Perception or Propaganda as Marketing Management Tool in Garhwali Folktale

(A Research Review on Garhwali, Kumaoni, Haridwar Folk Literature)

                                (Folktales for Managers Series)

                          Management Lessons in Garhwali-Kumaoni Folktales -10

                Management Lessons in Garhwali –Kumaoni Folk Literature part -12

                     Research and Review by: Bhishma Kukreti

                  Propaganda is defined a message designed to persuade its intended audience or customers to think in a specific in certain or specific manner.

 The propaganda is a form of communication to influence audience in a specific manner for religious concept, war results, social results.

  Propaganda is a way of communication that communication promotes a specific idea or concept or thinking. The propaganda may be true or false and truth together.

                Propaganda is one of the oldest tools for winning the battle or war before real fight. There are many instances in Mahabharata about perceptional or propaganda communication before real battle.

             Even today, marketing manager or sales manager follows propaganda communication before launching a product, service or an advertisement campaign.

 Many press notes about company or company promoters before IPO, FPO, Units, bonds etc is a kind of propaganda marketing strategy.

              Before release ofa film, press conferences or promotional actions by actors or actresses or rumor spread about illicit relation of male and female artists of a film is nothing but propaganda marketing communication.

              Releasing a couple of sensitive issues in a book through press notes or rumors before release of book is propaganda for promoting a book.

            The recent publicity used by Am Admi Parti before entering in Delhi election is definitely propaganda marketing warfare.

  Spreading harmful rumors about opponent brands or politicians is also propaganda marketing strategy.

  The following techniques are used in propaganda marketing –

Ad Hominem; Ad nauseam; Appeal to Authority; Appeal to fear; Appeal to Prejudice; Bandwagon; Inevitable Victory; Join the Crow; Beautiful people; The Lie; Black and White fallacy; Classical conditioning; Cognitive dissonance; Common man;  Cult of personality; Demonizing the enemy; Dictat; Disinformation; Euphoria; Fear, uncertainty; doubt; Flag waving’; Foot –in-the door; glittering the generalities; Half truth; Labeling; Latitudes of acceptances; Love bombing; Lying and Deception; Managing the news; Milieu Control; Name Calling; Confusion; Obtain disapproval; Operant conditioning;  oversimplification; Pensee unique ; Quotes out of context; Making excuses; Red herring; Repetition; Scapegoating;  Slogans; Stereotyping; Third Party technique; Thought terminating cliché; transfer; Selective truth; Unusual assumption; Virtue words.

 The following Garhwali folktale is the best example of Propaganda marketing management –

         Bhima and Demon: A Garhwali Folktale for Manager

               In Garhwal, the stories of Pandavas of Mahabharata are famous. There are tens of Mahabharata epic stories those took shape of folktales. Following Garhwali traditional story is related to Mahabharata epic.

                   When Pandavas (five brothers and their mother Kunti ) were sent to forest for thirteen years they came to valley of Bhilainagar and Bhagirathi Rivers.

             Roaming from one village to another village, Pandavas came to a village and found that people of village were in terrible conditions. The people were as good as dead. They did not have any enthusiasm in life.  Nobody was replying any question from Pandavas. Everybody suggested them to go away from the village.

              Pandavas watched that all members of a family are crying very loudly. Kunti asked the reason for their heavy crying to the woman of the said family.

           The old women replied that a few months back, a demon captured the village and started killing them for his meal.  The villagers requested the demon that instead of killing all people in a lot he should eat them one by one. Now, every evening, the villagers send one young boy to demon.  The boy had to enter a Chhan (cow shed) away from village. The old woman informed that today, the turn is for her son going to demon for never returning.

            Pandavas discussed the matter themselves. Kunti told to woman that today, her son Bhima would go to demon.

         The woman did not agree for sending Bhima the son of Kunti in place of her son to demon. Kunti assured the woman that Demon could not kill her brave son Bhima at any time. After much persuasion the village woman became ready to send Bhima in place of her son as meal for Demon.

         Bhima asked villagers to carry high vessels with water, a big vessel with curd and ten Supas (chaffing instrument or shaker) to the hut or Chhan. The villagers kept huge vessels full of water, a curd vessel and ten Supas.    

