Irresponsible behaviour in the public sphere has always existed, but social media has amplified it to unprecedented levels.
Social media, once celebrated as a force for connection and progress, has evolved into a double-edged sword. While it has empowered the voiceless and democratised access to information, it has fostered an alarming culture where attention is pursued at any cost. The rise of so-called “influencers”—individuals who amass vast followings through engagement-driven content—has given birth to a concerning trend. In their relentless quest for relevance, many have abandoned responsibility, favouring provocation over propriety and controversy over character.
This phenomenon is not entirely new. Irresponsible behaviour in the public sphere has always existed, but social media has amplified it to unprecedented levels. What was once confined to private circles or obscure discussions now reaches millions instantly, shaping perceptions, normalising indecency, and distorting India’s image. It is disheartening to see our nation—founded on wisdom, dignity, and respect—misrepresented by those who wield influence without accountability.
India is more than a country; it is an ancient civilisation enriched by an ethos of spirituality, knowledge, and cultural wisdom. This is the land where the Kumbh Mela, the world’s largest spiritual gathering, attracts more than 500 million in an expression of unwavering faith. Here, the Bhagavad Gita is not merely read but deeply contemplated as a guide to righteous living, and the Vedas and Puranas continue to shape intellectual discourse across villages and cities. Our traditions emphasise seeking knowledge with humility, engaging in debates with dignity, and expressing ideas with responsibility. Even our art forms embody refinement and grace, from Bharatanatyam and Kathak to the intricate temple carvings. Our culture reveres wisdom, values discourse, and upholds principles that have stood the test of time. Yet today, we see this legacy trivialised, reduced to digital spectacles by those who neither grasp its depth nor respect its sanctity. It is distressing to witness a civilisation of profound thought diminished to viral trends and clickbait, its cultural fabric disrupted by a few who equate provocation with progress.
It is ironic and troubling that many of today’s so-called “icons” in the digital era are hardly the best representatives of our youth. They are often neither the brightest minds nor the most industrious contributors to our nation’s progress. Lacking academic rigour, intellectual depth, or any meaningful contribution to society, they nevertheless amass enormous followings. Through the mechanics of social media, they are elevated to undeserved prominence, their words dissected, their actions imitated, and their influence extends far beyond their merit.
This paradox is bewildering, yet it reflects the reality of the digital age. These individuals command millions of followers, earn significant wealth, access exclusive circles, and wield influence disproportionate to their contributions. In a society where fame translates to power, they have the ability to shape perceptions, dictate trends, and redefine cultural narratives. And how do they use this power? More often than not, they squander it—choosing sensationalism over substance, trading dignity for virality, and ridiculing the values that have shaped our nation.
It is difficult to comprehend how wealth, attention, or privilege can justify tarnishing one’s self-respect and the dignity of an entire civilisation. No number of social media followers, sponsorship deals, or fleeting moments of digital fame grants anyone the right to trivialise India’s culture, traditions, and identity. Influence is a responsibility, not a licence to disrespect the heritage of a land that has given them everything. Yet, this continues—because the system rewards it and because, as a society, we allow it.
Young minds, easily swayed by online trends, begin to associate controversy with success. If such influencers become role models, what kind of future generation are we shaping?
So, what can be done? The solution is simple and challenging—we deny them the very thing they seek: attention. Their currency is engagement, and by refusing to participate, we diminish their influence. We do not mention their names, for they thrive on the idea that any publicity is beneficial. We do not amplify their voices, even in criticism, because outrage fuels their reach just as much as admiration.
Instead, we make a conscious decision to disengage from such content. Social media algorithms thrive on engagement—if we choose not to watch, like, share, or comment, these individuals lose their digital power. We take proactive steps to ensure our children, families, and communities do not fall into this trap. A meaningful conversation at home, a guiding hand in the right direction, and a firm stand against what is unacceptable—these small actions collectively contribute to a cultural shift.
Furthermore, we must champion better role models. Let us uplift those who contribute meaningfully—scientists, educators, artists, entrepreneurs, and thinkers. Let us promote content that educates, inspires, and upholds our cherished values. Social media companies and content platforms must also bear responsibility for what they amplify. Algorithms prioritise engagement, often favouring sensationalism over meaningful discourse. Should profit-driven platforms be allowed to shape cultural narratives unchecked? As a society, we can determine what truly deserves our attention.
India has centuries of wisdom, history, and intellectual depth to draw from. Let us focus on those who genuinely contribute to our progress. We must not allow fleeting digital spectacles to overshadow the legacy of a civilisation built on knowledge, dignity, and respect. If we must follow, let it be the path of progress—not the empty echoes of those who offer nothing but noise.
* Prof Gourav Vallabh is Professor of Finance, XLRI Xavier School of Management and BJP leader.
