The Reshaping of the Indian Mind

THE RESHAPING OF THE INDIAN MIND A SERIES OF SEMIOTIC STUDIES ON HOW INDIAN MENTALITIES COULD BE ALTERED BY THE CORONA VIRUS EXPERIENCE SUMMARY Dealing with the threat of the Pandemic, theIntroduction Indian Government Hidden Agendas. Fake.

Welcomehas to revealed the PRESENTING the a seriesenormous of reports titled The Reshaping power of the Indian Mind . In this The Mukhaota, as an THE Hindi word for Mask is Mukhaota. Other Indian languages have equivalent Semiotic Analysis of series, we will examine the new objects, new behaviours and new concepts object covers the whole words. Mukhaota as a metaphor, based on the object, refers to the second that we are learning as Indians due to the Covid 19 pandemic. face that people put on, in order to hide their true feelings and intentions. Masks, a report that face and it may not be it can wield over the lives of Indians It carries shades of lying, cheating, dissimulation, fake-ness and hidden examines a new concept The Covid 19 pandemic along with the ongoing lockdown to deal with it, are possible to tell the real agendas in its meaning. It is often used in literary allusions and theatre. A being introduced into twin mega-shocks in our peacetime lives. In our living memory, we have person hiding behind it. Tamil TV show uses the metaphor to indicate how the show reveals the hidden Indianacross consciousness all socialnot been put throughclasses, such an experience, atjati a national and global level. We truths. The use of the black & white colour scheme points to the contrast and understanding. are being actively pushed by the full force of the Government to adopt new between the evil side of human nature (black) and the purity, goodness and behaviours and to internalize new concepts. A massive amount of social re- honesty of a transparent face (white). engineering is taking place, with the intent of fighting the virus and coming out affiliations andahead. These religions. reports are one of the outcomes Indians of this social re-engineering. are

We use the theories, frameworks and tools of Semiotic analysis to arrive at our being exhorted,insights. Semiotics ordered, is the discipline that rigorouslycompelled studies signs, symbols and narratives (or) representation broadly speaking, for meaning making.

and soon, whenThe semiotic studymarkets of Masks is the first in openthe series. In this up,report, we decode what masks now stand for and how that is reshaping the way Indians are interacting with one another and how they make sense of the new world in 3 willColorful Chhau be tribal dance enticed which they and find themselves. attracted into masks of Santal tribes people. The Chhau mask of Purulia Hamsini Shivakumar is registered on the List of Director Geographical Indications. adopting new behavioursLeapfrog Strategy Consulting and ways Charida, Puruli West Bengal A REPORT BY LEAPFROG STRATEGY CONSULTING of living. These new behaviours©2020 LEAPFROG STRATEGY and CONSULTING A REPORT BY LEAPFROG STRATEGY CONSULTING ©2020 LEAPFROG STRATEGY CONSULTING THE CORONA PANDEMIC has been ways of living are being encoded into travel and free movement. These patterns of cognition, the way people a once in 100 years, experience for culture via signs and symbols that experiences call into question many understand and make sense of the all Indians. Not only because every are already apparent. aspects of the world as we knew it, world around them, semiotics is Indian has been affected, they can in terms of its functioning. And for particularly well placed to identify see and know from the media that The new behaviours include hygiene re-learning, adapting and pivoting at the reshaping that is likely to take so many other countries have been and protective behaviours as high speed. Or maybe just waiting place. affected too, particularly the Rich prescribed by WHO and medical it out, for the bad times to pass and World that they aspire to join, viz experts – Mask Wearing, Physical the good times to return. MASKS & THEIR MEANING the USA, UK, Europe, Singapore Distancing, Hand Washing, Hand etc. They can also see that so far, Sanitizing. It also includes new ways The analysis uses the frameworks The first report takes a close look India has got away lightly in terms of working – working from home and tools of Semiotics, the formal at Masks and what they Mean. It of infections and deaths, when via the internet. And closure/denial study of signs, symbols and meaning compares how Indians understood compared to many rich countries, of access to social gatherings of making. As these experiences what masks are, pre-covid and how especially the USA. every kind, as well as restrictions on affect not just behaviour but also they could understand what masks

