The new normal
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