(The Indian Express has launched a new series of articles for UPSC aspirants written by seasoned writers and scholars on issues and concepts spanning History, Polity, International Relations, Art, Culture and Heritage, Environment, Geography, Science and Technology, and so on. Read and reflect with subject experts and boost your chance of cracking the much-coveted UPSC CSE. In the following article, professor Shafey Kidwai dissects the pros and cons of social media and explores how traditional media can step in.) The expansion and dominance of social media platforms have disrupted traditional information ecosystems. The ongoing controversy over digital influencer Ranveer Allahbadia's alleged obscene comments is a case in point. It draws attention to the fact that while digital platforms enhance accessibility and interactivity, they also raise concerns about issues such as credibility and accountability — challenges that traditional or legacy media have long grappled with. In that context, it becomes important to explore how the role of the media evolved over the past decades. What is the scope for traditional media to influence digital behaviour in an era dominated by digital and social media platforms? Media in the digital storm Since time immemorial, the media has played a profound role in shaping human history and fulfilling aspirations. Over the last four decades, this influential entity has undergone a significant transformation in both thematic presentation and display patterns, reflecting shifts in various aspects of its operations. News or facts, once considered sacrosanct, have been replaced by a dazzling flow of infotainment. With the frequent use of colour photos, visuals and graphics, newspaper pages increasingly resemble TV screens. Print media and broadcast media, barring some exceptions, have largely abandoned their roles in fostering critical thinking, acting as a watchdog, ensuring justice and promoting liberal values. Besides this marked changeover, traditional media has faced numerous challenges and has been striving to uphold its cherished autonomy and commitment to the aspirations of its vast and heterogeneous users. Yet, it has not been wholly overpowered by its offspring. This profound transformation, fueled by the pervasive influence of new information technology, does pose an existential threat to traditional media or legacy media. Future of written words The issue of trust, the decline of traditional revenue models, and the rise of digital monopolies have unsettled those who ponder its future. However, the future of media will ultimately be shaped by vigorous collective engagement and debate. However, the intensely debated question of the media’s future defies easy solutions, demanding a moment of reflection and introspection. The future of the written words — books and media — has sparked a profound and intensive deliberation among all the stakeholders. This debate has been invigorated and enriched by renowned authors, communication scientists, and social historians like the Italian medievalist, novelist and cultural critic Umberto Eco (1932-2016). Eco asserted that three human inventions - the wheel, the spoon and the book - cannot be obliterated, though their shape and design are not immutable. One has to pore over this transformative period by acknowledging the challenges and opportunities shaping the changing media landscape. It is the time to be acquainted with and adapt to the evolving media environment. With real-time interventions and engagement, social media has transformed communication from a formal and one-way process to a dynamic, two-way, and deeply personal experience. It now influences over 5 billion people - approximately half of the world’s population - underscoring its profound impact. Its immediacy and responsiveness go beyond personal interactions and address enquiries, resolve issues, strive to meet the varied expectations of the readers - all of which contribute to its phenomenal growth. Social media and rise of digital battlefield Social media has seamlessly fulfilled the long-felt but unfulfilled desire to connect with others across distances, and cultural, religious, ethnic, and linguistic boundaries. It enables people to share personal experiences, seek guidance, and find redress for their pressing concerns with remarkable ease. Owing to the unprecedented popularity of social media, rapid technological advancements, and the widespread use of the Internet, traditional media outlets have lost their substantial dominance as a primary source of news, entertainment, and education. They struggle to provide audiences with a hassle-free, convenience-driven experience. In contrast, technology-driven social media thrive on interactive online communication, allowing users to engage in real-time conversations, share their opinions, and participate in public discourse. New information technology enables users to ‘talk to’ and ‘talk at’ (repudiate) others instantly. Debate, once a means of discussion, has now largely been reduced to contradiction and confrontation — an emerging hallmark of public debate. Instant online communication turns every user into a unique virtual personality who can engage across platforms like Facebook, Instagram, X (Twitter), YouTube, Yelp and innumerable blogs. They use these platforms for sharing family celebrations, food and fashion trends, personal accomplishments, travel