The world of social media is a space full of irrelevant information, opinions, propaganda and hate, catalysed by addictive design and interface to keep the viewer hooked. As we have reached 2020 and have matured as users of these social media platforms, we tend to find out potential ways of using them to the best of our advantage—education, business, news, stocks, recipes- every single sphere. With more people finding an antidote to the ever-growing flood of toxic media, they opt to niche down their requirements and become parts of constructive mediums to form meaningful connections.
This idea of forming connections via alternative media platforms to fulfil our psychological, social and work needs, is called “Civil Media”.
As people realise their needs, they embrace intimate digital spaces which would fulfil their particular needs, help them form what we call meaningful connections and provide them a place to interact with like-minded people. As the country lives in quarantine during the difficult times caused by the outbreak of COVID-19, platforms like BYJU – an Indian online learning website, allows children across the country to avail free live classes and keep the practice of learning going on for them. It builds a holistic learning space for students whose education has come to halt.
Another great example of it, is The Night Feed- a UK based application designed for mothers who stay up late night breast-feeding their newborn, to keep them engaged, gives them insight on parenting from experts and helps connect with other mothers nearby. Another medium such as ‘The Nod’ is a US based iTunes podcast that shares the stories and experiences of African-Americans.
Existing businesses have also adopted this structure of forming connections. Intertwining it with their CSR activities, companies working towards becoming part of communities, see numerous benefits in return to adding value to society. Hindustan Unilever’s Sustainable Living Plan, aiming towards improving livelihood, shelter and environment significantly contributed towards sustainable development goals of the country. The progress can be seen here.
NGOs have also geared up their services with Civil Media. Sarvani- an all women, student run organization based in Chandigarh, India have taken their route online by conducting webinars and interviews on YouTube that empower women, advising them on the importance of education and mental health.
Hence, building such meaningful connections is not only important for the people in general, but acts as a crucial marker for the existing and new businesses. Consumption of various online media platforms is a routine part of peoples’ lifestyle, and only if these add value to community users, will they be able to flourish in the fast-developing society. As the mainstream social media platforms grow redundant and prove insufficient to fulfil significant and personalised needs.
Civil media is the new wave approach towards a stronger society and better business. Watch this space to know what new initiatives Shifft Films intends to take up to foster such dynamic and powerful connections