For our cover story this week, The Pioneer’s Tanisha Saxena looks at the ‘grave’ implications and consequences of the alarming trend of lay people performing dangerous stunts for viral attention and appreciation on social media platforms, with tell-tale inputs from some of the recent tragic incidents in various parts of India.As social media platforms hosting videos dominate digital lives of many people, particularly the younger generation, the blind pursuit of viral fame has prompted reckless and foolhardy behavior among youth. Let us examine the psychological drivers, legal frameworks, and measures that are necessary to curb this social-media induced epidemic.
In today’s digital age, social media platforms like Instagram, YouTube (TikTok has been banned) have become central to the daily lives of many people, particularly youngsters. These platforms do offer opportunities for instant fame, recognition beyond geographic borders, and immense financial gain through content creation and hosting. However, this has also led to a disturbing trend: amateurs and lay persons engaging in dangerous stunts and life-threatening activities to create exciting content and post them on social media platforms hoping it would become viral.
The pursuit of viral fame
The desire to become an online sensation drives many to extreme measures. Stunts that were once the domain of professional daredevils are now sought to be performed by lay people seeking their moment of fame. This dangerous trend shows how far people are willing to go for likes, shares, and followers.
Psychological drivers
Several psychological factors contribute to this phenomenon, as Dr Sujatha Rajamani, Consultant Psychiatrist at KIMS Hospital, lists out:
1. Validation and social approval: The dopamine rush from likes, comments, and shares acts as a powerful motivator. For many, online validation becomes a primary source of self-worth.
2. Peer pressure and trends: Popular challenges and trends on social media create a bandwagon effect, encouraging individuals to participate in risky activities to stay relevant.
3. Fear of missing out (FOMO): The fear of being left behind in the digital race pushes people to constantly seek novel and extreme ways to attract attention.
Aarathi Selvan, a clinical psychologist with around 10 years of experience and founder-director of Kundanbagh, Hyderabad-based Pause for Perspective, states, “Social media is a very accessible medium to build relationships, communities, and collectives. It is also a place where doom scrolling and constant reel feeds are consumed, which can really impact one’s sense of self and safety. No matter the type of information you are consuming, a sense of ‘not doing enough’ can show up. In the absence of connection with things in the everyday lives of people, it has the potential to take people into very entertainingly crafted spirals, making us feel discontented about our own lives and our own selves.”
Social media taps our need for ease, aliveness, community, safety, offers a quick fix to those, and keeps at it in an endless loop. It also offers a distraction from discomfort we may experience in our daily lives and temporarily alleviates it. “Collective support and combined efforts to step away mindfully, while ensuring support when media is stepped away from, is one of the most sustainable ways to balance the negative influences,” she adds.
In a revealing study titled ‘Does Smartphone Addiction, Social Media Addiction, and/or Internet Game Addiction Affect Adolescents’ Interpersonal Interactions?’ published by Yang et al. in the MDPI Open Access Journal, researchers highlight a concerning trend: the pervasive use of multifunctional smart phones has led to increased screen time at the expense of face-to-face interactions among adolescents and young adults. This shift has resulted in significant social disconnectedness, with many young individuals forming superficial ‘reel’ friendships, instead of meaningful real-life connections.
Complementing these findings, a paper in the International Journal of Environmental Research and Public Health discusses the ‘fear of missing out’ (FOMO) as a critical factor driving adolescents towards creating and consuming captivating reels. This constant anxiety about lagging behind trends fuels their engagement with social media, often with negative repercussions.
The 2023 US Surgeon General’s Advisory on Social Media and Youth Mental Health provides additional context, highlighting the complex impact of social media on young people’s mental health. The advisory notes that the effects are multifaceted, influenced by factors such as total screen time, content type, social interactions, sleep patterns, and physical activity. It also underscores that social media’s impact varies widely among adolescents, depending on individual vulnerabilities and socio-economic backgrounds.
