Zeroing in on the subliminal

Ratna Raman

SUBLIMINAL suggestions’ are impressions formed under the surface or deep in the recesses of the mind. Whenever a suggestion presents itself, albeit unconsciously, it is acted upon. John Oliver’s show provided an example through the song Going Home by Kenny G on the saxophone. This song is replayed in schools, offices and malls in parts of China at closing time. Video footage shows people gliding out and heading homewards. Many interviewees said  the music made them desirous of returning home. 

Subliminal suggestions can be created through the projection of certain images or sounds. This triggers off a chain of associations and modulates responses. Special sound effects on screen trigger responses of fear, joy, terror, pain, tension, and so on. Advertising, too, is all about subliminal suggestions. Images and sound-bytes reinforce certain products. This also happens frequently in the context of words.

Take the word ‘zero’, for instance. It is both word and symbol. It also occupies centre-space as a numeral. Known as ‘cipher’ in Arabic, the zero made its way via old Spanish into 17th century French and Italian. Nought (English) and shunya (Sanskrit) are synonyms of zero. 

The value of zero as a noun is so low that usually the word ‘hero’ is seen as its most appropriate antonym in the social sphere.  Once, zero was the lowest digit in the evaluative process.  

‘Zero hour’ constitutes free time in schools, universities, council meetings and parliament. Here urgent matters, unexpected or extraneous, are raised, debated and resolved. Only then is the day’s scheduled agenda brought up.

 The term, ‘surface zero’ or ‘ground zero’   indicates a point on the surface of the earth, closest to a detonation. ‘Ground zero’ gained  worldwide currency after 9 /11 following the collapse of  New York’s twin towers. 

 ‘Zero’ has iconic significance in the food and fashion styles of our times.  Being ‘size zero’ is the goal of every woman’s life. Once termed petite (small), everyone is now in hot pursuit of this coveted body shape. Similarly, foods with zero or negative calories fuel unending dreams of weight loss.  Life-giving water is now positioned as a ‘zero calorie’ drink. Aerated colas with difficult-to-pronounce additives position themselves as low-calorie drinks called Zero, perpetuating impossible myths.

There should be ‘zero tolerance’ for such subliminal suggestions. They damage self-worth, self-esteem and push people into eating disorders such as bulimia and anorexia. The only way to counter such body shaming is through new  subliminal suggestions that will help recall older associations with the zero. 

The healing of shamed minds and bodies could begin if everyone ‘zeroed in’ (directed all attention) on the fact that food and clothing fashion trends control insecure and vulnerable people. A great subliminal sound track could be made on ‘zero has no value’. Kenny G, please, would you ‘zero in’ on this one?