A REPORT BY LEAPFROG STRATEGY CONSULTING ©2020 LEAPFROG STRATEGY CONSULTING are, post-covid, especially in the meaning, expressed via legends and up different semiotic and interpretive SUMMARY areas of hygiene, protection and stories. How Do You Define a Mask possibilities than the previously self-expression. TODAY’S Mask is a Protector or Today’s Mask is a known face covers. a Protection Device. It helps in Protector or a Protection reinforcing popular understanding Device. It is designed to At a more mundane and practical of the fact that infectious diseases can be spread from person to block or protect from person through the air and through Covid Infection. droplets. The nose and mouth What We Knew & Understood Masks level, there are the dupattas and can spread infection. Indians THE MASK now, is primarily of two already know about disease spread through contaminated water and to be, as a Symbol of Protection: handkerchiefs that 2-wheeler riders mosquitoes. They now realize that types. One is the Medical Mask. If not just water and mosquitoes but the air they breathe, when standing use to protect their face from heat next to other people, can also be a at all, people have seen this type of carrier of disease. Masks had their own vocabulary and dust in summer. Mask worn before, it is by dentists in Indian languages (Mukhaota in and by surgeons in hospitals. The

Hindi, Mugamoodi in Tamil), the What have we learnt, that governs Woman with a traditional gamusa Medical Mask carries connotations fabricated into a face mask. 4 Guwahati, Assam strongest meaning being that of a our interpretations and our A REPORT BY LEAPFROG STRATEGY CONSULTING ©2020 LEAPFROG STRATEGY CONSULTING of protective efficacy, seriousness, Self-Protective Device anchored conditioned responses to face interpretations, both positive and Mask. Accordingly, the English medical gear and disposability for in deceit. The Mukhaota as an covers and facial protection: negative, because one person in word Mask is written in the scripts superior hygiene. It indicates a object covered the whole face and the interaction cannot see the face of Indian languages. The Tamil possible metric of protective efficacy as a metaphor referred to being When face covers are used by of the other person fully. Face translation is not face cover (muga against respiratory illnesses – deceitful, hiding one’s authentic individuals to protect themselves covers that impact inter-personal moodi) but face armour (muga coughs, colds, sneezing, sniffling, self in order to mislead others. The from the environment, the weather, interaction are much richer in kavacham). throat infections and the like. Mukhaota is a symbol of mistrust in the sun, the act of protecting is a emotions, meaning and symbolism. mutual interaction. There are many matter of individual choice, without THIS NEW MASK is different from other types of facial covers that inter-personal judgment. In this WHAT HAS CHANGED? MukhaotaThe Mask and as other Protection previously

protect – the naqaab, the hijab, the usage of self-protection, they remain knownThe new battle faceagainst coversTHE Medical Mask because is one type of mask that people it are only becoming familiar microbes is to be fought with. The Surgical mask fits in along with other PPE (Personal Protective Equipment) that doctors and other medical personnel wear in their battles through science and against contagious diseases in general and the coronal virus in particular. ghoonghat. There are the Masked mundane objects, of practical use First of all, a new type of face cover coversrationality, not througha part of the face – the nose, faith and magic. The Medical Mask carries connotations of protective efficacy, seriousness, Heroes who protect the public (after but of limited conceptual meaning. has been introduced for public mouth and chin.medical gear The and disposability eyes for superior are hygiene. Itvisible indicates a possible metric of protective efficacy against respiratory illnesses – coughs, colds, sneezing, sniffling, throat infections and the like.

Hollywood’s Batman and Spiderman). usage. This face cover has been as is largely, theIn terms ofshape colours, the light blue of and whitethe are commonly face. used colours in the medical field. Religio-cultural rituals at a village When face covers are used by labelled in English as The Mask. The Mask, therefore, conceals and level and in the classical arts use full individuals in inter-personal Interestingly, all of the news media reveals at the same time. The face face covering masks of high artistic interaction, viz, vis-à-vis other and government communication of the wearer is partially open and design and rich with symbolic people, face covers evoke richer refers to this new face cover as partially hidden. Therefore, it opens

