26/07/2025

SATURDAY | JULY 26, 2025

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Y EARS ago, in a workshop I was running, participants held up hand drawn masks – crude sketches of the personas they wore daily. It began as a playful exercise but soon deepened to a cathartic crescendo. As they lowered their masks one by one, what emerged was tears followed by pure relief. The effort of maintaining these facades had been silently crushing them. Recently, I asked a friend about her masks. Her response was swift: “Oh no, I don’t wear them anymore.” Her certainty intrigued me. Had she truly shed all pretence or had she simply become more skilled at wearing masks that felt authentic? That question sits at the heart of the human experience. Over a century ago, the American poet Paul Laurence Dunbar captured it powerfully: “We wear the mask that grins and lies, It hides our cheeks and shades our eyes, With torn and bleeding hearts we smile,

The masks we wear: When protection becomes a prison

Integration and authenticity My friend’s bold statement that she no longer wears masks may reflect a shift from unconscious performance to conscious wholeness. Perhaps she has integrated her roles, emotions and truth. I asked her if she knew when she switched from masking to being authentic. She pondered and then said, “I don’t know, I just know I can’t wear masks anymore!” The participants in that long-ago workshop were not choosing recklessness by lowering their masks; they were choosing freedom. They were reclaiming their right to exist not as polished personas but as whole, complex beings. Each of us has the same choice, moment by moment: Am I wearing this mask because it reflects my truth or because I am hiding from it? That question and our willingness to ask it may be what determines whether we live a life of performance or a life of presence. Nahlana T. Kreshnan is a somatic psychotherapist and life and executive coach. Comments: letters@thesundaily.com

Choosing wisely The goal is not to eliminate all masks. That would be neither realistic nor wise. In many cultures, ritual masks are sacred tools for transformation. Similarly, the persona we wear as a teacher, doctor or parent can serve a higher purpose when chosen consciously. The real question is: Am I choosing this mask out of fear or authenticity? A surgeon’s calm is not false; it is necessary. A parent’s composure during a child’s meltdown is not fake; it is stabilising. The danger lies in unconscious masking – when fear, habit or trauma chooses for us. Conscious masking, on the other hand, can be empowering. What I call mask awareness is the ability to notice when a mask is present, why it is there and whether it still serves us. In therapy, clients often realise their most exhausting masks are outdated – the “strong ones” can’t ask for help, even when surrounded by support, and the “good girl” who runs a company but still cannot say no. These masks, once adaptive, become mental prisons.

The persona serves a social function, helping us navigate relationships and expectations. But when we become fused with it, the mask stops serving us and starts suffocating us. We begin this adaptation early.

A child may become the “good girl” to avoid conflict or the “class clown” to gain attention. These roles often serve us in childhood but calcify into habits that outlive their usefulness. As a somatic psychotherapist, I see masks not just in stories but in bodies. The “people pleaser” holds tension in their shoulders from perpetual acquiescing. The “strong one” holds their breath, afraid to let vulnerability leak out. The “performer” tightens their jaw, smiling through fatigue. These masks imprint themselves on our muscles, breath and posture. The body remembers even when the mind forgets. In today’s digital world, masks multiply. On LinkedIn, we are polished professionals. On Instagram, we display curated joy. On X, we become opinionated minds. We swap masks with a swipe but the effort is exhausting.

And mouth with myriad subtleties. Why should the world be over-wise In counting all our tears and sighs? Nay, let them only see us, while We wear the mask.”

We all wear masks. Some we choose, others we inherit. Some protect us, others imprison us. Psychology of persona Carl Jung understood this well. He distinguished between the persona – the mask we wear in public – and the authentic self.

COMMENT by Nurun Najah Tarmidzi

Plus size fashion: Awareness clouded by PR strategy LETTERS letters@thesundaily.com

Why tech won’t replace human touch WHEN Bill Gates told comedian and television host Jimmy Fallon that artificial intelligence (AI) could eventually replace professionals such as doctors and teachers, it sparked global debate. These professions are deeply rooted in empathy, communication and trust, mirroring the essence of public relations (PR). speeding up the content creation process. They help with grammar, structure and even generating basic drafts. However, compelling PR content is more than just clean copy. It must be strategically aligned, narratively powerful and consistent with the brand voice. For instance, the language in a press release for investors differs significantly from a blog post for consumers.

