Earlier this month, an American Airlines pilot caused an international incident while being fingerprinted in Sao Paulo as part of Brazil ’s new immigration entry requirements for U.S. citizens.  The Brazilian government recently instituted a photograph and fingerprinting procedure similar to the one being implemented at U.S. ports of entry as part of the new homeland security program.  During this procedure, the pilot was photographed making an obscene gesture at the camera, which was broadcast throughout Brazil . 

This brief action touched off a wave of anti-American sentiment throughout the country, where tensions with the U.S. are already on the rise.  After posting a fine, the pilot was allowed to return home, but the effects of his act are still being discussed in Brazil .  This only adds more fuel to the “ugly American” image that many foreigners have of U.S. citizens.

Americans must be aware that they represent the image of this country to foreigners who often develop their perceptions of the U.S. through its exported popular culture such as movies, television programs, music, fast food and fashion.  Much of this pop culture tends to portray Americans as loud, violent and oversexed.  When incidents such as this occur, perceptions become reality for the foreigners witnessing this behavior.  The images can last a lifetime, especially with the world situation being as tense as it is. 

Over the years, I have seen first-hand how these often unfair perceptions of Americans manifest themselves around the world.  I recall an incident when I was living in Mexico City in the mid-1990s.  It had been a particularly unstable year in Mexico ’s political and economic arenas.  There was a bit of tension in this country’s relations with the U.S. , due to issues such as capital punishment in the U.S. being applied to Mexican citizens, and the mass entry into Mexico of U.S. businesses.  Additionally, there had been a couple of incidents involving overbearing and often drunken American tourists in Mexico ’s touristy Zona Rosa district.

One day, these particular resentments bubbled over and a mass demonstration charged through the Zona Rosa district shouting anti-American slogans and throwing  trash, rocks and bottles at symbols of the U.S. such as the local McDonald’s.  On this particular day, most Americans avoided going outside until the mob was dispersed.  I remember being preoccupied with the thought that I personally had nothing to do with the resentment of the U.S. being expressed by the Mexican mob.  However, I was a U.S. citizen, and I was being targeted by this group for the perceptions they had against my country.

Another time, I was in Stuttgart , Germany with a group of American distributors.  After tours of several production plants, we decided to go to our hotel’s bar in order to recap the day and relax.  After about an hour, a couple of my colleagues became inebriated and started getting louder and louder.  To escape, I excused myself and moseyed on up to the bar.  Five minutes later, two German businessmen came in and sat down on the stools beside me.  The Germans glanced, as the Americans continued to fill the air with loud laughter and epithets.  They started talking quietly to themselves and nodding towards the American group. 

Eventually, they started making comments in German to me while they did this.  It was obvious that they were displeased with the Americans’ behavior in what was a family-style hotel.  Without understanding German, I could tell that they were making disparaging remarks about my group. I didn’t understand what they were saying and I just nodded to them.  After about ten minutes, as the Germans were again gossiping about the Americans and mistakenly including me in their conversation, I finally blurted out to the man next to me, “I’m very sorry, I’m an American and I don’t speak any German.  I’m with that group over there.”  They both looked like I had just shot them.   

Finally, one of the Germans turned to me and in perfect English said, “We’re very sorry, we thought you were a Turkish or Slavic worker from one of the local plants. We didn’t know that you were with that group.”  He then proceeded to ask me why Americans are loud and like to dominate the environment they are in, often at the expense of other people.  I felt embarrassed and at a loss to adequately explain to these gentlemen that most Americans don’t behave like this.

I had a similar feeling on a business trip to Japan several years ago that I took with some investors and manufacturers.  Wanting to see the non-touristy side of Tokyo outside of the Akasaka area, an attorney friend of mine and I took a walk in a residential Tokyo neighborhood.  As we were strolling along the sidewalk, the women walking in the opposite direction would hesitate within twenty feet of spotting us.  They would then run across the street and continue walking on the opposite sidewalk.        

Later that evening, we decided that we wanted to try sashimi in a local Japanese sushi bar.  At the first two places we tried to enter, we were refused entry by embarrassed restaurant managers who ran to the door upon seeing us, holding up an “x” symbol with their arms.  We were finally let in the third place and had a fine meal.  The next day, I asked one of my friends from the Japan External Trade Organization about the women crossing the street and the incidents at the two sushi bars.  He gave me a sheepish look and told me that outside of Tokyo ’s shopping and financial districts, many Japanese have a fear of Americans, based on their perceptions that we are loud and violent.  These people go out of their way to avoid Americans.  During the remainder of the trip, I found myself being extra careful to be well-mannered and quiet when in public places.

It is a very human thing to look at foreigners and make assumptions about their country based the actions of a few.  It is probably safe to say that many Brazilians now think that all Americans are disrespectful and dismissive due to the knee-jerk reaction of the one American pilot. 

Whether it is fair or not, the image of the “Ugly American” exists in many parts of the world.  American citizens are the image of the U.S. even if they don’t want to be.  So when you’re traveling or doing business in a foreign country, have fun, but understand that people are watching and their perceptions of the U.S. precede your arrival.