| Relevance for UPSC GS Paper 2 – Governance,, Laws related to Privacy, GS Paper 3 – Cybersecurity, Social Media Regulation, GS Paper 4 – Ethics in Technology, Dignity, Professional Responsibility, Essay Paper – Topics on Technology and Society, Freedom vs Regulation |
Why in News?
A viral video from a Coldplay concert — capturing a moment between a CEO and his colleague — triggered widespread online speculation, reputational damage, and even a resignation. The incident raises critical questions about privacy, digital ethics, platform accountability, and moral surveillance in the era of social media virality.
Background: Rise of the Spectacle Society
- With the advent of smartphones and social media, the boundary between private and public has blurred. Platforms like Instagram, TikTok, and X thrive on user-generated content, turning everyday moments into potential viral spectacles.
- Philosopher Guy Debord introduced the idea of a “society of the spectacle,” where reality is increasingly mediated through images and performances. This has been amplified in the participatory digital culture, where everyone is both an audience and a broadcaster.
- Surveillance capitalism, as theorized by Shoshana Zuboff, describes how tech platforms harvest user behavior and emotions to drive engagement, even at the cost of truth or privacy.
- The Coldplay incident, similar to India’s viral Delhi Metro case (2023), shows how personal moments become global gossip, often without consent.
Key Challenges in the Age of Digital Spectacle and Surveillance
1. Breach of Contextual Integrity
- Philosopher Helen Nissenbaum argues privacy is about controlling information flow based on context.
- Sharing a private moment captured in a public space disrupts this contextual boundary.
2. Digital Vigilantism
- Described by Daniel Trottier, it refers to moral policing by online users who act as informal enforcers without due process.
- Viral content leads to quick reputational harm, with no verification or redressal.
3. Algorithmic Amplification
- Algorithms favour emotionally charged and ambiguous content, prioritizing virality over accuracy.
- This distorts narratives and spreads misinformation.
4. Disproportionate Impact on the Vulnerable
- Marginalized communities — women, Dalits, tribals — face targeted trolling and backlash when videos go viral.
- Digital visibility becomes digital vulnerability.
5. Weak Legal and Institutional Safeguards
- Current privacy and defamation laws are not equipped to deal with cross-border, algorithmically driven reputational harm.
6. Erosion of Journalistic Gatekeeping
- Legacy media increasingly chases viral content, often reporting without verifying facts, adding legitimacy to false narratives.
Ethical Dimensions and Constitutional Values
The rise of digital spectacles has resulted in a conflict between viral culture and constitutional values. While platforms encourage expression, they also enable humiliation and digital violence. India’s Constitution, upholding freedom of expression, must balance this with the right to privacy (Article 21) and digital dignity.
- ● Digital abuse erodes dignity, autonomy, and equality, especially for vulnerable groups.
- ● Online moralism often enforces patriarchal, casteist, and majoritarian narratives, further marginalizing those already targeted in society.
Real-World Consequences: Case Studies from India
1. Coldplay Concert Kiss Incident (2024)
- ○ The viral video of a woman kissing her partner at a Coldplay concert in India led to harassment and moral policing, even after consent between the individuals was clear.
2. Delhi Metro Viral Clips (2023)
○ Women were filmed without their consent and trolled for their appearance or behavior, showing the dark side of voyeurism in public spaces.
3. Tribal Dancers Filmed for Mockery
○ Tribal dancers in India were filmed and edited with music, reducing their cultural expression to a form of mockery for mass entertainment.
These cases illustrate the increasing societal hunger for spectacle and the lack of respect for digital boundaries.
Key Policy Measures
1. Information Technology (Intermediary Guidelines) Rules, 2021
- Mandates social media platforms to remove offensive content within a timeframe and appoint grievance redressal officers.
- However, lacks effective safeguards against reputational damage from viral content.
2. Supreme Court Judgments on Privacy
- Justice K.S. Puttaswamy v. Union of India (2017) upheld privacy as a fundamental right, calling for proportionality and accountability in surveillance and data handling.
3. Digital Personal Data Protection Act, 2023
- Recognises the right to consent, correction, and erasure of personal data.
- Limited in scope regarding content shared by third parties without consent.
4. NCERT Digital Literacy Curriculum
- Introduced digital safety and ethics modules in school curricula to sensitise young users.
Way Forward: Building a Consent-Driven Digital Ecosystem
1. Strengthen Legal Framework
- Introduce laws on contextual privacy and platform liability for viral harm.
- Ensure cross-border cooperation for content removal and user redressal.
2. Algorithmic Accountability
- Tech platforms must design “ethical algorithms” that detect, contextualise, or slow the spread of potentially harmful content.
3. Empower Users through Digital Literacy
- National campaigns to raise awareness on consent, dignity, and harm of viral sharing, especially among youth and rural communities.
4. Responsible Journalism
- Media organisations must reassert their role as gatekeepers of verified information, not amplifiers of digital gossip.
5. Ethical Technology Design
- Promote privacy-by-design principles and pause-before-share features on platforms to encourage reflection before dissemination.
Conclusion
In today’s hyper-connected world, every face in a crowd can become content. The Coldplay incident reflects a broader cultural shift, where the desire for spectacle often overrides empathy and ethics. To build a responsible digital public sphere, we must balance freedom of expression with the right to privacy, context, and consent. Users, platforms, media, and the state — all have a role in shaping a digital future rooted in dignity and accountability.
Prelims Practice Question
Q. With reference to “Surveillance Capitalism”, consider the following:
- It refers to the economic system where human experience is commodified for behavioural data.
- It is a form of institutional surveillance used only by governments.
- It is linked to algorithmic amplification of emotionally engaging content.
Which of the above are correct?
A. 1 and 3 only
B. 2 and 3 only
C. 1 only
D. 1, 2 and 3
Answer: A. 1 and 3 only
Practice Question (Mains)
Q. The rise of digital vigilantism and spectacle culture has redefined notions of privacy and ethics. Discuss the implications for governance, media regulation, and citizen rights in India.
SOURCE- THE HINDU