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反 MAGA 帽走向全球

從格陵蘭到加拿大，抗議運動正在興起。

聽聽這篇文章 · 5 分 30 秒了解更多

「讓美國再次偉大」 (MAGA) 帽子作為政治忠誠的象徵，獲得了成功，並成為反對派的有力武器。信用...透過利亞姆·穆尼

經過凡妮莎‧弗里德曼

作者報導了自布希訴戈爾案以來的政治形象塑造及其影響，包括弗拉基米爾·澤連斯基和他的橄欖綠 T 卹以及白色套裝的出現（和再次出現）。

2025 年 4 月 3 日更新時間：下午 1:37（美國東部時間）

副總統JD Vance攜妻子Usha以及國家安全顧問Michael Waltz最近對美國在格陵蘭的軍事基地的訪問，雖然受到了冷遇，但是卻帶來了至少一件熱門商品。

在萬斯夫婦抵達前一周，格陵蘭貿易集團 KNI 的顧問 Aannguaq Reimer-Johansen 在他的Facebook頁面上發布了一張看起來像是鮮紅色的 MAGA 帽子的照片。只不過，萊默-約翰森先生的帽子上寫的不是通常的白色字母“讓美國再次偉大”，而是“讓美國消失”。

它觸動了人們的神經——而且不僅僅是在當地。這頂帽子最終出現在《每日秀》和《觀點》節目中。社群媒體上大家的普遍反應是「我也想要一頂」。蒂娜·布朗 (Tina Brown) 將其比作“冰上的法國抵抗運動”，從而將紅帽子與法國大革命的“紅帽”聯繫起來。

事實證明，「讓美國再次偉大」 (MAGA) 帽子作為政治忠誠的象徵非常成功——即使在智慧型手機的小螢幕上也能立即被識別——這也使它成為反對派的有效武器，至少在國際上是如此。有道理的戲仿。

格陵蘭帽子是加拿大人今年稍早為抗議川普總統威脅要讓加拿大成為第 51 個州而發起的帽子抗議活動的產物。當時，安大略省省長道格·福特戴了一頂看上去像“黑色MAGA ”帽子的卡車司機帽，只不過上面寫著“加拿大不是用來出售的”。

特寫鏡頭中，身穿藍色西裝的福特先生戴著一頂深藍色的「加拿大不是賣的」卡車司機帽。 — 安大略省省長道格·福特向潛在的擴張主義者傳達了一個訊息。信用...布萊爾蓋博/路透社

這頂帽子還有“MAGA”紅白兩色可選，它在社交媒體上引起了類似的騷動，並讓它的創造者——來自渥太華的利亞姆·穆尼 (Liam Mooney) 和艾瑪·科克倫 (Emma Cochrane) 走上了一條意想不到的職業道路。如今，他們已經創立了一個名為「加拿大不是用來賣的」的品牌。穆尼先生說，他們已經售出了 40,000 多頂帽子，不僅在加拿大，而且「幾乎在世界上每個國家」。需求不但沒有逐漸減少，反而不斷成長。（最近，福特先生敦促一位戴著“加拿大非賣品”帽子去看藍鳥隊比賽的男子“永遠不要摘下它”，此舉頗具爭議。）

畢竟，“兩個人可以玩帽子遊戲”，穆尼先生說。或者說是三個。

紐約大學歷史學教授、《強人：從墨索里尼到現在》一書的作者露絲·本-吉亞特 (Ruth Ben-Ghiat) 表示，格陵蘭和加拿大的 MAGA 帽子是一種悠久的抗議和抗議藝術傳統的一部分，它擁抱熟悉的事物並顛覆它。她說：“它採用一種無處不在、視覺上引人注目的符號，並賦予它一種完全不同的信息。”

她繼續說道：“獨裁者通常對服裝非常精明，他們創造出具有部落特徵的服裝，供人們穿著。” “川普是一名營銷人員，所以他明白這一點。”

他非常擅長推銷自己的訊息，尤其是在帽子等物品上，他如此堅持不懈地將其塑造成超越其作為競選贓物的起源，成為政府符號的一部分。他甚至在「解放日」關稅公告上向觀眾扔了一頂帽子，作為那一刻的紀念品。其訊息也可以根據受眾進行修改，例如小羅伯特·F·肯尼迪的 MAHA 口號——讓美國再次健康。

