Viral videos on the internet: An alternative discourse

Viral online videos have become the latest trend to express shame, anger or ridicule on various topics

Former Microsoft CEO Steve Ballmer’s video where he jumps, shouts and screams on the stage to drive ambition and spirit at Microsoft is a wonder example what non-formal styles of communication and unsophisticated videos online can convey. Ballmer screams “come on” while addressing Microsoft employees.

 

Recently, Net-A-Porter CEO Mark Sebba got a much celebrated farewell after his eleven years at the company. The farewell video went viral on the internet as thousands of employees at different locations sang for Sebba-“He is the man”. For sure, boss is not always the most loved person in the company, not in India for sure. He can be despised, feared and respected at the most. 

 

Though not as big as Sebba, but back in 2012 when Nonita Kalra bid goodbye to ELLE India, a lifestyle magazine, her employees said goodbye through a flash mob dance. 
 

The viral videos on the internet in India are not limited to celebrating the spirit of entrepreneurship or corporate leadership but is also playing a larger social role.

 

In today’s world, everyone has an opinion and the low cost internet and modern technology has given us the space to express it like never before. The open, frank and undiplomatic discourse is underway on the buzzing internet space in India. It is not just the social networking platforms like Facebook or Twitter that are serving as a tool to express shame, anger or ridicule, viral videos online have become the latest trend.

 

Though gender issues remain the dominant theme on these viral videos, a take on conservative attitudes in India, citizen responsibility in everyday life, pornography and the hypocrisy around sex education in India has generated some very interesting videos that went viral. 

 

While television news has its own peaks after every rape incident in the country to contribute its bit to the women’s rights discourse, but on the internet there is never a dull day. Unsophisticated but thoughtful videos go viral because of the content. You can abuse rapists and make a call to kill them or comment how your own parents were never fair to the girl child.

 

This alternative discourse building on the internet comes from the youth of the country mostly under 25 years. Some of the people behind these videos are engineers from IIT or other institutes. Since the web enjoys relative freedom compared to television or radio, it has become a mouth piece for many who have an undiplomatic opinion about the events around. Take the name of one of the very popular you tube channels sponsored by Snapdeal called, “All India Bakchod”. The name says it all, doesn’t it?

 

One of the most interesting videos in the last few weeks was the one on sex education in India where the government teacher refuses to use the word ‘sex’. A video went viral on the Independence Day where a bunch of random Indian and Pakistanis were put on a call.

 

The thirst for something beyond saas-bahu sagas and every day mainstream news is the driver. The social and political turmoil acts as the opportunity to start a discussion.


Anusha Soni reports on retail, e-commerce and infrastructure sector.