Ailung Avennoho Phom
Old Minster Hill, Kohima
When any business, entrepreneur, or company advertises its product, they don’t publicize with trivial taglines like “If you like our product,” “If you trust our company,” or “Try our institution.” Instead, they inherently come with promising taglines or slogans such as “Our company offers the best,” “Trust our product,” or “Our institution is sure to succeed,” and so on. In business culture, such taglines are usually encouraged, and they are not bad. It gives the customer no room for doubt to invest in the product or institution.
Our society can best encompass the arguments. The booming of coaching institutions in the state where aspirants are often left with a plethora of choices. At times, it is comical to observe that most young aspirants opt for the institution that offers the best discount rather than the one that offers the best education. The choice is rather vindicated, keeping in mind the contemporary Naga society predominantly inhabited by middle-class families. The display of billboards with past successful candidates from the advertising institution is encouraging and alluring. The ingenious names of coaching institutions are persuasive examples like “Next EAC,” “You are next,” or “Success in doorstep,” and so on, to allure aspirants to join their esteemed institution. And to be honest, it is a win-win where both (institution and aspirants) benefit in each other's orbit.
The same happens in the cosmetic market in Nagaland. Many cosmetic brands invest in advertising their products on YouTube through influencers to woo customers to flood into their stores. When the influencer apprises the product, they exquisitely sit in front of the cameras with delightful smiles and magnetic attitudes and go – “Thou shall apply this much,” “Thou shall use this much,” and end with “Thou shall glow like the sun never sets on the British Empire.” It sounds incredible and convincing. It is not only the product that looks tempting, but the way it is advertised with elegance and polished words are both vital in winning people's hearts. Similar commercial ads are booming in the state for handicrafts, fashion, cafés, and more. Human by nature are more likely to be influenced by what the majority does despite the consequences.
Here is another instance: When was the last time someone promised you something? Your brain will rush to recollect the events. Most promises stay between God, you, and that person. But we all remember what our respective candidates had promised in the last election. The promises that knit in fragile threads: “We will bring the land of milk and honey,” “Opportunities flood like in the days of Noah,” or “Our problems will dissolve like salt in water,” and the list goes on. Some candidate euphonically said, “You should vote for me because…” and the rest is history. How many of us actually believed those promises? Politics is a game of no man's fault but all men's guilt.
The point here is not about what coaching centers display on their billboards, what influencers advertise, or what politicians had vowed and dwelled in indifference. The point is: how the culture of manipulation has become an integral part of how we make decisions.
In the words of Simon Sinek, “Manipulation is the highly effective negotiating tactic.” As children, we all manipulated friendships – “Give me this, then I'll be your friend.” It is the most effective way to benefit without any tangible cost. Manipulation can invite crowds because it motivates things they are enchanted by. There is nothing wrong if a girl buys a skincare product because the influencer recommended it, if an aspirant joins a coaching institution because of an enticing billboard, or if a citizen votes for the candidate because of distinguished promises. The real question is: Did the girl, the aspirants, and the citizens truly enjoy their decision and appreciate its implications?
Inspiration, however, is an intangible value one can possess, and it does not come with manipulation. America was once trapped in terrible racial discrimination. Many leaders, known and unknown, sacrificed their best to end the social evil. One of them was Dr. Martin Luther King Jr. He gave the most consequential speech in modern history. On August 28, 1963, he gave the famous speech: “I Have a Dream” in Washington D.C. About 250,000 people gathered to hear him. Dr King did not send invitations to 250,000 people, nor did he lure any individual or organization to come to Washington D.C. on that day. Why did one man's speech become a footnote in American history and in the world? Simply, people were inspired. Inspired for change. The speech truly resonated with the people because Dr. King spoke from his heart – a heart that longed for change.
So ask yourself: Why do people watch your YouTube content and buy the product you influence? Why do aspirants choose your institution? Why should people vote for you? Dr. King did not motivate. He inspired with true purpose.
Our short videos, our institutions, and our positions in society can be an inspiration to thousands of thirsty souls for direction. The article began with how business ideas influence people in decision-making, and earnestly it has no intention of discouraging any individual, organization, or politician (in that case). It is to convey how manipulation is shaping our social course.
Let your name, your actions, your words be an inspiration – so that even a depressed young man finds true purpose to wake up every day and fight for his dreams. Our society has been blessed with many great leaders across the state who possess the quality to bring about change, but only to snare in the abyss of manipulation culture.
A leader, an influencer, an institution with a tagline “I Have a Dream” – a dream of commonness and transformation – will be remembered beyond the grave, like Dr. King.
So before you advertise, influence, or promise, ask: Am I manipulating, or am I inspiring?
