The INR 65000 Pizza Lie: When Virality Replaces Integrity

The recent revelation that a Naga youth falsely claimed to have sent approximately INR 65,000 worth of Domino's pizzas to Jantar Mantar (for protestors) is disappointing—not simply because the claim turned out to be fabricated, but because it reveals a deeper crisis emerging within our digital culture. The incident is less about one individual's dishonesty and more about the kind of media environment that increasingly rewards attention over truth.

For generations, we Nagas have never been known as scammers. Our communities have largely been built upon trust, honesty, and accountability. While no society is immune to deception, fabricating stories merely to gain public attention has never been part of our cultural identity. That is why incidents like this deserve serious reflection. They are not isolated acts; they are symptoms of a changing communication environment.

Media scholar Marshall McLuhan famously argued that "the medium is the message." His point was that every communication technology reshapes human behaviour. Social media has created an environment where visibility has become a form of social currency. Success is increasingly measured not by character or contribution but by views, shares, likes, and comments. In such an environment, some people begin to believe that the fastest way to recognition is through sensational claims rather than genuine achievements.

Perhaps it is time we acknowledge that clickbait culture is no longer merely a media problem; it is becoming a social problem. Like other forms of addiction, the pursuit of online attention can gradually alter behaviour. The constant desire for notifications, viral posts, and public validation creates psychological dependency. While this is obviously different from alcohol or drug addiction, both operate on a similar principle—they stimulate reward systems that encourage repeated behaviour. When truth no longer attracts attention, the temptation to manufacture stories becomes increasingly strong.

Also read: Naga youths recount ordeal at 'Sansad Chalo' protest in Delhi

Before rushing to condemn the young man, we must also ask whether our society has adequately prepared its youth for the digital world. Many social media users, including educated ones, do not understand how algorithms operate. They are unaware that platforms reward emotionally charged content, controversy, and sensationalism because these generate engagement. In media ecology, this is precisely how environments shape human behaviour. The platform quietly teaches users what kind of content gets rewarded, and many begin adapting themselves accordingly, often without realising it.