A decade ago, while working with a newspaper group where our small team managed three brands, we had an interesting situation. One of the brands, a vernacular broadsheet, was at an advanced stage in its lifecycle where it had to be made relevant and exciting for a newer set of readers who were native to the region. Another brand, an English compact daily (we didn’t like to be called a tabloid!), was an absolute newbie aimed at what could broadly be called an ‘immigrant’ audience. This was made interesting because research showed that the ‘triggers’ for the two sets of readers were quite at odds with each other. To elaborate, but without nuances, the positioning of the vernacular brand would be around showcasing pride in local language and culture, laced with jingoism, and that of the English brand would be around a cosmopolitan outlook. Holding both these diametrically different ideologies and doing justice to both was quite an exciting experience.
That nostalgia bout was triggered because I’m increasingly seeing this friction between different parts of the population escalate. A certain angst that seems to flare up on various seemingly unconnected issues. So here’s a thought. I am not really a Javed Akhtar fan, and a lot of people dissed him when he connected the Bangalore New Year molestation incident to social segregation and economic divide, but I strongly believe that many of the horrors we witness today – from terrorism to road rage – have economic disparity at its heart. I had written about this in the context of our convenience attitude towards injustice during the Nirbhaya incident. To note, this is not a right-wrong commentary, because I also strongly believe that moral objectivity is an oxymoron. More