The world health organisation recommends wearing masks to combat the spread of influenza in pandemic settings. Given the deadly nature of swine flu, it's a preventative measure that is particularly pertinent.
Normally, however, most Western folk wouldn't be willing to wear a mask just to prevent getting the flu. It is too dorky, too uncool, and we just don't want to be seen as a loser.
This a real shame, because the normal cold and flu costs the economy millions of working days per year.
In Hong Kong and Japan, it is accepted practice to wear a mask when you are sick, to stop the spread of germs. No one laughs at you or thinks you are a loser; in fact, they are probably grateful that you are being responsible.
Isn't it ironic, in cultures which are supposedly collectivist, and having been described as having an ant-like mentality, people are much less worried about what other people think than in the supposedly-individualist West?
Mind you, there are plenty of things about the individualistic moral and political philosphy that I love. But I don't think it is individualism per se, but our reaction to it.
In an individualist society, everyone is in competition, as individuals, whereas, perhaps, in a collectivist society, everyone feels bound to their duty to serve the common good. This can be seen in the extremely low rates of petty crime in Japan and Hong Kong, for instance. Indeed, a ride on the Tokyo subway is a strange experience due to the lack of graffitti!
Now what's that got to do with wearing a mask? A lot. There are plenty of things that are "smart", but we don't want to do because we will be ridiculed. It is "smart" to ride a bike with a bright orange flag sticking out of your helmet, a bright yellow reflective vest, and flashing lights.
Radio headphones (the ones with the antennae!) were also a good idea.
But of course, no-one wants to be a loser. So we forgo the wise decision and do the stupid thing to be cool.
Ever noticed, by the way, how many stupid things are "cool"? Smoking, drinking to excess, taking unnecessary risks, riding a motorbike without a helmet, streaking at the cricket... the list goes on.
This risk-taking behaviour is also distinctively a male phenomenon. Men are much more likely to take risks; and are consequently more likely to die in motor vehicle accidents and alcohol-related violence and accidents.
What could possibly be the evolutionary advantage in that?
Perhaps it's because risk-taking is a sign of aggression, which is a sign of high levels of testosterone. As we all know, he who has the most testosterone becomes the alpha male, and the alpha male impregnates all the women.
"Get rich, die trying" is the motto. Because even if you die, the women you will have impregnated will be carrying your progeny, so you will have been succcessful, (from an evolutionary standpoint anyway).
But perhaps it's time for a re-think, given that we no longer live in tribal societies (though that itself is debatable). It's no easy task to change people's attitudes of what is cool and what is not; but it does happen. It used to be cool to smoke; but public health campaigns have changed this attitude. It used to be cool for a man to treat his wife as his property; now there are laws against marital rape.
Perhaps one day, we will think it is stupid not to wear a mask when you have a flu. Or to wear radio headphones. Or to carry a backpack on your back with both straps rather than slinging it over one shoulder.

Normally, however, most Western folk wouldn't be willing to wear a mask just to prevent getting the flu. It is too dorky, too uncool, and we just don't want to be seen as a loser.
This a real shame, because the normal cold and flu costs the economy millions of working days per year.
In Hong Kong and Japan, it is accepted practice to wear a mask when you are sick, to stop the spread of germs. No one laughs at you or thinks you are a loser; in fact, they are probably grateful that you are being responsible.
Isn't it ironic, in cultures which are supposedly collectivist, and having been described as having an ant-like mentality, people are much less worried about what other people think than in the supposedly-individualist West?
Mind you, there are plenty of things about the individualistic moral and political philosphy that I love. But I don't think it is individualism per se, but our reaction to it.
In an individualist society, everyone is in competition, as individuals, whereas, perhaps, in a collectivist society, everyone feels bound to their duty to serve the common good. This can be seen in the extremely low rates of petty crime in Japan and Hong Kong, for instance. Indeed, a ride on the Tokyo subway is a strange experience due to the lack of graffitti!
Now what's that got to do with wearing a mask? A lot. There are plenty of things that are "smart", but we don't want to do because we will be ridiculed. It is "smart" to ride a bike with a bright orange flag sticking out of your helmet, a bright yellow reflective vest, and flashing lights.
Radio headphones (the ones with the antennae!) were also a good idea.
But of course, no-one wants to be a loser. So we forgo the wise decision and do the stupid thing to be cool.
Ever noticed, by the way, how many stupid things are "cool"? Smoking, drinking to excess, taking unnecessary risks, riding a motorbike without a helmet, streaking at the cricket... the list goes on.
This risk-taking behaviour is also distinctively a male phenomenon. Men are much more likely to take risks; and are consequently more likely to die in motor vehicle accidents and alcohol-related violence and accidents.
What could possibly be the evolutionary advantage in that?
Perhaps it's because risk-taking is a sign of aggression, which is a sign of high levels of testosterone. As we all know, he who has the most testosterone becomes the alpha male, and the alpha male impregnates all the women.
"Get rich, die trying" is the motto. Because even if you die, the women you will have impregnated will be carrying your progeny, so you will have been succcessful, (from an evolutionary standpoint anyway).
But perhaps it's time for a re-think, given that we no longer live in tribal societies (though that itself is debatable). It's no easy task to change people's attitudes of what is cool and what is not; but it does happen. It used to be cool to smoke; but public health campaigns have changed this attitude. It used to be cool for a man to treat his wife as his property; now there are laws against marital rape.
Perhaps one day, we will think it is stupid not to wear a mask when you have a flu. Or to wear radio headphones. Or to carry a backpack on your back with both straps rather than slinging it over one shoulder.

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