Words of Power and Resistance
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/
more from this issue —
I will only lie if I say that I do not have a clear picture of my every visit to a place in Dilli that speaks about itself while writing this, and how my heart aches not to appreciate the beauty of the city enough, that only tells stories like it is full of it, and yet if you look at it from outside, it seems empty. I remember going to the streets of Chandni Chowk in the month of April, and these streets shout their history. You do not have to do anything else but observe and listen. At times, the adornment of a place is not always about what used to be there but also about what is left still. And what is still left in Purani Dilli (Old Delhi) are stories, are its future to preserve itself, learn from the ruins and still make everyone fall in love with its history and resistance during the times of the modernity that the other party of the city is witnessing with every turning page. I have never had the chance to visit the gigantic Jama Masjid and experience the peace there. But I have read in the books about it, and every book reads that the red sandstone and the white marbles make it what it is. Sometimes when we visit someplace, it leaves imprints in different ways. That is what these books say about one of the most beautiful mosques in the country. Ghalib had a profound love for Delhi, and everyone who has an attachment with the city somewhere deep inside their hearts will feel this when he said, “I asked my soul, ‘What is Delhi?’ It replied: “The world is the body, Delhi its soul.”
Maybe I miss Delhi a little too much with every passing day because of the history that it tells. The place just grows on you, and sometimes, you need to just let it happen. Let yourself feel the words of writers and poets who have stayed in there, who have brought revolutions and who have brought changes. As I write this piece, I remember all the places that I have been in the city in the four months that I had the opportunity to be a part of its history. I carry them in my mouth so that when someone asks what Delhi looked like for me, I could tell them that if you can come close to loving a city and if you love words, and someone who knows to appreciate history, you will always long for it even if you have not lived there for a long time. The city finds its identity every passing day, with people on the streets raising their voices for what they believe in. Maybe it has always been like that. Perhaps that is why the city speaks about power, about inquilab and everything in between, and that too in its art, in its words, and in its togetherness with, “awaaz do, hum ek hai”(Call out together, We are united).
Appears in —
Diksha Arya
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