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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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The needle passes through the cloth-once, thrice until eight petals are formed around an orange-red pistil, encasing it completely. My mom sells them for four hundred bucks. I want to buy one, but they are all scattered around me. I have slept on such fabrics. We call them pillow covers. They came into existence when my mom was new to the craft. Now we use them as covers only, to cover the bed, shelves, old photographs, and our old bodies lurking within the new ones. My mom wraps her wet hair with a fabric. The rolled-up cover is a canvas for the bird and her huge eggs. My mom’s hair has turned grey. I have developed breasts. I see myself floating within those eggs, drenched in the yellow yolk, glowing and curdling in the sunshine. I hatch very often. She lubricates the sewing machine with some oil. The smell of clothes has changed a lot through these years. We wrap ourselves in the worn-out threads and smell like cold kerosene. Now the customers pay five hundred bucks and their hands and wallets smell like repellants. I add the prices, I count changes even when there’s no reason for me to go back. 

Once, I found some woollen socks. I used to wear them during my childhood days. We have his muffler and mom’s wedding photographs. He might have a beard, purple lips, yellow canines, a speckled chin, a hefty body. These are my comprehensive understandings of my father. There’s a big wedding ring on mom’s hand. It’s on her finger, completely covering a part of her skin. It has seen her twisting the yarn, sewing buttons, cocooning my infant body with an entire ball of woollen yarn. My father is alive, somewhere, even if not on the big rhinestone. But my mom didn’t want to stay with my father. We changed the house. She had knitted a pair of gloves. I see a big antique clock patch worked on it, it says nine o’clock. It’s random, something not meant to show the time. My mom twists her hair and pushes the strands into a bun. I see her scalps with brown lesions. Something similar to rancid machine oil, a slag iron, a blister, a big patch on my left hand.  On the gloves, there are some black hairs. It must have been when they were together. 

When I talk about my mom’s ordeal with relationships, our relatives tell me that she must have had an affair. I remember my mom moving a pointed needle through a rayon cloth in the shape of a circle. She created a sparrow inside it with a brown body. It wasn’t alluring enough to be articulated on a piece of cloth. It had a sharp beak, to feed her children, I suppose. I have also seen an antique painting in the storeroom. It’s spotted with lizard’s poo. It’s black and white. I see her black mole. Her face doesn’t induce that contrast. She has no entomophobia. She asks me to drive out lizards. Sometimes, she is carefree about it. 

That isn’t enough to write something about how much they loved each other. I can’t say if they loved enough. What’s the scale to define love? My birth is the scale? My smiles whisk rapidly when I think that I’m still named after my father. No fabric tells me that I floated for the last time when my mom’s water broke. Were they together when my mom was expecting?  They aren’t together anymore. I sneeze on a beautiful peacock. That muffler is coiled up inside my mom’s old saree. It is blue. She wears the saree with another blouse, a yellow blouse. 

I see the matching blouse, without buttons. It’s been altered so many times that it appears to be an unstitched mass. I see her painting the garden pots. She sells the pots for two hundred bucks and tells me that my father wrote her name on the wall of a fort. But she doesn’t love him anymore. 

Dear 

I know we have to raise our child. But my parents want me to get married to a Catholic girl. I can’t tell them that you and I have a daughter.

 

 

The rest of the letters are on the cracks and folds in the paper, between the lines. It is there with me. My mom never reads it, neither through my eyes nor through the big working area in the hall, where we sleep on fabrics and eat yarns, My mom has stitched so many handkerchiefs and mufflers since that day. Perhaps this single room where we live is somewhere they didn’t fall in love. Maybe my dad is also an artist. Maybe he was my mom’s first customer. Maybe they got married when I was with them. Maybe he loves my mom and maybe he is driving out lizards through the smell of repellants. My mom has sold the last piece for the day, a customized piece.  She has written on it in Urdu, the only language she knows. Then, she told me that the marigold plants were planted by my dad. The flowers wilt once every three days. They are alive. I cut their stems, my mom tells me to do that and throws the earthworm into the moist soil outside. The soil in our backyard is rich in ore. I don’t want to mine it further. I cut off the stems, she never looks at them before throwing them into the dustbin, full of yarn, expired machine oils, finished woollen balls and blunt needles. She believes they will regrow. She keeps her glasses inside a box, the unstitched pile of fabric lying there to be picked up the next morning when she will sew them into clothes, or use them as covers for our body and head.

Appears in —

Garima Mishra

Garima Mishra (She/her) is a creative writer and storyteller residing in India. Her works have appeared or are forthcoming at Inertia Teens, Vagabond City Lit, Borderless Journal, Cathartic Lit and elsewhere.

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