Disclaimer: The intention isn’t to hurt any ideologies. The views of the author may stem from pure ignorance. So kindly forgive. I have deliberately not done a Google search to learn more about the topic before writing as the purpose of the post was to capture the extreme customer evangelism and Word-of-mouth as I observed it.(As part of a course on consumer behaviour)
It was 2005. I had a friend. Pretty normal girl who used to talk of normal things. College and fights with boyfriend and art and literature. Then she attended an Art of Living session. I heard the name and thought.”Queer Art to teach”. Well, clever naming, intended at the target segment perhaps. Anyways, after the session, my conversations with her went in only one direction.”Why don’t you do an AOL course? Its so enlightening, the best thing ever to have happened. I practice the various techniques they teach and my life has taken a U-Turn.” Fair enough the product might be really great. But is it only the product? Couple of months down the line she told me how she braved huge crowds and was blessed to have met Sri Sri himself.
I would skip a couple of more instances of this kind.
Fast forward to 2009 August, Term Break after a wretched fourth term. An old friend from college pings.”Jai Gurudev!”. Had not been in touch for three years. So much so that I took a split second to recognise and place him. A hardsell followed which would put the best trained salesperson to shame.”There’s a DSN workshop taking place in Chennai, just happens once an year..a joy ride you CAN’T afford to miss. People are putting off going to the U.S and Dubai to attend this. I’m sure your profs aren’t that interesting, you can miss 3 days of classes from 3-5 Sept to transform your life.” My feeble attempts at convincing him that I cant find the motivation failed to impress him. “That motivation should be like the need to eat food or drink water when one is hungry or thirsty” Then knowing me, he tried a different approach to persuasion. “It’s a tough course, a challenge, it’s not for the feeble hearted”. Whew! Reminded me of AOL. Did a Google search on “DSN” and found just “Digital Signal Networks” at first. Later came to know DSN = “Divya Samaj ka Nirman”, a course open to people who have done Art of Living Course-I. Perfect excuse to get him off my back. I haven’t done AOL! “Oh really? You haven’t done ANY AOL course? I don’t know how I even know you!” “Jai Gurudev!”
The point is, the product might be really great but what causes people like you and me to be such strong referrers to the product? Anybody who has done an AOL course would vouch for it and be a fierce fan. Something resembling a religion conversion. Yes it has nothing to do with religion though. A movement run by professionals. And the most unreligious people become fans. The effect of this coercive word of mouth can be immense. Analogous to the typical medical model of culture change.(Which basically talks of the network effect whereby a new trend spreads fast like a contagious disease would spread, and the rate of spreading increases geometrically as the number infected increases). Another interesting point is about the international spread of the “movement” so to say. “Back to the roots” fad eh?
I might join the ranks once I undertake the course. And from a neutral standpoint, the courses seem to be really good and bring out the best in you and help you discover yourself. But the cynic that I am, such hardselling puts me off. I refuse to believe it’s just the quality of the product. Comments from those in the know are welcome to decode the mystery. But a very interesting and queer thing to study. Can be a powerful tool for marketers.
I know, any AOL fan would brush this off saying “Agyaani who hasn’t tasted the fruit”. Fair enough.
A guy boards a bus. Almost empty. Just three seats occupied, one of them a ladies seat, on which a single girl is sitting. He invariably goes up to her and sits with her. Delhi.
Same situation. He sits on the most convenientseat, not necessarily with her. Mumbai.
Situation 2
Reverse the situation. A girl boards a bus, almost empty. She makes a beeline for the ladies seat. Delhi.
Same situation. She goes up and sits on the most convenient seat, lots of times alongside a guy. The ladies seats remain vacant. Mumbai.
To cut a long story short, behaviour exhibited in situation 1 causes the behaviour exhibited in situation 2. Simple phenomenon. Culture. The females feel like human and “normal” in one city, while they’re constantly wary and feel “objectified” a lot of times in another.
Situation 3
An elderly person boards a bus. Almost full. Nobody cares. Forget the reserved seats, nobody cares to offer them a seat.
Corollary: At last, a guy gets up and offers his seat to the elderly person. A girl standing nearby gives him a look of admiration as if he’s made the biggest sacrifice she’s ever seen. Needless to say. Delhi.
I need’nt waste words to explain the counter situation in Mumbai.
Situation 4
This is very interesting. A guy boards a bus. Ten males are already standing. But there’s an empty seat. A seat on which a lady is sitting. Nobody dare go and sit next to her. Kerala.
