Subtlety resides in the subliminal private garden of every person. Subtlety introduces an element of elevation into society, it contributes to a civilisation?s refinement. Empowered sections such as entertainment, politics, journalism, industry and religion that help to form and influence public opinion usually need to exercise subtlety to gain credibility.
Entertainment: Participating in different creative seminars in the West I?ve had occasion to mingle with film directors to cameramen, effects men to actors and actresses. I?ve always heard them say that technique is a mere slave of the storyline, that subtle expressions or undisturbed narrative is more memorable than on-the-face usage of effects. Yet their motion picture industry has undergone immense innovation in effects to create gripping suspense and spectacular drama.
Bollywood and TV serials drive the common man?s entertainment. So they bear a certain moral responsibility to induce knowledge that can improve or contribute to people?s thinking process. Bollywood?s ?angry young man? theme connected in some way to the situation of unavailability of everything in the pre-liberalised era. But today?s films spend so much money on effects and foreign locations that it is unclear whether they are made for Indians or NRIs who want exotic melodrama not seen in the Western films, from the country of their ?native roots? enacted by performers they can identify with. Today?s young in India have this motto: ?earn more, work more, enjoy more.? The entertainment media takes them into escapades replete with effects and d?cor, but when the workplace is shown it is actually an advertisement camouflaged to be part of the plot. For example, a specific insurance company may be used as the hero?s office and those insurance products named in the film. Where is that subtlety the mass entertainer should be exercising to uplift society?
Politics: Most politicians often forget to address subtlety. TV captures them holding forth abrasively against an opponent, or very irresponsibly, just switching off when someone else is talking. I?ve observed male politicians tend to make chauvinistic and snide remarks about women politicians, harshly disrespecting societal codes of conduct in addressing women. This sets disgraceful examples of lack of subtlety in the modern democracy.
When Francois Mitterrand was France?s presidential candidate for the second time, he and Jacques Chirac were competing in a final TV debate. Chirac, who had served in President Mitterrand?s government as the Prime Minister, suggested that for the TV debate the two candidates should address each other in their given names, not in their official titles. But Mitterrand continued to address him as Mr Prime Minister. Respecting the establishment norm of using titles helped clinch the closely fought Presidency for Mitterrand as the French appreciate the subtlety of decorum. The whole of France still talks of how Chirac?s insensitivity made him lose, that he was indifferently looking at the ceiling when the President was speaking.
Journalism: French comedian Coluche, famous for his irreverent sense of humour, had said, ?In a dictatorship you?re told: ?Shut up!? In a democracy it?s: ?Keep talking!?…? But the media in India, the world?s biggest democracy, need not have taken that literally during the Mumbai terrorist attack, exactly a year ago. In the run-up for TRP ratings, Indian TV was at high pitch, initially describing every live move of the Indian security forces to halt the terrorists. There was huge competition among the TV channels. How can we distinguish between a reality story and dangerous happenings affecting national security?
TV also kills subtlety and devalues ?breaking news? by reporting the mundane and the extraordinary in the same mouthful of air. What?s worse is putting a chirpy advertisement after exposing news of some tragic disaster. The programme TRP may be high, but if you ask viewers their reaction to seeing such an ad at that time, you?ll definitely find a negative flurry. Perhaps subtle discretion is required on when to air different ads if the news content is shocking.
The impact of the internet and electronic media has taken the print medium to another dimension in the West. Reading newspapers has authentic value of everyday life and the printed daily continues to be valued as a strong opinion leader. India?s young generation already reads less, and with newspapers becoming more and more led by brash advertising rather than the news subtly inducing ideas, will the cyber and ephemeral world win over?
Industry: Industry spends heaps of money on advertising, finding super locations, hiring the best cameraman and trendiest film stars, but when the brands reach the retailer?s shelves, how do they present themselves? Our advertising skill is blatantly copied from the West, but with hazy subtlety. Almost 100% stores there are self-help supermarkets, whereas in India only 3% of selling outlets are organised retail, the rest are individual or mom&pop shops. Here you will find food products jostling with detergents, rice, dal and loose oil in large containers being totally susceptible to, and probably infested with, cockroaches and rats. There is a total disconnect from the TV ad and the condition of sale. Will the consumer remember the product?s advertisement when she goes shopping? Ads create a brand?s awareness and pull, but if the marketer lacks the subtlety of elegant display at the point of purchase to jog the shopper?s memory, chances are the shopper will purchase whatever the kirana retailer recommends.
Religion: Every individual has the right to worship through any religion, and I respect all religions. But in the name of God, when almost all the religious houses blare out prayers or religious songs in public loud speakers, is it not mass disturbance and total noise pollution? When will we become sensitive to not impose on the privacy of others? At the end of the day, this becomes another form of lack of subtlety.
?Shombit Sengupta is an international Creative Business Strategy consultant to top management. Reach shombit@shininguniverse.com