Social media has modernized the way people communicate, exchange information, and gain popularity. Along with this, the trend of going ‘viral’ has also become popular. The words ‘viral’ and ‘hype’ are no longer limited to social media users, but have spread to all forums of discussion. The rapid expansion of social media, easy availability of smartphones, and the influential reach of digital platforms have transformed it into a central trend of modern society.

The Gen-G movement took place on 23 and 24 Bhadra. The question of what and how this movement started is on everyone’s mind, but social media itself excited many. Trends that were prevalent in any other country began to spread widely in Nepal, Nepo Baby, Nepo Kid, and the expensive and luxurious lifestyles of leaders began to be widely posted on TikTok, Facebook, and Instagram. Those platforms rapidly disseminated political satire and angry content. As algorithms made popular content more widespread, dissatisfaction transformed into collective emotion, and digital discontent began to take the form of street protests. The movement that started on social media has reached the streets.

Nowadays, when an accident happens, people take photos and videos on their mobile phones. There are few people who can help the victim. Such scenes are not just a weakness of the individual, but a changing face of our digital culture, where visual content has become more valuable than human feelings. Therefore, popularity has gained recognition over sensitivity. A mentality of ‘shoot first and think later’ is developing in people. Accidents, poverty, child labor or other social problems have been made into a subject for demonstration rather than solving. In the modern digital society, going viral is considered an achievement, but if that virality is achieved by losing humanity, then it is not progress, but a sign of insensitivity.

Dopamine culture is now on the rise. Social media provides instant gratification through popularity. There is a situation where dopamine has been developed as a social norm by creating dopamine in the brain. Questions like ‘Why do I have so few likes, why do they have so many?’ start to arise in the mind and the dopamine game begins. People are ready to go to any extent to become famous. For just a few seconds of viral discussion, the number of likes and reactions becomes the basis for self-evaluation. Comparison, dissatisfaction and insecurity increase, people start comparing their real lives with the bright glimpses of others' successes. Gradually, patience decreases, concentration weakens and digital presence is prioritized over real relationships. When the response does not come as expected, disappointment, anxiety and inferiority complex take over. People start chasing digital approval rather than real achievements, skills and character development.

For a country like Nepal, ‘hype’, when used in the right direction, can become a means of empowering communities and connecting with the world. For example, places in Mustang, Mugu and Karnali were not very popular with tourists before, but when videos of their natural scenery, road trips and local lifestyles went viral on TikTok, Facebook and YouTube, the tourist flow to those places suddenly increased. Entrepreneurs started guide or homestay businesses and created employment, which is a real development made possible by the ‘hype’ of social media. The role of social media is crucial in disaster management. After the 2015 earthquake, international support quickly gathered when posts about the need for relief went viral. Even now, when floods and landslides in the Himalayan and hilly regions cause loss of life and property, it is possible to make online transactions and coordinate volunteers from home and abroad through social media.

‘Hype’ has also had a great impact on social problems and pushed many towards solutions. A few years ago, after incidents of sexual harassment and abuse of students in schools in various districts of Nepal became public, such incidents, which were previously discussed only at the local level, became nationally discussed and raised through videos, stories or posts, and the incident received widespread attention, and the relevant agencies were forced to investigate and take action against the perpetrators. This process also led to the Nirmala murder case spreading throughout Nepal. In addition, the hashtag ‘Red Tika Challenge’ spread a small but powerful message in Nepali society. In the online challenge, people shared photos wearing red clothes and tika, which exposed the old bad practices and gender discrimination against widows and single women. Thousands of youth, artists and public figures supported the campaign, challenging old stereotypes, and the campaign has become not just a trend but a real effort for women's respect and social acceptance.

The election for the House of Representatives in Nepal was held. Many candidates had made Facebook and TikTok their main campaigning medium. Political parties spent more budget on social media advertisements than on traditional campaigning methods such as posters, banners, flags, pamphlets, and door-to-door campaigns, and thus the focus of the campaign has shifted from street banners to mobile screen bytes. The 'hype' of social media can be seen behind the popularity of the Rashtriya Swayamsevak Sangh (RSS), which emerged as the first party in the election, across the country. The top leaders of the Nepal Communist Party (NCP) Pushpa Kamal Dahal and Madhav Kumar Nepal joined TikTok Live and had a direct dialogue with the people about the election. Now, by scanning a QR, we can easily find out about voters, voting, and candidates. This shows that politics in Nepal has now entered the digital era, where social media has become the main medium to win the hearts of voters. It has become a means to express one's views to everyone.