In today’s digital age, social media has emerged as a formidable tool for propaganda, misinformation, and disinformation. With just a few clicks, it can spread false narratives, influence public opinion, and shape the mindset of entire societies. The power of social media lies in its ability to penetrate civil society in a way that aligns with the Gramscian concept of cultural hegemony, where dominant ideas are subtly reinforced until they become accepted norms.

This influence is particularly concerning in regions like Kashmir, where social media platforms such as YouTube and Facebook are increasingly being used to shape societal values and discourse. A new breed of so-called YouTubers has emerged, who have deeply infiltrated civil society, using their platforms to spread content that often promotes negative behaviours and ideologies. These individuals are not just entertainers; they are influencers who, knowingly or unknowingly, are altering the fabric of our society.

The real danger lies in the gradual normalization of what was once considered abnormal. Over time, as these negative behaviours are repeatedly showcased and consumed on social media, they begin to lose their shock value. What was once met with outrage or concern is now accepted as part of everyday life. This normalization process is subtle yet powerful, eroding societal resistance to behaviours that were previously deemed unacceptable.

In Kashmir, this phenomenon is particularly troubling. The content produced by these YouTubers often includes offensive language and inappropriate behaviour, which, through repeated exposure, has become ingrained in our social discourse. The consequences of this shift are profound. As these behaviours become more common, they are increasingly viewed as part of the social norm, especially by younger audiences, whose minds are more impressionable and susceptible to influence.

This trend sets a dangerous precedent. The youth, who are the future of our society, are growing up in an environment where abnormal behaviour is no longer recognized as such. The very values that once defined our culture are being eroded, replaced by a new, and often harmful, set of norms. When these negative influences become normalized, society loses its ability to resist them, and what was once abnormal becomes the new normal.

The implications of this shift are not just cultural but also psychological. As we continue to consume content that reinforces negative behaviours, our collective mindset is conditioned to accept these behaviours as part of our social reality. This conditioning makes it increasingly difficult to distinguish between what is right and wrong, acceptable and unacceptable.

As we navigate this digital landscape, it is crucial to recognize the power of social media in shaping our perceptions and values. We must remain vigilant, critically evaluating the content we consume and its impact on our society. If we do not, we risk allowing the abnormal to become the norm, with far-reaching consequences for the future of our community.

In conclusion, while social media has the potential to be a force for good, it also has the power to erode the very fabric of our society. In Kashmir, the rise of social media influencers who promote negative behaviours poses a significant threat to our cultural values and social norms. As a society, we must resist the normalization of these behaviours and strive to protect the integrity of our social discourse for the sake of future generations.

Dr Imran Khursheed