From ‘Ice bucket dare a scary social trend’, 30 Aug 2014, Mailbag, ST Life!
(Oh Jen Jen): The ice bucket challenge smacks of peer pressure, herd mentality and narcissism. I am from Singapore and a recent newspaper article mentioned how people here also donated to the ALS Association in the United States (Donations Pour In, Bucket By Bucket, SundayLife!, Aug 24).
We do not even have a local version of the association and I cannot find any statistics on amyotrophic lateral sclerosis patients in Singapore. Yes, the end is good, but I question the act itself. The stunt may lead other organisations to do the same thing. What if 10, 20 or 50 charities launch campaigns simultaneously? Do the ones which need the most assistance get ignored because they are not considered fun or cool enough?
It is a dangerous precedent for fund-raising efforts and as long as celebrities propagate the trend and their fans follow blindly, it is going to backfire. While performing stunts to raise money is not a new concept, the ice bucket challenge takes it to a different level because of the way it encourages exhibitionism and instigates blind compliance.
The act itself may seem harmless, but the response is cultic in magnitude. It is a frightening indicator of the combined powers of social media, fame and egotism, resulting in the eradication of logical thought and free will.
MP Teo Ser Luck was bullied by his residents into taking the ‘ice bucket challenge’, so it wouldn’t be fair to say that it breeds a ‘cultic narcissism’ in some instances. More like ice bucket sadism. Some netizens have even dared PM Lee to do it for the nation. I wonder if this letter would still be published if that actually happened.
Pouring ice over someone’s head is the kind of prank you find during university orientation camps, drunkard parties or in a Three Stooges episode, and when I initially read the title of this letter I thought the writer was expressing concern about the health hazards of being doused in ice, like hypothermia for example. Or how an over-creative delivery could lead to head injuries, just like how ‘selfies’ led to people plummeting to their deaths in their misguided enthusiasm. Yes, a ice bucket dunk can be potentially dangerous, but it turns out that the writer’s fears were more apocalyptic than I thought.
This is Steven Lim after pouring ice over himself in the shower. Yes, this looks very scary indeed. For concerned fans, yes the man is still alive.
I’m not sure how many among the ice bucket ‘cult’ actually know what ALS is, or who Lou Gehrig and Stephen Hawking are. Or even wondered what a bucket of ice has anything to do with a rare disease. If you read scientific papers on ALS, you’d encounter explanations like these which will give you a ‘brainfreeze’ of a different sort altogether:
Studies done by Carpenter have shown the late onset of ALS with abnormal neuro filament accumulation in the G93 SOD1 mutant mouse model (Carpenter, 1968). Findings have suggested the cause to be due to the deregulation of Pin 1 in its involvement with the neurofilament phosphorylations, where it catalyzed the extensive phosphorylation of the neurofilaments in the perikarya by kinases by converting neurofilaments to a more stable trans form, causing the fully unraveled neurofilaments in the cell body being unable to be transported down the axonal length and accumulate in the perikarya, forming inclusions that are responsible for the disruption of the transport system and ultimately result in neuronal death (Kesavapany et al., 2007)
AGH. GIMME THAT ICE RIGHT NOOOW!
If I started a trend of pouring a bucket of my own diarrhoea over my head in support of Irritable Bowel Syndrome, I doubt anyone would follow. Not even my own mother. Imagine if you had to hold a BBQ party and you realise that the store’s ice cubes were all swiped clean by companies holding a ‘IBC’ parade faster than the sale of N95 masks during the haze. Damn you social media!
I wouldn’t consider doing an IBC myself, not so much that I think it looks ridiculous or that I risk transforming into an automaton without a mind of my own, but because the ice cubes could be put to better use. Like in an glass of Kickapoo or as a prop for kinky sex. Patrick Stewart would agree with me.
Some celebrities think it’s a bloody waste of water, while I believe those who subscribe to it may have forgotten about the drought we experienced some months back, or that there may be people out there running a 42 degree fever and need a bathtub of ice stat but can’t because of an out of stock situation. The typical retort from a IBC believer to me would be ‘So what have YOU done for ALS?’, to which I’d say I’ve donated blood at least 10 times, saving the lives of people, ALS or no ALS. And then I’ll ask back ‘What do you know about neurofilament phosphorylations?’ just to savour a blank look. The only reason to dunk my head in ice is if my hair caught fire.
There are many other associations or causes in need of some insane ‘viral marketing’ to boost awareness without causing bodily harm, like dyslexia or breast cancer for example. If you wanted to educate mothers on the benefits of breast-feeding you could organise a flash mob. If the plight of the poor in Singapore needs to be highlighted to the masses, you don’t go to Speakers’ Corner anymore. You live on the streets for a week living off the generosity of strangers and Instagram it. There was a time charities had to resort to putting monks on a tightrope just to raise money for a hospital, or endanger the lives of celebrities by having them lie on a bed of broken glass, and someone else freakin’ JUMP on them. Thank God we didn’t have social media then. How ironic it would have been if your kidneys got ruptured in a stunt gone wrong for a foundation that supports end stage renal disease.
The reason why the IBC spread like wildfire is that people are not urging you to trek barefoot in the hot sun for 5km for a good cause. It’s accessible, it’s fun (supposedly) and anyone can do it without training for an Iron Man triathlon. Yes, we are generally suckers for trends with a high ‘hip quotient’, but the IBC isn’t the only fad guilty of encouraging ‘exhibitionism’ and ‘blind compliance’. I hesitate to use the term ‘compliance’ which implies ‘reluctance’, like doing it because your Mommy told you so. In simpler terms, it’s just ‘copying’.
We have pointless memes like planking, online protests like blacking out your profile pic to make a political statement, and then there’s the phenomenon known as Cook a Pot of Curry day. Need I mention selfies, hipster cafes, marathon running, zumba or even bubble tea? In this age of social media you don’t need ministers or celebrities to kickstart a viral campaign anymore, just a friend of a friend of a friend on Facebook would do the trick. I’d say we have benefitted more from ‘blindly copying’ each other and succumbing to ‘peer pressure’ than having our free will ‘eradicated’ just because of one viral stunt. We’ve been doing it for millennia, from the moment one proto-human tribe observed another making fire and followed suit. And look where copying each other has brought us today. We shouldn’t overlook the benefits of ‘following the crowd’ just because occasionally we latch onto something, for lack of a better word, stupid, and then complain about it online through a Xiaomi phone.
The IBC is probably funny the first time round, but after a while it becomes the stunt equivalent of Pharell’s ‘Happy’ song. Overdone, overplayed, and overstaying its welcome no matter how you remix it. How many times do you want to see people get wet anyway? The craze will die a natural death eventually like Gangnam style has, but the human tendency to mimic and one-up each other won’t. To quote a famous hip hop artiste in the 90’s:
All right stop, Collaborate and listen
Ice is back with my brand new invention