requires far more than real-time data. Crisis communication involves complicated decisions, often made under pressure and in emotionally charged environments. It is about choosing the right tone with compassion and care, accepting responsibility and addressing stakeholders in a way that calms tension rather than inflames it. Myth #5: AI makes strategy obsolete AI can provide insights from large volumes of data, helping PR teams understand trends, audiences and campaign performance. This is useful for making data-driven decisions. However, strategy is more than just analytics; it is about vision, values and alignment. It involves positioning brand goals with public interests, identifying opportunities for meaningful engagement and adapting to cultural trends. PR practitioners are not just communicators. They are strategists, relationship builders and storytellers who understand nuance, navigate complexity and create genuine connections. These are elements AI cannot replicate, no matter how sophisticated its algorithms become. Rather than fear AI, the industry should embrace it as a powerful partner, not a replacement. By leveraging the AI’s capabilities alongside human connections, PR practitioners can deliver more impactful and authentic engagement in this digitally advancing world. Nurun Najah Tarmidzi is the programme director of the Bachelor of Mass Communication (Public Relations) and a lecturer at the School of Media and Communication, Faculty of Social Sciences and Leisure Management, Taylor’s University. Comments: letters@thesundaily.com

“trend” but just another rack in every store. Brands like Savage X Fenty and Universal Standard are praised for making all sizes look equally stylish, not separate. But even then, many high-fashion brands still avoid larger bodies on their runways, showing a clear double standard. We must ask if these efforts are for inclusion or applause? Plus-size fashion should no longer be about raising eyebrows; it should raise standards. Consumers are tired of being “inspired” by bodies that look like theirs; they just want clothes that fit well and feel good. Influencers like Remi Bader highlight the frustration of inconsistent sizing and lack of options in big-name stores. According to Mallorie Dunn, FIT New York found that 55% of plus-size shoppers rely on online shopping due to limited in store sizes, stating clear market failure, not just a fashion flaw. In 2025, it is no longer about whether plus-size fashion deserves space; it already owns it. This is a new era. Let us move from “spreading awareness” to demanding better design, representation and respect. Jiji Fendi Mass Communication student City University Malaysia

FOR years, plus-size fashion has been treated as a movement rather than a mainstream option. Today, it raises a question: Do we still need “awareness” when it should already be standard? Brands often label campaigns as “inclusive” but true inclusivity should not need extra spotlight; it should be normal. According to a 2022 Statista report, over 40% of American women wear a size 14 and above, yet they are underrepresented in fashion advertisements. Ashley Graham, a global plus-size supermodel, once said: “I’m not going to hide my body just because it’s different from the norm.” Despite her success, many plus-size models remain tokenised and used for one campaign, then often forgotten. In Malaysia, plus-size ranges are growing but availability is still mostly online, not in physical stores. Some argue that awareness campaigns help educate and break stigma, which is partly true. But for how long? The problem is not awareness; it is whether the industry genuinely respects plus-size consumers or just uses them for marketing hype. When plus-size clothes are only offered in limited styles, colours or prices, it feels more like a checkbox than actual care. True progress happens when plus-size is no longer a

AI is undoubtedly transforming PR by automating tasks, analysing data and enhancing productivity. However, as AI rapidly reshapes industries around automation, machine learning and large language models, one important question arises: Can AI ever truly replicate the human touch essential to PR? Myth #1: AI can replace PR practitioners entirely AI has certainly enhanced many PR functions. Tools now exist to draft press releases, track media coverage and analyse media sentiment in seconds. These functions save time and improve accuracy. However, PR is not just a task based profession; it is a people-first practice. The essence of PR lies in building and maintaining human relationships, navigating nuances and interpreting context. No algorithm can interpret a sensitive cultural nuance or decide to pause a campaign during a national tragedy, such as the passing of a monarch or a political figure. That level of discernment requires human empathy and moral judgement. PR professionals bring something AI cannot, such as emotional intelligence, storytelling finesse and cultural awareness. These qualities are essential when the message matters most. Myth #2: AI can write just as well as a human AI tools such as ChatGPT, Jenni AI, Perplexity AI or Grammarly are useful for

AI may offer structure and suggestions but only a human writer can craft stories that resonate, connect and inspire. Myth #3: AI will eliminate need for media relations Yes, AI can mine databases to suggest relevant journalists and ideal pitch timings. These features can streamline research and targeting. But PR is not just about sending the right message; it is about sending it to the right person, in the right way and at the right time. Relationship-building is the cornerstone of media relations. Journalists value authenticity, relevance and trust – qualities that AI cannot emulate. An experienced PR practitioner knows how to personalise a pitch, read between the lines of a journalist’s preferences and follow up without crossing professional boundaries. These relationship dynamics are nurtured through human conversations, shared experiences and long-term rapport. Myth #4: AI guarantees better crisis communication management AI excels in scanning platforms, identifying risk patterns and flagging potential PR crises before they escalate. This early warning system is invaluable in today’s fast-paced media environment. But once a crisis breaks, managing it