Introduction: Briefly introduce social media as a tool to share ideas, mould opinions, connecting people relating it to mass mobilization

Main Body: Explore how social media democratizes protests, amplifies messages, and accelerates their reach, while also examining its role in surveillance and counter-protest strategies.

Conclusion: On the lines of necessity for a nuanced understanding for assessing impact  of social media on Indian society.

Introduction

• According to Ahlqvist, & Halonen social media has become an essential part of our lives as a vital tool of different kinds of communication which is equipped with the ability to air ideas, share views, mould opinion, connecting individuals and society as whole. Social media refers to the means of interactions through web based technology among people in which they create and exchange information, ideas and opinions in virtual communities and networks.
• Social media has transformed the landscape of mass mobilization, redefining the ways in which individuals express their opinions and engage in collective action. Platforms like Facebook, Twitter, and Instagram have played a pivotal role in shaping sociological dynamics related to power, social movements, and collective mobilization.

Main body:

• Changes in Forms of Protest: In the contemporary socio-political landscape, ground-based movements, including student protests and farmers’ movements, strategically leverage social media to amplify their messages through impactful hash tags and Twitter trends. This dynamic interaction exemplifies Manuel Castells’ concept of the network society, wherein social movements intricately operate within interconnected networks facilitated by digital communication.
  • For example The #MeToo movement started as a hashtag on social media, where women shared their experiences of sexual harassment and assault. It has empowered Indian women to raise voice against their perpetrators.
• Democratisation of Protest: Social media has democratized the protest process, making it inclusive and accessible to anyone with internet access. It has eliminated traditional barriers to entry, such as physical presence and resource requirements. It can be said that social movements are breaking free from traditional hierarchical structures.
  • For instance the movement “ India against corruption” become nationwide movement due to use of social media .
• Speed and Reach: Social media has drastically increased the speed and reach of protests. News and updates about a protest can spread instantaneously across the globe, garnering international support and attention.
• Online activism: In the realm of online activism, a phenomenon catalysed by social media, individuals find a powerful outlet for expressing support through activities such as sharing, signing petitions, and making symbolic profile changes. The interplay between online activism and virtual communities demonstrates a transformative potential, as these digital spaces not only raise awareness but also exert considerable pressure on authorities. Rheingold’s vision of virtual communities as hubs for meaningful discourse resonates in the way online activism has become a dynamic force in shaping contemporary socio-political dialogues.
• Surveillance and Counter-Protest: The cultural effects model, deeply entrenched in sociological theory, contends that media holds considerable sway in shaping ideology and moulding public perception. When authorities strategically employ social media for surveillance purposes, they extend beyond mere observation of dissenting groups; they wield the power to mould public narratives by disseminating carefully curated information.

Dysfunctional aspect of social media:

• Subaltern sociologists argue that social media is biased towards urban areas and consumption related issues. Issues of tribal, landless labourers, agrarian distress, and issues of small and marginal farmers are rarely raised on social media.
  • For example: Negative and suspicious attitude of social media during the farm protests of 2021 is an example of one such bias.
• The Marxist cultural effects model sees social media as very powerful ideological influence, mainly concerned with ideological influence. It may be considered as a source of power inequalities.
• Baudrillard’s hyper-reality posits that in contemporary society, media representations have become so prevalent and influential that they no longer merely reflect reality but actively shape and blur the boundaries between representation and actuality.

• Philo and Beattie argue that moral panics often arise because of negative media representations of issues such as immigration and asylum seekers. Sometimes such moral panics can lead to violent outrages based on even fake news.
  • For instance Sexual harassment of two Kuki–Zomi women in Imphal Valley was triggered by the circulation of fake news.

Conclusion

Social media has emerged as a powerful tool for mass mobilization in India, shaping public opinion, influencing political discourse, and playing a crucial role in various social movements. While it has democratized the flow of information, it also presents challenges such as the spread of misinformation and online harassment. Understanding the sociological interconnections between social media and mass mobilization is crucial for comprehending its impact on Indian society.