COVID-19 and Digital World

 

 

The global pandemic of COVID-19 has entrapped the world population to confinement of their house has also made them look up to the digital world more than ever to keep them entertained, informed, and connected. As a result, this has opened the door for a digital marketer, businesses to a much wider audience. Brands are trying harder than ever to make a profit from this opportunity to learn about the customers or consumer habits, interest to influence customers. Customers are also inclining to these brands to know more about the products offered. Therefore it will be a mistake not to use this time as an investment in studying the market. 

It is up to a brand to use social media marketing to influence its customers as customers now have time to get engaged in the process. Therefore influencer integrated campaigns to make the brand and consumer relation purposeful. It is time to get innovation for a brand, take a stand against the growing pandemic by creating awareness, and promote their product at the same time.  

As the days passing the world, the population is in survival mode that can be used by brands to ease its customers and grow. Food industries are playing a major-role as food is the major-concern for customers in this chaos and confusion. Next is information industries social media where customers visit to get updates on the current situation, to get entertained via movie and music release videos.

 

The companies are facing challenges with the current status of the market. Companies like Amazon, Flip kart are now investing in precautionary measures to save their business and customers. There has been a decline in the number of views on a social media platform like Twitter, Facebook, and Instagram.

 

Now people are working from home and are spending more time on Netflix, Amazon Prime. In Asia, web series watched on a massive scale with the release of movies.

Audience engagement on the social media platform has increased in Asian countries and decreased in European countries. The brands and agencies have to study consumer behavior/buying habits in the market. For Example, Patanjali-study the market and launched the medicine for coronavirus. The company looked at the trends in the market and tried to hit the campaign at the right time.  

 

The business can modify the social media marketing by studying the market via research questions like How Covid-19 influenced the consumer’s buying habits, taste, and preferences, What is the impact of Covid-19 on the target markets, How the company can promote by adding value to their product at the time of epidemic? Are your products being safely delivered to the customers/consumers? The business needs to know what is engaging customers in the market through social media analytics that helps in how the brand is performing on social media. Brand and agencies that want to reach a specific set of the audience would like to conduct a target driven social media advertising.  

 

The COVID-19 has changed or influences the social media strategy, advertising, content decision, and social media marketing plan. The advertising is shifting towards mobile and digital marketing. Now, the social media strategy and marketing plan updated with the audience’s priorities and interests. The social media content, primarily dominated by the content that is appealing to consumers like videos and images.

 

 

 

 

The Body And The Mind

There are many speculations about the existence of yoga in an ancient era which is not supported by concrete evidence. The form of yoga which we all practice today is associated with the classical concept propounded by the sage Patanjali. “The best known early expression of yoga is the yoga sutra of Patanjali, a series of one hundred and ninety-six short statements (sutras) concerning yogic techniques and states” (Mallinson &Singleton, 2017).

Yoga is a practice that is continuously changing with time. In the past, yoga was practiced for liberation (moksha). Today, yoga is practiced to reduce stress, anxiety, and to promote good health.  Yogic exercises are meant to bring about a state of relaxation which further leads to physical and mental well-being (Hussain, 2016). Yoga is essential for fulfilling both the physical and spiritual growth of humanity. It is a process of uniting the three systems, i.e., the mind, body, and soul.

The asanas in yoga is focused on the muscular movements and hone one’s flexibility, balance, and improve one’s concentration. It is designed to enhance one’s mood and reduce anxiety. It's processed to develop one’s functional capacity and to give the practitioners a better quality of life. Only when we gain mastery of the body, can one train the mind  (Devanand,1960). Our mood controls our five senses, and our mind controls the mood. The mind can be controlled with meditation (dhyana yoga). This is how yoga can help the mind to balance and regulate our body.

Yoga is not attached to any particular religion or community or belief system. It is practiced without any differences in gender, age, or education levels. Yoga has taught generations about inner wellbeing and has continued to do so.  There are different types of yoga, i.e. raja yoga (human behavior); swara yoga (breathing); kritya yoga (consciousness); karma yoga (work); Japa yoga (psychic centers); bhakti yoga (devotion); mantra yoga (mantras); Janan yoga (self-realization) & hatha yoga (mudras / pranayama).

Different types of yoga and its posture conveys unique meaning and serves a different purpose in an individual’s life. Each yoga style differs from the emphasis put on the components of yoga, i.e., asana, pranayama, dharana, and dhyana. The performance of yoga requires wholehearted devotion and dedication. The stage when the mind itself is freed from the moment of thoughts and the torments of desires. Only then, the mind and the five senses reach a state of oneness or unity i.e. yoga.

