Emotional Shift: 2020-to-21

Come New Year and one is flooded with good wishes messages. However, this new year stood apart. The messages were not the conventional expression- wishing happiness, health, wealth success.

As 2020 turned 21, there was a lot being expressed subliminally in the messages doing the rounds on social media.

The Pandemic year 2020 was like going through a gruelling emotional roller coaster ride- where the world turned upside down-full of unexpected twists and turns with a change in speed. With passage of time, the emotions of Indian consumers underwent the cycle of processing and grounding.

Semiotically decoding this New Year messaging revealed the underlying shift in emotions from fear-to-faith, cope-to-hope, rejection-to-gratitude, materialist-to-humanist. The Indian resilience and faith being the bottomline.

Semiotics studies the cultural context and communication, to dig deeper insights into how culture impacts consumer behaviour- subconsciously.

Decoding Indian emotional quotient…

looking back at 2020, looking ahead at 2021.

Venting out emotions

2020 – a year not worth remembering nor worth forgetting for all the troubles and miseries it brought. The conclusive refrain ‘2020- Go to Hell’ brings out our deep anguish and exasperation over the 2020 crisis.

The creative use of the traditional devotional form of singing – Qawwali, subliminally directs this anger towards God. The repetitive chorus style of singing drumming in the message of how bad 2020 was.

From Cope to Hope

A reflection of the year gone by on New Year eve – evocatively expressing the struggle and strife experienced by Indians. It highlights the renewed strength, resilience and hope of the Indians, in face of crisis.


Passing through this year, I have also gone through this difficult times. Having broken into pieces, I have now come out strong. I have maintained distance from loved one …as if taken a vow not to touch. Phone call, video calls have been my life line, and have celebrated Diwali on screen. Within 4×4 room, I have lived both joy and sorrow. I have kept a count of EMIs every month. Forget birthdays and anniversaries, I have myself done all the house work- utensils sweeping swabbing cooking etc. I have controlled expenses and even suppressed my dreams and desires. Work from home and work for home has made life a bit complicated. I have heard a vaccine will come. It’s now turn to change the calendar. The dates may change but the hardship is immense. My hopes are on the ventilator but my courage is soaring. Mask on face, sanitiser in hand, i m fully prepared. The clean, fresh sunny face cues hope and a fresh start.

2020: A Great Teacher

Every cloud has a silver lining. A shift in the mindset- from hating 2020 to acknowledging and being grateful. This year has taught us the precious lesson of life – patience, tolerance, resilience, minimalism, compassion. healing…we have adapted and survived through this year.

Honouring the Doctors as the Real Heroes

2020 has recasted perspective regarding who truly are the ‘celebrities’ in the world – the people who really matter. It’s an acknowledgment and recognition of Doctors and healthcare workers’ dedication, sacrifice and service impacting and saving lives.

https://youtu.be/kDNUTldlgaY

Manoj Muntasher- an eminent lyrist of Bollywood, singer, poet, drives home the point:
New Year 2021 is the most significant year as it taught me what I had not learnt my whole life. My priorities became clear. I finally understood who are the BIG people in this world. Earlier I thought writers singers, actors, sports people, leaders, politician were the big people. Now I have no doubt – on the top list there are only three people – Doctors, Soldiers and Farmers.

It will make no difference if for a day we don’t see the singer, actors, cricketers perform, if don’t go out BUT if we go to the hospital and the doctor is not there, it will make a difference-forever.

For the earlier generation – medicine was considered to be a noble profession, and Doctors next to Gods. However, that no longer held true. The pandemic has brought back the due the respect, importance and gratitude for the Doctors amongst common man.

The harbinger of hope: vaccine

2021: Hope & Prayer

Looking ahead at 2021 with positivity, hope and faith – a shift from despair, suffering and negative emotions.

Wishing and willing 2021 to be a better year; protecting the new year from evil and negative forces.

Evoking God to make impossible possible.

In this video, the Indian classical singer evokes the higher forces to shower Joy, and remove all pain and suffering of 2020. It’s inspired by the Indian folklore: it’s commonly believed that the intense rendition of Raag Megh Malhar by accomplished musician ( Tansen of Akbar’s court) can directly cause rainfall and end all miseries. Rain ‘Shower’ is symbolic of happiness, life, joy ( end of summer drought) in the Indian landscape.

The excitement, the celebration, the fanfare around the anticipated launch of the Vaccine.

Humanity wins over consumerism

The NEW New Year Wishes in form of Blessings, Gratitude, Hope and Love.

©️aiyanagunjan15012021

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