Skip to main content

Patriarchal digital capitalism increasingly becoming subtle tools of coercion, disguised as individual choice

By Bhabani Shankar Nayak 
There are thousands of self-help books, articles, and social media pages that promise to reveal the secrets to luring different types of people—whether it's a romantic partner, employees, employers, or individuals in positions of power and wealth. Additionally, there are thousands of consultancies cater to corporations and politicians, offering strategies to lure the masses based on their fraudulent propaganda. These resources claim to unveil strategies, techniques, and mindsets that supposedly unlock the keys to successful luring in personal, political, and professional relationships. From tips on effective communication to mastering body language, eye contact, sweet talk and confidence, the vast range of advice often suggests methods to manipulate, persuade, or influence and lure others in ways that appear to promise instant gratification. 
While some of these books may offer valuable insights into human behaviour and personal development, it’s important to remember that genuine connections—built on trust, respect, and authenticity—cannot be achieved through mere techniques or manipulative tactics of luring.
The concept of "luring" as an act is as ancient as the origin of humanity itself. Men and women have historically lured each other for various reasons, often tied to everyday survival. Humans are drawn to many things—food, money, power, position, health, house, prosperity, knowledge, qualities, as well as spiritual, emotional, and physical attractions. Lure, both as a need and a desire, is an intrinsic human quality.
Lure is often used as a tool of coercion to humiliate women, casting doubt on their character by questioning their promiscuity and integrity. However, the core issue lies in the concept of "luring" itself: how is it defined? What constitutes evidence for it? And how is it justified within the context of sexual violence against women? As a strategy, lure has been utilised by ruling and non-ruling classes, corporations, and governments throughout history to shape societies—sometimes driving positive transitions and other times reinforcing negative patterns. The lure of knowledge, science, equality, justice, liberty, happiness, peace, and prosperity can lead to positive transformations of individuals, families, communities, societies, states, governments, and other social, political, economic, cultural and spiritual institutions.
On the other hand, the lure of money, power, positions, and commodified culture often traps people in mundane routines, limiting their potential. Meanwhile, mutual attraction in relationships—whether sexual or otherwise—based on equality, mutual respect, and dignity can facilitate progressive transformations of gender relations. Such relationships and transformations hold the potential to challenge and eventually dismantle different forms of entrenched patriarchy.  
In the age of patriarchal digital capitalism, both online and offline lures—manifesting in various forms and channels—have increasingly become subtle tools of coercion, disguised as individual choice. This coercion is often framed to appear as personal acceptance or consent. Perpetrators who misuse their power, position, or access to opportunities to commit acts of sexual harassment often exploit the concept of "luring" to justify their behaviour or evade accountability for their crimes. Rapists and sexual harassers often shift blame onto women, citing lure of so-called "provocative" clothing as an excuse to justify their crimes. Similarly, market-driven culture of capitalism employs advertising to manipulate and lure unsuspecting consumers into purchasing products and services under the guise of "consumer choice." Such practices are deeply rooted in the exploitative narratives of patriarchal capitalism. Men in positions of power frequently use lure as a strategy to rationalise their sexual harassment of subordinates. This tactic serves to trivialise sexual assault, framing it as a mutual interaction rather than acknowledging it as a crime. Lure, in this context, is a weapon of patriarchy used to undermine the gravity of sexual violence.
It is important to celebrate 'lure' as a natural human quality of engagement that fosters organic connections, while rejecting its use as a manipulative strategy rooted in patriarchal narratives portraying women as evil temptresses.

Comments

TRENDING

Workers' groups condemn Gujarat Ordinance increasing working hours, warn of statewide agitation

By A Representative   At a consultation organised today by the Asangathit Shramik Hit Rakshak Manch at Circuit House in Ahmedabad, leaders of major trade unions and labour rights organisations strongly opposed the Gujarat government’s recent ordinance amending the Factories Act and the draft rules notified under the Occupational Health and Safety (OHS) Code, 2020. Around 50 representatives from central trade unions, independent unions, and labour welfare organisations participated in the meeting.