I remember when I was 8 years old and travelling in a crowded bus during one of my Kerala trips in summer vacations. I was glad to have a seat. A lady turned up and asked me to get up. Thick skinned that I was, did not pay heed and looked away. Usually works. Endured the whole journey listening to taunts about how “uncivilised” a kid I was. Questions were raised about “Which school did I study in”? The best indicator of character probably.Of course I'd committed the cardinal sin of occupying a ladies seat. Compounded manifold by the impunity of not getting up when required.
Situation 5
Buses Crawl. Buses Speed. Rude conductors. Haggling for change.Smoking people. Defaced bus bodies and seats. Smelly interiors. Clouded windowpanes. Buses stop anywhere else other than on the prescribed stop.Delhi, of course.
Disciplined driving..Clean buses, not so pretty. Standard efficient service. Buses will stop right in front of you if you are on the stop. And you follow gate discipline. But all instructions in Marathi. Mumbai.
Buses drive Crazy fast. Faster mode of transport than cars a lot of times. Pretty and decked up. Innovative and colourful bus bodies. Clean windowpanes. (Or no windowpanes) Educated conductors who read newspapers. Plentiful change. Kerala.
The culture exhibited in a public transport system is a good indicator of the culture, as well as the dominant socioeconomic characteristics of the society as a whole. I don’t think its necessary to point out the specific inferences about culture that can be drawn from each of the above and make the post long.
I’ll end with my favourite story.
My first day of summers in Mumbai. Was taking a midnight walk on the Chowpatty beach. Was extremely glad to see some girls doing the same, feelingsafe and normal at that hour, and dressed in pretty revealing partywear. No questions asked. Quite a novelty for someone brought up in Delhi. Felt nice about the culture. No gawkers, no teasers, no whistles. Suddenly a car stopped. And reversed. And the guys in the car started ogling. I looked back to spot the number plate of the car which said “DL 4C T9XXX”.
P.S: I love the public transport infrastructure in Delhi. Grew up travelling in DTC buses and Metros.
Note : This is written with the IIM-K reader in mind, hence a lot of it might’nt make sense to other readers. Apologies. Still will convey the essence.
Chick-King? Where are you feminists?
TORpedoed, bOMmbed, MEessiled, clubBE, MAassacred, OBliterated, still I’m alive, hats off to me
SSS The terror of town – SADIST SADIS SADIST SSS | Non pluSSSed
JKL "K"icks ABC's "B"alls @ Sports 08
I took my mobile... selected the option to write a new sms... turned on the T9 dictionary... and wrote REJECTION. I was pleasantly surprised
When having a rough time with your girlfriend, an expansionary monetary policy won't work. Don't try to give her lots of gifts and money to buy her back. Instead try an expansionary fiscal policy, take more 'interest' in her and you will reach your true potential.
Sounds familiar? With Gtalk being ubiquitous, status messages have evolved as a form of self expression and communication. I will try to classify and talk about a few such cases. The post is slightly long, but I trust the readability is high since you can just skim through the portions that you find interesting.
1. Means of Self Expression
a. What’s on top of your mind?
Consciously or subconsciously, status messages reflect what is on top of someone’s mind. The moods and feelings occupying most mindspace at any given point of time.
First, last and only anniversary at the place I have come to love so much.
Nostalgia!! - Awesome Weekend at "K"ampus!!! - All Night Daaru Party-> Breakfast @Kadavu-> Kacha Paneer@NC->Evening at Sea Queen -> Heaven -> Feel like going back to Kampus!!
Love is the gross exaggeration of difference between one person and the rest of the world
2/8 of 16.67(4.16%) + 33.33%=37.5% of MBA over
Sometimes such messages act as a mood elevator for the writer. Positivity conveyed through status messages is intended to pep yourself up or inspire you. Quotes, poems and lyrics play an important role. Including Display Picture in the fold provides further avenues for self expression, limited only by your creativity. Selection of display pictures and the symbolism behind it is a separate topic in Itself.
"Hone hone de nasha, khone khone ko hai kya...ek saans mein pee jaa, zara zindagi chada...hai ye to ek jashn, tu thirakne de kadam....abhi saanson mein hai dum, abhi chalne de sitam....
