Youth and Popular Culture: More than Entertainment

Name- Garvita Singh

Course and Year of Study- BA (H) English, II Year
Institution- Maharaja Agrasen College
Mobile Number- 7455009143
E-mail ID- garvitasingh237@gmail.com]

Abstract-

A close inspection of the statistical data of COVID-19 brings into light the average mortality
rates which clearly suggest that youth of any country or nation constitutes the smallest share
of deaths when placed amid the population of all age groups. This elevates the already
established notion of youth as the most powerful asset of a country, although not limited to its
physical potential only. More often than not being guided by an overwhelming rebellion and
impending impulses becomes a testimony to the mental agility of the youth which only
requires a miniscule amount of molding to lead it to a constructive path. Hinduism also
represents human life as classified into four stages or ashramas. It is only the first stage of
Brahmacharya which holds the maximum capacity to increase jnana-shakti (knowledge) and
kriya-shakti (action). However, with this power and capability also commence the rights and
responsibilities associated with the youth. While we have come a long way in digitization, we
have left behind the scope for any expansion in mental and physical competence. In this day
and age of social media, the youth is ironically more inclined towards an individualistic
approach rather than social, even stretching to the extreme of selfishness. Being the most
vulnerable to flaws and follies, a change in taste as well as the range of options available in
all expressions of popular culture is making the youth head towards an extravagant lifestyle
and mindset. This needs to be looked into and ceased before it is too late. It is not only the
responsibility of the youth, but their right too.

Keywords- COVID-19, powerful asset, mental and physical competence, social media,
digitization
 1 Introduction

A close inspection of the statistical data of COVID-19 brings into light the average mortality
rates which clearly suggest that the youth of any country or nation constitutes the smallest
share of deaths when placed amid the population of all age groups (Baruah et al.).
Undoubtedly, this points at the physical strength of the youth, which forms a valuable factor
for its participation in the manual workforce of any field. Started in 1980, the one-child
policy of China with its consequences forms a great instance of what is destined to take place
if the youth population of a country does not flourish steadily. The recent announcement of
‘Agnipath’ scheme by the Indian government for recruiting soldiers into the armed services
for a short period of four years can also be taken into consideration for the fact that the
physical ability of youth is a cut above as the scheme focused on the age group of 17 to 21
years (A Critical Analysis on Agnipath Scheme for Armed Forces). Although criticized for
several reasons and also having faced a backlash and a revision of the age bracket, it cannot
be denied that the youth of a nation serve the major purpose of constituting an active and
effective labour. This elevates the already established notion of youth as the most powerful
asset of a country, although not limited to its physical potential only. More often than not
being guided by an overwhelming rebellion and their impending impulses become a
testimony to the mental agility of the youth which only requires a miniscule amount of
molding to lead it to a constructive path. Being in the most aware and accepting stage of life,
the youth hold the power to bring a sharp shift in the current social, political, educational,
economical and moral dynamics of any nation and even the world. Hinduism also represents
human life as classified into ashramas, out of which it is only the first stage of
Brahmacharya which holds the maximum capacity to increase jnana-shakti (knowledge) and
kriya-shakti (action) in one’s life and also in other lives around him/her.

2 Rights, Responsibilities, and Conventions

With this power and capability also commence the rights and responsibilities associated with
the youth. Rights, conventionally, would mean the principles and entitlements provided to
people based on their social and legal backgrounds. Similarly, responsibilities would mean
the duties that the same people are bound to. Duly acknowledging their conventional
meanings, ‘rights’ also hint at the rightfulness of a notion and an action, and ‘responsibilities’
also refer to the responsiveness and accountability of a person for his/her actions. This would
imply that keeping in mind the rights that the youth is obliged to, certain responsibilities
cannot be compromised with, nonetheless. While it becomes important to protect and
preserve the youth with the help of various legal as well as societal and ethical rights, it also
forges a way for many to duck under the negotiations and step back from responsibilities. On
one hand should be taken into account the challenges faced by the youth and on the other
hand must also reside a fully-fledged discussion on the duties abound to the same youth, for
the formation of a stable and sustainable environment (Bolouri). This would not only be
beneficial for the entire population and resources of a country but also the youth itself. A
balanced-out approach will ultimately be able to weed out anomalies of administration while
allowing the established ethical effects to breathe.

