Team
Café
Long time no see, means two different things, in two
different worlds, depending on which generation you are in, But even that seems
to blur, as ‘seeing’ is only believing if social media certifies you. You are
as alive as your last post and dead as a dodo, if you are offline. And today, it is your newspaper, music store, love guru,
fitness instructor, marriage counsellor, kick-boxing coach, nutritionist, right
upto your sleep counsellor, after you finish your graveyard shift.
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While the tentative timeline of how and when
social media took over our lives and made us absolutely dependent may not be
known, there’s no shying away from the fact that life without Facebook,
Instagram and Twitter seems impossible. From being a humble medium meant for
connecting with friends and family, social media platforms over the years have
expanded their reach to prove that there are practically no restrictions to the
use of these virtual platforms for personal or professional gain.
The 2014 national elections are one of the
biggest examples of the effective use of social media for youth engagement on a
big scale. Ever since then, social media has all but replaced mainstream media
as the primary source of information. The youth makes extensive use of social
media for consumption of news, sharing ideas, conversations and much more. This
makes social media a very viable space for political parties to converse and
connect with the youth. The state elections that happened a few months ago bear
a testimony to this, as it saw Goan youth consuming all things related to the
polls through social media in a big way. Even on a daily basis, various groups
on Facebook and Whatsapp have become virtual battlegrounds, where supporters of
political parties and ideologies clash and argue, to dictate and dominate.
The video of the recent assault on tourists
in Merces generated an emotional reaction to the incident, including from those
in power. The image spread quickly via social media. Reuben Fernandes from
Margao says, “When a large population is connected online, there is an
immensely powerful force. Hence the kind of pictures and videos that are shared
becomes very important, with regard to the message that is directly or indirectly
circulated. As Uncle Ben Parker said: ‘With more power comes more
responsibility.’”
Another important aspect of social media
has been the fact that it has changed the power structure of old media. Brands
are well aware that the youth spends most of its time in the virtual world and
hence, along with spending a decent sum on traditional advertising across print
and electronic platforms, brands now rely on their association with bloggers to
make their voice heard. Sumit Mehra, a marketing professional working with a
reputed international company, says, “A very high percentage of the online
population trusts information it receives from bloggers, and an equally high
percentage of these people go on to purchase an item or service a blogger
recommends. Word of mouth is one of the most powerful marketing tools and
engaged followers are likely to share content across social channels, which is
a key element for successful brand awareness. It is not as popular in Goa yet
as it is in the metros, but we are getting there.”
While social media has undoubtedly made a
lot of things quicker and more convenient, it leaves much to be desired when it
comes to personal privacy. A few months ago, a 21-year old girl from Salem
(Tamil Nadu), committed suicide after her morphed images appeared on Facebook.
Cases like these bring to the fore the perils of these tools which when misused
can result in disastrous consequences. Roshni Adpaikar, a teacher from Ponda,
says, “Experts and social psychologists have often stressed on points like how
users should know the potential risks of what they’re posting online.
Photographs are no exception. At times, one may find it hard to judge strangers
they meet in person, and it’s even harder to tell friends from foes online.”
To sum it up, the virtual world is an
exciting yet tricky place to be, where there are virtual flowers to express
love but you also share space with virtual weapons used to spread / combat
hatred. Social media is a window where people can peek into your personal life.
But if the window is absent or if you’re not active on social media platforms,
you do not exist. Period!
