The new nor­mal

The Financial Daily - - NATIONAL -

vid­ual is usu­ally pro­moted on the ba­sis of his or her ideas that aptly get widerang­ing recognition among dif­fer­ent sec­tions of so­ci­ety with e-pub­lic­ity and so­cial me­dia boost­ing. Some­times, a per­son­al­ity is honed and whet­ted in such a man­ner that he or she be­comes a car­rier of an idea or a mes­sage or an opin­ion which gains cur­rency among the lo­cal pop­u­la­tion on ac­count of par­tic­u­lar com­ments reg­is­tered by the per­son­al­ity repet­i­tively on so­cial me­dia. More­over, the shar­ing mech­a­nism and vi­ral phe­nom­e­non per se is an in­ter­est­ing fea­ture by virtue of which an or­di­nary per­son gets recognition overnight through high num­ber of fol­low­ing and lik­ing on his or her com­ments or web­page as the case may be. This has re­ally changed the dy­nam­ics of war­fare in the cur­rent cen­tury and the phys­i­cal as­pect of war is giv­ing way to in­tel­lec­tual tar­get­ing and brain­wash­ing of au­di­ence so that they blindly fol­low a cer­tain di­rec­tion with­out mak­ing any reser­va­tions or ob­jec­tions. It has shifted the bat­tle­field to dig­i­tal space which is read­ily avail­able to ev­ery in­di­vid­ual ir­re­spec­tive of his or her ed­u­ca­tion level, fi­nan­cial back­ground, eth­i­cal pedestal, ra­tio­nal-based mental ap­proach and phys­i­cal ap­pear­ance. The me­dia com­pa­nies are hunt­ing for a suit­able per­son­al­ity who car­ries with him or her cer­tain aura which gets recognition within short­est pos­si­ble span with a high num­ber of rat­ings and fol­low­ing. Such an in­di­vid­ual, once se­lected, be­comes a prod­uct him­self or her­self thus los­ing a hu­man or a phys­i­cal com­po­nent of his or her per­son­al­ity. Such an in­di­vid­ual can then be eas­ily used for sell­ing some­one's ideas, opin­ions, no­tions or strate­gies for achieve­ment of par­tic­u­lar ob­jec­tives and goals.

There are three im­por­tant phases which need to be un­der­stood for de­sign­ing an ar­ti­fi­cial en­vi­ron­ment of im­pacto­ri­ented mech­a­nism. First, views and opin­ions of a per­son are judged, cal­i­brated and reg­is­tered for dis­cus­sion and de­bate. Once a favourable opin­ion is made about his or her ideas, work is pro­gressed to fur­ther mod­u­late his or her per­son­al­ity ac­cord­ing to an or­gan­i­sa­tion, to safe­guard na­tional in­ter­ests or ob­jec­tives. Sec­ond, such per­son­al­ity is pro­moted grad­u­ally through in­ter­net, so­cial me­dia, elec­tronic chan­nels and print­ing press so that max­i­mum num­ber of pub­lic knows about him or her views, ideas and ac­tions. As a per­son­al­ity gains rep­u­ta­tion among a cer­tain sec­tions of so­ci­ety and de­vel­ops strong fol­low­ing, the real goals and ob­jec­tives of an or­gan­i­sa­tion or a cor­po­ra­tion or a coun­try come to the fore. Lastly, such a per­son­al­ity is then used and con­trolled for prop­a­ga­tion and per­sis­tence of par­tic­u­lar views and ac­tions which cre­ate such im­pres­sions which map ex­actly the strate­gic ob­jec­tives of a par­tic­u­lar or­gan­i­sa­tion or a cor­po­ra­tion or a coun­try. Such a war­fare is so in­nocu­ous yet so deadly that it cre­ates, recre­ates and ig­nites or reignites protests, demon­stra­tions, ral­lies, sit-ins, pub­lic un­rests, law and or­der sit­u­a­tions lead­ing to dis­sen­sions and in­ter­nal dis­tur­bances within a coun­try. Such war­fare feeds upon or­di­nary is­sues and e-medium spins it in such a fash­ion or high­lights cer­tain as­pects of these is­sues in such a way that it be­comes neg­a­tive or

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