As the COVID-19 pandemic rages, lets inject a dose of reality into it. So far, only 1 lakh deaths. Last year, there were 1.5 million deaths in the USA through automobile accidents alone. Worldwide, 3 million traffic-related deaths. Opioids (in various forms) killed 50 million people (while the Sacker family of Purdue Pharma, USA, made billions of dollars). Sugar and its derivatives killed approximately 200 million (Jehangir Tareen - please take note). COVID-19 is a passing phase. Soon, with the help of biotech, the dedicated front liners, heavy dose of capital and Almighty Allah's mercy it shall abate. In Pakistan, I personally feel secure with the continuous commentary of Humaira Malik and Mahira Khan.
The real pandemic sweeping the world is 'Fake News'. Donald Trump calls it the scourge of our times. But this pandemic is not new - it has been present since the advent of human history. The fist impact was when the snake fed 'Fake News' to Eve about the apple. Love, which makes the world spin, is based partly on Fake News. "Darling, you are the most beautiful woman I've ever met" (Fake News). "Darling, if you say Yes, I will gift you a 15-carat diamond ring" (partly true). At the marriage altar "Till death do us part" (statistically 40% fake).
Fake News is part of life. In Military parlance it is called Propaganda. In the corporate world it is called Corporate Communications. In Showbiz it is called Promotion. In the Health Care world, it is called Medical Bulletin.
Showbiz
Sixty percent of Showbiz (movies, entertainment, music, fashion etc.) is based on promotion, 40% on reality. In Hollywood, in the mid 1920s, the four major studios (20th Century Fox, Paramount, Warner Bros and MGM) realized they needed high-powered public relations experts to manufacture, promote and protect the stars. These experts went into overdrive - Fake News was the new norm. Whole personalities were changed. Names were changed. Marilyn Monroe's real name was Norma Jean. The fact that she was sleeping with both the Kennedy Brothers is directly related to her suicide. Tony Curtis had an unpronounceable polish name. Rock Hudson, the leading ladies-man of the 50/60's, was gay. The PR experts controlled all the media output - Fake or otherwise. In the early 1950's, the first Hollywood superstar was "created" - Errol Flinn. He was portrayed as a ladies-man - handsome, adventurous, lover. Actually, he had come from a criminal background. Everything was rewritten. Bollywood and Lollywood have a fair share of Fake News.
Politics
Politics is basically based on Fake News - whether it is a democracy, theocracy, dictatorship or a hybrid. Politicians have to keep themselves in the news - come what may. John F. Kennedy kept his serious illness hidden from the public. His exploits in the WWII, the PT-109 gunboat may or may not stand up to scrutiny. But it made a good story. Currently, the Royal family of Saudi Arabia resembles the Borgia family of Italy in the 14th Century. But the News clampdown is so severe that one can only guess. The Royal families of Europe, of which Queen Elizabeth II is the doyen, keep a low profile and coordinate with each other. The scandals are buried. The occasional good news is broadcast. The current 'Megan gate' scandal engulfing the UK Royal family is getting world headlines.
Military
The origins of Fake News are in the military. Since early times, the military corps used their intelligence services to defend the state. They are tasked with gathering and analyzing information and spreading Fake News. First known as propaganda, now hybrid warfare. Many armed forces have also created mythical heroes and given them gallantry awards. It is good for the country's morale. Winston Churchill was a great promoter of his achievements, real or imagined. When George Bush unfurled a banner reading "MISSION ACCOMPLISHED" it was Fake News. Nobody knew, even the Pentagon, what the mission actually was?
Corporate myths about every major Fortune 500 company is susceptible to Fake News. One of the major myths concerns Coca-Cola.
So, whereas I wish the world an early recovery from Coronavirus, I am equally concerned about its impact on the brand equity of Corona beer and Corona cigars.
As for the Fake News pandemic, its here to stay - only to get worse. Fake News and its related strains (disinformation, fear, crisis, uncertainty, communal hatred etc.) have killed more people than all pandemics combined. Just watch what is happening across the Eastern border.
(The writer is the former Executive Director of the Management Association of Pakistan)
Comments
Comments are closed.