Physical health is an asset that needs to be maintained and nourished by our efforts. Yoga has emerged as an alternative approach to deal with the challenges of newly discovered diseases. It can provide equality in access to good health that doesn’t restrict individuals from any social and economic circumstances. Yoga has multiple health benefits like a reduction in anxiety, depression, panic attacks, phobia, and hypertension. Regular practice of yoga increases flexibility gives more energy, and boosts metabolism.

These days’ non-communicable diseases like cardiovascular disease, diabetes, asthma, and blood pressure are the cause of concern for modern science. In India, over 15 million people are suffering from breathing problems which are a consequence of rising pollution levels and changing lifestyles. As a result of long and irregular working hours, people are suffering from neck, back, and joint pains. The regular practice of yoga can mitigate these problems to a large extent. The method of pranayama called Anuloma-Viloma is helpful in curing breathing problems. Another exercise is the kriya pranayama,  which emphasizes fast/shallow rhythmic breathing. Science and traditional methods should be seen as complementary to each other rather than in opposition. The scientific methods are proven, tested, and concluded with scientific evidence, while traditional methods are a self-healing process of removing disharmony between the mind and the body. Traditional methods can’t be disregarded by their inability to change with time.

Modern science is still struggling to deal with issues related to emotional or spiritual health. Yoga is changing with time and is seen as a deterrent too many illnesses. Modern yoga has also incorporated elements from both physical therapy, and psychotherapy. There are both external and internal benefits of yoga. It includes physical, mental and spiritual health. It is designed to achieve inner peace and holistic healing. Anyone who practices yoga regularly can discover its immense health benefits.

 

 

 

 

References

Mallinson, James, & Singleton, Mark (2017). Roots of Yoga. UK.

Hussain, A. (2016). YOGA: a path for attaining spiritual energy & power. Indian Yoga. Retrieved from indianyoga.org/wp-content/uploads/2016/03/v5-issue1-article6.pdf

Devananda, S.V. (1960). The Complete Illustrated Book of Yoga. Julian Press. USA.

 

Confirm or Conform?

Confirm or Conform, both the terms revolve around the social norms that govern individual’s behaviour/ belief system. If we look at our social practices, these are rigid and deeply rooted somewhere in our customs and traditions. In a society, individual is not able to raise his/her voice against the social evils because he/she is forced to become a part of group or majority who follow such evil practices. This is where social conformity comes into existence. Now, if an individual accepts majority’s behaviour because of fear of rejection then the whole concept is modified and called normative conformity. It’s purely termed on the basis of acceptance and fear of rejection. Therefore, if I accept a strict diet to lose my weight in order to look slim and also to avoid remarks of the society then it’s purely case of acceptance versus rejection. A person adopts a set pattern of behaviour which is transferred through generations into the family. What happens in this process of inculcating behaviour/ attitude is that an individual starts evolving from within as well as outside.

On Sunday morning, I came across a beautifully written article by Shikha Kumar titled “Let’s (Not) talk about Sex!” published in Hindustan Times Magazine called Brunch. It was relevant as it was addressing concept of asexuality which is becoming significant as growing number of people are facing it or I would say have internalised it. The term is hugely misconstructed in our society. It’s difficult for asexual to gain acceptance. Multiple stereotypes surround asexuality.  I talked with few friends to know about their understanding of this new term. Shristi and Sonali believe family pressure creates a psychological line in our mind which represents the highest level of fear. Another friend Bunty thinks that if asexuality is accepted legally then it can create barrier to individual choices.

The fear of rejection and punishment impacts individuals self confidence and esteem. Let us recall, some of the real life examples: A dress code in institution might force people to dress up in a particular colour, style or manner which might be against his/her personal choices or say, an organisation trying to suppress labourers. Whenever we are having a discussion over a topic which is well known/received among the masses then an individual may pretend to match his/her thoughts with that of group members in order to gain wider acceptance. This means fear of rejection is of wider significance for any individual.

Conformity can be of three types i.e. Compliance, Identification and Internalisation. a) Compliance: If I completely agree with what is being taught by professors in the class, but at the same time I have my own opinions plus arguments which I fear to express in public. Then it’s case of compliance. This is called a pretentious behaviour of a person.

b) Identification: We are fickle minded because we don’t believe in our opinions and values. A person who likes to drink alcohol would not necessarily drink with everyone but a particular set of individuals who can accompany him/her. Sometimes, a person would avoid non vegetarian food while eating with vegetarians but he / she can have great love for non vegetarian food.

c) Internalisation: If I shift from one particular religion to adopt practices of another and become a disciple. I will end up following a particular school of thought for a much longer period of time. This happens in case of followers of a particular religion.

