Torches of Freedom to Chinars of Change
Dr Umer Iqbal
The story of “Torches of Freedom” and the societal norms of Kashmir can be linked through the lens of cultural transformation, the influence of external forces on local traditions, and the ways in which societal norms evolve due to marketing, politics, or social movements. Kashmir, known for its unique cultural identity, is shaped by its traditional values, history, religion, and geographic isolation. These norms often emphasize modesty, communal harmony, and gender-specific roles. For instance, public visibility and behaviors of women are subject to cultural expectations that prioritize modesty and adherence to traditional roles, similar to how smoking was considered taboo for women in early 20th-century America.
However, like the societal shift in perceptions of women in the West during the “Torches of Freedom” campaign, Kashmir too has witnessed significant changes, particularly due to globalization, increased access to media, and exposure to external cultural narratives. These shifts challenge traditional norms and offer opportunities for new forms of expression, especially for women. There are paralleled between the Torches of Freedom campaign and Kashmiri Society. In both the “Torches of Freedom” campaign and Kashmiri society, women stepping into traditionally male-dominated spaces can symbolize a challenge to patriarchal norms. In Kashmir, while the taboo may not specifically be smoking, there are cultural restrictions on women’s visibility and autonomy in public spaces. When women in Kashmir pursue higher education, join the workforce, or engage in activism, it echoes the symbolic act of women smoking publicly during Bernays’ campaign, both reflecting a defiance of societal restrictions.
Just as the “Torches of Freedom” campaign linked smoking to empowerment, modern advertisements and trends in Kashmir are redefining traditional behaviors. For example, fashion brands, cosmetic companies, and social media influencers in Kashmir subtly encourage women to adopt a globalized, consumerist lifestyle. These shifts, while often celebrated as progress, raise questions about whether they genuinely advance women’s autonomy or serve corporate interests under the guise of liberation.
The use of media in Bernays’ campaign mirrors how media influences societal norms in Kashmir. Social media platforms like Instagram and YouTube are used to present alternative narratives about women’s roles, often showcasing women who challenge traditional expectations. These platforms, much like Bernays’ press coverage, reshape societal perceptions, often creating a mix of empowerment and controversy.
The critics of the “Torches of Freedom” campaign argue that it exploited women’s liberation movements for profit without addressing structural inequalities. Similarly, in Kashmir, while women entering public and professional spaces is celebrated, there is often little effort to address systemic issues such as limited access to education in rural areas, domestic violence, or political instability affecting women disproportionately. The normalization of smoking among women in the West led to public health consequences, a concern that resonates in Kashmir, where rapid cultural shifts may also lead to unintended negative consequences, such as increasing consumerism overshadowing sustainable traditions or mental health issues stemming from the clash between modernity and traditional expectations.
The story of the “Torches of Freedom” campaign and its impact on societal norms exemplifies the relationship between cultural shifts and external influences. Similarly, in Kashmir, changing societal norms often reflect a mix of genuine progress and external manipulation, where empowerment narratives may sometimes serve commercial or ideological agendas. It is important to understand the dynamics in order to ensure that societal changes genuinely benefit the people, especially women, rather than perpetuating new forms of control under the guise of liberation.
Dr Umer Iqbal is Editor Straight Talk Communications. He can be mailed at umerwani99@gmail.com
