When it comes to assessing the level of integration of certain cultural minorities into
Western society, I find it rational to take a look at the fundamental element in the equation.
This fundamental level where “the rubber hits the road” is the personal interaction within
the multicultural society.
Personal interaction, however, is a very broad variable that is hard to measure; we may
asses things like interracial marriages, the tendencies and trends in newborns’ names, or
even the orientation of food in supermarkets across the country, but the question at hand is
strictly related to one particular group of young muslim males living in the UK.
David Cameron has stated that the integration of this group has failed, and I’m asked to
asses whether the American or French approach may do a better job in the UK. In my
opinion, none of these approaches are going to work. I think that even though the approach
may deliver a certain degree of change, in order to solve the problem we have to look in a
completely different direction.
Marketers use a certain term for describing how one or another product, service, person or
company is being perceived; this term is “Positioning”. Positioning is by no means
constant and can be manipulated. Various brands and companies have reestablished their
positions time and again in the minds of the general population over the years. One good
example may be BP: after the disaster in the golf of Mexico, the company has
reestablished its image. The image before the disaster could be described as an, “it’s all
