It is no news that our social media timelines are flooding with friends, family, strangers spreading the messages of covid resources, sourcing Remdesivir, vials and ICU beds for patients they haven’t probably met or even heard of.
Social media has become a platform for crisis handling, not only for governments, but also for ordinary citizens like you and me. The mishandling of the pandemic by the central government of the country has led citizens to come together and join forces to fight the virus. A sense of collective consciousness is being seen in ways people are donating to fight covid, helping strangers in whatever way possible and urging others to do so.
Never before has the country seen such solidarity among its citizens on social media. People who would generally flaunt their lifestyle, academic accomplishments, personal accomplishments have taken a conscious step to not do so during the second wave of covid.
My LinkedIn timeline is filled with people looking for job and others commenting on it with leads. Instagram story line is filled with people asking for leads for a friend’s brother for ICU beds in Delhi, for vials for a stranger in Hyderabad, for food delivery services in Indore etc. Entrepreneurs on Twitter have collated pan India covid resources consisting of hospital beds, contact information of local authorities, food delivery services, Remdesivir leads etc. Employers on LinkedIn are helping affected employees and their families and have announced 4-day work week to cope with the mental and physical effects of the pandemic.
Social media which was the platform to announce, flaunt and rub one’s accomplishments and privileges, has turned into a community for help, for assistance and for empathy. People are consciously not posting about their good days on social media because of the fact that many are not lucky enough to even survive this year.
Is our social media, then, turning into a collective community? Does this mean that whenever the state fails us, we users, will turn to each other for help? Could this alter the way urban users share things online? Does this mean that social media users are re-instigating collectivism?
Even after the pandemic subsides, users are going to be conscious about what they post. The collective consciousness will still prevail. Does this mean that our society is turning a bit selfless? Should brands then offer products and services which promote group loyalty and collectivism? Should brands focus on ‘we’ more rather than ‘I’?