Values and Attitudes : A case study (1)

Our values are principles or beliefs that serve as guidelines to help us make decisions about actions, behaviors and life choices. They reflect what we value and how we feel about the rightness or wrongness of things. Attitudes are how values are manifested in our actions and thoughts to others. ATTITUDES are our feelings towards certain ideas and dictate how we react in concrete situations.

In this case study, we analyze the values and attitudes in Lagaan, the bollywood superhit movie of 2007.

First, an understanding of the needs pyramid is essential for further appreciation of the case analysis.

The need pyramid typically drives the values and attributes of individuals. The characters  of lagaan are also not free from the effects of this hierarchy of needs, first hypothesized by Maslow.

Values and Attitudes: The Flow in Lagaan.

The attitudes in the movie become evident when an argument starts between goli and bhura, reflecting their affection for their children and poultry respectively.Then gauri professes negative affective attitude towards Lakha.The oncoming clouds spark behavioral and affective attitude driven actions amongst the villagers starting a celebration.Then the behavioral component of bhuvan’s towards the british player become evident at the first british-villagers meet.Then the villagers expressed negative cognitive attitude towards bhuvan’s acceptance of the challenge although gauri and his mother showed a positive cognitive attitude.Then the villagers showed an affective attitude when bhuvan’s first shot hit the temple bell.The value to stand by a villager, if threatened by external forces became evident, when bhuvan was then attacked by the other village. Elizabeth portrayed the value for equality of chances when she decided to help the villagers understand the game. Then Ismail’s cognitive attitude became evident on seeing the “gori mem” assisting bhuvan.The instrumental value of deva singh sodhi when he came to play, as against his terminal value of “war” against the britishers.Then the affective value of elizabeth gets portrayed as she confesses to bhuvan,she loved him.Similarly, bhuvan professes his love to gauri.Bhuvan’s behavioral component of equality got reflected when he invited kachra to play in the team,against the negative cognitive attitude of the villagers,which he later managed to change.On the D-Day the affctive attitude of the raja against the british became evident.Then when the villagers came to know about Lakha’s betrayal, their cognitive and affective attitude became evident.The positive cognitive attitude of the british officers towards the village team’s performance,became evident when the game was in progress.During the game, the cognitive,affective and behavioral attitudes of bhuvan’s team became evident,towards the tactics of the Britishers and their own reactions.Finally, the display of affective attitude when the village team won the match.

Transformation of Attitudes.

Initially the villagers were very hesitant in supporting bhuvan,but the first shot of bhuvan rang the temple bell changed their veiw,which continued seeing the constant enthusiasm of bhuvan and the support from the “gori mem”.Slowly bhuvan’s self belief and enthusiasm was infused among the villagers.Gauri and bhuvan’s mother was always there to support bhuvan from the very beginning,although in the patriarchal society,they did not have too much say.The support from the “gori mem” was instrumental in arising the feelings of the villagers to stand up against being wronged.Amidst  all this positive changes of attitude, the negative changes in Lakha was striking,when his attentions toards gauri was neglected,who in turn only cared for bhuvan,and this caused him to betray his fellowmen to Captain Russel.In the midst of all the challenges,the villagers became a family,leaving aside their initial values for inequality on the basis of caste,and seniority on the basis of age.Then the game started amidst the emotionally charged atmosphere.Then the villagers came to know about Lakha’s betrayal, and although they initially reaction threatened his life,later on bhuvan’s insistence and lakha’s apology,he was given the chance to prove his loyalty, which he did.Then came the real emotional outburst when the village team won the match thus completing the transformation.

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Author: Kar

Dr. Kar works in the interface of digital transformation and data science for business management domains. Professionally a professor (IIT, IIM) and an alumni of XLRI, he has extensive experience in teaching, training, consultancy and research in reputed institutes. He is a Regular Contributor of Business Fundas and a blogging addict. Note: The articles authored in this blog are his personal views and does not reflect that of his affiliations.