Rationalisation comes into play when minority questions the majority. Psychological reactance is a feeling that arises when individual’s freedom is destroyed. Both conformity and psychological reactance are inversely proportional to each other. It’s obvious for a person to think his/her behaviour as most appropriate, when they act same as other people.

Let’s look at five famous psychological experiments to understand the concept of conformity, first being the Asch Conformity Experiments which shows that the peer pressure has a measurable influence on the participant’s responses. It appears to be more difficult to resist the majority if isolated. If I read from a particular book for my exams and the same book is recommended by professors then it will surely be brought by majority students in the class because each student is facing pressure of clearing exams. Next is Bystander Apathy Experiment which tested the reluctance of a group. It’s in this case that when you are with a group of ten people, responsibility gets distributed whereas in case of individual it’s solely on one single person. But this is not true because even ten people feel ten percent responsible. Say for example, if ten students are assigned task of conducting survey then it’s easy for them to divide ten questionnaires but if it is ten each then group will be reluctant to work properly with responsibility.

The third experiment is Stanford Prison Experiment that attempts to study the impact of captivity on prisoners and authorities. Absolute power over somebody can be seen the obvious conclusion of this experiment. When there are strict orders from the government to follow traffic rules. Then it’s obvious, everyone will be expected not to violate any of these regulations and follow as per the instructions. The other experiment is Milgram Experiment, created to test impact of authority on the normal audiences. If today, the government of India create strict rules for migration, people will have to keep those regulations in mind before travelling to far off locations. And the last experiment Good Samaritan Experiment says that people in pressure are less reluctant to offer help to others. In case of natural disasters, people will try to save themselves first, rather than offering help to others.

Hence, multiple factors guide individuals to conform. First is risk of rejection which I have already discussed in this article. Then there is lack of choices where individual follow orders of authority and fear of causing deliberate harm to group’s goals. The absence of communication within group members can cause hesitation in taking initiatives and sometimes also cause powerlessness. In this whole process, individual freedom doesn’t exist.

The consciousness of mind concerning victims of sexual assaults

What are the three stages of consciousness proposed by Freud? Three levels of consciousness are the subconscious, the conscious, and unconscious. These three levels are differentiated based on the intensity of awareness. In the first stage of consciousness, all remembered experiences, impressions are left on the mind. It is the strange point for any recent memories needed for quick recall. This determines the pattern of our behavior and thought process. The next stage is about rational awareness that guides our decisions based on information. It is observed that a conscious mind directs our focus on dreams. The last stage is the unconscious mind, where all memories and past experiences reside. These memories are no longer important. These define our beliefs and behavior. Apart from these stages, superconscious is where the problem and solution are seen as one as its obvious that the solution is part of the problem. It is important to understand Freud’s consciousness of mind because all our actions and reactions are governed by our mental faculties.  

Sue Richardson and Heather Bacon in his book titled “Creative Responses to Child Sexual Abuse: Challenges and Dilemmas”, says that the cycle of abuse refers to three different cycles. First, the process whereby the child internalizes the behavior of the perpetrator; second is the result of non-protective parenting resulting from the impact of the parent’s unresolved trauma, and third is associated with the survivor's struggles within long term effects of abuse.

The growing number of research in the field of sexual assaults subsequently increased its initiation into various genres. The most vulnerable to abuse are the children in the age groups of 7 to 14. I read a play based on the theme of child sexual abuse, titled “Thirty Days in September”, written by the popular playwright. This play depicted the after-effects of abuse like disturbed interpersonal relationships; post-traumatic disorder and frustrations. The subconscious mind of play protagonist Mala holds her mother responsible for torture and trauma. In the case of the subconscious mind, the unconscious mind is preferred over the conscious mind. Robert A. Baron in his book on Psychology notes that “Freud contended that shameful experiences or unacceptable sexual or aggressive urges are often driven deep within the unconscious.”[1]  According to Sigmund Freud, the unconscious mind which is outside the conscious mind contains unpleasant and unacceptable thoughts, feelings, and memories of pain and anxiety. 

The victim of sexual abuse is mostly amazed at how the haze of the trauma made it impossible for him/her to empathize. The effect of sexual assaults is on the mind, body, and soul of the victim. It is easier for the abuser to escape after committing abuse while it’s very difficult for the victim to remove marks of assaults. 

  [1]Robert A. Baron, Psychology. India, Pearson Education, 5th ed., 2006, p.454.