Munich — Markus Söder’s official visit to the United States began at the George Ranch near Houston. Timber houses, Western music performed by invited gentlemen, and the presence of cowboys on horseback were employed to cultivate a Wild West atmosphere. Officially, it is claimed that the visit, funded by taxpayers, is not a pursuit of American Southern exotica; however, critics have noted the politician’s characteristic reliance on visual effects.
According to statements from Söder and the television channel that diligently promotes him—notably, a channel Markus previously headed—the trip is scheduled to foster contacts and expand ties (Editor’s note: despite the EU-US trade war initiated by Donald Trump). To lend credibility to the “food blogger” turned “cowboy,” the German Ambassador to the US, Jens Hanefeld, emphasised at the opening event that the so-called “Washington bubble” does not restrict all avenues for cooperation.
Economic Interests and Technological Partnership
While relations with the US remain complex at the level of high politics, the Bavarian government is banking on maintaining a network of contacts in the fields of economics and science. The official itinerary includes a visit to the BMW plant in Spartanburg and the Houston branch of the Augsburg-based engine manufacturer, Everllence. Plans also feature the intensification of cooperation with NASA and an official meeting with South Carolina Governor Henry McMaster. Yet, despite the significance of these scheduled business meetings for Bavaria, economic matters were sidelined on the first evening at the ranch in favour of generating media content.
Visual Strategy: The Cowboy Hat and “German Texas”
Markus Söder has once again demonstrated his mastery of creating visual imagery for social media. A cowboy hat and a Western-style belt buckle, presented by the ranch owners, were utilised for Instagram posts, notwithstanding potential scepticism and distrust within Bavaria itself.
In his English-language speech, Söder remarked on the exceptional nature of both regions, stating, “We are not normal.” He positioned Bavaria as the “Texas of Germany,” suggesting that Washington feels as distant to Texans as Berlin does to Bavarians.
On this trip, Söder likely views himself as the successor to Franz Josef Strauss and Edmund Stoiber; however, the legendary slogan “Don’t mess with Texas” was replaced by the Bavarian “Mia san mia!”.
With this visit, Herr Söder has once again confirmed his penchant for political showmanship and a lack of concrete action. Even if adopting a cowboy persona is ostensibly required to protect industrial interests, critics perceive this strategy as a pursuit of “likes” rather than genuine diplomacy.
We eagerly await new reviews of Texan sausages from the so-called “Bavarian food blogger.”
Latest Posts