The myth of population decline: India’s real challenge is density, not fertility

By N.S. Venkataraman*   India’s population in 2025 stands at approximately 1.4 billion. In 1950, it was 359 million, rising sharply to 1.05 billion by 2000. The population continues to grow and is projected to reach around 1.7 billion by 2050.

How natural and organic farming can be a key to combating the climate crisis

By Raj Kumar Sinha*  On July 9, while addressing the “Sahkar Samvad” in Ahmedabad with women and workers associated with cooperatives from Gujarat, Madhya Pradesh, and Rajasthan, Union Home Minister Amit Shah emphasized that natural farming is essential for both our health and the health of the soil. This is a significant statement in the context of addressing the climate change crisis. Natural farming can play a crucial role in combating climate change. Also known as organic farming, it is a system of agriculture that can increase food production without harming the environment. Natural farming has the potential to reduce carbon emissions by 35% to 50%.

Another 'honor' killing in Tamil Nadu: Caste pride has murdered love, again

By Vidya Bhushan Rawat*  Once again, Tamil Nadu has witnessed a brutal so-called 'honor' killing. This time, it is Kevin Selvaganesh, a 27-year-old software engineer from the Scheduled Caste community, who has been hacked to death by the family of the girl he loved since childhood. Kevin, a brilliant student employed at Tata Consultancy Services, was in a relationship with Subashini, his schoolmate and girlfriend. The couple, both well-educated and professionally qualified, had plans to marry. Yet, that love story ended in bloodshed — sacrificed at the altar of caste pride.

From Kailasa to Lodonia: The business of inventing nations in India

By Vidya Bhushan Rawat*  This is the story of India—and the 'ideas' and 'imagination' that shape it. Some years ago, someone announced the creation of the 'United States of Kailasa,' a fictional nation 'founded' by Swami Nithyananda, who remains wanted in multiple criminal cases in India, including rape and murder. Remarkably, representatives of this fabricated country even managed to 'participate' in various United Nations events, including sessions of CEDAW in Geneva.

The GMO illusion: Three decades of hype, harm, and false hope

By Sridhar Radhakrishnan  Three decades of hype, billions of dollars spent, and still no miracle crop. It's time to abandon the GMO biotech fairy tale and return to the soil, the seed, and the farmer. “Trust us,” they said. “GMOs will feed the world.” Picture a world where there is plenty of food, no hunger, fields grow without chemical pesticides, children are saved from malnutrition, and people live healthily.

'Bengali Muslim migrant workers face crackdown in Gurgaon': Academic raises alarm

By A Representative   Political analyst and retired Delhi University professor Shamsul Islam has raised serious concerns over the ongoing targeting and detention of Muslim migrant workers from West Bengal in Gurgaon, Haryana. In a public statement, Islam described the situation as "brutal repression" and accused law enforcement agencies of detaining migrants arbitrarily under the pretext of verifying their citizenship.

Deaths in Chhattisgarh are not just numbers – they mark a deeper democratic crisis

By Sunil Kumar  For a while, I had withdrawn into a quieter life, seeking solace in nature. But the rising tide of state-sponsored violence and recurring conflict across India has compelled deeper reflection. The recent incidents of killings in central India—particularly in Chhattisgarh—are not isolated acts. They point to a larger and ongoing crisis that concerns the health of democracy and the treatment of marginalised communities.

100 yrs of RSS as seen by global media house: Power, controversy, push for Hindu-first India

By Rajiv Shah  On a blistering summer evening in Nagpur, nearly a thousand men in brown trousers, white shirts, and black caps stood in formation as a saffron flag was raised, marking a graduation ceremony for Rashtriya Swayamsevak Sangh (RSS) workers. This vivid scene, described in a recent FT Weekend Magazine article, “A hundred years after it was founded, India's Hindu-nationalist movement is getting closer to its goal of a Hindu-first state,” captures the enduring presence of the RSS, a century-old Hindu-nationalist organization.