久しぶりになってしまい、季節はもう夏になろうとしている。その間、新型コロナウイルスの影響でたった３ヶ月の間に、社会や生活は劇的に変化した。
そして今、厚生労働省が策定した
新しい生活様式
という言葉をよく耳にするようになった。
この『新しい生活様式』を広告のキャッチコピーとして見ると、一般的な広告のキャッチコピーと随分違和感があることに気づく。
まず『新しい』という言葉は、新登場や新発売、新機能、新サービスなど、それこそ今までなかったものが誕生したことをアピールするアニバーサリー的な意味合いをもって使われる。暗黙の了解で、その内容は楽しいこと、面白いこと、驚くこと、感心することなど、ワクワクすることが一般的だ。
しかしこの『新しい生活様式』の場合はどうだろう。直感的にワクワクするだろうか・・・。私はしない。
どうもこれはキャッチコピーとして間違っているか、あえて世論を誘導しようとする意図を感じてしまう。
つまりこのキャッチコピーは、たとえ新型コロナウイルスのワクチンや薬が開発され、インフルエンザ並み（※）のウイルスとなったとしても、永久にこのライフスタイルを維持させようとする意図を感じてしまう。
※それでもインフルエンザによる年間死者数は3000人以上と言われている。2018年では3325人だった。（2020/2/18 PRESIDENT Onlineより）
本来であれば、
予防する生活様式
のようなキャッチコピーではないだろか。“新薬やワクチンが開発されるまでの間”というニュアンスを含むべきではないかと思う。『新しい生活様式』という言葉にそれは感じない。一時的ではなく未来永劫のライフスタイルとして提案（半強制？）している気がしてならないのは思い過ごしだろうか。
前新潟県知事は『つまらない生活様式』だと揶揄した。つまらないのは確かだが、これをまともに実行しようとしたら、例えばほとんどの飲食店は店のレイアウトの変更を余儀なくされ、これを機に廃業してしまう店も出ることは想像に易しい。あらゆる分野において全般的に客単価を極端に値上げしないと採算は難しくなる。果たして現実的ではない。中には新しい生活様式を守っていたらビジネスとして成立しないため、消滅してしまうものもあるだろう。つまらないどころの話ではない。
私たちのコミュニケーションも変わってくる。どんなに工夫をしても、今までに比べて極めて希薄になっていくのは自明で、人間が壊れやすい社会になっていく気がする。人間にとって直接会って話すという基本的なコミュニケーションに勝るものはない。
そう考えていくと、今までの文化を破壊しかねない『新しい生活様式』は果たしてキャッチコピーとして相応しくないのではないかと思ってしまう。非常に危険で罪なキャッチコピーだ。
誰しも新型コロナウイルスに感染はしたくない。しかし、そればかりに意識が引きずられてしまうと、失うものがあまりにも大き過ぎる。飽くまでも『新しい生活様式』なるものは一時的な処置であってほしい。
『新しい生活様式』というキャッチコピーに躍らされることなく冷静に受け止め、未来永劫のライフスタイルとして定着させない意識と対応が私たちに求められていると思う。
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