Defined by slogans
The word slogan comes from a Scottish battle cry which
roughly translates as cry of the people. While now largely associated with
advertising, slogans are still used to define national identity, a politician’s
promise, or the basis of protest.
A slogan is an imagined future intended to become a reality,
while a motto defines existing core principles. ‘’Liberté, égalité, fraternité became a
slogan during the French revolution while ‘In God We Trust’ remains a national
motto of USA. National mottos tend to be static abstract ideals mostly about
liberty and freedom, a refreshing exception being the national motto for
Lesotho - Peace Rain and Prosperity. Public attitudes and opinions are more
easily driven by evolving slogans that reflect current conditions.
Sometimes old slogans survive such as “Mayibuye iAfrika!”
(May Africa return!), first used in the 1920s in South Africa, but revived this
year suggesting the anti-colonial struggle continues, and freedom has not yet
been won.
Britain revived a WWII slogan ‘Keep Calm and Carry on’ to
see them through the recent Covid pandemic reflecting (or perhaps inspiring)
the British character to endure in every crisis. Queen Elizabeth II’s
unofficial motto "never complain, never explain”, first coined by Prime
Minister Benjamin Disraeli, says a lot about official British strategies.
Pakistan has revived the pre-Independence call for ‘Azadi’
or freedom. The movement for independence from British rule was turned into a
mass movement to a large extent by poets whose verses spread like wildfire
across the country. Hasrat Mohani coined the phrase Inqilab Zindabad ( long
live the revolution) in 1921, popularized by Bhagat Singh in 1929 when he was
sentenced to hang.
As the demand for Pakistan became a possibility, Basheer
Ahmed wrote Ao kardayn aaj ailaan chahay apni jaye jaan , Lay ke rahenge
Pakistan Lay ke rahenge Pakistan, ( come
lets announce today, even if at the cost of our lives, we will take Pakistan)
to which Kaif Banarsi added Lay ke rahenge Pakistan, Bat ke rahay ga Hindustan (We will take
Pakistan, Hindustan will be divided) and Door hato ai dunya waalon, Pakistan
hamara hai ( move aside O people of the world, Pakistan is ours). Asghar
Saudai’s call ‘Pakistan ka matlab kiya? Lal ilaha illalah’ ( what does Pakistan
mean? There is no god but Allah), written originally to support the two-nation
theory, now resonates with the rightwing politics of Pakistan.
Slogans are intended to drive nations towards ideological
goals. Although as Philosopher Alan
Watts cautions, “The river is not pushed from behind, nor is it pulled from
ahead. It falls with gravity.”
Slogans take time to catch on, but once established, they
are hard to change. Effective slogans can last for years and even decades. A 17th
century French Minister asking businessmen how the government can help commerce,
was told "Laissez-nous faire" ("Leave it to us") putting
into action free trade policies and the dominance of Raw Capitalism, which
places profit above sustainability, respect for the environment or human beings
and bypasses morality.
Pakistani aspirations were changed with Z.A. Bhutto’s 1966
slogan “Maangta hai har insaan, roti kapra aur makaan” ( everyone wants bread,
clothing and housing). Intended to
address poverty, its focus on material needs seems to have travelled up the
echelons of class to create aspirations for land and lavish lifestyles.
Psychologist Dylan Selterman suggests slogans can become ‘symbolically
sacred, like hymns or mantras’. After Z.A. Bhutto was hanged, his supporters
responded with “Kal bhi Bhutto zinda tha, aaj bhi Bhutto zinda hai” and “Tum
kitne Bhutto maro ge? Har ghar se Bhutto nikle ga”. ( Bhutto was alive
yesterday and is still alive today. How many Bhuttos will you kill? A Bhutto
will emerge from every house)
Sociologist Muzafer Sherif points out ‘slogans, especially
at the time of crises and tension, become short-cut battle cries’. PTI’s
"Rok sako toh rok lo, tabdeeli ai re"( stop me if you can – change is
coming) appealed to a large young electorate,
despondent with repetitive feudal politics.
The tenacity of political will is expressed by Steve Biko : “It is
better to die for an idea that will live, than to live for an idea that will
die.”
Sometimes images can be silent slogans. The floating island
of plastic waste brings home the horrors of environmental pollution. The shock
of images of planes crashing into New York’s Twin Towers, equated Islam with
terrorism.
On 28 December 1947, Muhammad Ali Jinnah urged the new
nation to have Unity, Faith and Discipline.
General Zia ul Haq changed the order to Faith, Unity and Disciple,
subtle but significant changes with a far-reaching impact on Pakistani Society.
One can only wonder what Pakistan would have achieved if
instead of Roti, Kapra, Makaan, the slogan was Taaleem, Tarbiyat, Taraqqi ? (
education, upbringing, progress)
Durriya Kazi
June 28, 2024
Karachi
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