Tollywood:
By anrwriting [Film critic]
The relationship between the film industry, its celebrities, and social media has now crossed far beyond the boundaries of healthy criticism. In Telugu culture, the spoken word holds emotional and ethical value yet today, even a single comment from a celebrity is being clipped, twisted, and circulated across platforms, often damaging reputations overnight. The recent trolling episodes involving Rajamouli, Brahmanandam, and now director Maruthi reveal how quickly such controversies escalate.
Social media platforms differ sharply from traditional media. Newspapers and television once carried measured analyses and contextual criticism. But in the digital era, clarity is replaced by sensationalism. A one-minute clip, a catchy hashtag, or an aggressive reel can ignite widespread outrage. The original message collapses beneath layers of misinterpretation. What remains is targeted abuse—personal attacks, distorted narratives, and negativity-driven agendas. This does not only harm individuals; it corrodes collective ethics and the integrity of public discourse.
Being a celebrity comes with undeniable responsibility. Their words reach lakhs sometimes crores within seconds. Their opinions can influence social thinking. So yes, they must speak with awareness, context, and maturity. At the same time, audiences too have a responsibility. Criticism is essential it is the lifeblood of democratic expression and artistic accountability. But criticism should not become humiliation. Personal insults, attacks on families, or creating fabricated controversies weaken the cultural fabric and encourage toxic behaviour.
What should be done?
- Platforms and the public must insist on seeing full conversations instead of relying on viral clips.
- Reacting to controversies should be value-driven, not emotion driven.
- Social media companies must be transparent about viral algorithms that amplify outrage.
- Society needs stronger awareness about responsible engagement in the online world.
- We must develop community standards that differentiate between fair criticism and abusive behaviour.
Conclusion…
Celebrities may misspeak at times. But society’s responsibility is to respond with discernment, not with cruelty. While we have the right to question or critique public figures, we must reject humiliation, trolling, and mob judgement. Criticism strengthens society; insult weakens it. Social media is in our hands how we use it will define the culture we build for future generations.
