The French Way (65 page)

138
. Eduardo Cue, “Sacrébleu! French Youth Prefer Coke,”
U.S. News and World Report
, 9 March 1998, 38.

139
. “Those Vulgar Markets,”
Economist
, 22 January 2005, 48.

140
. Hébel et al.,
La Restauration hors foyer en 1994
, 148. Students, professionals, cadres and
employés
liked soft drinks far better than did farmers, merchants, workers, craftsmen, and retirees.

141
. Gérard Mermet, co-author of a government report, quoted in Keith Richburg, “In France, Thirst for Wine Is Drying Up,”
Washington Post
, 24 April 2001, A14.

142
. Véronique Dahm, “Coca-Pepsi, la bataille de France,”
L'Expansion
, 14-27 April 1995, 52-54.

143
. Ibid., 54.

144
. “Coca-Cola, soifs de demain,”
Le Figaro économie
, 3 July 1995, 3-6.

145
. Mickey Gramig, “Coca-Cola Wines, Dines the Paris Masses,”
Atlanta Journal-Constitution
, 12 July 1998, Ci.

146
. “Going for Coke,”
Economist
, 14 August 1999, 51-52; “Coke Is Hit Again,”
Economist
, 24 July 1999, 60-61; “Coca-Cola's Style Offends European Regulators' Taste,”
Financial Times
, 22 July 1999, 2.

147
. Within a decade the French orange drink was the second-best seller in Europe and available in forty-three countries; see Michel Fontanes, “Orange You Glad,”
Beverage World
, 30 September 1994, 14.

148
. In Vietnam after the end of hostilities, for example, although the French beverage arrived first, the American cola giants quickly pushed it aside. Pernod-Ricard had chosen “the strategy of Coca-Cola” without the means; see Estelle Saget, “Combien de volumes d'Orangina pour sauver le Ricard?”
L'Expansion
, 7-20 December 1995, 66.

149
. Pascal Galinier, “Pepsi-Cola propose à Orangina une alternative,”
Le Monde
, 29 August 1998, 17.

150
. Hays,
The Real Thing
, 194-95.

151
. Laure Belot, “Orangina n'a aucun avenir en Europe,”
Le Monde
, 30 July 1998, 15.

152
. Pascal Galinier, “Négotiations à l'arraché…,”
Le Monde
, 17 September 1998, 16.

153
. Laure Belot and Pascal Galinier, “M. Strauss-Kahn dit non à Coca-Cola,”
Le Monde
, 19 September 1998, i, 28.

154
. The CEO of PepsiCo France, Charles Bouaziz, argued, “[I]f the board agrees with Coke, Pepsi will disappear from the French market and Coke will have an absolute monopoly”; quoted in Olivier Bruzek and Marc Landré, “Orangina, Pepsi secoue Coca,”
Le Point
, 1 October 1999, 34. Some estimated that Coca-Cola's control over soft drinks consumed outside the home would reach 90 percent. Ivester unintentionally raised concern about the company's monopolistic pretensions when Atlanta bought out the soft drink brands owned by the Cadbury Schweppes group even though the deal excluded many countries—among them France.

155
. The board's ruling and this quote are both in Betty Liu, “Coke's Orangina Bid Blocked,”
Financial Times
, 25 November 1999, 25.

156
. For the contamination fiasco, see Hays,
The Real Thing
, 263-76; Constance Hays, Alan Cowell, and Craig Whitney, “A Sputter in the Coke Machine,”
New York Times
, 30 June 1999, Ci, 6.

157
. “Bad for You,”
Economist
, 19 June 1999, 62-63.

158
. “Coca-Cola, New Doug, Old Tricks,”
Economist
, 11 December 1999, 55.

159
. As of 1999, per-capita annual consumption of an eight-ounce servings was: Belgium, 260; Germany, 203; United Kingdom, 118; France, 88; see “Coke's Crisis,”
Marketing News
, 27 September 1999. A report by Coca-Cola Enterprises in 1999 gave the following figures: Belgium, 260; Germany, 200; France, 96; see Constance Hays, “Coke Products Ordered Off Shelves,”
New York Times
, 16 June 1999, C2. Relative market shares for Coke and Pepsi are reported in “The Bubbles Pop,”
Economist
, 24 April 1999, 64-65.

