Mass sourcing

Let''s not get influenced by any kin of propaganda

Showkat Ahmad Akhoon
Srinagar, Publish Date: May 21 2018 10:29PM | Updated Date: May 21 2018 10:29PM
Mass sourcing

We humans are fallible. Sometimes, we go with the wind and sometimes wind takes us. Like many other animal species, we humans tend to be gregarious; we like to be where other humans are. We like to be in the company of others, almost everywhere. If you go to restaurant with your friends or family and find that you are the only customers, the chances are that you might leave the place telling yourself that it must be deserted for a reason. May be the food isn’t good or the service is bad, or the price perhaps is too high or something else. If on the other hand, the restaurant is packed to capacity, we feel reassured and try to get a table at any cost, even if it means settling for one on the passage to the hall or near the fuming humid pantry. And never mind if the food turns out to be not particularly good, and the service mediocre, and prices steep. At least the place is very popular, isn’t it? It must have something going for it, otherwise why would so many people frequent it. The same is true about almost everything, the schools we choose to study, the brands we wear, the hotels we visit, the holiday destinations we go to. We follow examples out of others. If a lot of people send their wards to that school, go to that destination for a holiday, wear that kind of kurta, then that’s an endorsement for us to follow suit. We are influenced by ads and propaganda so we don’t feel necessary to know the details and examine the consequences. Sometimes the propaganda is so strong that we feel it blasphemous to give it a repeat thought. And those advertising agencies have a huge understanding of our mind, they know our tastes, they feel our pulse, they manipulate our intrinsic weakness to their best benefit and commercial gain.

 There is no wrong as long the as the brand they endorse is good to health of the society and has some constructional value for the society. Simply saying that we are the institution, who served cuisine in the summer of 16, who did the catering at that grand two day party at EDI Pampore. We were the people who have cooks with highest possible qualification of which very recently, we showed an example to the world that how a great learned resource person of our organization demonstrated that we are selfless (read senseless) in our services and we are the people who serve deserts almost on daily basis in all the parts, claiming our recipes are unique and exotic and are famous in every nook and corner of the population. What is wrong is that boasting without actually passing any quality standard tests.  As consumers we need to prepare a balance sheet and audit to see whether the events which were held under this auspicious organisation did gain us some profit or we were at loss. We need to cross check the claims laid by these marketing agencies as we are qualified enough to do the sums of how much we invested in the feast and how much we gained. These marketing agencies have a strong organisations backing them which we should understandably keep vigil of, for they may be fishing in troubled waters. As kids we were fond of new school dresses but once we wore the new school dress, we were never allowed to leave studies then after. Likewise, some fatigues have charm to attract youth in you (I had heard only steering wheel and the gun has such an attractive power) but this uniform leads to one way tunnel there is no exit to it irrespective of which chain of food industry you belong to. 

I once in a cafeteria saw a dusky guy wearing a round neck T- Shirt with the portrait of a man with prominent face strong and stud , with prominent eyes, a cap, long hair like a warrior, puffing a cigarette, “who is he?” I enquired. “Che Guavera”, he said. “He was a militant leader of Argentina and a qualified physician from a well to do family. He along with Fidel Castro won Cuban independence, revolution they brought”, he said.” I said, “How?” “Through political means in the end”, he said, hesitatingly though. The guy was all praise for KFC, mac D, Dominos. He said they maintain quality through and through in all the places they operate at, because they understand the demand and deliver accordingly and use brains. We here have a routine menu with no innovation and timely proper blending according to new market demands. We can use these learned people and others too for preparing some world class dishes that will invite world attention and give us recognition through the art and skill we are good at and also the means will be delicious too. Otherwise this herd mentality will rot us and will consume us like it does today. We are all programmed to follow a herd mentality. We are not fed up of tried, tested and failed recipes. This is herd mentality. The herd instinct is a numbers game. The more the numbers, the bigger the herd, the stronger the instinct. And the best examples of herd instinct in our part of world are Democracy and Militancy with due regards. 


(Showket Ahmad Akhoon is Ph.D Research Scholar Department of Chemistry, University of Kashmir)







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