Evolution of the business system over a period of time has necessitated the growth of abstractions so that constant returns are maintained. Whether to say this is
intentional or an unintentional outgrowth of the system is a debatable topic, this however is not the scope of this article. My prime objective is to see how and why these abstractions have penetrated and encapsulated the social current and in turn human thought.
Our senses require tangibles to receive the stimulus. Brands have been structured to be represented through tangibilities e.g. “Cavalli” or “Swarovski “ as brand does not only connotes clothing and crystals but an attitude, a cult feeling , a belonging, an attraction, an attachment and a feeling that “ I am a part of the pattern”. All these thoughts have been carefully cultivated and since it is done at the mass level so it can be called “mass- sensitization”, of-course mass media is the only weapon which ensures success here. Dreams are created and connected, customized as per the needs of the community.
If I have to put it from an individual’s perspective, then it is quite clear that an Individual is not very capable of stopping this incursion into hisher minds. When this incursion takes the shape of mass level then it transforms from an alien thought into a desire, a feelings, and needs. Individuals tend to misjudge between uninformed desires and informed desires. Their life revolves around these abstractions called brands. Some go on to define a hierarchy of needs in terms of Brands. Each social hierarchical platform is characterized by particular set of brands which represent the prevalent thought of that social level and further on these thoughts differentiate them. Brands help in demarcating the lines of divided society. It is a paradox.
Let us light the pattern in which masses are sensitized, it requires a stimulus from all sides to register a thought in the memory. Right from the manner in which the word is written, the accompanying advertisement, the celebrities attached and their personal attitudes, the caller and his/her modulated speech. All these surrounding stimulus enter into the active memories of individuals and thus into their active discourse which in turn takes the shape of social current so social currents are being led and directed.
This constant dispersion of “Brands” and their consecutive acceptance by the Collective in a way provides legitimacy to this phenomenon. Individuals tend to bring this brand consciousness into their own definitions of their surroundings or their conceptions regarding the world. This directly challenges the philosophical conceptions. In this whole scheme efforts are put in to touch the inner most chords of emotionality which ensures long-lasting relationship between the individual and the abstraction.
Regarding “Mass- sensitization”, the behavior of the masses is altered to serve the purpose of some. The point is the way this phenomenon is led, clearly shows that it does not leave any space for bargain in real life, Sensitized individuals are unarmed for coercive action against this incursion. Their vision has been blurred by the shaded spectacles of brands, just an abstraction having no concrete basing in the logic. From time immemorial there have been masters and slaves but with the progression of the society the methodology to subjugate has changed to a level that even the educated cannot decipher the undergoing scheme affecting them also. The base of all this lies in the economic anxiety, a constancy of returns should be maintained at all costs. Markets are created to keep the in-flows intact so that the surplus is created and which keeps on multiplying in turn. The fact remains that this life which is projected is not real and we find ourselves incapable to counter it.
Should we call this a deepening of intellect or shallowness/ is difficult to answer since it is directly related to the direction of the society. As said” the modern world is an iron cage of rational and irrational systems from which there is no escape” is perhaps true since here the people who create this are themselves entrapped in it. The point is that why the majority is impulsed to live that life about which they do not know, why they are made to believe that it is the only option and I think the answer is economics. When tangibility is given to needs, desires (intangible),that time the dimensions are being given to the dreams and thus sensitization takes place. The basics are altered.
« return.