Is multilingual poetry any different from other representations of multilingualism in contemporary culture? In my previously two commentaries, I've looked at some of the things that multilingual poetry does differently than other kinds of poetry. But what does it do differently from other cultural forms that are also multilingual?
One recent example of a multilingual cultural text is Coca-Cola's 2014 Super Bowl commercial "It's Beautiful," which was also shown during the Sochi Olympic Games. This ad touched a nerve because it features eight tween girls singing "America the Beautiful" — but they do so in, Spanish, Tagalog, Mandarin, Hebrew, Keres, Senegalese French, and Arabic as well as English (quelle horreur!). Beginning in English with a shot of a cowboy on a white horse, the ad includes diaphanously lit outdoor scenes, wholesome images of kids in a movie theater, surfers bobbing on the waves, break-dancers, a family on a roadtrip, a brightly lit Chinatown. Representations of urban modernity and rural tradition are seamlessly interwoven, and all differences are overcome through the shared melody of the girls' multilingual hymn.