The Jammu and Kashmir government’s plan to empanel social media influencers for financial support is a forward-thinking move to leverage the digital economy for youth empowerment in a conflict-sensitive region. By recognizing influencers as the players in promoting tourism, culture, and development, the policy could steer their creativity toward positive narratives. Yet, the Srinagar police’s recent findings, that some youth use separatist and terrorist imagery to boost followers and monetize accounts cast a shadow over this initiative, highlighting the urgent need for vigilant oversight.
Exploiting provocative content to gain traction before switching to neutral imagery, like Kashmir’s scenic landscapes, is a calculated and dangerous tactic. It risks mainstreaming radical narratives under the pretext of engagement farming, muddling the distinction between free speech and harmful propaganda. While financial incentives could inspire constructive content, lax oversight might inadvertently legitimize individuals who previously peddled divisive material, now rebranded as “reformed” for profit. This raises a critical question: who ensures these influencers are genuinely aligned with the region’s welfare?
The J&K Police and CID must take the lead in maintaining a toxin-free digital ecosystem. Robust vetting processes, including scrutiny of past content, follower demographics, and engagement patterns, are essential to identify and exclude those with separatist or radical leanings. Continuous monitoring, coupled with collaboration with platforms like Instagram and YouTube, can deter the misuse of sensitive issues. Additionally, the government should prioritize digital literacy programs to educate youth about the perils of chasing online clout through divisive means.
Financial support for influencers holds immense potential to drive economic growth and reshape Kashmir’s image positively. However, this must be underpinned by stringent oversight mechanisms. Transparent empanelment criteria and clear ethical guidelines are critical to prevent exploitation. Only with vigilant oversight can this policy empower authentic creators while protecting Jammu and Kashmir’s fragile socio-political landscape from those seeking fleeting fame and financial gain at its expense.
