Category: Society & Culture

  • Front tier journeys

    Remember the early days of the pandemic, when we played alphabet soup with economic recovery? One has to be extremely optimistic to consider the much-touted “V” now, and there’s increasing consensus around “K”. There’s something subliminal about the former sounding like “we”, and the latter sounding like, well, K, signalling that we don’t care. And that’s why I began thinking of how those in the upper part of “K” are utilising their wealth. In addition to using it to create more wealth, that is.

    I think there are at least two expansion narratives at play. One is seeking new “real” frontiers. This is a centuries-old pattern – the Americas, Silicon Valley – until geography has been tamed. We’re now on to “colonising” Mars. The metaphor is clear. The other is digital frontiers, where our time and mind space is being increasingly spent. Both are about escaping the confines of reality as we know it now.

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  • The will of the majority

    Let me begin from the unlikely context that sparked this thought. Mohanlal’s Drishyam 2. I thought the film was a poorly-written, with the character becoming inseparable from the pandering that’s required for the star’s fanbase. Most of the world thought otherwise. While I agreed that I too wouldn’t have liked to see the character lose a cat-and-mouse with the police, there are ways to script a win-win – Ayyappanum Koshiyum being a case in point. But it made me wonder about the kind of cinema that is unlikely to get made based on the will of the majority.

    The will of the majority impacts other things too – for instance, politics. My Twitter feed is abuzz with people who call out the current government. It has perfectly executed the Fascism playbook of dismantling not just opponents but the architecture of institutions and culture that creates a free society. But in the larger world, one has to acknowledge that it got democratically elected, and that the people who do not like the Modisatva are still a minority.

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  • Default in our stars

    The thought first occurred to me a couple of years ago, when I realised that thanks to outsourcing and automation, we would struggle today to do many things that were once life skills. We also lost a little more than that – learning.

    Sometimes directly, and sometimes, through the interactions with the world, they facilitated a learning experience that taught one how to navigate the world and the different kinds of folks that made up its systems. 

    Regression Planning

    It was continued with a bit more specificity in a subsequent post.

    Instagram, Facebook, Tinder, Spotify, Netflix, Amazon – everything is a feed of recommendations, whether it be social interactions, music, content or shopping! Once upon a time, these were conscious choices we made. These choices, new discoveries, their outcomes, the feedback loop, and the memories we store of them, all worked towards developing intuition. 

    Intelligence, intuition and instincts. The journeys in the first two are what have gotten the third hardwired into our biology and chemistry. When we cut off the pipeline to the first two, what happens to the third, and where does it leave our species?

    AI: Artificial Instincts
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  • Brands, Activism & Morality

    A while back, someone had joked on Twitter that by 2025, babies will be born outraged. But in 2020, the joke, at least in Indian advertising, is that when the Tanishq brand manager begins to think of a campaign, #BoycottTanishq starts trending. When I was writing the article on brands and empathy for Business Insider, I realised it would need a lot of effort for brands to go beyond signalling.

    However, with inequities becoming even more of a pressing topic, and the expectation from brands to be active participants in society – activism to action, is there an inevitable movement that we will see? And hence, this post on brands through the prism of activism and morality, from the perspectives of a consumer and a brand marketer, and the safety of an armchair.

    “We are living in an era of woke capitalism in which companies pretend to care about social justice to sell products to people who pretend to hate capitalism.”

    Clay Routledge
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  • The Presentation of Selfie in Everyday Life

    I will get to that “weird” title in a bit, but two things triggered this post. The first is the number of people urging, well, other people, to watch “The Social Dilemma”. Quite amazing. Especially considering how much of this advice is on WhatsApp groups. All I’ll say is, well done Facebook. Not to mention the irony of watching it on Netflix, which as I tweeted, is quite a paragon of virtue when it comes to behavioural manipulation. The second is the connection to the “Occult of Personality” – something I posted a few weeks ago. While the second order consequences on an algorithmically driven landscape was worrying, I realised that celebrities and “leaders” getting professionals to manage their social media presence was only a second order consequence of how they behaved as people on social platforms.  I also realised that this was in essence an early stage of algorithms dictating humans. Because who’s really in control when you’re always “appearing” as opposed to being?

    That provides a good context to the title, which is a bit of a wordplay on an excellent book that was written many decades ago – The Presentation of Self in Everyday Life. The author Erving Goffman uses the metaphor of a theatrical performance to explore the nuances and interplay that occur in practically every interaction we have. A deep analysis of “All the world’s a stage” and the “performances”  we give everyday to guide others’ impression of us. “Shelf worth’ on Zoom calls is a recent example. Goffman uses “backstage” as a space where we can be true to ourselves, and not be putting on an act. These days, thanks to the ubiquity of the mobile phone and social media, “backstage” is shrinking. And thus the title.

    Because we’re busy scrolling, and judging others and ourselves, and putting on a show. Leading to never-ending validation cycles that include feelings of inadequacy and envy. Once upon a time, there was happiness about something we did/experienced. As I wrote in Peak Abstraction, maybe, as we continue posturing, we will reach a stage when our signalling of happiness and its effect on others will become our measure of our own happiness. Or maybe it has already happened. Thanks to the highlight reels as presented on Facebook/Instagram/WhatsApp, things have escalated far beyond Keeping up with the Joneses. After all, with social media, everyone is a neighbour/friend, and as Gore Vidal famously said, “Every time a friend succeeds, I die a little.”

    Evolution has hardwired envy in us. In the early stages of human evolution, because we were competing for resources and mates, it was an important tool that ensured we adapted, survived, and passed the gene to the next generation. Has it changed a lot, if we look at dating, jobs, promotion etc? Probably not. But it depends on whether we consider these as necessary for survival, and whether we think of them as zero-sum “games”. Journeys inward are tough, but ultimately satisfying. Asking the self about happiness is one such. Understanding it, and being able to influence yourself would be quite an amazing feat in the age of influencers! Looking evolution in the eye, and overturning its effect is also a good way to show respect.

    (in context, a wonderful short film I discovered on, wait for it, social media!) 😉