Narcotization of Social Movements on Youth with Reference To #metoo
Keywords:metoo movement, Narcotizing Dysfunction, Youth, Social Media
Paul Felix Lazarfeld and Robert K. Merton, introduced a term called ‘Narcotizing Dysfunction’, in an article ‘Mass communication, popular taste, and organized action’ in the year 1948. It mentions how the overflow of information available replaces passive activism to knowledge gain, which is later replaced by virtual zone of action. This theory was proposed much before the invention of the internet. Today, social media is highly preferred to promote social issues. Hence this theory seems to be highly applicable in the present period with the ‘like’ and ‘comment’ behaviour observable online. This provides little to no commitment to the action taken against any issue or social concern promoted online. This study is conducted to find out the prevalence of narcotising effect and its dysfunction among youth in Chennai. This is done by conducting a purposive survey on 50 people aged between 15 to 30 years, to understand their knowledge on #metoo campaign that gained popularity among social media users in India in 2018 and to analyse the effect of narcotization it has had on them.