Don’t Allow Social Media to Kill the Industry We Love

For those who follow Tamil cinema news on various social media platforms, you would have noted the increasing toxicity from fans of the various actors or film personalities.

The immediacy of social media means that the discussions that used to happen face to face among people can now take place with millions of people through a simple media posting. The trolling has now taken new and alarming levels and it is sad that even noted film journalists are joining the fray. The trolling can take the form of fake reviews, fake box-office figures, set-up audience reactions and even elaborate series of posts carefully designed to lend credibility to a later post.

The latest in this is the disgusting mixture of half-truths and carefully concocted “reports” against Ajith Kumar. These rumours began, by a remarkable coincidence, after the announcement that Ajith Kumar would be receiving the Padma Bhushan from the President of India. The articles that were coordinated and timed by a large group of people ensured that there was a trending tag for at least a day. That soon disappeared and miraculously appeared again on the day when Ajith Kumar was due to receive his Padmabhushan (28 April 2025). What makes this disturbing is that there is no thought given about Ajith Kumar’s wife, children and other family members. What is even more disturbing is the legitimacy given to these claims by established film journalists and media houses.

Sometimes, the trolling can manifest on a more subtle level. If, for example, there is a milestone or achievement by an actor, fans of other actors would flood social media platforms with counter posts about the greatness of their favourite actor. Whilst the overzealous fans of all personalities are quite toxic, it must be said that the social media army that supports Vijay takes on a vicious and sadistic tones, often resorting to profanity.

Another case in point is the recent music plagiarism Court ruling against AR Rahman and Lyca Productions. Detractors of AR Rahman have been posting details with glee and flooding social media platforms with memes.

The immediacy of social media is often a dangerous weapon. Sometimes, an innocent mistake – like when Rajinikanth mistakenly attributed the songs in Valli to Karthik Raja, instead of the song Paandiyanin Rajiyathil from Pandiyan. Illaiyaraja’s detractors went on a posting frenzy trying to discredit the Maestro. When the error was rectified, none of them bothered to correct themselves. Even if they did, the damage was done.

One of the biggest drawbacks of all film-related information is that film fans have more knowledge now than they need. This means that every utterance by anyone on camera can and will be used against them. Actors, musicians, directors and producers now have to live flawless lives to avoid being attacked on social media platforms. Even then, when excerpts are played of their utterances without providing a context, it can easily be used to mislead and lie.

Sigaram readers would note that this site does not give much recognition to rumours and gossip. Real films fans will interact with the product and not the person. We all have our favourites, but when our own prejudices take over, we kill the film lover in us and take on the role of judge, jury and executioner of the people we do not like.

At a time when South Indian cinema in general, and Tamil films in particular, are facing so much of prejudice and ignorance from even people of Indian origin, surely it is incumbent upon all of us to promote excellence in the film industry, regardless of who it is coming from. It is that kind of maturity that is now urgently needed.

The industry is in a precarious position because there are simply too many factors against a film doing well at the box-office. People expect their personal preferences from actors and writers and are quick to take to social media to express their disappointment in not being personally satisfied. The competing platforms like live television, streaming platforms, YouTube and all the pirate copies on the internet make survival of this industry very difficult. Take to social media and criticize all you need to, but let the criticism be constructive and impersonal.

Finally, be wary of negativity being posted on social media because ALL negativity has an agenda. Don’t fall victim to the personal agendas of other people. Read, ingest and move on because reel life is not real life.