Elaine Commissiong, ContributorIn public relations, the task of changing attitudes is perhaps one of the greatest challenges for the practitioner. It requires skill and an in-depth knowledge of human behaviour. Most importantly, it demands recognition that behavioural change take time.
So it is in life in general even when change is not apparently being formally inculcated. There has been for instance, a gradual change in what is deemed the politically correct way in which the season of Christmas should be recognised. The change, which has been particularly dramatic in the United States, has been as gradual as it has been effective.
When change is gradual, we hardly notice it. In fact, the tendency is to rationalise it and where it is undesired, we tend to overlook the negative effects until perhaps it becomes too late to correct them.
politically incorrect
Some years ago, it became politically incorrect in the United States, to recognise December 25, as 'Christmas'. First it became 'Xmas', the birthday ('mas') of no one, ('X' being the unknown ;) and then over time, the conventional greeting became 'Happy Holidays', the emphasis being on a season providing the opportunity for a vacation and family reunion and general fun. In California, a scene of the manger depicting where Christ was born, was almost banished, and declared illegal. Not surprisingly, it is also being debated there, whether it is politically correct for the national pledge to contain the words 'Under God'.
Perhaps few noticed the change when it began in the United States and even fewer it seemed here in Jamaica, when like sheep, we too followed; and greetings like 'Seasons Greetings', seemed to be preferred over the traditional 'Merry Christmas!' What is the harm one might ask? Even so, there were those who would retort, "Christ is the reason for the season!"
These hold-outs are possibly the reason why the pendulum has apparently begun to swing and there appears to be a determination to return to the traditional recognition of Christmas. The so called 'Christmas Controversy' has escalated into a heated debate, as the public and some media personalities have begun to voice their opinions on the reason for the December celebration.
So, Christmas 2005, seems to be bringing with it the start of another change; that of encouraging a return to the traditional recognition of December 25 as 'Christmas - the birthday of Christ.' One media host has gone so far as to call for the boycott of businesses who do not say 'Merry Christmas' in their advertisements. The demand is being made it is said in recognition of the fact that more than 70 per cent of the American population recognise Christ in Christmas, and should not be denied the opportunity to celebrate his birth.
Change it is said is the only constant. It is always with us, and, in fact, is a testimony of the vibrancy and dynamism of the life we live. When new attitudes are being taught as in a public educational campaign, we are generally aware of them and have the opportunity to ponder them and decide whether or not to adopt the new behaviours being taught. In other life situations, changes in our culture - our values, attitudes and practices are often imperceptible, and despite ourselves we may find ourselves manipulated by situations, or by persons or organisations, which have their own agendas. In our desire to fit in, too often we persuade ourselves to 'go with the flow' and remain blissfully unaware of the compromises we make along the way, until it is sadly too late!
Merry Christmas!
Elaine Commissiong is the executive director of Cara Ltd., a marketing communications agency. She is also a Visiting Fellow of the Mona School of Business.
