The proliferation of social media has taken ‘media’ out of the hands of specialists and placed publicity and journalism in the hands of anyone who cares to acquire a ‘handle’. This term ‘handle’, in hindsight, is perhaps quite appropriate. It is just that. Something to hold. If it was meant to have been a writing instrument, its inventors may have called it a ‘pen’ or ‘stylus’ or something like that. Quite funnily, all entities that wield social media handles start thinking they have suddenly become writers and seasoned media professionals. The armed forces are relatively new entrants into this game and this has brought about quite a cultural transformation in the manner that information is given out. In the past, the armed forces were kept insulated from the media, often for good reason. Today, social media handles have proliferated across uniformed organisations and the earlier tightly controlled information dissemination system has given way to a more distributed and sometimes uncontrolled mechanism.
This has also, in part, been the result of the armed forces having literally ‘come out of the barracks’ over the past decade or so. The two-way pollination between the armed forces and civil society has increased exponentially with the armed forces getting involved in more and more activities such as internal security, humanitarian assistance and disaster relief, building bridges and tunnels, other nation-building activities, combating lower-end security threats such as armed robbery, piracy and narcotics smuggling, coupled with the transparency afforded by the Internet and modern communications technologies.
Additionally, pressures to put out pictures mass yoga events, coastal clean-ups, pledge-taking ceremonies and such other activities add to the social media pressure, leave alone the time and human resource wasted in the process. Then there are platforms over which serving members, their families and children interact with their colleagues, friends and acquaintances, the credentials of whom cannot be established. While social media has enabled unfettered communications and contact, it has also provided information services on a platter, to those who are fishing for intelligence. It is well known that a large percentage of intelligence that is acquired by any agency is from ‘open sources’.
So much for the security risk that is associated with the media. The other point to remember is that social media is also media. It has become as professional a field as mainstream media. Social media journalism should be as responsible as print or visual media and its subscribers are rising by the day. As OTT platforms have gradually started replacing traditional motion pictures, it is just a matter of time before social media components become platforms of choice for accessing information. The purpose of media is to convey a message to a target audience, sometimes directly, sometimes nuanced. Sometimes, what is not said is as important as what is said. The photographs, the personalities, the message – together comprise a composite package that is designed to convey the right message to the right audience.
Officers and men of the armed forces are not trained to be media savvy. It is not their core function and too much involvement in social media detracts from core functions. Combat units must do what they are meant to do – train and prepare for every description of conflict. The trumpet-blowing, information dissemination and publicity is best left to a handful of public information staff at higher formations and not delegated to formations lower than Command Headquarters. Every lower formation with a handle suffers from risks of poor media training, lack of discretion in what to put out and how, apart from engaging combat formations and units in unnecessary work. There are several examples of social media releases by combat units and formations that were totally avoidable, too jingoistic or issued merely for self-glorification.
A colleague with whom I was discussing this (over social media) commented that we have unleashed a beast which now, cannot be controlled. I disagree. The beast must be controlled, lest it tramples over its creator. The proliferation of social media handles within the armed forces must be reviewed by the highest leadership. If necessary, authorizations that permit combat formations and units to have individual handles can easily be revoked. This will not be a regressive step. Technology is available and must be used to advantage. But how that should be done is clearly a leadership function.
One is reminded of an adorable limerick from our younger days (poet unknown) that is so appropriate to the situation at hand. It went something like this…
There was a young lady from Niger
Who went for a ride on a tiger
They returned from the ride
With the lady inside
And a smile on the face of the tiger
When you are riding a tiger, it is wise to have safeguards in place.
A very relevant article on such a critical topic worth deliberations at this juncture as to how it should be controlled and at what level and how much is justified etc. I strongly believe that we in the armed forces must focus on our core professional functions rather getting distracted by various syndromes such as FOMO or feeling of being seen/ recognised through social media etc. There is always enough room for indulgence in social media purely on the personal front. I am sure the top leadership would be examining various pros and cons and would come out with clear guidelines sooner than later. Very well articulated as always, Dasu.
As usual sir, a very pertinent topic, subtly conveyed.
While social media is a reality and probably cannot be eliminated, certain checks and balances are essential akin to ‘access rights’. Free handles can result in – unwittingly, or otherwise – in inappropriate glorification or jingoism which can be counter productive. The 26/11 media display at Chabad House/ Taj has lessons on how we should or should not handle display(s) of incidents / events.
I find that opinion is divided on this, with most recommending restraint and caution and some proposing more and more liberalism and downward delegation in official use of social media by armed forces units.
What should be done is the call of the current leadership as they are answerable for combat efficiency, info security and image of the services.
A robust policy must emerge out of informed debate. But the debate must take place…and now.
True sir. The urge to be in the news or sharing screen space needs to be controlled. Though activities routine in nature may not be attractive to garner attention of the youth to armed forces, our work should let it speak for itself. And we need not be pompous about it I feel.
While I tend to agree with the argument of these posts being a distraction from core duties and sometimes some window-dressing gets done for the SM, estimating that lower formations including young COs may end up jeopardising their cause may be a bit harsh as most of them limit their remit to some or the other news-worthy posts of their units which would otherwise get queued up at higher formations and lose their timestamp importance. Their own personnel eagerly look forward to their small achievements to be carried to their well-wishers.. hardly have we found subordinate X handles delve into strategic communication. It would be a debate worth continuing in the SM itself! I feel that one odd posts by the younger guns is worth those by(i)tes..
So subtly conveyed. Propensity to be visible in social media has actually blurred the defining line of what is to be shared with the external environment. What used to be strict ‘No No’ a few years back is flaunted readily thesedays. While the Indian Navy’s resurgence in anti-piracy role in international waters is an awe inspiring and time relevant action, the comical portrayal of the same has severely dented the seriousness the action deserved. Association of Kolkata with Bengal Tigers have been quite ridiculously portrayed in the poster in my opinion. No comments about the poster boy and poster girl for obvious reasons. I am sure INS Visakhapatnam or INS Imphal too would have crowned themselves with equal valour if tasked with similar assignment. It is the Indian Navy which must be sole object to project to the external environment always. Reins should have remained firmly in the hands of HQs always.
Yes indeed sir , very well articulated and something we need to be careful
Well articulated and timely advise!
Fully agree Sir … it has to be well controlled and just Delhi and Command HQ function .
Perfect in right voice and right word for right caution.