多倫多大學羅特曼管理學院市場營銷學教授戴維·索伯曼表示：“關鍵在於吸收川普的策略，但改變信息。”

這實際上就是心理學家所說的“毒寄生蟲防禦”，當一個新含義（例如寄生蟲）被附加到一個熟悉的“宿主信息”上時，就會發生這種情況，因此當你看到一個含義時，你就會想到另一個含義。（這也是川普的一種策略，尤其是對他的臉部照片的運用，他把它變成了一種戰鬥口號和權力的象徵而不是恥辱。）

示威人群中的一名男子戴著「讓美國走開」的卡車司機帽。 — 3 月，哥本哈根的示威者們，隨著 MAGA 帽子抗議活動走向國際。信用...Thomas Traasdahl/Ritzau Scanpix 丹麥，圖片來源：路透社

為什麼格陵蘭和加拿大的帽子能大受歡迎，而美國類似的惡搞抗議活動，包括「讓美國再次同性戀化」、「讓北約再次偉大化」和「讓美國再次正常化」的帽子——所有這些帽子在 Etsy 或 Redbubble 網站上都可以廣泛買到——卻沒有產生多大影響呢？政治策略師兼資訊顧問阿納特·申克-奧索里奧 (Anat Shenker-Osorio) 表示，她認為有兩個原因。

首先，民主黨未能集中傳達單一的服裝訊息。相反，他們依照自己的身分和立場，分裂成不同的利益團體。她說，相較之下，格陵蘭和加拿大的帽子不僅團結了人們抗議外國入侵，也團結了他們的國家。

“它實際上在說，‘我支持主權國家的理念’，”穆尼先生補充道，他說他收到了來自加拿大各個政治派別的人士對他的帽子的請求，不僅有自由派，還有保守派和中左翼新民主黨的成員

然後，申克-奧索里奧女士說，帽子代表了成功抗議所需的三個要素：「抵抗、拒絕和嘲笑」。

她說：“嘲笑是至關重要的。”

賴默-約翰森先生沒有回應置評請求，但穆尼先生認為他的帽子的吸引力很簡單。他說：“政策、貿易協定和國際關係可能會非常令人困惑。” “這能消除所有的噪音。”

這就是為什麼本吉亞特女士認為反 MAGA 運動的商品化才剛開始。她說，隨著這些圖像在社交媒體上傳播，“格陵蘭人的發明可能會受到加拿大、墨西哥和美國的歡迎。”

Vanessa Friedman自 2014 年起擔任《紐約時報》時尚總監兼首席時尚評論員。更多關於 Vanessa Friedman 的信息

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Critic’s Notebook

The Anti-MAGA Hat Goes Global

From Greenland to Canada, the merching of a protest movement.

Listen to this article · 5:30 min Learn more

The success of the MAGA hat as a symbol of political allegiance has made it a potent weapon of the opposition.Credit...via Liam Mooney

By Vanessa Friedman

The author has covered political image-making and its influences since Bush v. Gore, including Volodymyr Zelensky and his olive green T-shirt and the appearance (and reappearance) of the white pantsuit.

April 3, 2025Updated 1:37 p.m. ET

The recent visit by Vice President JD Vance, his wife, Usha, and the national security adviser Michael Waltz to the U.S. military base in Greenland may have been met with a cold shoulder, but it did produce at least one hot item.

The week before the Vances’ arrival, Aannguaq Reimer-Johansen, a consultant at KNI, a trading conglomerate in Greenland, posted a photo on his Facebook page of what looked like a bright red MAGA hat. Only, instead of the usual “Make America Great Again” in white letters, Mr. Reimer-Johansen’s cap read “Make America Go Away.”

It touched a nerve — and not just locally. The hats ended up on “The Daily Show” and “The View.” Across social media, the general reaction was “I want one.” Tina Brown compared it to “the French Resistance on ice,” thus connecting the red cap to the “bonnets rouges” of the French Revolution.

It turns out that the very success of the MAGA hat as a symbol of political allegiance — its instant recognizability, even on the small screens of smartphones — has also made it an effective weapon of the opposition, at least internationally. Parody with a point.

