Free Press

On April 1, 2012, elections were held in Myanmar (Burma). For some, this marked the end of years of oppressive rule by the military junta; for others, it was the beginning of persecution. A new hope for everyone was Aung San Suu Kyi, the 1991 Nobel Peace Prize laureate. She was seen as the liberator of the nation. We know how that ended.

I arrived in Burma at the end of April. The entire country was rejoicing in the changes that were taking place. It was unclear if it was the moment to celebrate victory or if it was still too early. The few tourists appearing on the streets of cities or at iconic sites of this extraordinary country were unaware of the pivotal moment they were experiencing. It was a time when I was fascinated by photography. My attention was captured by scenes where almost everyone was reading the first free newspaper published in 50 years. This eight-page monochromatic newspaper could be seen everywhere. People passed it from hand to hand. Everyone wanted to read or look at its contents. Sixteen publishers received permission to legally publish periodicals. Tens of thousands of newspapers were sold daily. Newspapers weren't new in Myanmar. For years, one could read the propaganda mouthpieces of the ruling party. But this wave of change brought a new business model. Since publishers had to be self-sustaining and profitable, a rapid campaign began to sell advertising space. The opportunity to bombard hundreds of thousands of highly engaged readers with goods and services of the newly emerging free trade economy could not be missed. And so, after a few months, the eight-page newspapers became multi-page advertisement boards.

This mechanism is known in many parts of the world. After 1989, it was the same in Poland. It applied to the entire Eastern Bloc after liberation from Soviet occupation. The free press became a bridge to a marketing platform.

Nothing in this business model is strange. But one thing should be noted. It's obvious but often overlooked by a wide audience who wonder why platforms like TikTok are so popular for promoting pathology or soft pornography. The mechanism is exactly the same. People seek content that is usually inaccessible to them. They look for media where they can safely and freely read or watch "novelties," things unavailable elsewhere. The anonymity of the audience is necessary. Content creators analyze which messages and in what form are most often viewed, and that's what they deliver. Here comes the earning mechanism. In the case of the free press, simple advertisements for everyday products (soap, laundry detergents); in the case of content on TikTok, fulfilling dreams of earning and being famous with minimal effort, virtually for nothing, maybe just a small fee for a package, course, or ebook. After all, if others like me (or worse) can earn millions, so can I. Whether this is manipulation or seizing an opportunity is for you to decide.

Photo taken in Myanmar in April 2012. I received the first prize in a National Geographic contest for it.

I dedicate it to all those who can use human nature to build an ethical business. And only such a business.