I’m lovin’ it!!!

Mcdonalds has already managed to swamp India with the I’m lovin’ it slogan. Good one to place the emphasis on what they claim to be finger licking, smacking good treats of fast food. Depending on which side of the fence one is, one will end up (loving) liking it or not loving (not liking) it. But our positive perceptions about ourselves obviously only offer the option to like and not dislike. Life on the fast lane is indeed finger fast, be it licking one’s finger or banging the laptop with one’s fingers. We seem to have the time only for finger specific decisions.

India is always in the limelight of controversy. The scope and characters are decided by the mainline media and we follow it with baited breath, only to forget it when the media drops the story for lack of interest and TRP (Television rating point). Protest and comments have to fulfil the time deadlines as otherwise they lack the punch they have to deliver.

On the other hand civil society in the form of non-governmental organizations and special interests groups fighting injustice and mismanagement encourage us to raise our voices against the wrong that we see and experience. But in a society which is being converted into a finger society (be it forefinger or middle finger), do we actually have the space to bring out our true views and feelings?

Take the case of a social networking site like facebook. For every note that someone posts we are given the option to comment or ‘like.’ The finger somehow goes for the like option than for the comment option. There could be aspects of the note that we differ on or would like to provide additional information, but we rather choose to do the easy thing. The mcdonalds I’m lovin’ it gets converted into the I’m likin’ it.

The bone of contention would be that we have time for two options only. To love and not love, to like and not like. Anything in between, anything which could mean a bit more time and effort is put on hold and left there. This is the noose of democracy which hangs menacingly over us. We feel we have the freedom to do everything, but do we really? We think it is ‘time’ that makes us finger specific individuals, but is it? We imagine that we can turn around anything and make it conducive to our needs, but can we?