1. Evolving Popular Trends

While we have progressed a lot in digitization, we are leaving behind the scope for any
expansion in competence. In this day and age of limitlessness of social connections , the
youth is ironically more inclined towards an individualistic approach rather than social, even
stretching to the extreme of selfishness (Elsayed). Having the most temperamental approach
to life and its decisions has made the approachable attitude of youth a rather threat-like trait.
Being the most vulnerable to flaws and follies, a change in taste as well as the range of
options available in all expressions of popular culture is making the youth head towards an
extravagant lifestyle and mindset. The latest increment in the amount and kind of content, as
well as the audience, can also be credited to the pandemic that the world faced (Gammon).
The advancement being desired in technology, science and the digital world is seen in the
representation of youth in all forms of popular expressions like movies, TV shows and
graphics. The youth might be able to understand the rights as well as wrongs of any
adaptation on the screen, but the charming guise in which it is being represented exists for the
sole purpose of luring the exposed minds to an unreal state. It is the freedom and right of the
youth of any democratic nation to be able to become the audience to the art and broadcast of
any kind (Denner and Martinez). Yet, it is also their right to be shielded from the content
which is only destructive to them. Their rights become the responsibility of the producers and
processors under whose supervision the adaptations are being approved. At the same time, it
also becomes the responsibility of the youth to be able to distinguish between the good and
the bad in order to lead itself away from a degrading stage (“Effective Discipline for
Children”).

4 Transmogrification in Social Spaces

4.1 Authorization and Regulation

It is now possible, unlike previous generations of digital age, to produce content at your own
will. Platforms such as Instagram, Facebook, Snapchat, YouTube, etc. have no restrictions on
users on creating what they want with the intention of giving voice and the power to embody
their opinions and ideologies. In applications which allow a mass flow of content, a great
variety and a visibly high range of content is available, which may or may not be authorized
by any of the organizations or communities. 1 Being regulated on a surface level under some
guidelines and regulations, it is very much clear that unwanted media is nevertheless created
and curated to the audience at the cost of their data and viewership. Be that as it may,
attempts are often made to establish a fairly democratized ground on these social channels,
yet withstanding any offense on the regulation systems of the platforms. This ensures that the
term “mass” in mass-media holds true to its sense as much as possible wherein the created
content is produced by the masses as much as it is for the masses. It should also be noted that
any reference to the “masses” is simultaneously an indication to the youth, as more than 65%
of India’s population comprises of people below the age of 35. 2 However, the absolute power
that makers now hold to be able to express what they are willing to also poses a question on
their responsibility to provide information and spread their views in a manner that it neither
holds back their right to express nor violates the right of the viewers to be able to get
authentic information and unbiased ideas. It is also the responsibility of the viewers to pull
out right from the wrong while they enjoy their right to freely access all media and content.

4.2 Expansion of Interaction

The recent Oscar winning song ‘Naatu Naatu’ was from the Telugu movie ‘RRR’, which
interestingly got its name from the audience it was meant for. It was ultimately decided by
the makers to agree upon the title chosen by their fans, whereas originally the name ‘RRR’
was only a tentative reference to the names of the director, and the lead actors whose initials
were R’s. This points towards the noticeable change in the relationship of makers and the
viewers in today’s time.3 It is commonly acceptable today to express your intake of any form
of content and provide your feedback for the same. We are able to put forth our views and
share them with others even if we are not associated to the team that goes behind the making
of the content.4 It is our right to be able to make available to everyone our concerns about any
topic and its relevance holds considerably more than the obsolete times when online social
spaces were not a thing and voicing of opinions was entitled to a few. All the communities on
online stages are now interactive, and it is no longer a one-way system of
‘producer/consumer’ kind. Not making content is not synonymous with not participating in
the social arena anymore. A viewer holds as many rights as the maker, while also having to
deal with being held accountable in equal amounts.5 It has led to the construction of a
cumbersome space which is not simple or singularly stimulated.

4.3 Privacy

Privacy and its availability have become a serious issue with the onset of popularity of such
platforms. The sort of methodology that is being opted for is posing more problems than
solutions for the young consumers. With the amount of content available online, creators
have stepped up, or rather down, to produce media which would easily attract more audience
due to its characteristics as a new and ‘woke’ kind of content. This gains it popularity until it
becomes mainstream and is propagated all across the medium. 6 It soon becomes a part of
popular culture and no longer interests more viewers because it is too dull, and is extremely
normalized. However, for miscalculated ideas to be normalized and even allowed to be a part
of fashion for the youth is detrimental to the society as a whole. Creators are unconcerned
with their privacy and running behind the idea of being a part of popularized trends with their
personal lives at cost. Similarly, viewers are intentionally and unintentionally compromising
with their right to privacy for being able to flaunt their up-to-date fashions. A tracking is
always being done by the applications and websites that social media and OTT platforms are
a part of.7 The trail that the audience leaves behind on these channels becomes a hazard for
themselves. The recommendation pages, the user activity, the followers and following of the
individual is all accessible to the communities to an extent where now everybody’s lives and
likings can easily be looked at and even misused.

