Since then we have been trained to discover India through Western frameworks and models, but we are divorced from the experience of India that is within each one of us and permeates our entire existence. The old media establishment can thus technically pass for cognitive dissonance filled schizophrenics. For them, Jallikattu becomes ‘ritual torture’, because many of the cultural and academic elite, who have never seen a Jallikattu for themselves, deem it so. It does not matter that Jallikattu involves no torture. It does not matter that Jallikattu bulls are part of the ecological web that sustains livestock diversity.