experiences, political and social campaigns, health issues, fundraising efforts, charitable promotions and spiritual discussions. Digital shift: A tool for media transformation, not a threat Communication today has become much more than receiving information and sharing activities. Therefore, to stay relevant, traditional media must focus on the sites where communication now takes place. It needs to harness the power of new information technology and acknowledge the ever-evolving competitive landscape to ensure its survival. The digital is not a threat but a tool for transformation. It offers immense potential to create a dynamic, interconnected narrative space without geographical constraints. By adapting to this changing landscape and utilising new technology, traditional media can stay relevant and thrive in the digital age. In this context, media can become a vibrant user-collaborative site that inspires, educates, enlightens, and fosters empathy. It can combine news, information, entertainment, and social and personal well-being, previously segmented separately. Unlike many online platforms, its strength lies in producing an informed debate by encompassing divergent opinions and placing them in proper perspectives. This approach enables users to avoid hasty conclusions and think critically. Newspapers, Radio, and, to some extent, TV news channels continue to rely on credible and unbiased information without pretending to transpose the user to be at the site of the story. A new era of dialogue, news, and influence The media directs attention to social issues and political manoeuvrings and foster a sense of belonging. For instance, good governance is a fundamental right of the people, and the media is tasked with acting as a watchdog and ensuring transparency and accountability. If freedom of expression, human dignity, and other rights are denied, the media takes up the gauntlet for people. It acts as a watchdog and an arbiter, exposing the ills afflicting society. If anyone — regardless of their power or influence — engages in misconduct or indulges in unlawful activities, the media’s role becomes crucial in holding them accountable. The Watergate scandal - where The Washington Post journalists Bob Woodward and Carl Bernstein investigated President Nixon to the point that it led to his resignation - is a classic example. It proved the old maxim right: "The pen is mightier than the sword”. However, power continues to wield tremendous influence It may be recalled that the Internet entered daily life in 1983, and made worldwide connections a reality. Andrew Weinriech launched the first email-based social networking site, Six Degree, in 1997. It paved the way for platforms like Friendster (2002), MySpace (2003), LinkedIn (2003), Facebook (2004), YouTube (2005), Twitter (2006) and Instagram (2010). YouTube made live-streaming videos possible, and Twitter showed how microblogging could create space for real-time dialogue, news, and views. These interactive online platforms generated ever-evolving conversation groups, debating communities, dating huddles, and visual booths. Social media enables users, often anonymous, to post or edit information without any scrutiny for authenticity. Resultantly, free and instant access to information on any topic appears tempting, and users welcome these digital gateways. However, while social media has emerged as a game-changer, its allure is intertwined with serious pitfalls. Traditional media must step in Thus, while social media - the "unending carnival of conversation” - provides a platform for marginalised groups to get their voices heard, it is riddled with troubling aspects. The irresistible urge for scrolling, texting and posting - although not diagnosed as a disorder - triggers the brain's reward area the same way as a drug. Trust is the bedrock of friendship, but online conversation often occurs among people with fake identities. This results in superficial and fake connections that can leave people isolated from their families and real friends, hardly promoting meaningful dialogue or informed decision-making. Cyberbullying in the form of doxing, shaming, trolling, impersonation, spamming, and hate raids has become a pervasive issue. Moreover, content overload can increase loneliness and decrease self-esteem as continuous exposure to idealised and curated versions of others' lives distorts reality. Given such challenges, traditional media must step in to direct vulnerable users towards a culture of mindful and responsible use of social media. Post Read Questions How has the role of media evolved over the past four decades? Why has traditional media struggled to maintain its role in fostering critical thinking and acting as a watchdog? What are the different forms of cyberbullying, and how do they impact individuals? How can vulnerable users be guided towards mindful engagement with social media? Can traditional media still influence digital behavior in an era dominated by social platforms? (Shafey Kidwai, a bilingual author, is a professor of Mass Communication at Aligarh Muslim University, Aligarh) Share your thoughts and ideas on UPSC Special articles with ashiya.parveen@indianexpress.com. Subscribe to our UPSC newsletter and stay updated with the news cues from the past week. Stay updated with the latest UPSC articles by joining our Telegram channel – IndianExpress UPSC Hub, and follow us on Instagram and X.