If you can dream it you can do it.....test of patience
On a lighter note, that’s one of my favourite ways of making a fool of myself. Not recognising lyrics, taking it literally, and asking people to explain the rationale behind their status messages.
b. Thrill in showing your inner self to the outside world or a means of letting off steam
The perceived anonymity of the medium and the safety shell causes people to open up inadvertently. There might be conscious exhibitionist tendencies in doing so, or a subconscious comfort in “confiding in the world” without actually doing so. It’s like showing yourself to the whole world and expressing your identity while hiding comfortably from the eyes of your audience.*
It is not surprising that looking at a consolidated set of status messages she kept over time, one of my friends suddenly felt they were very personal, even though they were kept as status messages.
c. Attention Seeking Tool
If even one person pings back and asks you what happened in response to your “Pissed off, don’t ping” status message, it is a satisfying experience, even if you really don’t confide in her.
d. Advertising and utilitarian information dissemination
Status messages form a direct gateway to links/bogs that you want people to read and for MR surveys that you want people to take.
It acts as an effective medium to show off, proclaim victories, talk of events or in general make a statement about events taking place in your community (College/School/religious).
'H' thrashed ---> 'E'agles hunted ---> K2 to rock bottom ---> 'A' as always are the champs ---> Cricket Conquered
JKL defeats ABC in Sports 08..!!
Colours: Rs100, Tea shirt torn n used as a dodge ball: Rs250, Cost of balm after hostel watchman calling me Neela Bandar n beaten me with his danda: Rs 50... Holi Celebs @ IIMK : Priceless !!!
Its HOli people!!!Yippee!!!people remember
The Holi I played was so bad, my 120 gm Pears disappeared in 20 minutes flat...
It generally acts as a tool to enhance group identity. I have noticed many news items pertaining to especially the IITs forming part of status message of IITians in campus Talking of IIM, it acts as a tool of “brand building” and furthering the “IIM Myth – the unreal aura of elitism” to the outside world. So, when people have status messages proclaiming in an exaggerated fashion how we have classes from morning to evening, or how tough the exams are, or how much fun the parties are, it is furthering the “elite and fun” perception.
I want a 28 hour day
Classes from 9am to 11pm..Welcome back to Kampus
Best Party Ever
3.As a means of discreet communication
SMs can be used as a very effective tool for one to one communication through the public space, and carrying out cold wars or personal battles on a public field. The messages are cryptic enough that only the person you intend to would understand the meaning and it looks innocuous to others. It might even be in local languages that only the intended people can understand.
There are these phases of prank playing when everybody gets after one poor soul to make fun of her through status messages. Almost everyone on the list might have status messages like:
“We all know Ravi Bansal is Weird, Neurotic and Unpredictable”
“Q: Who has “bolne ki machine? Ans:Namratha”
“Evolution of Dating in IIM-K…”
5.Wacky Status Messages
This is my favourite category. People come up with really intelligent and wacky status messages. The parody and wordplay is amazing at times. Probably as a way of showing off their wit, or just general feel good factor. It is also a means of conveying your general attitude and values. Sometimes they are borrowed from quotes, but the context makes them interesting.
You might have the Money, but I have the Time
Will the real slim lady please stand up?
Life itself is Marketing – Unnithan
I hope this subliminal thingy really works. Because I don't listen shit in finance classes
Being drunk doesn’t change who u are, just reveals it
In Class, Don’t wake me up
There once was an old man of Esser,Whose knowledge grew lesser and lesser,It at last grew so small,
He knew nothing at all,And now he's a college professor!
The best ones are on display during exam times:
FM marks reflect US Markets| FINished
Yu Hin Kat ta rahega | His last joke wasn’t funny| 0 return on investment
XYZ has just given her 40th exam here but is still in shock over how much CRAP she can write.
HRM Profs should not be so cruel
Completeness and Consequences are not friends." - Beat this
I am being taught FM in a typical capitalistic way -unregulated and aggressive speed. With fundamentals no longer looking strong, sentiments point towards a mental meltdown if a bailout is not provided ASAP !!!
Status messages can be used to gain an insight into people’s Moods, feelings, attitudes, values, group dynamics, and community culture and so on. The possibilities are endless.
So, when someone says “I have a habit of frequently looking at status messages”, you smile knowingly at her. Hey people at Google, are you listening? Devise a mechanism for archiving SMs
Acknowledgements :
1.Quoting Status messages of Archana, Arijit, Ankita, Arslan, Anoop, Burhan, Himanshu, Kaveesh, Kapil, Kshitij, Kumar Vivek, Mridul, Nilay, Ravi, Ricky,Sahil , Shashank, Shrinidhi,, Sushanta, Tanu, Udit, Varun, Vaibhav and others I might have missed
2. *Ankita, for her insights on the topic
3. Apologies for any inadvertent errors or politically incorrect comments, no harm intended.
