Since
time immemorial , mankind has always sought health and longevity . In the medieval times , hooded alchemists ,
in their dark mysterious caves , mixed elements
to find the cure for ailments and
the serum for eternal youth . These days , scientists work round the clock in
sterile laboratories , searching for
ways to eliminate diseases and to
improve health . Equipped with
advanced knowledge and cutting-edge technology, they study and experiment on almost everything : organic food ,
vaccines , laser surgeries and bio-robotics. Indeed , we have come a long way .
However , the irony of the 21st century
is that , despite these milestones ,
staying healthy remains a challenge for many people.
Each one of us is a part of much larger whole where various social ,
economic and political factors mesh into a complex dynamics. That dynamics affects our thoughts and
actions. In the context of this larger whole , staying healthy is not as easy as munching an apple or
walking on your way to the
office. There are many powerful forces
that will discourage you from doing these healthy things
A major factor is widespread commercialism and consumerism . The desire for bigger profit has driven businesses to
launch aggressive marketing ploys
to sell their products. Giant food companies have forged partnerships with media
companies to propel sales through advertisements. The media --- television ,
radio , print and of course , the internet. --- has seen phenomenal growth in terms of
global reach . Because of this , it is the best vehicle to
promote a product.
Dr.
George Gerbner of the Annenberg School
of Communications in the USA conducted extensive studies on the effects of
TV viewing on people . He eventually came up with Cultivation Theory which says
that repetitive exposure to something will
have cumulative effect over time
. Using a very conservative estimate
, we see about 500 advertisements in a day . Every time we see an ad , it affects us ---whether we like
it or not , whether we know it or not , whether we admit it or not. No person
can totally shield himself or herself from the pervasive effects
of the campaigns. The message seeps into
our unsuspecting mind. And this
is how food and beverage companies win customers . By
brainwashing viewers which
items to eat and drink.
Every
time we click the remote control or the
mouse , we see advertisements
of sodas , fried chicken , hamburger ,
chocolate bars , potato chips and many other stuff that usually appear on our doctor’s “
forbidden “ list . The meticulously created ads awaken our senses and
make us salivate. They whet our appetite and stir a craving strong enough to make us rush to the nearest fast food or grab
that chocolate bar at the counter.
Advertisements don’t just
sell food . They sell
addiction. Addiction to bad food is not
as disgusting as addiction to alcohol or
drugs. It is not frowned upon by society nor
prohibited by law . Nobody gets arrested for binging on pizza or for
hoarding chocolate chips cookies. Because food addiction seems benign , many
people fall into the cracks.
On the other hand , what is obviously absent in the media
is the campaign
for healthy living . Have you ever seen an ad asking people to eat more cucumber ? Or to drink more fresh lemon juice ? If
fruits and vegetables are mentioned at all ,
it is because they are ingredients of a soap or shampoo. Indeed , that there
are more vitamins in our bathroom drain than on our dinner plates may not be an absurd statement after all.
Here is
another factor : job expectations for
people in the front lines . Sales crew
in most fast food restaurants have quotas
to hit . Not hitting the quota means poor job performance . In order to keep their jobs , these employees try
very hard to cross-sell and up-sell. They charm you into upsizing your soda and into adding French fries to your order. They tempt you
into buying a dozen doughnuts , instead of just six. So , instead
of having just a little snack , you end up eating a pack enough for a gang.
Product
display is another reason. In almost all supermarkets , junk food is displayed at the most visible spots ; that
is , near the entrance , or at the
counter. On the other hand , apples ,
bananas and other produce are nowhere near our sight . This arrangement
easily discourages good food choices .
Why would a hungry
teen bother to get the apple somewhere there , when he can easily pick up a canister of potato chips here
?
If we want
to wean people away from bad food choices , junk food should be placed beyond the eye level of children , or better yet , of the average adult. Junk food should be put in the farthest spot
in the supermarket. This is not infringing on the people’s right to choose
their food. They are still 100% free to
get the junk food they want --- but they
would have to walk extra 40 or 50 steps.
