"Civil Celebrities": Redefining Public Service in the Social Media Era | Disha

Abstract

The emergence of "civil celebrities" has transformed how civil servants interact with the public in India. Traditionally known for their quiet dedication to governance, these officials are now becoming prominent figures on social media, sharing glimpses of both their professional achievements and personal milestones. This shift, driven by platforms like X (Twitter), Instagram, Facebook and YouTube, has blurred the line between public service and personal branding. While this transparency fosters trust and relatability, it also brings challenges such as heightened scrutiny, trolling, and the ethical dilemma of balancing professionalism with public engagement.

This article looks at the phenomenon of “civil celebrities”, drawing from a detailed review of social media profiles across various levels of the Indian bureaucracy. It reflects on how their online presence influences public perception, governance, and accountability. The article also highlights the risks, including the misuse of fake profiles. Finally, it suggests the need for updated service rules and a stricter code of ethics to ensure that social media usage aligns with the dignity and integrity of public service. This analysis seeks to provoke thought on how digital culture is reshaping one of India’s oldest and most respected institutions.

The Indian Civil Services, often referred to as the steel frame of governance, have historically operated with an air of quiet dignity. Civil servants were once symbols of discretion, embodying a behind-the-scenes dedication to public welfare. However, the advent of social media has transformed this image, giving rise to a striking phenomenon: "civil celebrities." This article explores this shift, analyzing the implications for governance, ethics, and society.

Drawing on extensive research, including an in-depth examination of social media profiles of civil servants—ranging from IAS and IPS officers to state-level officials like DySPs and SDMs, and even employees in every grade of service—a compelling pattern emerges. These profiles often prominently feature their designations, government symbols, and a mix of professional and personal updates, from training sessions to family celebrations.

From Anonymity to Celebrity

Historically, civil servants were revered for their stoic anonymity. Recognition, when it came, was through traditional media outlets. Newspapers would publish articles about exceptional achievements or extraordinary acts of public service. These narratives were carefully crafted, with journalists verifying facts and maintaining a focus on professional contributions rather than personal milestones. This form of responsible journalism upheld the dignity and seriousness of the civil services.
In contrast, today’s civil servants are active participants in shaping their public personas. Social media platforms like Instagram, X (Twitter), Facebook, and YouTube have enabled them to directly connect with the public. Many officers now share posts about their daily routines, professional milestones, and personal lives. This shift has democratized access to information about governance, making civil servants more relatable and accessible. However, it has also blurred the boundaries between their professional responsibilities and personal lives.

The Making of "Civil Celebrities"

Certain roles within the civil services are more likely to produce "civil celebrities." High-profile positions, such as those held by IAS and IPS officers, and SDMs and DySPs inherently involve public visibility and decision-making. Social media amplifies this visibility, allowing these officials to communicate directly with citizens. For instance, posts about successful administrative initiatives or disaster management efforts can inspire public trust and appreciation. But there is also a flip side. Updates about their personal lives also get amplified and increase their visibility. There is nothing wrong with this but the attachment of their professional identity with their personal life raises ethical considerations.

At the same time, lower-scale "civil celebrities" tend to have a localized impact. These include civil servants like sub-inspectors and other such individuals who get to have a more direct reach with the public. Their reach is often limited to their hometowns or linguistic belts. Nevertheless, the allure of recognition through social media has permeated all levels of civil services. During my research, I observed that many civil servants include their service designations in their usernames (e.g., "johndoeIAS", "janedoeIPS", "subinspector_johndoe", "jane_doe_sdm" etc). This branding reinforces their public identities and underscores the merging of professional roles with personal visibility.

Social Media: A Double-Edged Sword

Social media platforms offer civil servants a powerful tool for outreach. They can share real-time updates on governance, educate the public about policies, and inspire young aspirants. For instance, a well-documented relief operation or a policy success story can foster trust in the civil services.

However, this visibility comes with significant challenges. The more followers a civil servant has, the greater the scrutiny they face. Every action is analyzed, and every mistake is amplified. Popular officers are often subjected to trolling, with their personal and professional lives dissected online. This relentless judgment can be mentally taxing and detract from their ability to perform their duties.

Ethical Concerns in the Digital Age

The rise of "civil celebrities" raises critical ethical questions. Should civil servants use their personal profiles to share official updates? Is it appropriate for them to mix personal milestones with professional achievements? During my research, I noticed that many officers shared posts featuring government paraphernalia—cars, offices, and ceremonial events—blurring the line between personal and professional identities. They often add songs and snippets from Indian Film Industry as background music to further amplify their content. For example, I came across an official using his government vehicle for making a video and the title track from the movie Dabangg was added to further add to the this persona.

To address these challenges, a strict code of ethics is essential. Ethics is an important section of the syllabus for UPSC CSE. And Code of Conduct is also taught to officer trainees. Hence, ethics is the core of civil services.

Fake Profiles and Misuse

One alarming byproduct of the rise of "civil celebrities" is the proliferation of fake profiles. Impostors often use these accounts to spread misinformation or even extort money. The existence of such profiles not only tarnishes the reputation of genuine civil servants but also erodes public trust in governance. Stricter verification mechanisms on social media platforms and robust legal action against impersonators are crucial to combating this issue.

Adapting Service Rules to Modern Realities

The government must update service rules to reflect the challenges of the digital age. Clear guidelines on social media usage should be established to ensure accountability and professionalism. These guidelines could include:
Requiring official updates to be posted through verified government accounts.

Prohibiting the use of designations in personal social media handles. This distinction would preserve the integrity of the civil services and prevent the undue conflation of personal branding with public office.

Encouraging civil servants to maintain a distinction between personal and professional content.

Implementing strict measures against fake profiles and impostors.
These measures would help balance the benefits of social media engagement with the ethical responsibilities of public service.

Reflecting on the Future

The rise of "civil celebrities" is a double-edged sword. On one hand, it has humanized governance and made civil servants more accessible. On the other, it has exposed them to unprecedented scrutiny and ethical dilemmas. As society navigates this complex landscape, it is essential to remember the core values of the civil services: integrity, humility, and a commitment to public welfare.

Ultimately, the transformation of civil servants into "civil celebrities" reflects broader societal changes. In a world increasingly driven by visibility and engagement, the challenge lies in preserving the dignity of public service while adapting to the realities of the digital age. By fostering responsible social media use and updating service rules, India can ensure that its civil servants continue to inspire trust and admiration while staying true to their mission of serving the nation.

(Author: Disha, Ph.D. Scholar & Senior Research Fellow, Dr. K. R. Narayanan Centre for Dalit and Minorities Studies, Jamia Millia Islamia, New Delhi, India (ORCID: https://orcid.org/0009-0006-7124-9438))