ONE of the well-known academics, researchers and social activists recently shared a thought-provoking status on social media, expressing deep disappointment with the current trend in digital consumption. He explained why he has gradually stopped producing videos on serious, educational topics: the audience’s general attitude has become alarmingly non-serious.
The content that goes viral tends to be shallow, mediocre and often intellectually empty, while genuine educational work receives minimal recognition. This contrast paints a bleak picture of our society today. We create overwhelming hype around futile, short-lived entertainment content that becomes irrelevant within days yet overlook the material that could shape minds, build knowledge and elevate society.
This raises a question: if content with no lasting value can dominate public attention, why shouldn’t we consciously promote serious, meaningful work? The need for this shift is more urgent than ever. The first responsibility lies with parents, who must guide their children regarding what content is beneficial and what is not. Instead of allowing children to consume whatever comes their way on social media, parents must cultivate habits of curiosity, learning and critical engagement. Their involvement can help young minds develop the ability to differentiate between substance and superficiality.
Teachers, too, have a major role to play. They must adopt modern teaching tools, digital media and educational technologies to expose students to quality material. By showing students the difference between thoughtful content and empty entertainment, teachers can nurture critical and cognitive skills essential for intellectual growth. If both these pillars, family and education, function with sincerity and awareness, the youth will naturally gravitate toward serious, knowledge-based content rather than the below-average material that dominates social platforms today. Their tastes and sources of inspiration will shift, leading them to seek material that broadens knowledge, sharpens perception and encourages them to view the world through more informed and analytical lenses.
In such an environment, a positive intellectual culture can flourish. Otherwise, we remain stuck in a situation where a scholar’s insightful lecture barely reaches ten thousand views while a random dance video garners millions. This imbalance is not merely disappointing; it is harmful. It suggests that society’s priorities have dangerously shifted. If we do not act now, individuals with little to no academic contribution will continue to dominate public platforms, delivering superficial talks on ethics, religion, literature and culture while true scholars remain sidelined.
Institutions and organizers of literary festivals must also reflect on their choices. Too often, they prefer individuals with large followings over those with genuine intellectual merit simply because they want media attention or government grants. This trend is deeply unfair to scholars who have spent years burning the midnight oil to enrich society with knowledge, research and insight. Serious voices must be given precedence even if they are not active on social media.
If we fail to restore value to seriousness, we risk nurturing an entire generation that believes non-seriousness is the quickest path to success. The challenge is real but so is the responsibility to change this culture before it’s too late.
—The writer is a contributing columnist based in Hyderabad, Sindh.
