Clay: Yeah, yes to the first, no to the second. So, one of the great, one of the great about the Mangalore story is that she used Facebook to gather the group, but then she immediately moved to a very high cost signal.
And Hindustan Unilever was facing the heat of competition. including a part of the Mangalyaan project which went to Mars.
Yes. Yeah. Yeah, it's same breed. Have you ever worked with Mangalitsa before?
I expect that maybe after 2020, it will be more because of the streaming, because the visibility that way has increased. But there was sometimes, like in Mangalore once on the street, I was very surprised to find a chess fan. And then in Chennai, it happened once or twice, I think.
because they were not living up to our ideals of Hindu womanhood. They were not being sufficiently chaste. They were not being sufficiently private and our next attack is going to be on Valentine's Day. If you're a woman in Mangalore and we catch you out of doors with a male who is not your blood relative, we will attack you again." Right? So, this puts the women of Mangalore into a classic collective action problem. Each woman, faced with a question of what do to on Valentine's Day, can say quite reasonably,
Day. If you're a woman in Mangalore and we catch you out of doors with a male who is not your blood relative, we will attack you again." Right? So, this puts the women of Mangalore into a classic collective action problem. Each woman, faced with a question of what do to on Valentine's Day, can say quite reasonably, "I'm staying home." But, of course, by doing that, collectively they will be capitulated to, to seeing his demands. Or, each woman could say, "Perhaps there will be strength
So, against, against this threat, by Pramod Muthalik, who's the, who's the, the leader of Sri Ram Sena, steps up a woman who offers a third option to this collective option dilemma, Nisha Susan, who is a Mangalore resident and Susan proposes a way to solve the collective action problem collectively, rather than having the solution have to be worked out by, by each of the individuals. And so she founds my favorite Facebook group, the Collection
I became very focused on different things. So my second subject at that same time, we started looking at a pig called the mangalitsa. And they're imported from Hungary and Austria.
entered Mars's orbit on the 22nd of September last year. Two days later, India's own space mission was completed when Mangalyaan, their own satellite, entered Mars's orbit. The difference is that they carried out this project 10 times cheaper than NASA and three times faster by essentially doing
attacks, Muthalik and some of the senior leaders of the Sri Ram Sena on February 13th. Thus, clearing Valentine's Day from, from the attacks. And the third group, the third group benefiting from this was the Mangalore women themselves who saw that here was a way that they could pool their otherwise uncoordinated actions to achieve an outcome that wouldn't have been, wouldn't have been possible without, without this coordinating effect, right? So this, this ability--
Rather than talk about Cognitive Surplus in the abstract, I want to start with a story that I think illustrates what's, what's happening now with this, with this collective resource. So, the story starts January of last year; January of 2009 in Mangalore, India-- where a Hindu fundamentalist group, Sri Ram Sena, attacks women in pubs. They drag the women out of the bars, slapping them, hitting them. When men step in to try and defend,