Jessica Beinecke is a brand of America. She’s 24 and from Ohio and she speaks fluent Mandarin, and her captivating “OMG Meiyu” English slang education videos have become an online hit in China. Jessica’s wide eyes and buoyant delivery open a portal to American culture, to the America that’s down-to-earth, self-directed, can-do, engaging, funny, inventive and equal. Slang expressions have a way of bringing that out.
Brands deliver new forms of culture
I call Jessica “a brand of America” because in their own small way her 70+ videos do what every brand should do. They deliver new forms of culture that free people from the constraints of the old. Yes, brands are more culture than commerce. (That’s why they don’t grow on spreadsheets.) The brand is transformative charm, wit, wisdom, insight, inspiration, innovation, sheer creativity and often sheer gumption that blasts the senses with new ways of being and doing.
A brand of possibilities
What comes across in Jennifer’s videos is much more than a clued-in urban vocabulary for Chinese students of English. It’s an engaging context of culture that offers new ways to see the world. It’s a brand of expression, and as such, a brand of possibilities.
Across all cultures
Cultures can be ruts, too, and videos like these can work across all cultures to liven things up. US students need to open their eyes to other cultures, and the simple style of Jessica’s work may inspire others overseas to target the US with similar videos. Certainly couldn’t hurt.