They will surely grumble , but the walk is good for them. In short , let us make it harder for people to make the wrong choices. Of course , this is easier said than done. Who would
initiate the re-arrangement of food stuff ? The
government ? Supermarket owners ?
Consumer groups ? We know that food companies aggressively negotiate
to get the most strategic
spot in every supermarket . Glib-talking
, well-trained sales executives from big
food
companies usually bag deals for
the most accessible areas in the
supermarket . On other hand , farmers usually do not have lobbyists or representatives to encourage supermarket
owners to prominently display their produce .
Another factor is the tricky relationship
between businesses and governments. All governments
know the value of the health of its citizens. However , in their effort
to attract more businesses and investments , they may be unwittingly leading
their citizens into unhealthy lifestyles. What they may not realize, ( or already realize but choose to ignore ) is that whatever they gain financially from
taxes , sales and employment , is offset
by
losses due to illness and death . Take , for instance , the tobacco industry. It undeniably benefits many big and small businessmen. In under-regulated
countries , cigarettes are available to
everyone ,including minors. The tobacco industry
continues to prosper because there are still millions of smokers around the world .
Let us take a look at smokers in under-populated Arab countries . Smokers from these places are young men who
are or will be members of the workforce
.Twenty years for now , these men will
either be dead , dying or disabled due to
lung cancer, throat cancer or emphysema.
The country would not only lose much needed human resources like managers , engineers and
teachers --- but families would also
lose beloved husbands , fathers ,
brothers and sons.
Cigarette advertisements have been
banned in many countries . However , this does not mean that these
products have no media presence. Far
from that. Cigarette brands are subtly positioned and implicitly advertised
within movies and TV shows , notably
in crime and police series . The
brand is cleverly woven into the
character or setting . Don’t we often see a swaggering action hero lighting a Marlboro stick ? Or a
sexy brunette, puffing Virginia Slims,
in a restaurant scene ? These images are just as powerful as 20-second explicit ads. Knowing how impressionable young people are
and how they tend to imitate their showbiz idols--- it is
not surprising that many of them , consciously
or subconsciously , have acquired
the habit of smoking.
Finally , the complexity of modern
living is another reason why staying
healthy has become hard. Technological
innovations have greatly decreased our
physical movements. We are glued to our computers
most of the time . There is no need to go to a
brick-and-mortar library because we can
do the research online . There is no need to walk to a colleague’s
cubicle --- because we simply need to send an e-mail or a text message . There
is no need to traverse the stairs ; we use lifts and escalators. Movies and TV
programs are also getting more and more
exciting. Computer games give us a lot of thrills . So , why go out and jog ?
We all know that an active lifestyle
is an indispensable part of a healthy regimen. Research says that the
benefit that exercise gives is unique and can not be provided by any food or
vitamin pill. Unfortunately , exercise
is the first casualty of modernization.
Also , many workplaces have become burdensome and stressful. For many , the
office is a fierce arena where almost
everyone is fighting for recognition and
rewards. We work long hours. We brainstorm to our wit’s end . We rush to
beat deadlines . We labor up to
breaking point. In doing so , we sacrifice healthy meals and
forego of simple walks at the
park . Some of us even forget to laugh .
Health is basic. It should take
precedence over other things . We mistakenly
put family or work first . We
forget that disregarding our health is
tantamount to disregarding our work . How can
we teach or create a computer
program if we are
sick ? We forget that neglecting our
health is tantamount to neglecting our loved ones . How can we take care of our families when we’re gone ?
We may accuse businesses of selling the
wrong food . We may point fingers to the
media for brainwashing viewers into
destructive habits . We may say that technology has turned into a Mr. Hyde . We may protest that all forces in the universe are in
a conspiracy to make us
unhealthy . But in the end , it still boils down to personal accountability .
Yes ,
it’s still us . We are responsible for
our health . We must acquire the wisdom to see how
the dynamics of society works and how we
can maneuver our way through it . We
must summon the will power to give up vices and habits that
are impairing our physical bodies and mental capacities . We must do what is
right for us . It’s a beautiful
world out there and we need health to enjoy it . Thomas Carlyle says it all :
“ He who has health , has hope;
And he who has hope ,
Has everything.”
