| The Researchers Sex Paper |
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| Cecil in the sky with Diamonds |
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| Cecil in the sky with Diamonds In the individualistic society, people believe in love at first sight, believe that a person can love one person at a time, believe that idealization of the love object is inevitable, believe that love can conquer all of life�s obstacles, and finally, believe that love leads to a marriage followed by 2.2 children, family-automobiles, a dog, as well as a house in suburbia; and, they believe that the essential compliment to love and marriage, is the all-meaningful diamond. The persons involved in the marriage institution believe in diamonds because they are thought to symbolize romantic rites of passage; something ancient, divine, and almost magical, given to the west by the Gods. Little do the people know, the seeing of diamonds as such a grand symbol, has been implanted in them, through the use of advertisements over a long span of time, by the clever businessmen of the Debeers Diamond cartel. The way that the advertisers do this, is by carefully placing products in mass media, in women�s magazines, though hosting celebrity auctions, and by planting diamonds on television (Economist, 1997). Then, since humans tend to conform to role models, the masses begin purchasing all products they can get their hands on. For example, the Debeers company paid a large sum of money to the director of the movie Diamonds Are Forever�starring James Bond. They made the supporting actress in the movie wear the diamonds; so, the women who were taken in by the diamonds beauty, began asking their partners for them. Another way in which the company programmed the people to buy diamonds was through convincing the English royalty to wear diamonds in preference to other jewels when in public (Martinnorth). The idea was, simply put, one of ingenious grandeur. The viewers who would later watch the royalty were mesmerized by the idea of being as the royalty was�celebrities with immense political and economical status�and went to their nearest diamond outlets, hungry for the white gems. Other ways in which Debeers got some followers was through commercial advertising campaigns. One such add, logoed �diamonds are forever��taken from the Bond movie�was quite popular, because the add overtly insists that once a man buys a girl a diamond, their marriage�associated with the diamond�will last forever.Then, there is the add � Is 2 months� salary too much to spend for something that lasts forever?� This add was created later than the other ones, after the public was pulled in by the previous ones, and applied incredible pressure on men to purchase diamonds for their wives to commemorate their romantic rites of passage. The add implies that if one does not purchase a diamond for ones wife, an implied insult�the �she is not worth it� idea�will be instilled, thus creating the proper reasons for divorce. Obviously though, a grand, 2 months worth of work purchase, does not mean someone loves their fianc� any less, or any more, than someone else (Weddingringonline) If we look at the � diamonds are a girls best friend� add, we can see that Debeers is trying to successfully convince women in the western society into thinking that nothing, not even a intimate friendship, will ever compare to the bond between a woman and her diamond; hence, when a man sees this advertisement, he feels that he must buy his partner a diamond to make her happy. Finally, another way in which the Debeers company has been able to make women appreciate diamonds, is by actually doing it directly, without the use of adds. In the companies earliest days, representatives of it would slip their way into high schools, grade schools, and colleges, to speak to the women about how the diamond is representative of love and marriage; and, since women in our society were expected to be extremely romantic, they felt powerful conforming pressures to appreciate diamonds. If a woman did not feel this way, she was, after all, labeled a deviant�an insult and problem for the for the statistically normal conservatives that populated the west at the time. Now since we, as a united culture have helplessly fallen into the jaws of the Debeers advertisement campaigns, let us now look at the validity behind what they say, focusing on the actual properties of the diamond, and its rarity. The diamond is not rare: it is not made of anything from heaven or a romantic lagoon�it is made of carbon. And, for those who have never gazed upon a periodic table, carbon is the one of the most abundant elements on Earth. Even we humans are made of carbon, and so are all other life forms known to exist. So what that means is that plants, goldfish, gorillas, and emus, all have the element that the diamond is made up of. In addition, if one were to stroll down the South African beach�believing in the �diamond is rare� myth�one will be horribly surprised to find an enormous abundance of the rare stones: it would be like walking on a sparkling diamond beach. There are so many diamonds, that �buccaneers and foreign fortune-hunters compete for a patch, scraping at the ground with tin cans and fingernails, or plunging underwater from wooden canoes to dig out the gems� (Economist, 1997). Then, another way to prove that diamonds are not rare, is by looking at artificial diamonds. The common person knows not if a diamond is made through industrial processes�through manipulating carbon into producing diamonds�because he or she has already fallen into the cultural pit of diamond rarity. Furthermore, these false diamonds have the potential to be produced by the tons at low cost; so, it is no longer necessary to search for them anymore because they can be manufactured. Now that we have seen all this, we can really understand that there are no mystical powers imbedded in diamonds, except for the ones that Debeers have produced. We can see that what really happened, was that Cecil Rhodes, the head founder of Debeers, had a great scheme to distort the world, implanting his product into the lives of living western individualists, and it is by that and nothing else, that we became gullible enough to believe that a diamond lasts forever, are a girls best friend, and are marvelous enough to spending 2 months worth of hard-earned salary on. Diamonds represent nothing more than what Rhodes wanted us to believe. From a young age, we accept all the information being transmitted to us, and we never ask why. Well there is why, and it is all based on falsehood. |
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