The last decade of the last century was transformative for India in many ways. Everyone knows of the economic ascendance and the rise and fattening of the middle class. The rise of the middle class was followed by a middle class arrogance, which is usually the case with any society that has just entered a shopping mall for the first time. Bollywood was busy creating a non-resident Indian signature with cinema like DDLJ (Dilwale Dulhania Le Jayenge) and Kuch Kuch Hota Hai.
In a sense, privileged Indians were painting their presence on the global canvas, asserting their right to admission in the global exclusive club. Cricket did not remain untouched. India had won the world cup in England and a world series in Australia in the previous decade but then the previous decade was not the 90s. Ekta Kapoor’s middle class, Karan Johar and Aditya Chopra’s non-resident Indian and the associated values system were not born yet.
The spectacular rise of Sachin Tendulkar and Shah Rukh Khan, both upper-caste middle-class boys, in the 90s had as much to do with their respective humble middle class beginnings and stupendous talent, as with the prevailing socio-economic atmosphere in the country. Sachin and Shah Rukh could do no wrong. Both had a cult following. One a sportsman and other a film star. Two reasons to be proud of, being an Indian. Two Indians who were fast becoming rich global superstars.
The era of “hero worshiping” of popular culture figures had been ushered in. Media had started to join the madness. At one point during his career, Sachin Tendulkar developed a tennis elbow. The media treated it as a national emergency, and why not. Sachin Tendulkar was taking Indian cricket to heights they could never dream of. When Sachin pulled Wasim Akram for a six over square leg in Sharjah, for many of us it was the first shot of dominance – at a venue where Pakistan consistently thrashed India ever since Javed Miandad hit that famous six off Chetan Sharma – by an Indian genius over one of the best fast bowlers in the world. It was a new phenomenon and it gave goosebumps and gave new found confidence to the urban middle class. This was supposed to be the marker of “India has arrived”, psychologically. Coming back to the tennis elbow. As I said, it became a national emergency. Both print and television media overwhelmed us with detailed analysis of Sachin’s injury. His height, the weight of his bat, his batting stance, his backfoot shots – everything was analysed by medical and sports experts on tv. Special magazine issues were brought out with Sachin’s cover photo and an entire issue dedicated to his tennis elbow.
The hero worship was at its peak and the media had a huge role to play. Interviews by Indian journalists of visiting cricketers usually went along these lines:
Indian journalist (to Steve Waugh): Welcome to India Steve. Who do you think is the best batsman in the world?
Steve Waugh: Ricky Ponting
Indian journalist: Outside Australia, Steve
Steve Waugh: Brian Lara
Indian journalist: Best batsman in the subcontinent, Steve?
Steve Waugh: Inzamam
Indian journalist: No not from Pakistan, Steve
Steve Waugh: Kumar Sangakkara
Indian journalist: Steve! Who do you think the best batsman in India is?
Steve Waugh: Rahul Dravid
Indian journalist: Mr Steve Waugh, what do you think of Sachin Tendulkar
Steve Waugh: Ya, Sachin is great.
Next day, the sports section in the newspaper carried, “Steve Waugh thinks Sachin Tendulkar is a great batsman.”
Media and journalism had started to crawl. Another example is Sachin’s quest for his hundredth international hundred. An unusually long gap by Sachin’s standards, between his 99th century and 100th century, became the subject of national discussion on TV and print media, as if the performance of the Indian cricket team as a whole, was all just a supporting act to Sachin Tendulkar. Only thing that mattered was Sachin’s 100th century. It did come against Bangladesh, but Sachin’s pursuit of the goal superseded an Indian victory and India lost the game to Bangladesh. India may lose but Sachin could do no wrong. That India lost the game was not as important as Sachin reaching a rare milestone, in fact a first. The media was getting into the habit of crawling and had started to enjoy the approval of the urban middle class for its partisan journalism. The vicious cycle had begun. Media fed its consumers who in return fed the media.
The stage was set. Hero worship was successfully established as a national character, the media was happy to serve the hero. Only, a sportsman was to be replaced by a politician. And again it did not matter if India won or lost. The politician can do no wrong and the media said so. Sachin and Shahrukh were honest, talented and hardworking. The politician needed none of those qualities. He is the greatest, the media said so!
Sanjay Rajoura is stand-up artist and a writer.