5 Impact on Youth

Recent years have witnessed a turbulence in the categorization of content available online,
whose access resides with almost absolutely everyone with the provision of an internet
connection. Whereas it used to be a privilege for many to be able to get authentic content and
get connected to media, now everything is just a click away. There’s no doubt that
accessibility has certainly made it easier for the entire population. The sudden upsurge under
the ‘Digital India’ has led to a spike in smartphone usage aided with more affordable data
prices when compared to prior plans (A and Sharma). With a significant growth in sectors
such as online transactions and e-commerce, a considerable growth also lies in the
entertainment industry of our country. This resulted in an expansion and extension of the
popular ideas being transmitted easily and widely than ever imagined. Along with
globalization, digitization has given us the opportunity to look at as well as imitate the
concepts that are flowing all around the world. While it is a great start to a synchronized
world where notions are shareable among the common masses with the same efficiency and
readiness as the upper classes had had the dispensation of; it is also, simultaneously, a risk
inducing factor with the potential of leading the youth towards highly popular propositions
and practices, which are not as righteous and judicious as their following in social arenas
(PMC). Moreover, the effect that it is having on the youth is far more destructive than other
ages and stages of population. The repercussions and ramifications of a seemingly non-
hazardous space are rather convoluted.

5.1 Physical Proficiency

An elevation in the screen time of the audience on all devices such as smartphones, laptops
and tablets, etc. has been studied worldwide since the very beginning of development in
online content. Studies have shown that a negative impact on the physical ability of the
audience is bound to take place with prolonged exposition to screens and their media.
Ranging from an uprise in the risk of heart diseases, cancer, diabetes to a rise in the number
of cases for obesity due to decreased physical activity- the impact of online media on our
bodied is complex in nature. People more than often complain of an aching back and neck
due to long hours of working on a computer system (Bharadwaj). Yet, this effect ironically
seems to disappear when the screen displays media of their choice or its presence is in the
comfort of their homes. Insomnia is yet another side effect of elongated screen time and
online activity. With an average of more than 7 hours of screen time of the Indian population,
it cannot be denied that the impacts on physical health will be as worse (“Alarming Average
Screen Time Statistics (2023)”). A regular sight is the younger generations being more and
more indulged in the screen, instead of being even slightly interested in physical play. Many
a times, it is the parents who are responsible for making their children addicted to the online
content, hence increasing their screen usage even more. There have been instances when even
children and toddlers lost their eyesight and eyeball movement to long hours of television and
smartphones (Varadarajan et al.). This is an indication of how much is the upcoming youth
disembarked from any improvement. The media is placed on a platter in such a manner that it
becomes almost impossible to resist the urge to get back to it again and again.

5.2 Psychological Agility

Regardless of the physical impacts and screen usage, the content that is served to us also puts
under threat the mental, emotional and psychological well-being of the user, especially the
youth, which is not as experienced as the elder audience (UNICEF). The dissemination of
unprocessed and unchecked ideas evidently proposes to the young minds and often results in
shaping them in undesirable ways. So many mental barriers credit their occurrence and
spread to reasons among which social media and OTT content top the charts incredibly
easily. The short duration of the latest content and a constantly changing list of trending
topics and tags has also made the attention span of the youth too short to be focused on
anything for a considerable time. With no restrictions on the availability and accessibility of
content, and no proper conduct of the rights and responsibilities of makers and consumers,
the audience fails to break free from the natural tendency of being addicted to the wrong kind
of content. It makes way for the unfolding of psychological problems like stress, anxiety and
depression along with other hazards (Lissak). This not only hampers the mental and
emotional growth of the youth due to unlimited exposure to all sorts of vice and virtue, but
also results in a deteriorating and damaged mindset which does not succeed in differentiating
good from the bad and is as confused in its ideals as it can be.

