WHEN you buy a cassette of a play starring Egyptian comedian Adel Imam, you expect to laugh when you watch the video. In fact, many people actually laugh the very first moment Adel Imam appears on screen even before he does or says anything to cause a smile, let alone laughter.
This stage — which we can call one of expectation — is the first step in the cycle of mass communication. All people have a wide variety of feelings and a person’s expectations are products of both his conscious and subconscious mind. These expectations play a major role in interpreting the experiences that occur to us. For example, if you are expecting an important phone call, you interpret the ringing of the phone to be the call you are waiting for.
The late writer and actor, Orson Welles, relied upon this theory in broadcasting “War of the Worlds” in America in 1938. The radio program led to thousands of Americans fleeing their homes in panic because they expected an invasion from outer space — from Mars, in fact. They were convinced that flying saucers had landed and that a war of the worlds had begun. This is also an early example of how the media can manipulate public feelings.
The tendency of people to believe in what they anticipate is still used by the media and has a great effect in creating public opinion. Not only the media but also the market relies on expectation to create changes, whether in attitudes or in directing people to buy a certain product.
In the world of advertising, evoking expectations may not necessarily help a product. From my own experience as the manager of an advertising company, the response of consumers to high expectations can result in negative reactions.
In my work as a journalist, evoking high expectation in the readers when launching a new magazine may result in the failure of the magazine if its standard is less than what has been claimed and advertised. The same applies to films, plays, foods, and books. Experts recommend balanced expectations. They even advise advertisers to make the expectations of the targeted consumers lower than the standard of the advertised service or commodity.
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In Britain there is a movement concerned with the stories told and read to children. Why do children never get tired of fairy tales, myths and legends? The answer seems to be that they are both excited and delighted by these tales and fables.
Specialists have discovered that this form of literature is suitable for children. It tells them of an innocent world where they learn about such high principles as faithfulness, sacrifice and justice. Children can experience this world and discover a great deal about nature and people.
They also enjoy communicating with other children who are interested in this wonderful imaginary world. We should as well select stories from our rich tradition and tell them to our children. In this way, we will help them to recognize the value of a simple, quiet life full of moral lessons and commendable examples of behavior.
Our history, in fact, is rich with such stories and tales.
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In his book “The Sun Also Sets,” Bill Emote gives a vivid and intelligent analysis of one of the happiest and richest peoples on the planet, the Japanese.
Emote says that Japan within a very short period of time, 1945-1965, joined competition with the most technologically and economically advanced countries of the world. It was able to resurrect itself after the World War II as one of the richest countries.
Japanese people have not become advanced just in technology, but also in life expectancy which has risen from 50 after the war to today’s 81. With this rise in life expectancy, the Japanese have become more aware about securing their futures.
For this reason they have all become avid money savers. But this rise in life expectancy has its problems, as Japan will soon change from a state of savers to a state of pensioners. Ten percent of the Japanese are over 65. But in 2002 it will reach 24 percent. It is a large amount.
Emote says the problem lies in the fact that they have concentrated on saving inside their country. This has led to a rise in general and estate prices and made it one of the most expensive countries.
There is the story of the school janitor who worked for 40 years on a small salary. When he retired, he found that life was very expensive in Tokyo so he decided to go to the country. He then offered his small house for sale, but there was a surprise. The house was sold for six million pounds sterling, or more than $10 millions. This solved the old man’s problems.
But Japan did not care for others, so that it can give poor countries help and assistance and expertise. There are countries around Japan and far away from it, in Africa and Latin America which need help. So Japan should be aware of what happens when the rich and poor live together and the dangers of such a situation.
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(Abdullah Bajubeer is a Jeddah-based columnist.)