𝐎𝐏𝐈𝐍𝐈𝐎𝐍 – 𝐒𝐨𝐜𝐢𝐚𝐥 𝐌𝐞𝐝𝐢𝐚 𝐢𝐧 𝐁𝐡𝐮𝐭𝐚𝐧- 𝐀𝐭 𝐭𝐡𝐞 𝐂𝐫𝐨𝐬𝐬𝐫𝐨𝐚𝐝𝐬 𝐨𝐟 𝐇𝐚𝐫𝐦𝐨𝐧𝐲 𝐚𝐧𝐝 𝐇𝐚𝐫𝐦

Tashi Dhendup
Thimphu

In a nation so deeply committed to the well being of all, the rise of social media presents both promise and peril. In Bhutan today, over 90 percent of citizens spend on average nearly three hours daily on platforms like Facebook, TikTok and Instagram. Connectivity has expanded rapidly, yet so have risks- ranging from cyberbullying and scams to communal tensions fueled by hate speech. It is time for a sober, far reaching national conversation on how we consume, regulate and reform our digital public sphere.

Social media has illuminated vulnerabilities in civic resilience and media literacy. Offensive and derogatory content is often recycled for clicks and compensation, damaging social cohesion in the process. Fake accounts enable unrestrained defamation, while viral posts often trigger emotional reactions before facts are considered. A single social media story- even on serious issues like mushroom poisoning- can spiral into public outrage and unfocused criticism, without meaningful advocacy or solutions.

Even before fatalities and tragedies grabbed headlines, mental health repercussions among youth had become a simmering crisis. Excessive exposure to social media correlates strongly with anxiety, poor self esteem and cyberbullying. Young Bhutanese are increasingly influenced by performance driven influencers fixated on trends, publicity stunts and curated lifestyles but rarely encouraging intellectual curiosity or civic engagement.

Traditional newspapers and broadcast media remain the last line of fact checked, accountable reporting. Despite declining circulation and staff shortages, quality journalism endures as our most reliable public record. News outlets are reshaping themselves: converting articles into short videos, collaborating with content creators, and leveraging digital tools to reach audiences online while maintaining editorial rigor.

In a fragmented media landscape dominated by unmoderated social content, traditional outlets serve as watchdogs. Their role in checking misinformation and providing context is indispensable- even more so in our small society where every misstep circulates quickly.
It is tempting to call for outright bans, but experience shows that blanket censorship only drives content underground. Instead, Bhutan must focus on thoughtful regulation, public education and platform accountability. Law enforcement agencies are already preparing a strategy to tackle hate speech, scams and defamation on social media- working in coordination with GovTech, media authorities and police.

However, laws alone will not suffice. We must build widespread social media literacy, beginning in schools and extending into the communities. Media literacy education can empower citizens to critically evaluate sources, verify information independently, and resist sensationalist trends. These skills protect against both misleading influencers and emotional mob behaviour.

Parental and community engagement is equally important. Healthy digital habits must be modelled at home. Adults should monitor usage without resorting to surveillance or fear tactics. Constructive dialogue is far more effective than punishment alone. Countries that integrate mental health education into schools and offer youth counselling within campuses have seen meaningful reductions in anxiety and self harm linked to online pressure.

In several democratic societies, partnerships between media foundations and schools have helped young people distinguish credible journalism from manufactured content. Bhutan Media Foundation itself has executed campaigns promoting awareness of social media risks. These efforts could be expanded- with community workshops, youth ambassadors and peer led initiatives to reach rural populations where literacy rates are variable.

International examples of platform self regulation also offer lessons. Some countries enforce local registration of digital platforms, requiring them to respond to takedown requests within defined timeframes and maintain transparency reports. When combined with local guidelines and penalties for failure to moderate hate speech, such frameworks reinforce accountability without compromising legitimate expression.

Bhutan’s strength lies in its social harmony, its emphasis on mindfulness, and its pursuit of Gross National Happiness. Any approach to social media reform must uphold these principles. Users who entertain, educate and inspire their followers with local culture, language, environmental values and ethical commerce should be celebrated. Encouraging creators to use Dzongkha, to promote local craftsmanship or sustainable livelihoods helps recenter the digital conversation on Bhutan’s identity and collective aspirations.

At the same time, we must resist tendencies toward mob-style outrage, hurtful challenges or character assassination- even when social reward is involved. Moderation does not require suppression. It means creating paths to meaningful participation- spaces for respectful debate, constructive suggestions, and community building.

Bhutanese must decide how we wish to shape our shared public sphere. Journalism must remain robust: editors and reporters must push back against self censorship and invest in stories that demand scrutiny. Policymakers must design balanced regulations that preserve free expression while curbing harm. Educators must equip youth with critical digital skills and emotional resilience. Parents must mentor rather than police. And content creators must recognise their power: videos, posts or challenges should uplift minds, not degrade dignity.

This is not a call for moralizing, but for mindful deliberation. Social media is not inherently evil but without boundaries, it can distort, distract and divide. Bhutan stands at a critical juncture. We can harness digital platforms for good or allow them to erode trust, identity and well being.

Let our next national dialogue be centered not only on connectivity, but on content with clarity, compassion and conscience. Only then can social media become not a nuisance or a spectacle but a platform that reflects the best of who we are.