Why this <i>Kolaiveri</i>: Rejection, Rage and Revenge

The recent song in Tamilingsh (Tamil plus English): Why This kolaiveri has gone viral in social networking media and has become youngsters' favourite and talk of the town/village in whole of India and even overseas. It has really perplexed social analysts and common people alike. The word kolaiveri means 'rage to murder'.

Angst of Post-modern generation
This song captures the angst of the Post-modern generation. Each and every generation has its own experiences and evolves ways and means to deal with and also express them. The songs that became popular in the 60s and 70s were 'philosophical' songs. The hero/heroine faces sufferings, separation, death and pain and takes consolation in such songs. The theme of such movies were idealism, social issues/evils and search for meaning in life. That did resonate with that generation. For them the time and context was that the young independent India started emerging as a nation.

The songs that became popular in 80s and 90s were love songs. That generation was more relaxed than the previous generations. The focus of youngsters of that generation was love. The stories were about arranged marriage vs love marriage; love beyond boundaries of caste, language; ...etc. There were few who opted for love marriage and a majority idealized love marriage but preferred to go by tradition, culture and desires of conservative parents.

The song 'Why this kolaiveri?' represents the angst of today's younger generation. With media explosion and penetration; kids, teenagers and young people are misled and mistaken. For them 'love' is nothing but chemistry. As a result, relationships are casual and only short-term. 'Chemistry' of relationship does not need long-term commitment. What is supposed to be a healthy relationship has degraded to infatuation that is misunderstood as love.

This song is a silent mourning lyric of the teenagers and youngsters. A majority of them feel that their inner groaning has been expressed in a song. A boy-girl relationship has to be 'love' and it could not be any other. So, break-up of any friendship is considered as 'rejection'. Many incidents of violence like acid throwing, shooting, burning and murder of girls by boys who loved these girls but rebuffed have multiplied in the recent past. Rejection by the object of their infatuation leads to rage. The rage is so ferocious that could take revenge on anyone including the object of love. The rage is not simplistic but murderous as the word kolaiveri means.

The younger generation is sadly not motivated or inspired by love. In fact, they are inspired more by infatuation that leads to rage and revenge.

Digital generation and Digital revolution
Digitalization of media has made communication faster, quicker, cheaper and easier. A song like Why this kolaiveri could go viral and millions download in their computers or MP3 or Ipod or Ipad or mobile phones. Sony music used advertisement skills, technological progress and social network media to promote this song.

Simple music and lyric
This song 'Why this kolaiveri?' does not have a great music. It can never be described as classic, which is in the top of hierarchy. It is below average and it could be easily sung by anyone. Thus it became popular. Another reason was the absence of meaningful songs. The context and time was appropriate when the song was released.

Let us think
It is time for the older generation to think and younger generation to reflect. The older generation should think whether they failed to shape the younger generation by relinquishing the parenting role to Television and digital media? The younger generation should look inwards to find, what motivates them and who drive their lives? Is the media or peer perceptions guiding their lives?