From Culture to Pop-Culture

     One of the research plans I shall never complete is a history of Brazilian culture as reflected in the choice of first names. In the good old days, names like Mozart, Wilson, Milton, and Hugo showed respect for what used to be called culture.
     Short wave made the tent bigger, as KGEI, the University of the Air showed. I broadcast every day to Latin America in Spanish and Portuguese. Les Robinson was one of my excellent assistants. He writes:
     "I'm sure you recall the university dean in Brazil who so liked your shortwave broadcasts over KGEI that he named one of his sons Ronald and the other Hilton. Now, a "Ronald" mania in the naming of new-borns is taking Brazil by storm, I read, inspired, though, by "Ronald McDonald." Mercifully, I haven't heard of a similar boom naming kids "Hilton" after the hotel magnate. Or, maybe WAIS will prevail and another Hilton will be named after you instead. Can you handle this?"
     No. I had noticed a boom in the name Ronaldo, but I attributed it to the soccer player Ronaldinho, the successor of Pelé. Now an anthropologist would say that they and Maradona represent Latin American "culture".
     Moreover, I was puzzled by the reference to Ronald McDonald. Les explained that he is the symbol of burger king McDonald. Once again, I learn from my students. Few Brazilians have read my immortal writings, but obviously millions have eaten the other Ronald's mortal cows. Some people still believe in progress. Of course, the manufacture of hamburgers has made enormous progress. Pop goes culture, giving way to pop culture.

Ronald Hilton - 1/29/00