My last few blogs discussed how short video formats such as Instagram Reels can help rural businesses grow. I also touched upon a few harmful effects we must ward off. In this blog, I plan to build on them. Other than the earlier discussed effects of distractions, social dynamics, and mental health issues, there are a few more points to consider.

No, I am not saying that such content is harmful and should be avoided. But, as with every new technology and communication culture, it helps to know the pros and cons.

Many overlook the aspects of exploitation and unfair compensation. Rural content creators may become targets for exploitation by brands and influencers looking to capitalize on their authenticity and local knowledge. These creators might receive little to no compensation for their contributions, with profits primarily benefiting larger, urban-based entities. The lack of awareness and negotiation power can leave rural creators vulnerable to unfair practices. In turn, the urban-based entities save on the marketing costs required to reach the rural interiors, which then get discounted in trade promotions, thus giving an even bigger advantage over the rurally developed businesses.

While digital media can provide economic opportunities, it also exacerbates the digital divide. Not all rural areas have reliable internet access, and not many people there can afford to buy smartphones (to make reels). This inequality creates a scenario where only a few can benefit from platforms such as Instagram, leaving the majority further marginalized. We often read news reports of incidents in rural areas caused by mental health issues impacting families living in the lower strata of the financial pyramid.

Regarding promoting local art and culture, we need to be cautious about the allure of creating content that fits popular trends, which can lead to the neglect of traditional practices and crafts. Younger generations may prioritize digital fame over learning and preserving cultural heritage, leading to the gradual erosion of valuable traditions and skills unique to rural communities. Reels often promote content that aligns with urban, globalized trends. This can pressure rural creators to conform to these trends to gain visibility and followers, diluting local culture and traditions. Over time, this cultural homogenization can result in the loss of cultural diversity and identity, which costs rural people the advantage they have over their urban counterparts.

We cannot ignore that rural content creators might feel compelled to portray their lives in a way that appeals to urban audiences, often leading to misrepresentation. Stereotypical or exaggerated depictions can reinforce misconceptions about rural life. This misrepresentation can hinder genuine understanding and appreciation of rural cultures. Those who appreciated the culture earlier might move away if they do not find any difference between the urban lifestyle and culture.

The benefits are many, and the warning signs can be managed if awareness is created. This is nothing new; it happens every time we introduce a change.