The Heroes We Honor
Well, the future stadium for the Minnesota Twins now has a name. They decided to call it Target Field. Or, more accurately, Target Corporation paid a lot of money–more than the next-highest bidder–for the right to call it anything they wanted.
This should be a cause for concern. Target is a fine company, and aside from some philosophical issues, I have no complaints about them. Here’s the problem: The sphere of markets, selling, and finance have taken over significant parts of our lives. These “monunuments to our success” signal a change in values. The current Twins stadium is named for Hubert H. Humphrey, one of Minnesota’s favorite sons, and1968 presidential candidate. This new one is Target Field, but maybe the Tom Burnett, Junior Ballpark would have been far more appropriate. Kids ought to know the answer to that question, too.
Culturally, we’ve given up the idea of commemorating our heroes. The not-so-subtle message is that our highest model to be emulated is not to be found in the great people who have influenced our state, but in the corporate economic giants.
For years, at Twins and Viking games, children have asked their parents “Who is Hubert H. Hump-hrey?” And parents (even Republican parents) knew the answer and told them.
In Indiana, their domed stadium was called the Hoosier Dome for many years, until RCA paid millions of dollars to rename it “The RCA Dome.” By the way the Hoosier/RCA Dome has been replaced by the Lucas Oil Stadium.
The point is that no kid is likely to ask “Who’s Target?” They know, at least they do now, and that’s what’s most important. Someday, kids might ask about Target, just as kids now have reason to ask “Who’s RCA.” Those questions ultimately become irrelevant. Those with the money create monuments to themselves, and when the money goes away, the next “economic-trollop” gets in line to play the game. Target has a 25 year naming rights arrangement for the new stadium in Minneapolis, but if tough times hit, they can always cut their losses and bow to the highest bidder.
Shame on us, when we celebrate companies, and cast off our true heroes. Empire is turning us into economic beings, to the exclusion of all else. And they think they own us.