Media (traditional or new) is an important tool used in the reimagining of nations and in the building of identities. Media- in its different outlets- can create a nation or fragment a nation; it can activate critical and analytical thinking or brainwash the masses. It is the perfect platform for monopolizing and manipulating minds and promoting certain ideologies or exposing all ideologies and presenting different truths.

In a globalized world that has connected the people through media, the issue of responsible media is extremely crucial. TV and satellite channels act as a connecting medium that brings people together from all corners of the world to build shared experiences through viewing one event simultaneously, during times of conflict or peace- and I use the term peace arbitrary as I’m not sure what it means anymore! For example, Michael Jackson memorial ceremony on July 7^th was viewed by 1 Billion viewers, 31 million viewers in the states only, being the second in viewers after Princess Diana’s funeral in 1997 that had scored 33.2 million viewers!! Would some one tell me the number of viewing audience of the day Saddam’s statue toppled and the American flag was draped (for several minutes) over the statue’s head? That was on April 9^th 2003- just to refresh your memory.

Scanning through American channels on my last trip to the States left me baffled. Between the commercial TV stations and Public Broadcasting Stations, the viewer is spoilt for choice. The countless TV channels have one thing in common or more appropriately have one backbone and that is the commercials- or advertisements.

Some of the commercials I saw were very attractive; still they were the infomercials that were extremely appealing to me. The infomercials occupy longer airtime compared to the 30 seconds commercials, and they usually rely on a “pitchman” who is usually a celebrity promoting a product. Their productions are very attractive and expensive, and they include demonstrations and personal testimonials; and the ‘good ones’ are usually repeated several times a day- during daytime and primetime. I have to admit I had to stop myself from picking up the phone each time they said on the segment: “pick up the phone and order now. The first 100 orders will receive a free gift. And not that only, you will also receive our exclusive this and that.”

Talk about turning us into consumers, I was about to buy at least seven products that I didn’t even need, and three electrical devices and hardware machineries that I have no knowledge of operating. I was even about to buy an electric wood cutter, “so you would always have wood in your fireplace to keep you warm in the winter”!!! What winter? I live in Qatar, and instead of a fireplace, I only need to open the window for 2 minutes to achieve the same effect.

However, the commercials I didn’t like were the ones that tried to build a reputation of credibility by trashing their competition, thus losing their credibility, at least with me. Instead of focusing on the strength of their products, they spend half of the segment reducing the value of their competitor’s products!! There were a lot of them:  “Unlike such and such, our tablets don’t cause drowsiness” and “why go to XXXX when our friendly staff can help you get what you want.”

Also, in a “suing culture”, where you could be sued over anything and everything, the commercial companies walk a fine line between using every word of exaggeration in the book to attract you as a buyer and still having to comply with strict guidelines on reporting the side-effects or shortcomings of the product they are selling. You find this more apparent in pharmaceutical products because the FDA (US Food and Drug Administration) requires of these companies to include in their commercials the safety warnings- the important safety information that the buyer should be aware of.

Consider the following distorted logic and tell me what you think: “I have taken this medication and have given it to my daughter because we want a life free of fear. Breast cancer has taken away loved members of our family and we have to protect ourselves and be wise….blah ..blah.

Important Information: This medication does not protect you from breast cancer and should not be taken as a precautionary drug. Please do not take this medicine if you are pregnant, breastfeeding, or if you have high blood pressure or low blood pressure. Please talk to your doctor if you have developed symptoms of such and such and in any case you should ask your doctor if this medicine is suitable for you.”

Ohhhh, major headache.