NOT SO SOCIAL

Couple of days ago, my facebook timeline was flooded with videos on some kind of social media war – YouTubers vs TikTokers. I’m yet to understand why facebook algorithm predicted that I may be interested in such a topic? Nevertheless, here I was, checking out the videos.

For the uninitiated, an Indian Youtuber whose handle goes by the name, CarryMinati came out with a series of roasting videos on Indian TikTok influencers. He specifically called out an influencer named Faisu, who uploaded a video normalizing what looked like an acid attack over spurned love. What followed is a barrage of videos by both Youtubers and TikTokers, each slamming, shamming and name calling the other. Subsequently some kind of truce seems to have happened. But online war is like opening a Pandora box. Now there are n number of entertainers who are coming with their 60 secs of “viewpoint” on the fight.

More than the fight, it was the way the Parties went ahead with ranting, that should ring an alarm bell. The fact that, the demography of bulk of the followers (some online statistics put it as high as 80-85%) of these so-called influencers falls in the age bracket of 16-24-year olds, should be a matter of concern.

Let’s start with the language. In the name of roasting, obscene language is used. Honestly, finding a video amongst these highly rated influencers, which doesn’t have a single obscene word is like looking for a needle in a haystack. It doesn’t matter whether the rant is in English or Hindi or Hinglish or any vernacular language – the extent to which vulgar vocabulary is deployed, is deplorable. Civil language and ability to convey satire through smart comedy is an art out of fashion or maybe lacking swag, I guess. I even came across a video wherein the influencer justified such language as, yeh tho just inka kaam hain (this is just their work).

Now comes the portion that makes these influencers heartthrobs – Content. Content is a joke and over abused word here. Someone makes a weird face in an equally weird make-up and over the top hairstyle (if you can call that hair!). Someone makes farting sound with a oh-so-funny expression. Someone prepares a duet showing girl’s expression after a gang rape in one segment and boys coming out buttoning-up their shirts in the other segment. Someone shaves off her eyebrows. Someone rants for 60 secs in a language, Gangs of Wasseypur Part I and Part II together, couldn’t manage. Someone jumps into an indoor pool promising his girlfriend a trip to London! Someone ditches her boyfriend for a richer guy because that’s what girls apparently aspire to do in life!

Of course, there are good and decent content amidst this pile. But the problem with most online platform’s algorithm is, once you watch 2-3 videos of a specific genre, your timeline gets flooded with suggestions of similar nature. One cannot afford to be casual while surfing anymore. For eg. I watched a few videos with content having sadistic or shamming undertone and my timeline had similar content queuing up. To break the chain (!) I had to consciously search and watch videos which I otherwise prefer. The cleansing process had a slow effect and took me good 2 days before my timeline was curated.

Imagine the ease with which kids and youngsters will get gobbled up into such cynical content in the name of entertainment! It is a situation wherein you are sucked into something not productive or constructive or entertaining and are made to believe that, this is the trending genre. The content is replicated by other aspiring influencers wanting likewise engagement and in a matter of few hours, similar videos are playing all over the timeline. Worsening things further, the algorithm gives a similar suggestion to your friend’s timeline. With FOMO, the entire chain laps up the content and whoosh – we have a viral video with absolute garbage in the name of content. 

The influencers got their engagement, brands they promote got a hit, the App reads more of your phone activity and network is happy to push bulk data. All are winners, except the user who is unfortunately the Product and has ended up with restricted control in their own digital space!

Next time you login, which maybe just couple of minutes later, you will find same type of content from some other influencer, links from brands that featured in the earlier video and App suggesting more of the content you liked earlier as diversity seems to be irrelevant.

Social media's impact is far reaching. Remember how it stirred the Arab Spring or in recent times the Hong Kong protest in a matter of few shares! When you create an account with anonymous name, please don’t be fooled to believe that you are invisible. You and your entire digital footprint (which ironically contains every detailed aspect of your life) is available for sale. You are the Product. The market is now flooded with Products whose age is between 16-24 years and they are sell-offs.   

Regulation and restrain are words viewed with lot of scepticism. As I heard online – those are words for losers and old generations. However, there are times when people need to be reminded that being decent is not just a virtue but a necessity for maintaining sanity in the world. If we keep throwing rubbish on each other, we will end up with a garbage pile! If timely regulation and restrain is not imposed on such obnoxious digital content, digital ethics will end up as an oxymoron.

Meanwhile, a former Walt Disney man has been appointed as CEO of TikTok and COO of its parent company ByteDance! Just saying!