Skip to main content

in search of the great nothing

I have a hypothesis. which is really an extension of thought. but to present it, i must develop a context.(or trend-spotting as they call it)

1. nucleated world -> people are connected to more people far more thinly. (a lot of hi's, hello's, how are you's.. very few hugs, time-spent-together's, ILUs.)
2. people removed from cause-effect ->  most of us have no clue what their salary paying job's effect is in the world around, due to matters of scale and transferability of work. (did my work as biz develpment for a media company went into funding his accentuated war advocating rhetoric?; did my design for valve go into the bombs that shelled afghanistan's villages? is all that incessant printing in office and penchant for cleanliness causing felling of millions of trees?)

this ignorance of cause-effect also alienates us from what we consume. take that burger out of your mouth and see what's inside. can you name all that goes into it? did u know where it came from? do u know who all touched it? do u know how many people were involved to get that burger to your mouth which would go down in minutes without you yourself noticing it, being lost in staring at this screen?

this increased distance between us and things is definitely a child of industrialization. what we consume is nothing more than its price, and the pleasure of having it. we live a life never having had the pleasure of having created anything at all.

and this brings me closer to presenting the hypothesis...

We identify with abstract ideas more than concrete things around us. because media has brought the abstractness closer, and industrialization has sent the alive things (trees, soil, fresh air) far and replaced them with dead things (table, concrete, plastic) around us.


people have forgotten the joy of consuming. instead joy is found only 'around' the act of consumption.
( imagine a dinner without TV! :O or with friends in fancy gimmicky theme based restaurant.) (imagine drinking water. hmm .. or.. drinking fizz water with thousand static images of drinkers you see all around...on hoardings, on tv, on point of consumtion.)

(and probably its this joyless consumption that is leading to the worldwide epidemic of over eating and consequent obesity)

and finally.....

and hence, abstract brands that have no physical evidence stand to grow humongously, while palpable, consumable, substantiated brands will have to try much harder. so brands that essentially sell nothing, will be most valuable. lesser the substance, higher the value (not necessarily price).

from tea, iron supplements to computer peripherals.. all are selling emotions these days. (To planner -> While doing some category analysis, you might come across that only vacant positioning that is left to occupy is probably the ones that talk of what the product simply is .. physically.)
brand activism is on rise these days. in a few years realising that people can't take the hypocrisy anymore, the brands will move to some other area perhaps.. wonder where are brands headed...

physicality -> emotions -> morality -> ? 
next is what.

this century is going to see a race towards nothingness. in search of the great nothing. 

Comments

Alpa said…
Thats quite true...
gogi said…
Nicely written... Really like reading your posts!
gogi said…
Nicely written... Really like reading your posts!
Rama said…
gooood stuff jinx !

Popular posts from this blog

I am a salmon

I am a salmon. It's been a decade away from my hometown, and yet my dreams refuse to relocate along with me. When sleep hasn't claimed me yet, but neither am I awake, you may find me in Nasik.
My senses fall back into their default states of Nasik when in-between. The space is of my home in Nasik, the sight is of the things around it. I might be hungry and thinking of eating a laddoo and my hands reach out for the steel dabba stacked on an elevated wooden cupboard stuck on the left wall of kitchen. In my mind's eye, I grope for the dabba momentarily as the search yields nothing - poof. the image disintegrates. I am snapped back to reality with a mild jolt. My mind reminds me of the layout in my own kitchen. There is no airborne shelf, there is no steel container, there is no laddoo. It says, go back to sleep. and I do.

_____

I shifted 3.5k km for a less polluted and less dangerous city a year ago.
And all was good. I get to walk and how I love to walk. I am truly happi…

Exercises for a smarter nation

We, the people, are gullible idiots. C'mon, admit it. We have all been bullied into bad deals by powerful charlatans at some point or another. Governments are no different. The current one is getting away with our personal data and going about distributing our public resources and monies to its favourite cronies.This is no exceptional government. This happens all the time, in all the countries - to varying degrees. The varying part is important. I would much rather be in Norway where the leeway for such giveaways against the interest of public is small, compared to Angola and Nigeria where the oil bonanza instead has become oil curse.

One of the important ways for moving towards Norway and away from Nigeria is for the public to become aware and educated about power. Education is a bad word now - what India creates in not educated people, it creates literate minions. By educated, i mean people who can reason, who can think critically, who can see the world from different perspecti…

Withdrawal symptoms

Ctrl-tab
Ctrl-tab...
Scroll Scroll Scoll..
Alt-tab
Alt-tab...
Catch yourself slipping away.

Deep  breath. 

Close the browser. silence the mobile and turn it away.

Open an offline-real-paper diary. Stop your thighs from lolling impatiently. Stay still. 

Pick up a pen awkwardly. ahh, the fingers are stiff. It will take a  while for them to get used to holding a pen. Quick finger exercise - open the palm, stretch finger outwards, close into a fist, dig the fingers in. Repeat.
Ok now.. about to pick up the pen again, but eyes dart towards the screen. Tempted to check email.

Shut up. The last consequential email came two months ago. Nothing of consequence is online.

Pick up the pen. Don't fetishize the object now. Get on with it. Put it on paper, write a word and start it already. If I get to a sentence, perhaps I will get into a flow and won't have to look up from the paper at all. 

One sentence later.

Ahh. That was good. I am feeling good about myself. The sentence makes sense. …