by Tara* Kaushal
Call me a romantic fool, but I love Valentine's Day. In college in New Delhi, I'd laugh and say, “Why not? It's just another excuse to celebrate and get presents!” Now, 10 years, awareness and much consumer fatigue since, it isn't about the gift economy at all. For days before, love is literally in the air (and on the airwaves, TV and everywhere). Consciously ignoring advertising suggestions of what we should be giving-receiving, where we should be going, what we should be doing, Sahil and I celebrate without spending. Last year, we just cooked for each other over music and laughter; this year, we're planning a party. I also wish my mother, family and friends.
When I speak of my love for Valentine's, it tends to spark debate with a whole range of people. I've had the religious and cultural traditionalists play the ‘Against Hinduism/Islam' (India's two major religions) and/or ‘Against Indian Culture' Card, say it is a cultural contamination from the West. Friends who are nonconformists and anti consumerism are, well, anti its consumerism, the nauseating marketing blitz and the pigeonholing.
And the many arguments of those coming from a postcolonial perspective are best summed up on Wiki: “The holiday is regarded as a front for ‘Western imperialism', ‘neocolonialism' and ‘the exploitation of working classes through commercialism by multinational corporations' (Satya Sharma in ‘The Cultural Costs of a Globalized Economy for India', Dialectical Anthropology). Studies have shown that Valentine's Day promotes and exacerbates income inequality in India, and aids in the creation of a pseudo-Westernized middle class. As a result, the working classes and rural poor become more disconnected socially, politically and geographically from the hegemonic capitalist power structure. They also criticize mainstream media attacks on Indians opposed to Valentine's Day as a form of demonization that is designed and derived to further the Valentine's Day agenda.”
And, surprisingly, I agree with most of these criticisms.
