Tag: sharing

  • Waking Life?

    (not really to do with that excellent film)

    All good things have a season finale, and when it happens to be the last season, the event becomes all the more poignant. Boston Legal has been my favourite show for a while now, and I am a huge fan of Alan Shore‘s sense of fairness. And while the description is tossed around a lot, there really can only be one Denny Crane. True, the last season was lesser than a shadow of the earlier ones, however it still didn’t take away much from the series. But yes, case closed.

    Which brings me to what I shall now be doing on weekdays 10 PM.Yes, I could read more or browse more, but when one has been following a show for quite a while, one does feel a sense of emptiness. It led me to think about how a life is spent nowadays. Sometime back I had wondered whether everyone’s life would be ‘interesting’ if it were to be fitted into a 2.5- 3 hour movie. Interesting relative to the daily routine that a typical life follows. Yes, the ‘different’ vacations included. And yes yes, there are those who lead an interesting life 24×365, ‘it depends’ blah blah, let’s forget all that, let’s say I’m talking about mine. Subjective, and at least a few others I know of.

    So, typically, there’s a routine, work, dinner, television/internet, weekends, shopping, cinema etc… How many of these are conscious choices and how many happen by default? Not the conscious choice of choosing say ‘Lost’ over ‘Ugly Betty’, but at least a couple of levels above that to say watching television vs going for a walk. Does the former happen by default,unless of course a health scare suddenly makes you stop, think, and take a re-look at perspectives, and therefore go for a walk?

    So far, I will have to admit that mine happens by default. And what typically happens is that when a template is broken, like in this case, there is a sense of ‘boredom’ till a replacement is found. On twitter, these days, I find a lot of versions of the “I’m bored” tweet in my stream. It made me wonder about how we really spend our time, about multitasking. Heh.  About incomplete experiences. As real time and technology advances are made at dizzying spaces, I think the templates are being formed faster and the dependence on them becoming stronger. Even at this stage, the differences between the tail and the dog are blurring. What really matters to me – the experience, the sharing of the experience, filling up waking hours, racing with time to complete x tasks in y time? What is the driver? Damn, its not even a who.

    So I stepped back and asked why it was so? Is it because I never thought about it that way? Is it because it is easier to make a template and follow? Oh yes, switching on the telly, or playing around on FB is definitely is easier than figuring out what one wants, how one wants to spend one’s time, and other such difficult questions. These require an effort,  not just in thought but in deed (eg.trying out an interest like the ‘learning how to play the guitar’ route) and answers to tougher questions in the background. Or then again, is it because of a fascination, a way of living vicariously through the real and fictional characters – on the net and television? Or to ensure that there is no time left for such thoughts, because I know they’re difficult ones? I think a bit of each, and anything else you’d like to add?

    And so, is it possible to make conscious choices every moment? Would that be the best way to fully live a life? I wonder what it would do to ‘expectations’ though – set me free or get amplified, for isn’t each expectation derived from a previous direct or indirect experience? But that can be dealt with later, for now, the idea, to use Mo’s words is to (edited) a wee bit “devour every little bit of whatever is on your platter”, and yes, I need to consciously decide what’s on the platter.

    until next time, crouching potato 🙂

  • Bridge over troubled water

    In ‘Tin Fish‘, there is a wonderful speech given by the school captain, which goes (edited a bit)

    …..I am not what I’d have liked to be. The school is aiming to prepare me for others. I want to be for myself. But it is growing increasingly difficult for me to prepare myself for myself as my expectations grow greater. A reformed, open-hearted school can help me. Till then, I shall stand on the beaches, look towards the sea and wait for a solution to be washed ashore.

    The novel is set in a boarding school in Rajasthan, deals with peer and parental pressure, and has the chaotic politics of the 70s as the backdrop. As a late 70s born, I could identify with the book because though the cultural icons had changed (rock bands/actresses etc) societal changes seemed to have moved at a much slower pace. The value and belief systems as well as the prejudices – caste, religion, income are a part of the 80s too.

    I could also identify with the above excerpt on two counts. ‘Preparing me for others’ ..the pressure to conform – on the kind of education one should have, the kind of career one chose, the kind of person one could get married to, one’s conduct with family, boss, and one’s behaviour in society in general, all had their own sets of conformity. ‘Prepare myself for myself’..when I wrote this post sometime back, I had mentioned the conformity that the blog imposes on the blogger, it is something that happens in real life too – we create an image of ourselves, consciously or more likely, sub consciously, and try to stick to it. In either case, more often than not, objectivity will be lost.