A REPORT BY LEAPFROG STRATEGY CONSULTING ©2020 LEAPFROG STRATEGY CONSULTING A REPORT BY LEAPFROG STRATEGY CONSULTING ©2020 LEAPFROG STRATEGY CONSULTING Mask’s meaning is not anchored on how will this reshape their thinking? Mask Wearing Behaviour: How Compliance Comes About Home-MadeSUMMARY Masks protective efficacy, it can draw into COMPLIANCE is about submitting to the greater power of the group over THE second type of mask is the universal access. And values such itself and project more interactive Research studies as well as cultural Compliance can be The home-made mask the individual and their choice. It is also felt by individuals as pressure to Do-it-Yourself, Home-Made Mask. as simplicity, accessibility and unthinking submission is a basic protection conform and comply – pressure from the political leadership, from the media The Home-Made Mask has been practical ingenuity. Each and every to authority in the against the spread of messaging as well as group pressure. promoted by the Government of Indian, irrespective of status and concepts. This mask, being analysis with respect to mask act of mask wearing. Covid 19 virus. It s an India and enthusiastically picked wealth, can now afford a mask. Compliance can also At one level, compliant mask wearing does not require individual mask expression of using upon by the public, including You- These masks are not really a metric result in awakening civic wearers to think too deeply about the meaning of their actions. Are they something simple and Tubers. These masks are made of protective efficacy as much as launched by the Prime Minister wearing in East Asia (Japan, South wearing masks mainly to protect themselves from strangers and their from cloth lying at home, are symbols of other values. Being consciousness to jointly reasonably effective infections? Does this mean that every stranger is to be suspected and kept washable and re-usable. As such, home-made, they evoke a sense of stop the epidemic from to acquire new habits away from? And a non-mask wearing stranger is a definite threat? Or is they represent qualities such as comfort and familiarity in their form spreading. mask wearing an act of civic duty as commanded by the government, where of civic duty and social practicality, low cost, thrift, smart and design as well. himself, is intended to be a symbol of Korea, Singapore), after SARS, has every citizen plays his/her role in fighting the battle against the virus and responsibility. recycling, eco-friendliness and protecting his/her fellow citizen? Do citizens wear masks as an act of self- These masks are not a sign of preservation? Or as an act of mutual protection and care? seeking out “high-performance”. Civic Duty and Social Responsibility shown that people use masks as a Rather they are an expression As a social signalling device, of using something simple and under the compliance code, masks reasonably effective to acquire of every Indian, to protect himself result of three codes or normative can still be mainly a sign of self- new habits of civic duty and social protection against infection. And responsibility, to stop the spread of only partially a symbol of civic the virus. and to protect others from Covid 19. rules that they have learned. duty and social responsibility to protect others from my infections or to jointly block the spread of the infection in the community.

A REPORT BY LEAPFROG STRATEGY CONSULTING ©2020 LEAPFROG STRATEGY CONSULTING A REPORT BY LEAPFROG STRATEGY CONSULTING ©2020 LEAPFROG STRATEGY CONSULTING An emerging type is the Fashion THE FIRST CODE IS THAT OF The second is the Home-Made Mask. The Fashion Mask is being INDIVIDUAL CHOICE — “I want THE SECOND CODE IS THAT OF can still be mainly a sign of self- Mask. The Home-Made Mask has explored by the fashion and clothing to” is the concept - people wear COMPLIANCE — “I Must do” is the protection against infection and been promoted by the Government industry with a wide variety of them if they perceive the threat concept – people wear them if they partially a symbol of civic duty and of India and enthusiastically picked materials, designs, shapes, sizes of illness and themselves to be are mandated to by law or by the social responsibility to protect others upon by the public, including You- and prices. The Fashion Mask seeks vulnerable. They don’t wear them rules of admission to various public from my infections. Tubers. These masks are made from to make a virtue out of a necessity due to discomfort, price, availability places, with accompanying fines and cloth lying at home, are washable – if one HAS to wear a mask, then and other access barriers. At the punishments for non-compliance THE THIRD CODE IS THAT OF and re-usable. As such, they might as well wear something level of Individual Choice, it is the with the law. In the compliance CULTURE — “It is my social more represent qualities such as that is attractive, stylish and self- Medical Mask that is the mainstream process, people can wear whatever responsibility/duty” is the concept. practicality, low cost, thrift, smart expressive. It seeks to overcome product and concept. The Mask type of mask that they prefer and There are no laws mandating that recycling, eco-friendliness and a possible stigma attached to the is a metric of protective efficacy can afford … the medical mask, the people should wear masks. Yet, universal access. Each and every Medical Mask, of announcing illness. and a symbol of Self-Protection home-made mask or the fashion people wear them anyway. This Indian, irrespective of status and from Others’ Infections. It is a part mask. The only requirement is that code or norm is based on full wealth, can now afford a mask. Now that the products are available, of the individual’s box of personal they need to wear a mask. At the acceptance of civic duty and These masks are not really a metric the moot point is: Will people wear protective equipment for maintaining level of Compliance, all types of personal responsibility for protecting of protective efficacy as much them? And if they wear them, how good health. masks can become mainstream. not only oneself, but others from as symbols of other values. This long will they wear them for? And At the level of compliance, masks one’s illness – be it the common cold,