From TikTok ban to risky reels: India’s viral stunt epidemic
In June 2020, India made a significant move by banning TikTok, along with 58 other Chinese apps, citing concerns over national security and data privacy. This decision came amidst rising geopolitical tensions between India and China, particularly following a deadly clash in the Galwan Valley in Ladakh. The Indian government stated that these apps were “prejudicial to sovereignty and integrity of India, defence of India, the security of the state, and public order” and accused them of engaging in activities that threatened the privacy of Indian citizens.
Raj Pawar, a cyber expert in Hyderabad, asserts, “The ban left a void in the social media landscape, particularly for short-form video content, which had become immensely popular through TikTok. Instagram quickly seized the opportunity to fill this gap by introducing Reels, a similar feature that allows users to create and share 15- to 60-second videos set to music or other audio clips. Reels rapidly gained traction, providing a platform for content creators and influencers who had previously thrived on TikTok.”
However, the rapid rise of Instagram reels has not been without its issues. While it has given users a new outlet for creativity and self-expression, it has also led to concerning behaviors, particularly among younger users who are often driven by the desire for viral fame. This desire has sometimes led to risky and dangerous stunts being performed for the sake of views and likes.
Pawar highlights, “Several incidents have been reported where individuals have endangered their lives while creating content for Reels. These include performing dangerous physical stunts, trespassing prohibited or hazardous areas, and engaging in reckless behavior on roads or near railway tracks. The quest for attention and virality can sometimes overshadow the importance of safety and common sense, leading to tragic accidents.
The phenomenon reflects a broader trend in social media, where the pressure to produce sensational and eye-catching content can lead to harmful behaviors. The anonymity and rapid feedback loop provided by platforms like Instagram can amplify risky behavior, as users often feel compelled to outdo each other to gain visibility and followers.”
In response to these risks, there have been calls for greater regulation and stricter content moderation on social media platforms. Some suggest that platforms should implement more robust mechanisms to detect and remove dangerous content and promote safer alternatives for content creation. Additionally, there is a push for better education and awareness programs to inform users, particularly young ones, about the potential dangers of reckless behavior online.
Legal framework and responsibility for risky social media content in India
“Law enforcement, such as in Hyderabad near Madhapur, has intensified patrols and imposed strict regulations to curb dangerous activities like racing and bike stunts. The police have even resorted to arrests and vehicle seizures to enforce safety measures,” says Shravan Patel, a High Court lawyer in Hyderabad.
Ashwin Reddy, a lawyer practicing in Telangana Court, shares the applicable acts:
1. Information Technology Act, 2000: The primary legislation governing online content in India. Under Section 67, publishing or transmitting obscene material in electronic form is punishable. While risky or dangerous content isn’t explicitly covered, it can fall under harmful content regulation.
2. Indian Penal Code (IPC), 1860: Sections of the IPC can apply to dangerous activities, including:
l Section 304A: Death by negligence, which can be invoked if a person dies while making a reel due to someone’s negligence.
l Section 279: Rash driving or riding on a public way, applicable if stunts involve vehicles.
l Section 336, 337, and 338: Acts endangering life or personal safety of others.
3. Motor Vehicles Act, 1988: If dangerous stunts involve vehicles, this act can be used to prosecute offenders for reckless driving.
4. Juvenile Justice (Care and Protection of Children) Act, 2015: If minors are involved in creating dangerous content, this act can come into play to ensure their protection and penalise guardians.
“Controlling risky content on social media faces several significant challenges. Firstly, the proliferation of content, with vast volumes of user-generated material, makes monitoring and regulation difficult. Secondly, jurisdictional issues arise as social media platforms operate globally, complicating enforcement across different legal systems. Additionally, the anonymity and pseudonymity that users can maintain online make it challenging to track and penalize offenders,” explains Shravan.
Technological limitations further exacerbate the issue, as automated systems designed to detect risky behaviour are not foolproof and can often be bypassed. Moreover, a lack of awareness among users, particularly youth, about the legal consequences and risks associated with dangerous activities on social media adds to the problem.