    Sometime back, I also came across this wonderful piece in the New York magazine, titled ‘Say Everything’. It talks about how as the young population gets increasingly used to the net, there are many among them, for whom, sharing their ‘stuff’ online is the natural way to be, and for whom, privacy has an entirely different definition. In fact they consider the extreme caution of the earlier net generation to be narcissistic and are prepared for the implications that the shared stuff might have on their lives decades later. The author sees this as the biggest generation gap in a long time, perhaps since the hippie generation. She even wonders whether in this era of surveillance cameras and tracked card transactions, their belief that privacy is an illusion might be the sane approach. The article outlines a series of changes that are happening with this generation –  “they think of themselves as having an audience, they have archived their adolescence, their skin is thicker than ours”

    Now, one could say that they are conforming to an online audience (like my blog example), but as the author points out, over a period of time, will this generation, which has been growing up with the net, move towards such degrees of comfort that they are totally un-self conscious? And perhaps, to quote the extreme example used by the author, a Paris Hilton level where what could have been the worst humiliation possible, was used as a stepping stone for fame? A generation so transparent that any ‘forced’ conformity would be easily detected and would be undesired. And moving on, to use the words I had seen in a totally different context (link), would transparency be (or subsume) objectivity?

    At this stage, we are of course, smack in the middle of these changes, but unlike the above generation, technology (more specifically, the web) entered our lives relatively much later. We perhaps have the baggage of not just peers/parents/society but also the ones we have created for ourselves earlier on in our lives. We might struggle to adjust, but yet we are perhaps the bridge generation, across the cultural changes wrought by the www or even liberalisation (in India). Did every generation have to play similar roles? 🙂

    until next time, stage fright

  • Brands – Maturity, Transparency, Objectivity

    On the day that gay sex was made legal in India, I had wondered aloud on Twitter, whether condom brands like KS, Moods or even a deo brand like Axe – whose communication is all about attracting people (the female gender so far, since its a deo for men) – would use the occasion to provide a bit of a twist in their standard advertisements. As expected, none of them did. Which led me to wonder on the maturity of audiences and those of brands. (‘maturity’ for the lack of a better word, a more elaborate description follows)

    From an experience in an earlier place of work, when we had played on the visuals of Sai Baba and Jimi Hendrix and talked about music and religion, I have seen the fear that marketers have about how the consumer will react to a communication that could be taken as offbeat. In the case above, one could argue about hurting sentiments of followers (Sai Baba’s, according to the client, Hendrix’, worried the copywriter 😀 ), but there really wasn’t anything derogatory. Now that may be a subjective reaction, so let’s go back to the initial example. I’m reasonably sure that even if KS/Moods/Axe had thought of this, they might have decided not to pursue it.

    Is that because of a simple positioning mismatch that they perceive, or is it a fear to push the boundaries, of what they perceive as acceptable to their audience? Something that goes against the image they have created. But, as we keep discussing here, consumers are moving on. They talk to each other, and share their experiences about the brand, which may or may not work in advantage of the brand.

    Meanwhile, I recently read an article in the New York magazine, which got me thinking quite a bit on this subject. The article was titled ‘Say Everything‘, and talked about what the author perceived to be the largest generation gap since the hippie generation. While the extreme scenarios outlined in the article- of the kind of photos and complete transparency, of thinking of themselves as having an audience, of archiving their adolescence, of having a thicker skin than earlier generations- may not be what the average youth indulges in in his community, it does point to a generation which is growing increasingly uninhibited with sharing more and more of themselves with others on the net. The author points out that with surveillance cameras, transaction tracking etc becoming the norm, this complete transparency approach might be a saner route.

    In fact aren’t FB/Twitter status updates, and even online journals that many in my generation indulge in, also cases of living for an audience? The details of what they share might vary when compared to a younger user set, but this seems to be a trend that may not be scaled back, and in all possibilities, would increase. With the social tools that keep improving the ways to communicate, and share, can brands afford to cling to the kind of communication that they are used to delivering to the audience?

    In another article I read, YouTube blogger Kristina Horner, who was criticised for working with Ford Fiesta, makes a wonderfully simple, yet passionate argument that for “both bloggers and brands to be successful they need to accept that traditional advertising is not-effective (and even rejected) and that publishers like Kristina can find a win-win situation where a brand supports their work without compromise.”

    Would being completely transparent (yes, that is a bit of a redundancy, i guess) ensure that brands get a fair deal from the people they communicate to? Like I read in another context, would transparency fulfill the function that objectivity is supposed to?  But as always, transparency is not something that can operate only in communication, it moves to product, and many other functions within the organisation. So, as more and more consumers realise what Kristina has articulated so well, shouldn’t brands also take some initiative in changing themselves, and collaborating with their consumers?  That would take some maturity, i guess. 🙂

    until next time, audible audiences

    PS. For those missing the Tool Aid that is the blog’s staple diet, here are a few interesting reads

    The Sysomos in depth Twitter study that places India in the top 10 countries in which Twitter has been growing.

    The Razorfish Social Influence Marketing report.

    The Wetpaint/ Altimeter list of the world’s most engaging brands, and how there might be a link between engagement and financial performance