A REPORT BY LEAPFROG STRATEGY CONSULTING ©2020 LEAPFROG STRATEGY CONSULTING Three Codes or Rules Drive Mask Wearing Behaviour (as seems likely in 2020), would seat belts by car drivers is very low. social responsibility could bring SUMMARY at the very least, habituate people The acceptance of personal risk about a more fundamental shift in 4CHOICE 4COMPLIANCE 4CULTURE to wearing masks for protecting within the “Individual Choice” code of Indian mentality towards hygiene

I WANT TO I MUST DO IS MY DHARMA themselves from the risk of infection. public behaviour contributes to the and health. Indian teaching and Three pathways of change can be low use of PPE in public spaces. The mental conditioning around hygiene envisaged. same thinking around personal risk is that it is a personal and family

It has become CULTURALLY of having a road accident can extend responsibility. The family’s rules and NORMATIVE for people to wear Wearing a mask is a matter of PRESSURE IS PUT upon individuals masks for several reasons, not just INDIVIDUAL OR PERSONAL CHOICE. to wear masks when they step one reason alone. It is no longer It is left up to the individual to out by all the Authorities who can just a part of managing the spread Unthinking herd behaviour, due to to the risk of catching a virus. Mask teachings must be followed and the decide whether to wear a mask or IMPOSE RULES. These include of an infection or an epidemic, but not, when they step outside of their government, offices, hospitals, civic masks are worn for a wider variety home into public spaces. authorities as well as other people. of reasons, nothing to do with peer pressure for conformity and wearing might become intermittent, responsibility for teaching hygiene epidemicsatall. The compliance is not to Laws but to social consensus on the ‘right’ practices and government pressure for compliance, it comes back when the threat habits to children and enforcing behaviours. A REPORT BY LEAPFROG STRATEGY CONSULTING ©2020 LEAPFROG STRATEGY CONSULTING would bring about temporary usage. perception of catching an infectious them lies with the mother. Civic hay fever and allergies or any other become products with a wide gamut This can vanish the moment the disease increases and drops off or public hygiene is not a part of type of nose/throat infection. The of meanings and associations, pressure is removed. Indians can when the threat decreases. individual or family responsibility and mask worn is the surgical/medical transforming from a simple and be extremely careless in the use of hence if not carried out properly by mask and its derivatives and it basic product with a medical and personal protective gear in public A more reflective adoption of masks, the ‘concerned’ authorities, it should clearly indicates the wearer’s sense hygiene use, to becoming one that is spaces – the wearing of helmets by especially the home-made mask, be bypassed or ignored. This divide of civic duty and social responsibility rich in symbolic content, anchored in two wheeler riders and the use of with a realization around mutual between high personal and poor to protect others by covering up. the modern, consumer culture. civic hygiene shows up in the piles of rotting garbage and stinking and At this stage of regular usage, the THE RESHAPING OF THE INDIAN Inter-Personal Hygiene & Mutual Responsibility open drains around which people

