Everything is better French way
The bonjour effect
‘The bonjour effect’ is a book which unlike the title of the book, is not only about ‘bonjour’, but also about the culture of France, French society and art of French conversation. Authors claim this book is a reflection on the French. Bonjour is phatics in linguistic terminology. A phatic expression does not convey information. Phatic comes from Greek work Phanein, meaning ‘to show oneself’. In the first chapter of book, the authors explain the paradox of the bonjour ritual in France. The most important word for French conversation is bonjour. It is advised to say bonjour in all contexts and all circumstances. In France you don’t really exist unless you say so, “I greet therefore I am” so you say bonjour to announce I am here. Bonjour, to a foreigner might mean merely the French greeting used when meeting during the daytime, but in practical sense it is a first communication gate to pass in France.
The book will dive into the intricacies and unique details of French society. How friendship is valued and how pathway from connaissance (acquaintance) to un ami (friend) is long in France. French say ‘non’ when they mean ‘Oui’. French say no, with no états d'esprit (state of mind). The authors connect this to the French fear of faute (mistake). Other detail I liked is- in the matter of educating kids, French exalt education. French education at the lycee (high school) level strongly emphasizes philosophy. French students have been doing compulsory philosophy studies since the French revolution. The goal of philosophy studies in France is to teach kids to think and by extension talk formally; shine in the art of conversation, and debate or have in-depth discussion. The love of conversation for its own sake, lives in the modern France, and the French embrace its contradictory values. Contradict amicably and inclusively, even when it’s confrontational and contrarian is such a beautiful use of language.
Geography is the most concrete and most unifying among the topics that constitute French culture generale, followed by history including World War II and the Algerian war, and food. Because it is linked to taste, art is more controversial to geography and equally as debatable as history. Also, I find it interesting that Children’s are initiated into arts (the gothic architecture, baroque) starting in la maternelle (kindergarden).
It is common in North America to find people who do not speak the greatest English and is tolerated. But in France, a visitor is unlikely to meet people who speak poor French. It’s not because there aren’t any. French society just hides them in back store jobs they never serve customer, largely because the French themselves have little or no tolerance for bad French. French do not have the slightest qualms about passing judgment on how others speak.
French also practically taught the world the way of eating. Without mentioning food, book like this will be incomplete. I am happy to reveal that the book does the job properly. For French, eating a meal is a ritual. French spends lot of time talking about food. If you have the basic understanding of French terroir, you will be able to talk about food. The French originally used the term terroir to describe the taste wines get from specific soils, growing conditions, and technique of wine making. It started applying to food in 1930s. A synonym for authenticity, eating cuisine de terroir is a way of connecting to regional identity and overall French identity.
When you understand the society and culture, you understand why they do what they do. This book makes us understand the French society and culture. Understanding is more important than knowing. Well written and adequately detailed is how I say The Bonjour Effect is. I wish I had read this book before I traveled to France. I will recommend this book to anyone who is interested in French culture and anyone who wants to visit France. Talk to French about language, geography, history, food, art/cinema/literature. Avoid talking about Family, work, money unless you are very close in relation or friends. Of course, say bonjour, say it like you mean it and it is the magic word!
This book however was written in 2014 and published 2016. I am not sure if some details about the French people’s views of politics, English language, and French pessimism is still relevant in 2025. Also, I will be very interested in knowing the views of French person about this book and know what they agree with and what they will contradict with.
“If you overlay an intellectual capital on an artistic and fashion capital in a former Royale capital, all of it in a country that invented how to eat, there is so many codes governing so many behaviors that the demands of sophistication become all-encompassing.” ~The Bonjour Effect: The Secret Codes of French Conversation Revealed by Jean-Benoît Nadeau and Julie Barlow
P.S Is everything better French way? Well, that was my attempt for a catchy title, attractive and easy to remember. But feel free to ponder about the title.