160
. Among the most ardent proponents of the appropriation/domestication/assimilation thesis has been: Richard Pells,
Not Like Us: How Europeans Have Loved, Hated and Transformed American Culture since World War II
(New York: Basic Books, 1997). Other scholars have proposed “glocalization” or “hybridization” as ways of stressing cultural negotiation; see, for example, Jan Nederveen Pieterse, “Globalization as Hybridization,” in
Global Modernities
, ed. Mike Featherstone, Scott Lash, and Roland Robertson (London: Sage, 1995), 45-68; Roland Robertson,
Globalization: Social Theory and Global Culture
(London: Sage Publications, 1992) advances the notion of “unicity” as an alternative; yet another variation on this thesis is the semiotic interpretation proposed in Rob Kroes,
IfYou've Seen One You've Seen the Mall: Europeans and American Mass Culture
(Urbana: University of Illinois Press, 1996), and Rob Kroes, “American Empire and Cultural Imperialism,”
Diplomatic History
23 (1999): 463-77. For general assessments of Americanization as a process of cultural interaction, see Heide Fehrenbach and Uta Poiger, “Introduction: Americanization Reconsidered” in
Transactions, Transgressions, Transformations: American Culture in Western Europe and Japan
, ed. Heide Fehrenbach and Uta Poiger (New York: Berghahn, 2000), 208-23; and Richard Kuisel, “Debating Americanization: The Case of France,” in
Global America? The Cultural Consequences of Globalization
, ed. Ulrich Beck, Natan Sznaider, and Rainer Winter (Liverpool, England: Liverpool University Press, 2003), 95-113.

161
. Thomas Allin, quoted in Greenhouse, “McDonald's Tries Paris, Again,” 1.

162
. Grover,
The Disney Touch
, 190-95.

163
. Eisner,
Work in Progress
, 289.

164
. Amy Schwartz, “Good, Clean…Flop?”
Washington Post
, 18 August 1993, A21.

165
. Gitlin, “World Leaders: Mickey, et al.”

166
. Anonymous Disney official, quoted in Bryman,
Disney and His Worlds
, 121.

167
. Marc Fumaroli, “Le défi américain,”
Le Nouvel Observateur
, 9-15 April, 1992, 43.

168
. For this thesis see Fischler,
LHominvore.
According to Paul Moreira, by the early 1980s couscous was the fourth most popular dish for the French, following more traditional meals like boeuf bourguignon; Moreira, “De la poule-au-pot au tandoori,” 107. See also Pascale Pynson, “Mangeurs fin de siècle,” in
Nourritures
, ed. Fabrice Piault (Paris: Autrement, 1989), 186-92. James Watson, “Introduction” in
Golden Arches East
, 10, argues against any cultural consensus or essentialism in cuisine insisting that it is changing so rapidly that it is impossible to distinguish what is “local” from what is “foreign.” For a somewhat different view, one that stresses how “industrial food” has standardized or globalized cuisine and taste, see Jack Goody,
Cooking, Cuisine and Class
(Cambridge: Cambridge University Press, 1982).

169
. Belleret, “La bataille du goût.”

170
. Marlise Simons, “Starved for Customers, the Bistros Die in Droves,”
New York Times
, 22 December 1994, A4.

Chapter 5. Taming the Hyperpower: The 1990s

1
. Jacques Chirac, quoted in Gilles Delafon and Thomas Sancton,
Dear Jacques, cher Bill: Au coeur de l'Elysée et de la Maison Blanche, 1995-1999
(Paris: Plon, 1999), 55.

2
. Michael Brenner and Guillaume Parmentier make this point in
Reconcilable Differences: U.S.-French Relations in the New Era
(Washington, DC: Brookings Institution Press, 2002), 23.

3
. Pierre Favier and Michel Martin-Rolland,
La Décennie Mitterrand
, vol. 3,
Les Défis, 1988-1991
(Paris: Éditions du Seuil, 1998), 454.

4
. Debates within the cabinet are reported in Favier and Martin-Rolland,
La Décennie Mitterrand
, 3:445®

5
. For dissent over the Gulf War, see Rachel Utley,
The French Defense Debate: Consensus and Continuity in the Mitterrand Era
(London: Macmillan, 2000), 180-85; Anne-Marie Duranton-Crabol, “L'anti-américanisme français face à la guerre du Golfe,”
Vingtième Siècle
59 (1998): 129-39.

6
. Elisabeth Dupoirier, “De la crise à la guerre du Golfe : un exemple de mobilisation de l'opinion,” in
SOFRES-L'Etat de l'opinion, 1992
, ed. Olivier Duhamel and Jérôme Jaffré (Paris: TNS/SOFRES, 1992), 127. But this poll was something of an anomaly because the French quickly rallied to the war.

7
. Favier and Martin-Rolland,
La Décennie Mitterrand
, 3:446.

8
. Ibid., 3:449.

9
. James A. Baker,
The Politics of Diplomacy: Revolution, War, and Peace, 19891992
(New York: Putnam's, 1995), 314.

10
. François Mitterrand, quoted in Favier and Martin-Rolland,
La Décennie Mitterrand
, 3:479.