          Now, villagers came to village from hut. Bhima was alone in hut waiting for Demon. As soon as dark spread after some time of evening, Demon came to hut. He called, “Hey! Human come out of hut. Now, it is time for my meal. “

 Bhima laughed loudly in the hut. The laugh of Bhima was as cloud busting. Demon called Bhima to come out of hut as he was hungry. Bhima replied,” let me cut my nails.” After some time, Bhima threw ten Supas (chaffing instrument) out. The demon was shocked to see such big nails of human beings.

            The demon again called Bhima to come out of hut. Bhima replied,” Let me cough first.” After some time Bhima threw curd out of hut. Now, Demon started feeling fear. The demon was afraid that whose cough is so much the man must be heavy and powerful

          The demon called Bhima in low voice to come out of hut. Bhima replied,” let me first urinate.” Now Bhima started throwing water out from the hut. It took hours for Bhima to throw water from big vessels.

              The Demon became afraid that the man who had such big nails, who coughs so much cough, who urinates so much big quantity that man must be stronger than him.  Due to fear, Demon started running from the hut. Bhima came out and killed the Demon easily who was under fear.

            Bhima was wise person who made the demon fearful before the Demon could see Bhima.

** This story is told commonly in Jaspur, Malla Dhangu, Pauri Garhwal, India

Copyright @ Bhishma Kukreti bckukreti@gmail.com  3/12/2013

     Notes on   Management Lessons in Garhwali –Kumaoni –Haridwar Folk Literature to be continued….

Management Lessons in Garhwali-Kumaon Folktales, Folk Stories, traditional Narratives, Community stories to be continued …

Research Review of Garhwali-Kumaoni Literature to be continued….

                  References

1-Bhishma Kukreti, 1984, Garhwal Ki Lok Kathayen, Binsar Prakashan, Lodhi Colony, Delhi 110003

2-Anil Dabral, 2007, Garhwali Gadya Parampara,

3- Bhishma Kukreti, 2003, Salan Biten Lok Kathayen, Rant Raibar, Dehradun

4- Bhishma Kukreti, October 2007, Gadhwali Lok kathaon ma Prabandh Shastra ki suchna, Chitthi Patrika (Lok Ktha Visheshank), Dehradun

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Notes on Perception or Propaganda as a Management Tool in Garhwali Folktale, discernment management in Garhwali Folk stories, opinion making communication in Garhwali community narratives from Garhwal; Perception or Propaganda as a Management Tool in Garhwali Folktale, discernment management in Garhwali Folk stories, opinion making communication in Garhwali community narratives from Malla Salan, Garhwal;  Perception or Propaganda as a Management Tool in Garhwali Folktale, discernment management in Garhwali Folk stories, opinion making communication in Garhwali community narratives from Lansdowne Tahsil ,Garhwal; Perception or Propaganda as a Management Tool in Garhwali Folktale, discernment management in Garhwali Folk stories, opinion making communication in Garhwali community narratives from Pauri Garhwal; Perception or Propaganda as a Management Tool in Garhwali Folktale, discernment management in Garhwali Folk stories, opinion making communication in Garhwali community narratives from Chamoli Garhwal; Perception or Propaganda as a Management Tool in Garhwali Folktale, discernment management in Garhwali Folk stories, opinion making communication in Garhwali community narratives from Rudraprayag Garhwal; Perception or Propaganda as a Management Tool in Garhwali Folktale, discernment management in Garhwali Folk stories, opinion making communication in Garhwali community narratives from Tehri Garhwal;  Perception or Propaganda as a Management Tool in Garhwali Folktale, discernment management in Garhwali Folk stories, opinion making communication in Garhwali community narratives from Uttarkashi Garhwal; Perception or Propaganda as a Management Tool in Garhwali Folktale, discernment management in Garhwali Folk stories, opinion making communication in Garhwali community narratives from Dehradun Garhwal; Perception or Propaganda as a Management Tool in Garhwali Folktale, discernment management in Garhwali Folk stories, opinion making communication in Garhwali community narratives from Hardwar Garhwal; Perception or Propaganda as a Management Tool in Garhwali Folktale, discernment management in Garhwali Folk stories, opinion making communication in Garhwali community narratives from Garhwal, North India;