Pakistan is, by every definition of the term, a developing nation. Illiteracy, poverty and corruption are rampant, while economic, social and political reforms seem to focus on matters other than those that need addressing. However, at the same time, the country is taking cues from the more developed nations. Fast food chains are springing up, as are housing societies and a new cafe seems to open nearly every week in the country’s major cities. What most people do not understand is that this phenomenon is replacing our reality with a ‘fake reality’.
Not many will be familiar with the concept of hyperreality in the country and even fewer still will be aware of the implications it has on the service sector. There are many definitions for the term, yet the simplest and most accurate has to be the one put forward by Umberto Eco, which is, ‘The authentic fake”.
In order to better understand this concept it would be wise to take a look at one of the largest theme park franchises in the world, Disneyland. The second anyone walks through the gates of any of the company’s parks, he or she is thrust into a hyperreality. In fact, the theme park chain is perhaps the perfect example to understand and then apply the concept to other organisations and businesses. Everything about Disneyland is real, yet at the same time extremely fake. The park creates its own reality with various stimuli, which dictate how people react to it.
People stand in line, follow the rules of the park and wait their turn; concepts and ideals that may not work outside the confines of Disneyland, especially in Pakistan, which is the main point. However, even Pakistan is beginning to create its own hyperrealties in the service marketing sector. Although, there isn’t a single Disneyland in the country, the concept is growing in prominence for those with the tools to identify it. As a refresher, hyperreality is basically the substitution of reality with a fake reality. Now picture any of the new housing societies and developments in the country. Take special notice of the Bahria Town in Rawalpindi and other such projects. Within the walls of Bahria Town there is an escape from the world but even more specifically, one needs to take a look at Arena, the movie theatre complex.
Once inside, a person’s world is replaced by a different reality, which although is quite real is at the same time extremely fake. Nothing about it reflects the realities outside, it is almost a world of its own with each and everything designed to stimulate anyone who views them. The posters for films on lining the walls, the numbers on the theatres and seats, the snacks on offer and the rules that are specific to the Arena, are all real but do not exist anywhere else. One isn’t allowed to speak inside the theatre; where else is that a rule or law? The rule is for Arena only as it has created its own reality one which people adhere to. It is not the only example of hyperreality in the country as every fast food chain that has opened up in Pakistan is a stark reminder of the phenomenon making its way to the country. Each corporate logo, each kiosk and each play area in each premises are designed to replace a person’s reality with one that the organisation chooses to create. Many term going out to eat as an escape, which hits the nail on the head if one looks at it, as the escape is from reality, into a substitute or fake reality.
It is this phenomenon that the service industry in developed nations has created and is perfecting and is slowly, but surely, making its way over here to the service industry of Pakistan, albeit rather sluggishly.
