We live in a world where the celebration of special occasions is dictated by the markets. Yet even Governments ride on such market driven market-driven contrivance. In Meghalaya for several years the State Horticulture Department has promoted the Strawberry Festival on February 14, thereby prompting young lovers and couples to indulge themselves on this fruit. No doubt it good branding and the state is trying to promote many of its horticultural products by this attractive branding technique. But is it necessary to link strawberries with Valentine’s Day and for the state to embrace the culture of globalization so unquestioningly?
It is necessary to realise that the card making company – Hallmark earns billions whenever such specially contrived days are celebrated. Now it is commonplace for a women to expect expensive gifts from her husband/lover/boyfriend and for her to take offence if such gifts are not forthcoming. In a world where women are striving for gender equality the notion that it is the man’s prerogative to give her a gift on V-Day is actually the anti-thesis to the women’s empowerment movement. Besides, a truly loving couple should not feel obliged to display romantic love by giving each other ‘things’ or even expressing love on a single day of the year. What about the rest of the 364 days?
There are, however, those who argue that couples today are so caught up with work that they hardly have time for romance and setting aside this special day helps rekindle emotions and rejuvenate relationships. V-Day has however changed over the years to include all kinds of love. Now children wish their parents and vice-versa rather than only couples wishing each other. Even friends use V-Day to renew their friendship. Some groups in Meghalaya have used V-Day to draw attention to the daily horrors of sexploitation, including the rape of minors and women that happen on a daily basis. They are on a campaign mode to help the male understand that it is wrong to assume that when a girl agrees to go out with a man then she also agrees to have sex with him. Sex is not a package deal even in marriage. It can happen only through mutual consent. It is good that this campaign has started and we can only hope that it travels far and wide and opens up avenues for public discussion on the much needed issue of sex. In fact the movie PINK could have been the starting point for such a discussion.