes. Sure of itself, it bullies other civilizations, as a traveling salesman in a brown derby conquers the wisdom of China and tacks advertisements of cigarettes over arches for centuries dedicate to the sayings of Confucius.
Such a society functions admirably in the large production of cheap automobiles, dollar watches, and safety razors. But it is not satisfied until the entire world also admits that the end and joyous purpose of living is to ride in flivvers, to make advertising-pictures of dollar watches, and in the twilight to sit talking not of love and courage but of the convenience of safety razors.
And such a society, such a nation, is determined by the Gopher Prairies. The greatest manufacturer is but a busier Sam Clark, and all the rotund senators and presidents are village lawyers and bankers grown nine feet tall.
Though a Gopher Prairie regards itself as a part of the Great World, compares itself to Rome and Vienna, it will not acquire the scientific spirit, the international mind, which would make it great. It picks at information which will visibly procure money or social distinction. Its conception of a community ideal is not the grand manner, the noble aspiration, the fine aristocratic pride, but cheap labor for the kitchen and rapid increase in the price of land. It plays at cards on greasy oil-cloth in a shanty, and does not know that prophets are walking and talking on the terrace.
If all the provincials were as kindly as Champ Perry and Sam Clark there would be no reason for desiring the town to seek great traditions. It is the Harry Haydocks, the Dave Dyers, the Jackson Elders, small busy men crushingly powerful in their common purpose, viewing themselves as men of the world but keeping themselves men of the cash-register and the comic film, who make the town a sterile oligarchy.
She had sought to be definite in analyzing the surface ugliness of the Gopher Prairies. She asserted that it is a matter of universal similarity; of flimsiness of construction, so that the towns resemble frontier camps; of neglect of natural advantages, so that the hills are covered with brush, the lakes shut off by railroads, and the creeks lined with dumping-grounds; of depressing sobriety of color; rectangularity of buildings; and excessive breadth and straightness of the gashed streets, so that there is no escape from gales and from sight of the grim sweep of land, nor any windings to coax the loiterer along, while the breadth which would be majestic in an avenue of palaces makes the low shabby shops creeping down the typical Main Street the more mean by comparison.
The universal similarity—that is the physical expression of the philosophy of dull safety. Nine-tenths of the American towns are so alike that it is the completest boredom to wander from one to another. Always, west of Pittsburg, and often, east of it, there is the same lumber yard, the same railroad station, the same Ford garage, the same creamery, the same box-like houses and two-story shops. The new, more conscious houses are alike in their very attempts at diversity: the same bungalows, the same square houses of stucco or tapestry brick. The shops show the same standardized, nationally advertised wares; the newspapers of sections three thousand miles apart have the same “syndicated features”; the boy in Arkansas displays just such a flamboyant ready-made suit as is found on just such a boy in Delaware, both of them iterate the same slang phrases from the same sporting-pages, and if one of them is in college and the other is a barber, no one may surmise which is which.
From: Sinclair Lewis, 1920: Main Street