Values Devalued

The people in Kerala have adapted very comfortably to modern life, but retain a lot of its traditionalism. Many old customs and practices continue to be observed; especially the eve’s viz. birth, marriage and death etc.

Yet, with the impact of globalized induced consumerist culture a drastic change in the life style, behavioral pattern, attitude and perception of people had taken place for the past few years. Even though globalization had raised the standard of living, and levels of education of a minority, it had led to marginalization of vast sections of the society. The rich gets richer and the poor get poorer and the divide between rich and poor widens as never before. The food we eat clothes we wear and the life style has been undergoing tremendous change. A minority of the rich and the super rich has been on a spending spree with this section accumulating any number of goods, without considering its necessity. It is estimated with regard to consumerism, Kerala is at the top among the Indian states. It is unambiguous to be stated that the society is the prey of consumerist culture. Here, one is valued for what one ‘has’ and not for what one ‘is’ and moreover what is enjoyable and useful is considered good and worthwhile in this society. The aftermath has got reflected in the families too. Relationships within the families are easily prone to be frail and hypocratic. The outcome - alarming rate of divorce, single parenthood, extra-marital affairs, violence etc are moving on a fast track leading to severe conflicts with the existing deep rooted cultural value system. Migration of younger generation from rural to urban areas has resulted in the empty nest syndrome of elderly and they indeed are considered to be obstacles and burden to the enjoyment of life and hence many families try to get rid of them.

The onslaught of the market oriented profit motivated private television channels had resulted in the disintegration of sacredness in family values, like marital fidelity, indissolubility and family commitments. These values are viewed as arduous and hostile to the personal developments of an individual. The promotion of tourism could also be highlighted as the raison d'être behind the deterioration of culture. 

Nonetheless, the competitiveness introduced by globalization is leading to more individualistic societies. Cut-throat rivalry, accumulation of money through any means and commercial interest become the path of everyday life. All of these changes increase the likelihood that vulnerable people gets easily exploited.

The so called globalization and the blossoming of the consumerist culture had absolute reflection in the life style, perception and attitude towards women in Kerala. Society has commoditized women, converting her into objects of lust, using her to promote commodities as well as using her as a commodity for sexual gratification. She is cocooned in the male dominated society and a prey of consumerism. In Kerala, marriage is the ultimate goal of women so no woman who is unmarried has social status. In the present scenario, this auspicious function too has undergone drastic transformations. Marriages have become occasions of vulgar public performances of a family’s filthy wealth, status and style. The distinct feature of modern dowries is the inclusion of large amounts of gold, cash, and consumer goods. Furthermore, the importance of life cycle rituals, performed on these occasions are reported to have become highly commercialized and demanded much like dowries.

Life has become more hectic, tough, tense and devoid of personal relationships. As a result psychological and other health problems increase among the Malayalees. Changing food habits, sedentary lifestyle, mental depression, loneliness etc are the causes behind this phenomenon. Studies revealed that many suicides and homicides carried out by women in Kerala are linked to depression and loneliness. Women have been at the receiving end in all these cases. Other health problems faced by women, including anemia, malnutrition, lifestyle disorders and social issues like alcoholism of the spouse or domestic violence, all have great impact on a woman’s mental and physical health. According to the figures in the Economic Review, released by the State Planning Board in 2005, when the rate of hypertension is 589/one lakh population at the national level, the rate in Kerala is 1,433. Another worrying fact is the increasing rate of breast cancer, especially among urban women (prevalence rate is 34/one lakh in urban area), which could be correlated to lifestyle factors like high-fat diet.

On the other hand, as a result of changing life style, rising aspirations and growing educational facilities, the ideas and outlooks of women have changed considerably. Women in increasing numbers have come out of their sheltered homes and are on the look out for employment. The modern educated woman in Kerala wants to work because she is no longer satisfied with her role as a housewife. She wants to utilize her intellectual abilities and wants to do something, which gives her satisfaction and secures for her an identity in the family and society. She contributes to the family income, which is needed to raise the standard of the family, but at the same time she has to engage in the unpaid labor of the housework and childcare. Like wise, they are advancing in organizational and professional careers and entering areas which hitherto were largely male domains. The employed women, as result of their professional status, are endowed with competence to defy any attempts of enforcing the old ways upon them. They further demand more consideration from their husbands and their family.

Our society is becoming more and more dehumanized and depersonalized day by day. Money, pleasure, competitions and selfish interest are valued more than the person’s good, dignity and value. In the place of fraternity, arrogance and distrust, are taking roots in the society. Love, justice, peace, respect for others are gradually vanishing from the human relationships. Naturally women in our society had been bearing the brunt of all these extremely negative tendencies, which has been creeping into our society day by day.