A friend of mine – S.Ganesh – send the link to the song “Why this Kolaveri-di”, with an additional information that more than 2.7million people have viewed it on You Tube as of 23rd of November, 2011.
I heard it and liked it for it's novelty and unique style. But its’ instant popularity among students and young people is rather surprising.
This slang was popularized by the comedian Vadivelu. But none seems to give credit to him. May be because everyone knows it, why to waste time?
Carl Jung talks about the concept ‘synchronicity’. It basically means that simultaneously without any planning, number of factors come together and create a new phenomenon, and nothing can stop its’ popularity.
I was just thinking about what are the factors which contributed to the instant success of this song?
1. The tune is very simple, almost like a nursery rhyme, repeating the same word or similar words rhythmically.The music appeals to the emotional brains rather than the neo-cortex.
2. Since the song is not based on complex ragas, anyone can sing it easily without much strain. Since one can’t be worse than the singer of the song, it boosts ones confidence.
3. The lyrics of the song belong to the genre called ‘tragic comedy’ or dark humor. It appeals to the dark side in us.
4. It is a song of an underdog, and we like to be identified with underdogs. Unconsciously many of us feel that we are all underdogs and the world is not being just to us.
5. It portrays girls in a negative light. If you look into the history of music, any song that degrades woman is instantly appealing to men’s psyche. And it gets instant popularity.
Male chauvinism gets manifested either directly or indirectly. If a man says that women are weak and inferior, they need to be protected and controlled, then it is called direct male chauvinism. Till 1950s, what manifested in the society was direct male chauvinism. But after that it became very subtle and indirect.
Now one can’t say that women are weak and get away with it, so attack has to be indirect. Men are portrayed as victim of women. Many marriage jokes belong to this category. Girls are shown as cunning and opt for better choice by leaving high and dry the previous person, whereas the boy, gets into drinking and dies in love.
This song is indirect manifestation of male chauvinism and there is no wonder it is popular among men both young and old.
But, what I can’t understand is how come Suriti Hassan and Aishwarya Dhanus enjoy the song immensely? Both were mesmerized with the song which attacks them and indirectly promotes male chauvinism.
May be they are saints, they take insults and appreciation in the same way or they must be masochists who derive pleasure from pain.