It is because the Standort
has become the substitute for a national pride that does not dare to pronounce its name. The phrase “made in Germany” was first coined in 1887 in the UK to make shoddy German imitations of British goods visible. German manufacturers, like British lawmakers, have treated it as a mark of shame, with German companies placing the label in areas where it would be unlikely or impossible to spot it. But even before WWI, stigma had become a sign of pride, and after WWII ended, it became something even more important: the only possible vehicle for German power politics.
After World War II, German national pride was in tatters. It improved thanks to the power of German industry and the powerful Deutschmark. The German economy has become an attractive substitute for explicit nationalism. Before long, Germans might once again show their faces as heralds of Bosch dishwashers and Volkswagen beetles, rather than spiked helmets and boots.
One result, sociologist Oliver Decker has proposed, was âsecondary authoritarianism,â less focused on leaders or national greatness than on the economy and representative businesses. “This secondary authority”, write Decker and his co-authors, “may, like the first, require that the individual sacrifice his own desires and life plans, and in compensation it offers the promise of immediate participation in his power. . During the economic miracle of the post-war years, many Germans identified with âthe economyâ and its visible icons: its profitable businesses, its huge trade surpluses, its powerful currency.
During this transfer, German politics retained an old paranoid thinking about the economy. Just as German nationalism after World War I had its myth of the “stab in the back” to explain how the German military lost the Great War, postwar Germans tend to see secret plots for thwart their clearly superior economic power whenever their companies are found to have violated international standards. Nachtwey, who briefly worked with Volkswagen in the wake of the company’s notorious emissions scandals, said that while executives went to jail and prosecutions escalated, superiors “spoke privately that all of this was only one element to weaken VW. in the United States, because we are too strong. “