11
. François Mitterrand, quoted in Jacques Attali,
Verbatim
, vol. 3,
1988-91
(Paris: Éditions Fayard, 1995), 598.

12
. François Mitterrand, quoted in Favier and Martin-Rolland,
La Décennie Mitterrand
, 3:482.

13
. Baker,
Politics
, 371.

14
. Attali,
Verbatim
, 3:722-24.

15
. George Bush and Brent Scowcroft,
A World Transformed
(New York: Knopf, 1998), 339.

16
. Dupoirier, “De la crise,” 130-36.

17
. Duranton-Crabol, “L'anti-américanisme,” 132.

18
. Utley,
The French Defense Debate
, 186-87.

19
. Dupoirier, “De la crise,” 136.

20
. Attali,
Verbatim
, 3:675-76.

21
. François Mitterrand, quoted in Thierry Tardy,
La France et la gestion des conflits yougoslaves 1991-1995
(Brussels: Etablissements Emile Bruylant, 1999), 215.

22
. Frédéric Bozo, “France,” in
NATO and Collective Security
, ed. Michael Brenner (New York: St. Martin's, 1998), 46-47. Bozo reported that some French officials suspected the Americans wanted the Europeans to fail so that they could seize control and exclude them from the final settlement.

23
. Claire Tréan, “M. Juppé relance l'idée,”
Le Monde
, 24 February 1994, 6.

24
. See Klaus Larres, “Bloody as Hell: Bush, Clinton and the Abdication of American Leadership in the Former Yugoslavia,”
Journal of European Integration History
10 (2004): 179-202.

25
. Richard Holbrooke,
To End a War
(New York: Modern Library, 1999), 29.

26
. François Mitterrand, quoted in Vincent Nouzille,
Dans le Secret des présidents: CIA, Maison-Blanche, Elysée, les dossiers confidentiels
, vol. 2,
1981-2010
(Paris: Éditions Fayard, 2010), 250. Taylor Branch,
The Clinton Tapes
(New York: Simon and Schuster, 2009), 217. Branch notes that Clinton believed the French and the British did not want an independent Muslim Bosnia in Europe (9-10).

27
. Unidentified official, quoted in Ivo Daalder,
Getting to Dayton: The Making of America's Bosnia Policy
(Washington, DC: Brookings Institution Press, 2002), 22.

28
. Elisabeth Guigou, quoted in Roger Cohen, “U.S.-French Relations Turn Icy after Cold War,”
New York Times
, 2 July 1992, A10.

29
. James Petras and Morris Morley, “Contesting Hegemonies: U.S.-French Relations in the ‘New World Order,'”
Review of International Studies
26 (2000): 55-56.

30
. Alain Juppé, quoted in Alan Riding, “French Successfully Bluff Allies on Bosnia,”
New York Times
, 13 December 1994, A8.

31
. Joyce Kaufman,
NATO and the Former Yugoslavia
(Lanham, MD: Rowman and Littlefield, 2002), 113-17; Daalder,
Getting to Dayton
, 32.

32
. Balladur received intelligence that the Americans were sending weapons and trainers to the Bosnian Muslims; see Édouard Balladur,
Le Pouvoir ne se partage pas: conversations avec François Mitterrand
(Paris: Éditions Fayard, 2009), 339.

33
. Hubert Védrine, quoted in Pierre Favier and Michel Martin-Rolland,
La Décennie Mitterrand
, vol. 4,
Les Déchirements, 1991-95
(Paris: Éditions du Seuil, 1999), 512.

34
. Bozo, “France,” 67; Daalder,
Getting to Dayton
, 33.

35
. David Halberstam,
War in a Time of Peace
(New York: Scribner's, 2001), 3036, 316-17.

36
. Daalder,
Getting to Dayton
, 163-64.

37
. Kori Schake, “NATO after the Cold War, 1991-1995,”
Contemporary Euro
pean History
7 (1998): 406.

38
. Hubert Védrine,
Les Mondes de François Mitterrand
(Paris: Éditions Fayard, 1996), 652.

39
. Richard Holbrooke, quoted in Delafon and Sancton,
Dear Jacques
, 131.

40
. Ibid., 132-33.

41
. Paul Gallis,
France: Current Foreign Policy Issues and Relations with the United States
, Library of Congress, Congressional Research Service, CRS Report for Congress, 26 September 1996, 11.

42
. Tardy,
La France
, 326.

43
. Warren Christopher, quoted in Derek Chollet and James Goldgeir,
America between the Wars, from 11/9 to 9/11
(New York: Public Affairs, 2008), 131.

44
. Frédéric Bozo,
Mitterrand, the End of the Cold War, and German Unification
, trans. Susan Emanuel (New York: Berghahn, 2009), 249-50.