wearing of masks can also transcend MIND — WHAT COULD HAPPEN? The mask acts as a INTER-PERSONAL hygiene, how my cleanliness or illness, impacts others continue to live. catalyst for reflecting around me in social interaction, is currently, not an area that Indians think too much about. There is a bare minimum of personal hygiene required for about inter-personal from hygiene/health reasons to HYGIENE, PROTECTION AND BEYOND. social dignity, that people maintain, according to their social class. Beyond hygiene — how my that people rarely think about how their body functions impact others around cleanliness or illness them. other reasons – be it personal affects people around Inter-personal hygiene, how my me and vice-versa. The mask could be that catalyst, agent of change, that forces people to consider not just how others’ disease can affect them, but also about how their own coughs, sneezing and dental hygiene could be affecting others reticence, hiding from cameras, not In terms of hygiene and hygiene around them. Thus, consciousness cleanliness or illness, impacts others of inter-personal hygiene could increase significantly. With that, a wanting to interact, dealing with practices, the regular wearing continuing usage of masks in public around me in social interaction, transport and offices is possible, even after the Covid 19 threat unpleasant smells, keeping the of masks every day, due to the passes. The mask now signals not is currently, not an area of much just protecting oneself and personal health but a concern for others / a face warm or even just as a fashion mandate, when stepping out of the need to take care of others too. reflection or thought. There is a accessory, worn for fun. Masks now home for at least a few months bare minimum of personal hygiene

A REPORT BY LEAPFROG STRATEGY CONSULTING ©2020 LEAPFROG STRATEGY CONSULTING A REPORT BY LEAPFROG STRATEGY CONSULTING ©2020 LEAPFROG STRATEGY CONSULTING required for social dignity that protective gear that sufferers A woman in a Chanel Mask makes her way to SUMMARY people maintain. Beyond that people Beauty Brands: The Mask the Balmain show. should carry around with them. rarely think about how their body The duality of the mask, BEAUTY brands would find it useful to track the growth of fashion masks and to reveal and conceal their usage. Prolonged and continued usage of fashion masks could change functions impact others around consumer habits around the usage of skin creams, colour cosmetics and D Beauty brands would find it at the same time, can hair care products. What do I use, when half my face shows? What would I help women deal with like masks to give to my skin when I wear them for several hours? These are them. The mask could be that agent the social pressures areas where consumer consciousness could shift to. useful to track the growth of regarding appearances, in the public arena. Beauty is a self-expressive and social recognition based need. We want of change, that forces people to other people to notice and appreciate our beauty. Yet not everyone is born fashion masks and their usage. beautiful. Masks could provide those who are not on the top rung of the beauty ladder, with the means, to hide themselves when they are feeling under-confident about their looks in public. At the same time, the mask can consider not just how others’ disease also express their personality and individuality. Prolonged and continued usage can affect them, but also about how of fashion masks could change their own coughs, sneezing and consumer habits around the dental hygiene could be affecting usage of skin creams, colour others. Thus, consciousness of social cosmetics and hair care A REPORT BY LEAPFROG STRATEGY CONSULTING ©2020 LEAPFROG STRATEGY CONSULTING hygiene could increase significantly. pollution. The availability of fashion protection + CSR (civic hygiene) products. What I use, when half With that, a continuing usage of masks, stylish and self-expressive into the area of social hygiene my face shows and what I would masks in public transport and can make mask-wearing not just and inter-personal responsibility. like masks to give to my skin offices is possible. The mask now a medical/hygiene practice, but a Do we protect ourselves only when I wear them for several THE RESHAPING OF THE INDIAN MIND signals not just personal health but a fashionable protection practice. or do we extend our protective hours are areas where consumer MASKS, PROTECTION & SOCIAL HYGIENE concern for others. instinct to non-family members consciousness could be shifting.

A REPORT BY LEAPFROG STRATEGY CONSULTING ©2020 LEAPFROG STRATEGY CONSULTING WHAT ARE THE IMPLICATIONS OF and strangers too? Are DOWNLOAD the full report from A third pathway of changed THIS RESHAPING FOR BUSINESS strangers to be feared? Or to be E Anti-pollution masks could find www.leapfrogstrategy.com consciousness, through the fashion AND MARKETING? embraced? In the area of health many takers, as many people mask is also possible, especially and infections, who infects would have overcome their with young women living in urban A Intermittent mask usage for whom and who protects whom resistance to the personal India. The air in most Indian cities medical reasons leads to a small are questions of inter-personal discomfort, implied social is polluted – in summer due to heat market for medical masks. consideration. judgment and scepticism of the and dust and in winter due to smog. efficacy of mask wearing. One The habit of mask wearing, learned B Hygiene brands may find value C OTC brands that treat coughs habit of infection protection through covid enforcement, could in exploring the brand’s mission and colds, could use masks as could smoothly segue into a extend beyond for protection from and purpose beyond family giveaways and as part of the related habit of self-protection.