BACK TO BASICS
© Sabari Ganesh; “All
Rights Reserved”
authorsabariganesh@gmail.com
authorsabariganesh@gmail.com
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A retrospection of the evolution of the human race would lead us to
introspection on the factors that influence the collective behaviour of the
people as a whole. The ‘Mass Approval Phenomenon’ is one such factor that has
had a major influence on the human kind, irrespective of any segregation based
on geography, race or sect. The impact of this phenomenon was such that, people
whom we adore today were once ridiculed by their contemporaries, in their life
time.
Subramania Barathi, adored by us as Mahakavi, was ridiculed by his relatives as
a madcap. Columbus was threatened by his own co mariners to be murdered and
thrown in the sea, had they not discovered land by the next dawn. These people
were visionaries in their own command and amidst simple people like many of us;
unwilling to sacrifice even trivial pleasures. However, since they remained
unsubmissive to collective peer pressure; deriving strength from their inner
conscience, they emerged successful.
They
were intellectually bold in implementing their ideologies and their actions
were explicit. This kind of open and truthful execution was due to the fact
that they did only what they felt right; driven by conviction. Some other
interesting aspects about them were that they were broad minded, expansive; not
carried away by trivial pleasures; in steep contrast to many of us.
“Simplicity arises out of
profound thought!”
Al Ries and Jack Trout in “The
power of simplicity”
Quite
a point! On analyzing the factors in exclusion method, that could be the
probable substratum of a thought that is actually profound; we are forced to
exclude most of the factors that we consider very important. Some of the
factors excluded worth mentioning would be education, wealth, social status and
authority.
The
lack of profound thought that could not be cultivated by any of the above
mentioned excluded aspects could be attributed to the existence of an escapist
attitude in many of us. We thrive and derive happiness by dwelling in a world
of fantasy and fun that is dictated by us, collectively. This is actually the
substratum that deludes us from rational thinking and is cashed upon jealously
by companies.
Consumerism
is the point of debate that is proposed here. Any activity that is being
performed today would have emerged from its rudimentary predecessor of early
times. The barter system of trade could be attributed as the rudimentary form
of today’s consumerism. The principle of barter trade rests on the need to
survive. The exchange of goods was intended to ensure survival; hence the trade
was generous; and the surplus was also given away in charity.
In
contrast, today’s consumerism rests on wealth accumulation and hoarding. The
three prime factors that propel the modern consumerism is the intent to convert
every possible luxury into necessity; hence the existing product is outdated;
and advertising is a necessity even for products of basic consumption.
The
foundation of barter trade was mutual coincidence of needs!
The
foundation of modern consumerism is avarice!!
“Poverty
wants something, luxury many, avarice all things!”
May
we describe today’s consumerism as a deliberate deferral of disbelief in the
value of material goods? It may be appropriate in trade that focuses on fun and
enjoyment as the end product – like watching a movie or a theatrical
performance; where the intention is fun, driven by common sense. However,
applying this to every trade is the fatal trend witnessed today.
The
emergence of shopping malls and the rapid proliferation of advertisements that
flashes on us through different media stand testimony to the fact that the
consumers are easily carried away by the fun factors than real need.
Advertising, how much ever it is pleaded to be factual or true to purpose;
spreads a lie that the product or service advertised is necessary.
It
is a lie due to the fact that a product or service that is essential for
sustenance of life would need no advertising! Also, these advertisements are
pregnant with the only idea conceived that the product is intrinsically
necessary. If that be appropriate there would be no justification to our
prospective customer being alive, witnessing the advertisement to get carried
away by the fun factor and eventually become a prey to the company offering the
product by purchasing it; thereby adding positively to the treasury of the
company.
The
evidence of the above statement is carried in the purchase basket of every
modern citizen; wherein the percentage of essential commodities has shrunk to a
minimum, creating ample space to the ever proliferating non essential items. An
interesting twist to our story and allegation is created by the fact that companies
have also started accepting our stand by way of releasing advertisements that
suggest the consumers the basic need a product satisfies.
In
the cool drink sector, the rudimentary purpose of consuming a cool drink is
side-tracked by various advertisements, depicting a swarm of aspects that
another company’s advertisement differentiates itself proposing basic need the
product satisfies!
“Sprite – Pyaas Bhujayae;
Bhaaki All Bhakwas!”
Again,
does one need an aerated bottled drink to quench thirst else could choose water
or buttermilk! The existence of this phenomenon is because, we human beings –
social animals, distrust our direct experience and look at others for our
decision making. The result is long term dissonance. So, one must accept only
what is essential and discard the rest.
We
should introspect to be very clear in understanding what
we really require and choose the best; irrespective of what others possess.
Above
all, desires can never be quenched by satisfying them. When one gets satisfied,
a new set of desires arise, ultimately leading to constant dissatisfaction and
dissidence!
The
secret is,
“Be simple and keep it
simple!”
