Dear Editor,

Does the word “Dunce” emblazoned on school bags signify mental retardation, rebellion against education, mere fad or fashion among pupils craving attention, or a glaring reflection of a society in transformation and confusion?

Who is a dunce? We think in images and express ourselves in different ways like dance, music, paintings, and words, etc. Words in a sense are blank, meaningless without context, and acquire significance only by our generally accepted or even individual relation to them. Many words like “lives”, “minute”, and “plant” change meanings depending on context. “Field” has at least 22 different meanings in English and words like “aggressive” and “personality” over time acquired new meanings. It’s also accepted to “kill her softly with a song”, be “really bad” at doing something good and even “lick shot” or “blood dem up” for Jesus!

Is there a new meaning to the emerging dunce appeal? The entertainers and entrepreneurs capitalising on “dunce” did not create those feelings or views many now have towards dunce. Legendary American marketer Gene Schwartz famously cautioned marketers that they cannot create a desire in any marketplace. Marketers can only stir and channel an existing desire in the marketplace towards the purchase or acquisition of specific goods and services. To dominate any market is to first know and understand the desires, beliefs, fears, and the lifestyles of those being targeted.

Behaviour never lies and is always benefit-driven, even though there are often detrimental consequences. In applying this fundamental principle of psychology and Schwartz’s theory to the current controversy, it’s prudent to research and understand why so many parents, children, and influencers are embracing “dunce” and any new meaning or symbolism associated accordingly.

Are valuables superseding values? What common core values will we agree and adhere to for societal order?

To change behaviour we should first try to change how people think. This controversy is an awakening because its significance and potential impact are deeper, much deeper than whatever meaning is given to the word “dunce”.

Daive R Facey

DR.Facey@gmail.com