In Wales the ‘rebrand’ started in the mid C19th. This was when the English state decided the Welsh language was a problem. It was making the Welsh stupid, dangerous and unruly. They needed to be taught how to act in a civilised manner.
So something which had been a source of national pride; which was integral to Welsh society, culture and history, which was helping to bind a fragmented country together, was now regarded by a London elite as a problem.
They portrayed Welsh as being old and outdated, something which was holding the country back. They decided that it needed a radical change.
The fix was to remove Welsh from education and to replace it with English language state schooling. By shedding its language, Wales was sold the idea that it was bettering itself.
It would have the chance to sit at the top table with the English; sharing a slice of the power and prestige of the British Empire.
Drinking the Kool-Aid?
It’s the same kind of carrot which was dangled in front of Cardiff supporters by Vincent Tan. When the Malaysian businessman arrived at Cardiff, it would have seemed deranged to think of the club’s colour as a problem.
Cardiff’s ‘blueness’ was a source of pride, something which provided supporters with a shared connection to the club’s history and heritage – to the good times and the bad. Something which had become woven into the club’s fabric as the Bluebirds.
But the rebrand managed to present Cardiff’s ‘blueness’ as a problem. Now it represented an old-fashioned and outdated version of the club; something which was holding Cardiff City back.
The brand needed to be modernised, to open up new markets, and that required radical change – from blue to red.
And the prize on offer was the Premiership, with all of the wealth and prestige associated. It was Cardiff’s chance to better itself. No more tubby players. No more small crowds. No more misbehaving fans.
In both cases, this lure of something better proved to be brutally effective – depressing but understandable. Many were prepared to trade in a massive chunk of identity for a punt on something better.
Some embraced the changes, some rejected it – but the majority just trudged along; feeling powerless to stop it happening. Welsh-speaking parents allowed their kids to be taught only English. Cardiff supporters dutifully held aloft their red scarves.
What’s so nasty is not so much the individual decisions people have made, but the fact they’ve been forced to make such horrible and divisive decisions. People have been presented with a fictional trade-off between success and identity.
Which one do you want? You can’t have both. Success or identity? Premiership or a blue kit? Prosperity or a Welsh language?
It creates a deranged black-and-white world in which it becomes impossible for Cardiff City to be successful and proudly retain their identity. Where it was impossible for Wales to develop into a confident and prosperous nation while maintaining use of the Welsh language.
More:
http://www.welshnot.com/blog/cardiff-city-everything-must-go/