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Whitman's Grandson.

The Social Gaze: On Watching and Being Watched

“Today everything exists to end in a photograph.”

 – Susan Sontag, On Photography

Sontag’s remarks were deemed controversial in the late 70s. In the digital age of image saturation, however, she’s the disseminator of the gospel truth. Everything today from our casual interests, beliefs, interactions across mediums, and even our personality – exists to end up in a 1080 x 1080 pixel and 4:5 aspect ratio photograph, nestled in a thoughtfully curated grid – for the feasting eyes of the other.

The malleability provided by social media platforms to alter our identities has been a matter of discourse since its inception. Our online personas have never existed in a vacuum. As social creatures, we’re in constant anticipation of the outsider’s gaze, in both awe and fear. The inherent need to be seen is always accompanied by the fearful clasp of judgment tight around its neck. The human herd instinct to seek approval makes most of our behaviour in social settings performative. From the clothes we wear and the movies we watch to the opinions we hold more often than not arise from the need to achieve a sense of belonging – the one slated third in Maslow’s hierarchy of human needs[1].

While the performances persist, it’s only human to slip up at times.
Entrée the power of social media.
Social media platforms like Instagram, Snapchat and X (formerly Twitter) allow us to not only create a production out of our existence but up the ante as well – we get to control who views our performance, along with the parts they get to see.

Here’s a thought experiment. Imagine you’re (doom)scrolling through Instagram when you come across a post by a conventionally attractive, white woman. She’s seated in an outdoor cafe. The sunbeams bounce perfectly off of her black sunglasses. Her profile faces the camera as she peers into her phone’s screen, carefully reapplying her lipstick.

Seems cool enough right? What if you zoom in just a bit?

Those sunglasses are the coveted Tom Fords in Whitney, and her lipstick is the classic Rouge Dior. What else, the bottom half of the picture seems to cut off a pack of Marlboro Lights and what appears to be an incredibly expensive lighter!

There’s at least a fifty per cent chance that you’ll believe you’ve stumbled across the feed of an heiress out to lunch in Italy. Such is the power of branding. The mere association with brands established as luxurious converts a simple photograph into an identity definer, as Professor Nita Mathur notes, “commercial brands and luxury commodities have come to serve as signifiers of identity in society”[2], allowing individuals to construct, deconstruct or reconstruct their social identities.

References

https://psychclassics.yorku.ca/Maslow/motivation.htm
https://sk.sagepub.com/books/consumer-culture-modernity-and-identity
https://www.youtube.com/watch?v=14JGQ1JWSgc&t=632s
https://www.forbes.com/sites/forbescommunicationscouncil/2023/01/26/why-and-how-to-implement-social-media-branding/?sh=3c975389793b
https://internetprincess.substack.com/p/standing-on-the-shoulders-of-complex
https://academic.oup.com/jcr/article-abstract/32/1/171/1796334?redirectedFrom=fulltext
https://www.wired.com/story/business-gen-z-social-media/
https://creative.salon/articles/features/is-social-media-over-for-the-younger-generation
https://www.smh.com.au/lifestyle/life-and-relationships/new-nihilism-how-gen-z-is-embracing-a-life-of-futility-and-meaninglessness-20231016-p5ecra.html
https://www.businessoffashion.com/reports/news-analysis/the-state-of-fashion-2024-report-bof-mckinsey/

Appears in —

Kai

Kai is a student of literature and a fan of stories in all forms. Currently fidgeting behind a camera lens, she’s always struggling with thinking too much and not writing enough.

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I first met Walt Whitman in his Leaves of Grass, though I had known him for quite a while. My grandfather quoted him a lot, translating him to our mother tongue, Pahari, a dialect of Punjabi usually spoken by the hill people in Northern India. 

At 82, he used to read without any spectacles, walk faster than me, while his agemates leaned heavily on the cane. As children, we called him tough-papa, for he used to do everything with his bare hands. While my parents used a pestle, he would break a walnut by smashing his fist on it. He once pulled out iron nails from the old cupboard with his fingers. And in his clothing and styling, there was a unique blandness, he wore white kurta-pyjamas, properly creased, a turban dipped in starch to impart a crispness, and a black leather shoe—jutti. 

His tone was harsh, yet to me, it was always mesmerizing, for he told me things which were incomprehensible yet funny. I credited that to him being uneducated. 

Do I contradict myself? Very well then, I contradict myself. I am large, I contain multitudes’ It was quite funny when he spoke it in Pahari. 

Only when I grew up, when I gained enough education, I was able to find meaning in his dumb, funny lines. 

He had this tattered 1892 copy of Leaves of Grass, sans cover, yellowed over the time, swollen with moisture, kept on his window pane. He was not a learned man, neither an educated one. He had merely done five years of formal education for the nearest middle school was three hours from his home.

He knew English, for he served food to some of the finest Englishmen in Gulmarg, Kashmir. When the white left, they left Whitman to him; that’s how he came into possession of this book. He picked up his English, his book, and other possessions when in 1947’s gory Partition, the hotel he worked in was razed in arson. 

He was severely ill before his death, and he was giving away all his belongings to his three sons, the bigger apple orchard to the eldest, two paddy fields and four trees of walnut to the other, and to my father, who was the youngest he left the smaller apple orchard and a cherry garden which had three trees of walnut. 

I was fifteen years old when he died. To me, he said, ‘For every atom belonging to me as good belongs to you’ and then handed over the Whitman. 

In two years preceding his death, he was a part delusional part philosopher. When he took to bed due to his illness, I kept him company after school. I moved to his bedroom, for someone needed to keep an eye on him. 

I was reading the Indian Partition for my school essay when I asked him about his experience. He was a first-hand source—a survivor. 

He would narrate to me stories from his childhood, his struggle to establish himself as a big farmer from a mere waiter at a hotel, his ambitious dream of educating his children, breaking them into non-linear-timelines, and then all of a sudden forgetting what he was telling. His memory had grown weak, his narration pale and his sorrows grey. 

He had marked the book at several places; after every story, he would tell me to do something for him in return—read a passage from the book.

When he told me how he came to settle at this place, he told me to read a specific passage that echoed his story. 

And whence and why come you? 

We know not whence, (was the answer,) 

We only know that we drift here with the rest, 

That we linger’d and lagg’d—but were wafted at last, and now here, 

To make the passing shower’s concluding drops. 

At places, the text of the book had faded into oblivion. When I read it and didn’t know what came next, he would recite it from his memory. He who had forgotten the names of relatives, the faces of his cousins, he who was delusional for the world was a philosopher to me. 

After his death, Whitman became my grandfather. He consoled me. He echoed my sorrows. He told me not to lose myself in grief and gave me hope. 

Nothing is ever really lost, or can be lost, 

No birth, identity, form—no object of the world, ……. 

… … Ample are time and space—ample the fields of nature. 

To this day, Whitman sits on my windowpane, and I go to him every now and then—sometimes to validate an experience, sometimes to remember my grandfather and sometimes to find hope in the dark times.

Appears in —

Bupinder Singh

Bupinder Singh is an educator based in Kashmir, India. He teaches English to high school students. He also works as an Associate Editor for The Universe Journal and as a Reader for The Masters Review. His works have been published in The Week, The Delacorte Review, Non-Binary Review, The Antihumanist, Sirius Editorial and several others. He is currently working on his first novel. He can be reached at Twitter on @fidoic.

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