Skip to main content

Why we say what we say

'But why do we feel the need to type? To Tweet? To talk endlessly about ourselves on blogs? It's because we have too much information coming in. And we need an outlet. An 1980's programmer would call it GIGO [Garbage In, Garbage Out].'

Sure Devita, there's too much of information coming in, and so we may need an outlet, plus we need to be careful what we put 'out there', but I'd venture a different guess as to why we need to babble endlessly in cyberspace.

In fact I'd say the real reason's twofold. One, there ain't any other way we can express what we've been forbidden to most of our lives (blame family or social norms), or can't because we're shy; and two, there ain't any other space where we can remain faceless or at least not face our receivers and yet propagate what we want to put 'out there'.

The Internet's the first media space that provides talkers or consumers with a free platform. The Internet is also the first accessible platform that allows for a 'one to many' mode of conversation. Show me a man not wanting to express himself and I'll show you one who's not babbling online. Also show me a man who can make confident face to face conversation, and I'll show you one who's restrained in his yakety-yak, online.

As Homo sapiens, our need to communicate is inherent. And as social beings our desire to express what we encounter, feel or ideate is natural. In addition to the need to communicate, our need to be communicated to is as much a necessity. Bereft of the ability to communicate, or to be communicated to, we lapse into an isolated, lonely world that is depressing. The Internet's manna to wannabe communicators who've otherwise lapsed into silence.

And as I've said before, our desire to communicate is good for brands too. Because that's what brands help consumers do. Communicate. Through goods and services conspicuously consumed. Devita has a point about why we need to be careful about what we say in cyberspace. But the degree of information overload in cyberspace will in no way regulate what we as Homo Sapiens have been genetically programmed to do.

Communicate.

Comments

Popular posts from this blog

Situational Involvement of Consumers

There are two types of involvement that consumers have with products and services, Situational and Enduring. Situational involvement as the term suggests, occurs only in specificsituations whereas Enduring involvement is continuous and is more permanent in nature.

Decisions to buy umbrellas in India are driven by the onset of Indian monsoon. Monsoon rains arrived in India over the South Andaman Sea on May 10 and over the Kerala coast on May 28, three days ahead of schedule. But then, after a few days of rain, South India is witnessing a spate of dry weather. Temperatures are soaring in the north of India. The Umbrella companies in the state of Kerala are wishing for the skies to open up. So is the farming community and manufacturers of rural consumer products whose product sales depend totally on the farming community. The Met. department has deemed this dry spell as 'not unusual'.

India's monsoon rains have been static over the southern coast since last Tuesday because of a…

Prior Hypothesis Bias

Prior Hypothesis bias refers to the fact that decision makers who have strong prior beliefs about the relationship between two variables tend to make decisions on the basis of those beliefs, even when presented with the evidence that their beliefs are wrong. Moreover, they tend to use and seek information that is consistent with their prior beliefs, while ignoring information that contradicts these beliefs.

From a strategic perspective, a CEO who has a strong prior belief that a certain strategy makes sense might continue to pursue that strategy, despite evidence that it is inappropriate or failing.


Ref : Strategic Management : An Integrated Approach, 6e, Charles W L Hill, Gareth R Jones

Wearing Cuba means Walking Cuba

There's something ethereal about wearing 'Cuba'. Suddenly its the streets of Havana, smoke filled and lit by the groovin', more than the lights. The bars are packed to hilt and dreamy women seem to glide by. The feeling's beyond magical.

How did I get there?

Before I explain, I gotta tell you about the power of brands to take you places. Brands bring with them an ability to prompt you to conjure up the unreal. They can transform your reality into fantasy. And consumers are more than willing partners to brands as the drudgery they face in everyday life begs an injection of fantasy. Brands that operate in a zone of the unreal do the conjuring act as there's nothing else that consumers can call for, while making judgements. For instance, what should I be judging the lip paint on? Its colour and tone or its ability to turn me into a diva?

Cuba's a perfume. The moment I wear it, I am traipsing the streets of Havana. Its smoke filled bars I see. Its music I hear and…