The recent campaign aimed at saving TB-infected ?sacred? bullock, Shambo, from highly rational and warranted slaughter enjoyed a wide media coverage in Britain. Spearheaded by monks of Skanda Vale temple, a multi religious monastery, which includes three Hindu shrines, the highly publicised crusade monopolised the attention of many British animal lovers. They were ultimately disappointed and aggrieved when the bullock was culled on 27th July last.

However, the victory of law and? commonsense came as a breath of fresh air for those responsible enough to fear the serious threat Shambo, a reservoir of noxious germs, was posing to public health. Mr Lakhani, head of a London-based Hindu organization, was right in urging Hindus not to be overzealous about the issue as it could make a mockery of Hinduism. This highly resourceful religious philosophy cannot be reduced to the bull veneration especially in such controversial conditions.

Yet, those who do not know the religion enough to realise that it is behind such concepts as reincarnation and ahimsa (non-violence), could be adversely influenced by the uncalled-for publicity. In fact, focusing onto the problematic issue might perniciously portray it as a pillar of Hinduism.

Similarly by focusing on terrorist acts perpetrated in the name of Islam, the media might prevent people from conceiving its as a basically peace-loving faith. Muslims who are behind great scientific progress such as algorithm and algebra might be perceived as fundamentalist terrorists, while the 99 names they attribute to God is one of the sweetest hymns to the Creator. Likewise, the coverage of controversial issues touching the Church, seem to sell more than regular reports of the incommensurable contribution of Christians to society and history.

<B>Worthy information and insanities</B>

On the other hand, by turning the crusade aimed at sparing the life of that dangerously infected bullock into a media event, the public might have been comforted or reinforced in its tendency to exaggeratedly care for animal welfare. This robs the light from more important issues like poverty, drug abuse and crime.

On the day Shambo was killed in the public interest, 30,000 innocent children whose only misfortune was to have been born poor, were suspected to have died of their deprived conditions! Yet, it was Shambo?s fate, which was widely broadcasted! This is not that shocking when one considers that the yearly pet food expenditure in the US and Europe is estimated to 17 billion US$ while 13 billion US$ are earmarked for basic health and nutrition for billions of poverty-stricken persons.

It does not mean, though, that this attitude should be condoned by our institutions even if it sells. Making the difference between worthy information and insanities we are often fed upon becomes more difficult in a world where commercial imperatives have the upper hand. Yet, there is always a way where there is a will.

We first of all have to ask for the information, which will lift us higher. Secondly, our institutions should respect their moral duty of balancing information and educating people to discern better. Last but not least, we should avoid building opinions on spectacular, single information as there is always a reverse side to the coin! While being aware that knowledge is power, we should not forget that it requires more than being content with the ?bullshit? we are subjected to everyday. Exercising care in filtering and comparing information might prevent the disempowerment provoked by sickly reports.