The Greenland hats come in the wake of a Canadian hat protest that began earlier this year in response to President Trump’s threats to make Canada the 51st state. That was when Doug Ford, the premier of Ontario, wore a trucker hat that looked like a “dark MAGA” hat, only this one bore the words “Canada Is Not For Sale.”

Mr. Ford, in a blue suit, is seen in close-up wearing a dark blue “Canada Is Not For Sale” trucker cap. — Doug Ford, the premier of Ontario, has a message for would-be expansionists. Credit...Blair Gable/Reuters

That hat, which is also available in MAGA red and white, set off a similar social media hoo-ha and thrust its creators, Liam Mooney and Emma Cochrane of Ottawa, onto an unexpected career path. They have now created a brand called Canada Is Not For Sale and, Mr. Mooney said, have sold more than 40,000 of the hats, not only in Canada but “in almost every country in the world.” Instead of petering out, the demand is growing. (Mr. Ford recently urged a man who wore his “Canada Is Not for Sale” hat, somewhat controversially, to a Blue Jays game, to “never take that off.”)

After all, “two can play the hat game,” Mr. Mooney said. Or three, for that matter.

The Greenland and the Canada MAGA hats are part of a long tradition of protest and protest art that embraces the familiar and subverts it, said Ruth Ben-Ghiat, a professor of history at New York University and the author of “Strongmen: Mussolini to the Present.” “It takes a ubiquitous symbol that is visually arresting and appropriates it with an entirely different message,” she said.

“Authoritarians in general have been very savvy about apparel and creating clothing with tribal affiliations that people can wear on their body,” she continued. “Trump is a marketer, so he understands this.”

He has been expert at merching his message, especially in items like the hat, modeling it so relentlessly that it has transcended its origins as a piece of campaign swag to become part of the semiology of the administration. He even tossed a hat into his audience at his “liberation day” tariff announcement, like a souvenir of the moment. Its message can also be modified depending on the audience, as in Robert F. Kennedy Jr.’s MAHA slogan — Make America Healthy Again.

“The point is to absorb the tactics of Trump but change the message,” said David Soberman, a professor of marketing at Rotman School of Management at the University of Toronto.

This is effectively what psychologists call the “poison parasite defense,” which occurs when a new meaning is attached, like a parasite, to a familiar “host message,” so when you see the one, you think of the other. (This is also a Trump tactic, notably employed with his mug shot, which he turned into a rallying cry and portrait of power rather than shame.)

A man, seen amid a crowd of demonstrators, wears a “Make America Go Away” trucker hat. — Demonstrators in Copenhagen in March, as MAGA hat protests go international.Credit...Thomas Traasdahl/Ritzau Scanpix Denmark, via Via Reuters

Why have the Greenland and Canada hats taken off while similar attempts at parody protest in the United States, including “Make America Gay Again,” “Make NATO Great Again” and “Make America Normal Again” hats — all of which are widely available online at Etsy or Redbubble — have had less impact? Anat Shenker-Osorio, a political strategist and messaging consultant, said she thought there were two reasons.

First, the Democrats failed to focus on one sartorial message. Instead they splintered into interest groups, with their hats, as with their positions. By contrast, she said, the Greenland and Canada hats united people not just in protest against a foreign incursion but in support of their own country.

“It really says, ‘I stand for the idea of a sovereign nation,’” added Mr. Mooney, who said that he has received requests for his hats from Canadians across the political spectrum, not just from liberals but from Conservatives and members of the left-of-center N.D.P.

Then, Ms. Shenker-Osorio said, the hats represent the three components you need for a successful protest: “resistance, refusal and ridicule.”

“Ridicule is critical,” she said.

Mr. Reimer-Johansen did not respond to requests for comment, but Mr. Mooney thinks the appeal of his hats is simple. “Policy and trade pacts and international relations can be very confusing,” he said. “This cuts through all the noise.”

That is why Ms. Ben-Ghiat believes the merching of the anti-MAGA movement is just beginning. As imagery spreads across social media, she said, “what someone invents in Greenland may be embraced in Canada, Mexico and America.”

Vanessa Friedman has been the fashion director and chief fashion critic for The Times since 2014. More about Vanessa Friedman

See more on: U.S. Politics, Doug Jr Ford, Donald Trump, JD Vance, Make America Great Again (MAGA) Inc

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