Summary
- I look at how superficiality and gimmickry affect tourism and society negatively.
- I give some examples from architecture, graphic design, ecclesiology, and tourism to show how superficiality and gimmickry can mislead or disappoint people.
- I also recognize the subjectivity of design and aesthetics, and how some superficial or gimmicky elements can have deeper meaning or significance.
- I end by proposing a balance between aesthetic appeal and cultural authenticity, and by urging people to rediscover their cultural and historical roots.
I’m a Filipino born, raised, and living in the Philippines, a country that I have come to appreciate for its rich cultural heritage and its wealth of natural beauty. From pristine beaches to its very neighborhoods in the city, there is much to see and explore for tourists and locals alike. However, as with many countries around the world, I think there has been a growing trend towards superficiality and gimmickry in the tourism industry and beyond.
Recently, I had the opportunity to travel outside of the Philippines for the first time, and immensely grateful as I am, I was struck by what I thought of as a lack of substance and connection to cultural heritage in a good number of the tourist attractions I visited. To me, many of the attractions seemed to prioritize superficial aesthetics over authentic cultural experiences.
This led me to reflect on the impact of superficiality and gimmickry on tourism and society at large. It seems that in many cases, the desire to appear modern and flashy has led to a neglect of the unique cultural and historical roots that I think make a destination truly special.
Initially, I’ve witnessed superficiality have a negative impact on the tourism industry by attracting tourists to a destination for its modernness and flashiness rather than for its authentic cultural and historical value, creating unrealistic expectations that can ultimately lead to disappointment.
I wanted to think about that more and explore the nuances of superficiality and gimmickry, and the ways in which they show themselves in various fields that I’ve spent some time getting myself acquainted with, including tourism, architecture, graphic design, ecclesiology, and society at large. I ventured to identify the different ways that superficiality and gimmickry negatively impacts society as a whole.
In architecture, I’ve noted in my conversations with my sister (who’s taking up her masters in urban planning) that superficiality is often reflected in the emphasis on form over function. This leads to the creation of buildings that prioritize appearance over practicality and sustainability. This superficial approach to architecture often results in the creation of gimmicky structures that are designed to be visually impressive but lack any real value in terms of functionality. Probable indicators of such gimmicks at play might include buildings with strange or unconventional shapes, flashy facades, and excessive use of materials like glass and steel.
Similarly, in graphic design (my primary field of trade), superficiality is reflected in the emphasis on aesthetics over functionality. In a rudimentary sense, this can lead to designs that are visually impressive but difficult to use or understand. Many designers — such as myself — have been guilty and still constantly fall into the temptation (or client pressure) of using flashy visual effects over clear communication, resulting in gimmicky designs that serve no real purpose other than to look impressive if at all.
As a church apprentice who dabbles with ecclesiology, I’ve witnessed many concerned churchmen pointing out the superficiality being reflected in the emphasis on flashy performances and entertainment over meaningful sermons and community outreach. This approach to church often results in the creation of gimmicky services that are designed to be visually impressive and entertaining but lack any real substance. Such services can leave members feeling disconnected from their faith and community. And some might think that it is what church is actually about.
As a tourist, I perceive some sort of superficiality being reflected in the emphasis on glamorous and Instagram-worthy destinations over authentic cultural experiences. This leads to the creation of gimmicky “tourist traps” that are designed to be visually impressive but offer little real value to travelers. Examples include amusement parks, fake cultural attractions, and other tourist attractions that are designed to be visually impressive but lack any real substance — as fun or enjoyable as they might really be on one hand.
I can see the significance of the impact of superficiality and gimmickry in these various contexts. And I am concerned that they tend to perpetuate a culture of inauthenticity and can contribute to a lack of real understanding and appreciation for different cultures and histories. They can also lead to a lack of focus on the substance and values that are important for meaningful experiences and genuine connections.
I think we should put more effort in encouraging individuals and communities to rediscover the value of authenticity and substance over superficiality and gimmickry. In architecture and graphic design, designers should enhance their appreciation for prioritizing functionality and usability over aesthetics and seek to create designs that are not only visually appealing but also practical and sustainable. In ecclesiology, churches are biblically mandated to prioritize meaningful sermons and community outreach over flashy performances, and individuals should focus on living out their faith in their actions and interactions with others rather than just through superficial expressions. In tourism, I submit that travelers should seek out authentic cultural experiences rather than falling for gimmicky tourist traps.
But, let me back up a little bit. I realize that it’s important to acknowledge that there is a subjective element to design and aesthetics. What one person considers superficial or gimmicky may be seen as beautiful or enjoyable by another. I recognize that everyone has different tastes and preferences, and that there is actually space for some level of superficiality in design.
Yet I think it would be more productive to strike a balance between aesthetics and substance. While some level of superficiality may be acceptable in certain contexts, I don’t think I should necessarily concede the importance of ensuring that design choices are still somewhat intentional and serve a greater purpose beyond just looking good.
By this, I also realize that superficiality can be a tricky concept to define, as what may seem superficial on the surface can actually hold deeper meaning or significance when you dig deeper and ask the right questions. In fact, some design elements that may initially appear superficial or gimmicky can actually refer to deeper themes or messages.
For example, in graphic design, the use of bold or bright colors may initially seem superficial or attention-grabbing. However, these design choices may actually serve a deeper purpose, such as conveying a sense of energy or excitement, or drawing attention to important information or messages.
In ecclesiology, a church may incorporate elaborate decorations or ornate architecture, which may initially seem superficial or excessive. However, these elements can actually serve a deeper purpose by creating a sense of reverence, awe, and some kind of transcendence for worshippers.
At this point, the fact might be clear that I think it’s important to be mindful of the use of superficial elements and ensure that they serve a greater purpose beyond just looking good — yet I also think that it might be productive to humor the idea that superficiality can itself refer to substance.
Like most things in life, this exercise has led me to acknowledge that superficiality and gimmickry are issues that can get complex really quick as they can obviously be viewed from multiple perspectives. While I might find it easy to dismiss certain elements of design, tourism, or even religion as superficial, I realize that I should also practice recognizing that there may be valid reasons behind the choices that were made — and I must admit that many times, there are.
Perhaps there is a story behind why a certain attraction was designed in a certain way, or why a certain religious practice evolved into what it is today. By taking the time to explore these stories and to understand the cultural and historical roots that underlie them, I think I and people who share my tendencies can gain a deeper appreciation for the world around us and for the unique experiences that it has to offer whether they’re flashy or not.
At the end, I would put forward that we should still be mindful of the ways in which superficiality and gimmickry can undermine the very substance that they are meant to enhance. But in striving for that balance between aesthetic appeal and cultural authenticity, we can help build experiences that are both visually stunning and emotionally resonant, and that leave not only lasting but meaningful impression on those who experience them.
Photo by Dave Hoefler on Unsplash.
Full disclosure: I wrote this post with the help of ChatGPT. ChatGPT helps me flesh out ideas and deliver them in the clearest way possible all in a shorter amount of time. Having said that, I remain fully responsible for what has been written and the specific ways that they have been expressed in this article. I strongly discourage the use of ChatGPT in school or in any other formal or academic contexts.