In the case of death or injury resulting from such risky content, responsibility can be attributed to various parties. Primarily, individuals engaging in the risky activity bear responsibility, especially if they are adults presumed to be making informed decisions. For minors, parents or guardians may be held accountable under negligence laws. Social media platforms themselves have a duty of care to monitor and remove harmful content as mandated by the IT Rules, 2021. However, directly holding these platforms liable for individual actions remains challenging. Content creators and influencers who encourage dangerous behavior can be held liable for abetment or instigation under relevant sections of the Indian Penal Code related to abetment and criminal conspiracy. Lastly, law enforcement agencies are responsible for investigating and prosecuting cases of death or injury due to risky social media content.
Addressing the issue of risky behavior in social media content creation in India necessitates a multifaceted approach.
Social media marketing expert Vinod Sharma says, “Key measures include conducting awareness campaigns about the dangers and legal implications of such behavior, enforcing stricter content moderation policies by social media companies using advanced AI, and fostering collaboration between platforms and law enforcement agencies to track and penalize offenders. Additionally, encouraging community reporting for quicker action and promoting robust parental control features to monitor and restrict minors’ activities are essential. Effective reduction of these incidents requires a combination of legislation, enforcement, platform responsibility, and public awareness.”
Content creators speak out
Several content creators have come forward to share their perspectives on safety measures. Vikku Stunts, a popular Instagram page by Vikash, who performs bike stunts, emphasizes the importance of planning and taking precautions. “Whenever I attempt any challenging content, I ensure that all necessary safety measures are in place. This includes rehearsing in a controlled environment, and having medical support on standby. The thrill of creating engaging content should never come at the cost of one’s life,” he asserts.
Content creators must prioritize safety to prevent tragic incidents. Avneet Khurana, a YouTuber, points out, “Firstly, they should thoroughly assess the risks associated with their planned activities and implement appropriate safety measures. This includes using protective gear, conducting stunts in controlled environments, and having emergency protocols in place. Secondly, creators should avoid encouraging or performing illegal activities, such as trespassing or reckless driving, which could endanger themselves and others. Additionally, it’s important to provide clear disclaimers and discourage viewers from attempting to replicate dangerous stunts. By fostering a culture of responsibility and caution, content creators can continue to entertain their audiences without compromising safety.”
All told, the performers contributing to the creation of such dangerous content should know the difference between courage and foolhardiness.
Box
Let us first sample the following incidents:
l On June 18, 2024, in Maharashtra, a woman died after she reversed her car off a cliff and fell 300 feet into a gorge. The incident was captured on camera by the woman’s friend who had been making a video of her learning how to drive!
l On June 20, 2024, in Pune, a teenage girl was seen hanging from the edge of a building while another boy held onto her hand from the top. The girl dangled precariously from the tall building reportedly to test ‘grip strength’ for an Instagram reel.
l On June 24, in Gujarat, two men drove their SUVs into deep water at Mundra seaside in Gujarat’s Kutch to perform stunts for Instagram reels. They found themselves in trouble as the high tide almost submerged both vehicles, leaving them stuck in the water.
l In January 2024, a 22-year-old man from Hyderabad lost his life while being filmed on a railway track. He was struck by an oncoming train while his friends recorded the horrific scene in the process of attempting to capture the dramatic effect of the train rushing past him.
l In February 2024, a teenager from Mumbai died after jumping off a cliff into a river as part of a social media challenge.
l In March 2024, a young man in Bengaluru was killed while performing a high-speed wheelie on a busy road for a YouTube video. Having lost control over the bike, he collided with a vehicle and lost his life.
l In April 2024, a college student from Delhi drowned while live-streaming his performance in a swimming challenge in a local river. He had underestimated the current at a particular stretch and was swept away. The live streaming of the challenge gone awry sparked outrage.
