When Humans of Bombay, a company known for monetizing feel-good stories about ordinary (as well as VIP) Indians, sued an entity named People of India this month for copyright infringement, the originator of the digital storytelling format that all of these utilise finally shared his thoughts on a long-term imitation.
Brandon Stanton, the founder of Humans of New York, wrote on social media: “I’ve stayed quiet on the appropriation of my work because I think @HumansOfBombay shares important stories, even if they’ve monetized far past anything I’d feel comfortable doing on HONY. But you can’t be suing people for what I’ve forgiven you for.”
This prompted a tide of criticism toward Humans of Bombay from Indian web users, who echoed Stanton’s sentiments. They pointed out how HOB had copied HONY right down to their bio on the platform presently known as X (formerly known as Twitter). Initially, HOB reacted defensively to Stanton’s post, but since then have finally acknowledged HONY’s inspiration, while continuing to press ahead with their case against POI.
Imitation has always been rife on social media, and most people and business entities get away with it. HOB had been doing it for almost a decade, for instance. Now, it looks like they’ve taken a blow that will be hard to recover from. Their following on X, the platform on which the controversy has been the loudest, has dropped to just 15,000 at the time of this writing. Fair comparisons about how different HOB are in terms of ethics and intent to HONY and other spinoffs like Humans of Amsterdam, which Stanton endorsed in the same thread in which he called HOB out, may change how this company will be perceived hereon. Those who thought they were benign, just another large company in an oversaturated mediascape, or even benevolent, seem to be rethinking this.
But this isn’t happening in a vacuum. The backlash against Humans Of Bombay comes at a time when social media and influencer culture are both under scrutiny, with many people tiring of both. The ongoing breakdown of X, and the search for better virtual spaces to replace it, has instigated the former for a lot of web users. As for the latter, this largely has to do with the advertising-driven and pressurising nature of Instagram, which has lost its charm as a visual diary and become just another place where the curated illusion of authenticity makes some people a lot of money, and makes the rest of us feel inadequate.
I want to believe that we know a little better now, collectively. That we’ve understood how governments, corporates and scam artists galore have repurposed our attention through these mediums, and how we’ve suspended our healthy scepticism and our curiosity in favour of cloistering in silos, shouting en masse and spending more time on screens than anywhere else, except perhaps in slumber.
But we’ve all been online long enough now to understand the concept of trends. Currently, there’s a small wave in which yes, we are still scrolling, but we are not quite so easily fooled. What will it usher in? What it may usher out is certainly looking promising.
An edited version appeared in The New Indian Express in September 2023. “The Venus Flytrap” appears in Chennai’s City Express supplement.