Hindu parents,think about the underlying messages in #Diwali ads
How can we help our young ones process them? There’s no quick band aid.
Are we aware that everything leaves an impression on the subconscious, & leaving kids to market forces alone isn’t an option?
Some examples+
1.
“This Diwali, cancel out the noise or bring out your unheard side”
What your child hears: “firecrackers are a nuisance. I can buy earbuds to tune out the noise! Wow this is a neat solution!”
What parents must see: consumption is an alternative to engaging with festivals
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2. “A Zen-ful Diwali”
What your child hears: “Oh what’s this Zen? This guy looks good. I want to be like him! Umm…being a classy Buddhist is cooler than being a noisy Hindu”
Parent: A sensitive Hindu child often becomes besotted with Buddhism after history lessons in school
++
3. “Staying connected is celebrating the festive season the smarter way”
What your child hears: “Diwali is old fashioned! I must say festive season like a cool 😎 kid!”
Parent: It’s just (yawn) copied from USA. Soon we will be saying “happy holidays!” from Dasara to Deepavali
+
4.”Crammed frames are a sign of a happy Diwali”
This one is tricky. Zoning by age is celebrated
Parent thinks “so beautiful! It’s family celebration!”
Teens see “I need to celebrate Diwali My way partying with friends My age only! That’s cool - like these guys & gals here!”
++
5. This one is straightforward.
Schoolgirl actually says “I used to think Diwali was all about noise & smoke only”…till Realme opened her eyes to the beautiful bindi-less world of caring & sharing..
Kids hear: “Disgusting hindu ways of smoke & noise. I must move beyond this”
+
Wow! Fashionable young people having fun! Whipping up pasta to celebrate with your cat is Diwali too!Shooting YouTube shorts in your business suit, making your friends jealous by going on a solo trip is Diwali! Video games in western casuals is Diwali!
++
a) Complete lack of inter generational bonding
b) No Indian-ness in clothing or decor
c) Unabashed celebration of individualism
d) Consumerism as the ultimate aspirational value
Young ones will find it irresistible.We must come up with our own solutions.
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Anyone with a rudimentary knowledge of psychology & neuroscience, or even plain common sense & a degree of sensitivity knows that the discussion about the image itself is irrelevant.
What matters is what the average person, especially the average child, perceives subliminally
+
Images have a power to set off an amygdala hijack. It simply means that there is a perception & an emotional stress response that happens deep down, away from the intellectual gymnastics of the prefrontal cortex, the ‘thinking’, rational brain.
There is deep confusion in the Hindu mind. Parents retweet their kid’s garba dance at NBA as a sign of Indian success, while studiously ignoring Hindu genocide,unconcerned about institutionalised Hindu-hate in Univs
The average Hindu has been successfully ‘other’-ed for them
1/n
How does one argue with a parent who insists that she personally hasn’t encountered racism at Rutgers, so it doesn’t exist? That whites appreciate Diwali and do yoga, therefore Indians are greatly respected? That we -(who see/read more into things)- are simply rabble-rousers?
2/n
Closer home in India, the same type of educated parents take pride in their children’s ‘independent thinking’ when they hold placards denouncing CAA/Hinduism…while keeping the kids away from being concerned with attacks on Indians in South Africa, Hindus in Pak/Bangladesh.
3/n
Men were first to be English educated. Indigenous knowledge was devalued and left to the women.
It has created a generational divide too as many bitter women have pushed their daughters to westernise to get worldly respect.
1/
It started with men..our patriarchs started to quote Churchill, Dickens n were held in awe by society. Then they turned ‘rational’, ‘atheist’, ‘anti-superstition’..
But their children were largely ok because the mother still grounded them in Hinduism, though apologetically.
2/
The children were proudly schooled in English medium, and started laughing at the mother for her rustic, ‘uneducated’ ways..
She read shlokas everyday in Telugu, Tamil, Kannada..while the children learned about ‘social evils’ such as idol worship in social studies textbooks.
3/