When influence becomes infamy: Perils of digital fame

In the digital age, social media influencers have emerged as pivotal figures shaping public opinion, consumer behaviour, and cultural trends. Their role, however, is a double-edged sword, presenting both opportunities and challenges to society.

Take the case of Ranveer Allahabadia, adored and courted yesterday, reviled and attacked today for his obscene and obnoxious outbursts on YouTube channels and shows.

Used to be that Ranveer, better known by his YouTube challel “Beer Biceps,” ran one of the hottest talk shows. On only did ministers, film stars, intellectuals, and celebrities vie to appear on his channel, but his influence seemed to have reached all the way to the very prime minister of India, Narendra Modi, who gave him an award.

And today? Trolled and abused on the very platforms which made him famous and earned him so much money. The current public outcry does not stop with hashtags demanding boycotts and unfollows trending on social media platforms.

He has now been condemned and abused by rank and file of the very same dispensation whose blessings, we had assumed, he enjoyed, with mounting and shrill calls for his arrest.

Bypassing traditional gatekeepers of media

Yes, despite his apology, Ranveer is in trouble, with multiple FIRs and complains filed against him. Will sometime in the lock up serve as the much-needed public demonstration of repentance? Whether that happens or not, the public’s memory is short, even forgiving when it comes to their favourites. Many a similar celebrity has recovered after an even worse fall from grace.

Without question, social influencers, a relatively new phenomenon on the world stage, can be force for the good. Not only do they democratise media, information, and individual expressions, they also help showcase unique talents, insights, or knowledge.

We all have something to offer and digital platforms allow us to gain access to a wider audience bypassing the traditional gatekeepers of media.

No wonder, such influencers, however short their screen life, have become pivotal in education, entertainment, and advocacy. For instance, influencers in sectors like health, finance, and technology often provide valuable, accessible content that can educate the masses on complex topics in an engaging manner.

Ranveer Allahabadia, banking on his good looks, initially carved a niche for himself by discussing fitness, lifestyle, and personal development. His content has been helpful to many, particularly the youth, in promoting healthy living, self-improvement, and even entrepreneurship. Despite the oxymoron “Beer Biceps” — because if you overdo the former, you are not likely to build the latter.

A stand against divisive politics

As he grew in stature, Ranveer’s interviews with notable personalities sparked discussions on critical issues ranging from mental health to socioeconomic policies, contributing to an informed public discourse.

He even played his part in India’s ongoing political carnival. Although leaning towards the ruling party, he tried to steer a middle course between polarising views and took a stand against divisive politics.

Influencers like Allahabadia can drive social change and raise public awareness. In this they can play a positive role by harnessing their large followings to support causes, raise awareness about social issues, and even influence elections by mobilising voters or highlighting political agendas. This power to effect change is a testament to the positive potential of influencers in modern society.

There is, however, the flip side of the power they wield. Their hold and influence can also have negative consequences. The primary concern here is the spread of misinformation or the promotion of harmful content, either intentionally or through negligence. Allahabadia was guilty of the former, that is of misinformation and mass deception. Instead, he is embroiled in an obscenity scandal.

In a conservative and traditional society such as India, he has been caught making shocking and many would say disgusting remarks about a taboo topic during an episode of “India’s Got Latent.”

Lest I be accused of directing more traffic to those clips, already viral on social media, I can only say that they are not wroth looking at because they deal with the private lives of one’s parents. He has also been known to make other indiscrete comments on beef-eating, another taboo topic in the largely Hindu Indian society.

Power of influencers

Such incidents reveal the dark side of influencer culture: the potential for irresponsible use of their platform. The power of influencers to shape perceptions can be misused to promote products or ideas that might not serve the public’s best interest, whether it’s endorsing unhealthy lifestyles, spreading pseudoscience, or engaging in content that could be seen as offensive or derogatory.

Especially dangerous is their negative impact on impressionable youth. We saw that in India with teenagers being prompted on social media to harm themselves to the extent of suicide, which led to the banning of TikTok in India.

The fallout from Allahabadia’s remarks shows how quickly an influencer can go from being a role model to a public antagonist, potentially losing credibility and influence.

The commercialisation of social media has turned many influencers into marketing tools, where content might be more about engagement metrics and brand deals than genuine or ethical content creation.

This commercialisation can lead to a dilution of trust among followers, as the line between authentic advocacy and paid promotion blurs. That is why some have even branded the Allahabadia scandal itself as nothing more than a publicity stunt.

The backlash against Allahabadia also highlights the public’s demand for accountability. When influencers fail to self-moderate, external regulation becomes inevitable. However, imposing bans or censorship is counterproductive in open societies. It stifles creativity, limits discourse, and can lead to a suppression of voices that might otherwise contribute positively.

What is the way out? Instead of censorship, there should be a push towards fostering an environment where influencers are encouraged to engage in thoughtful content creation, understand the implications of their influence, and practice ethical broadcasting.

Influencers in democratic societies will have to balance of free speech with social responsibility. Ranveer Allahabadia’s disgrace underscores the urgent need for influencers to self-regulate.

While freedom of speech is a cherished right, the notion of “free speech absolutism” is not universally accepted or practical in most societies. Influencers operate in a realm where their words can have immediate, widespread impact. Thus, with great influence comes great responsibility.