5.3 Social, Ethical and Educational Spaces

Excessive allowance of social content is also catastrophic to the social health of a nation’s
population. Isolation is a common problem these days in the youth which is not able to dwell
well in social spaces of reality. Sitting behind the screen with an online personality has made
the generation fail terribly at the job of real-life interactions and conversations (Dhiman and
Malik). Apart from the socially endangered behavior, the risk of losing out on ethical thought
processes is also an issue in today’s time. Trending behaviour has become more important for
the youth than being ethically and morally correct. An evolution in the extents of what is
right and what is wrong has come to be defined as a spectrum where an extreme focus on
individuality has made the youth ignorant to society and its ethics. It impacts the educational
status too, wherein knowledge and its accumulation is no longer the top priority because
every bit is available on the social platforms (Brown et al.). Education has just been confined
to the label of an obligation, while online persona becomes a necessity. Being behind the
screen for hours and hours hinders the growth of a young brain in any educational forum and
hampers his/her chances in future endeavors due to the creation of a façade of all the
‘options’ available to go along with.

6 Criminal Case Studies

A murder case from Haryana made headlines when the one-sided admirer of a college going
girl shot her after being inspired by the character of Munna Bhaiya in the OTT series of
‘Mirzapur’ (Kumar). Another piece of news from Delhi informed about the kidnapping
drama of two young boys who pretended to be abducted to forge money from their own
families and committed other crimes after being inspired from a web series (The Indian
Express). Another instance of sandalwood smuggling as an imitation of the movie ‘Pushpa’
also came to light (Bureau). Lucknow also witnessed a crime case after the popularization of
‘Money Heist’, a web series, when the robber attempted to clear out a jewelry store (Times of
India). Such cases can be taken up as case studies for foregrounding the severe impacts of
unchecked social contents which are shaping the youth of our country in unwanted manner.
Furthermore, cyber spaces become a potential breeding center of crimes such as bullying due
to the advantage of anonymity and excessive dependency of users on the platforms (Thukral
and Kainya). Violent and unsafe tendencies are motivated and spread, leading to a highly
risky atmosphere on all online mediums.

7 Global Perspective
A quick glance on the varied approaches that several nations are taking towards social media
platforms and “over-the-top” platforms, commonly known as OTT platforms, tells us more
about the ideas that are generated and communicated through these channels, which makes
their existence and thriving a question to debate upon. A good example would again be of
China, the communist nation which shut down almost all the social podiums like Facebook,
Twitter and YouTube in 2009 (Ensafi et al.). There are various regulations and supervising
organizations which look into the matters further and far deeper than can be fathomed. North
Korea, Iran, Russia, and many other countries do not allow a free-flowing social space to its
citizens, and attempt to justify their decisions through manifold explanations. Whether or not
this blocking of access righteous is a different discussion altogether, but it does speak
volumes about the power that social media and online content holds, which makes it eligible
to be taken such seriously nonetheless. There are diverse reasons behind the restrictive
attitude of all these nations, yet, the commonality remains the same, i.e., a freestanding flow
of opinions (Madania). While it offends the right of the citizens to information and their
freedom to express, but the responsibility of the authorities is taken well care of in the form
of censorships and regulatory bodies.

8 India’s Administrative Inclination

Indian youth population constitutes a huge consumer base for numerous social media
platforms and OTT channels. Recent news showcased the banning of the website and social
accounts along with the application of a Pakistani based OTT platform due to its foreign
portrayal on sensitive and political issues (“India Blocks Website, Apps, Social Media
Accounts of Pakistan-Based OTT Platform Vidly TV”). The central government issued
immediate actions and the Indian IT Ministry responded as quickly. Such instances, like the
banning of Chinese applications not so long ago, hint at the responsiveness of our
administration in the social sphere of online media. However, there is no regulating body to
superimpose any guiding rules on the content of popular OTT platforms like Hotstar, Netflix,
Amazon Prime, etc. In fact, a variety of OTT mediums keep going unnoticed in mainstream
debates and discussions, enabling them to freely float content based on extreme criminal and
sexual ideas, discriminatory and offensive views, socially and religiously inadequate
opinions, etc. According to some surveys, more than half the audience is in favor of partial
censorship because they feel the need to put a barrier between them and the inappropriate
content which is unsuitable for mass viewership (“Nearly 57% Indians Think Content
Censorship Is Required for Online Streaming, Says Survey”). Article 19(2) of our
Constitution mentions the provisions of reasonable restriction on free speech and the right to
express for the sovereignty and integrity of India, security of State, public decorum, decency
or morality, etc. (Article 19(2)) This suggests that while protecting the rights to free speech
and content consumption, a decent share of censorship becomes mandatory in certain cases.

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