After over a decade of using Advertising and Media to change and build consumer perspectives across industries and cultures, I believe it's time to help the public read between the lines as well.
In 1990, when the Soviet Union collapsed, Cuba's economy went into a tailspin. Import of oil dropped by more than 50% - and that of food by 80%!
Cubans got desperate. But they soon got smart - and came up with a highly decentralised way to tackle the shortages. They grew their food everywhere they could - in backyards, on terraces and rooftops. In cities, towns and villages, people got together and came up with extremely low-tech solutions for problems.
The above video shows largely what finally took shape.
Now fast forward to 2011.
One of these days, it may be oil prices or hyper-inflation that spirals out of control, and leave people across the world with two options of how to react...
ONE WAY is the Cuban experience. It involves communities closing ranks, sticking their hands into the earth, and trying to help themselves by farming their way out of hunger.
THERE IS ANOTHER WAY.
The North Koreans were just as dependent on the Soviet Union, economically. But in early 1990s, the Koreans decided to wait for the central government to interve and come to the rescue.
It didn't.
And between 900,000 and 3.5 million people out of a population of about 22 million died from starvation and hunger-related illnesses!
Go on, watch the film. It's about 41 minutes long... But what we can learn from it could perhaps one day, give us back a lot more than just 41 minutes.
"The verdict is out. Our good old indigenous, natural Brinjal has knocked out the BT Brinjal. After several public consultations held by Mr. Jairam Ramesh, a moratorium has been placed on the entry of BT Brinjal into the country.
It took a strong collective protest and rejection from lakhs of informed citizens, social groups, Scientists etc from across the country to finally send the message to the government. An important milestone in this battle against GM has been achieved.
This is Max Keiser on the Keiser Report on RussiaToday doing what he does. Giving you news and opinion straight - thankfully, undiluted by overt political correctness.
One of the subjects today is Monsanto in India. He mentioned something that stuck in my head. He said that India still has something of great value for the world: Culture. And that it needs to be "saved". How could dealing with one company be that bad?
The thing is that once you let this evil entity into your house, it will never go away. Last year, there was a bit of action spearheaded by Greenpeace against a GMO bill. I joined in the activism from my comfortable armchair and even signed an electronic petition against it. Unfortunately, I haven't checked if the bill went through.
One of the more sinister elements in that sell-out document, was a clause that made it illegal to "criticise" GMO technology! It sounded absurd and unimplementable back then... But back then I hadn't heard about the so-called 'Veggie Libel Laws' in some states in the U.S. And I hadn't seen the must-see documentary, Food Inc.
Well, besides the unpredictable effects of introducing Monsanto's Genetically Modified Organisms (GMOs) in an ecology, there is the unbelievably monopolistic 'suicide' or 'terminator' (both are forms of death) seed technology. Max Keiser points out that in truth, it represents a kind of Food Debt. A debt that you can never be free of. Till you decide to starve.
And just in case you think an entity like Monsanto may be a push-over being so far from their home-base, I'd like to bring you up-to-speed with two recent bits of news:
1. According to a Wikileaks document, the US State Department was considering retaliatory action against France - and as a warning against the rest of EU - because they had the temerity to reject GMOs created by, yes, Monsanto.
2. There have been a few reports lately that Xe Services (formerly Blackwater), the world's largest mercenary force, was bought by Monsanto - which in turn had $23 million worth of shares bought-up by the philanthropic Bill and Melinda Gates Foundation, who has floated the Alliance for a Green Revolution in Africa (AGRA) to feed the poor in Africa. Gulp! God save them.
Meanwhile, you go back and watch the video... And I'll try and find out what happened to that GMO Bill in the Indian Parliament.
UPDATE: The latest on the Biotech Regulatory Authority - which was supposed to be a "single-window (read, quicker)" for approval of biotechnology products coming onto the Indian market - has been revised substantially.
The proposed authority will now deal only with safety and efficacy issues, leaving the decisions on commercialisation of biotech products to respective administrative ministries.
Apparently, "it was argued that the promoter of biotechnology should not be allowed to perform the role of the regulator as well."
Well, hats-off the young people at Greenpeace who stood up on behalf of 1.2 billion Indians.
That said, there are some other unsavoury couplings and insidious goings-on in genetic technology and research.
They claim they will soon have "enough data to fashion tools for population-specific, pro-active medical interventions that can bring affordable healthcare to the doorstep of every Indian citizen".
Pro-active, medical intervention? What does that even mean?
But here's the real kicker... TCGA (also, read this) is sponsored by The Chatterjee Group (TCG), which is owned by a protégé of another "philanthropist", George Soros - you know, the currency speculator who engineered the 97-98 Asian Financial Crisis.
It's often called the world's second oldest profession.
But while the scope of the oldest one has changed little over time, the evolution in the way we communicate has had profound impact on Advertising.
In the ancient and medieval world, Advertising meant word-of-mouth. In the 1500s with the development of printing it became a 'paid public notice', disseminating the message to many. And it had Copy & Art.
Then came radio, TV, computer, cable TV, Internet, mobile phones, Internet on mobile, and it's still not done... Even what we perceive as 'change' is changing. Continuously.
So what is Advertising today?
Honestly, I don't know.
But I do know from a dozen years evolving with the business, that Advertising is most valued when it can make a tangible difference for the advertiser.
That has not changed. And probably won't.
UPDATE: Nothing's changed. But in a way, everything has. As you see, my focus has shifted - evolved in a way - to a larger canvas. The shift or evolution was gradual, and may be have been discernable to the more observant reader.
While I was delving into the influence of media in society to better understand how perceptions are created, evolved and disseminated, I chanced upon a thread of knowledge that I frankly never knew existed.
My conclusion is that a deep pool of awareness and consciouness exists beyond the shallow narcissistic boundaries created by the convention view of social media and the Internet.
My aim is to send my readers down any path that can lead to this quenching pool.
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