Page 3 Phenomenon

Page 3 phenomenon has swept India. Page 3 people has affected marketing, advertising and life style of people. Page 3 has touched all classes of people. Middle class cheers these people. These people are now brought to comment on cricket also. Page 3 generation is party crazy. Some of them have pin up value. Many Page 3 people one might not see in flesh and blood. But most people have heard of them. Many celebrity endorsements and launches are brought to us by courtesy of these people. Page 3  patronage has the potential of making a product successful. A favourable mention on Page 3 can put people and things in circulation. Restaurants send invitations to press in the hope that they will make it to Page 3. Liquor companies try to ensure that their brand is mentioned in the copy about the celebrity and his drink habits. Fashion designers focus on people who wear their collections.

Page 3  as such is media creation. Its genesis lies in local city supplements to attract retail ads. But it has brought about a tremendous cultural change. Mere wealth is not enough. People crave for spotlight. It is creditable to be in association with the movers and shakers of society. Readers get vicarious pleasure to know about the rich and famous. They aspire to be like them. The Page 3 events and therefore Page 3 itself is a reflection of being successful and a sign of having arrived in life. The middle classes who enjoy Page 3  subconsciously aspire for this. Some of these people are role models. They may be achievers  or may not be. At times they are frivolous. Some are social climbers who organise great parties. Page 3 is about positive coverage. Here we shall talk about Armani suits, rather than dwindling profits. These people give an opportunity to the voyeur in us. They encourage gossip bringing the primitive in us to the surface. Page 3 celebrates those who are famous for being famous. It features, as Mohammed Khan put it, a new aristocracy. These are a small number of people who are horrified at the prospect of appearing on Page 3 as it portrays people as party beings lacking talent and intelligence.