Across the world, there is often a taxing demand on correct manners, etiquettes and moral responsibility by celebrities and public figures and there is huge public outrage if they act carelessly. Even for small mistakes, public figures have to apologise, or take an early retirement out of shame. This is often aggravated by the media, which relentlessly reports on the issue and the public who enjoy the voyeurism offered by entertainment - footage of star cars being chased, leaked WhatsApp chats etc. Further, there is hardly any unbiased and civil debate when it comes to celebrities and their social responsibilities. In most cases, the argument does not even centre around the actual issue and gets subsumed by overarching subplots. Messy trolling, often misdirected, is a common feature in all. Even serious issues like suicide and drug use are reduced to parenting problems and witch-hunt is often seen. In this context: (a) Is there any difference between a public figure and private person when it comes to privacy? Should public figures also have some reasonable amount of privacy? (b) Do you think it is fair to expect role models, such as celebrities and public figures, to act more responsibly as compared to ordinary citizens? (c) Discuss the importance of responsible journalism in this context.

Public v/s private figure : Difference in privacy

→ The private life of a celebrity is itself a tool to market their public life.

Eg - instagram videos of holidaying at Maldives ↓ Earning of huge money from instagram.

• Bluring of private vs public life Eg - Marriage rights of celebrities are sold in crores, which creates hypes

• glamorous and limelight that celebrities get create attitudinal differences in their Audiences.

However, they should have reasonable privacy as

• privacy is a fundamental right available to all citizens [puttaswamy case]

• role beyond celebrities → as a mother, father

• Intergenerational fairness and Justice Eg - Son of an actor may not wish to become an actor

(b) Role models should act more responsibly as -

→ Social influence and Persuasion Eg → add of pan-masala by Amitabh could decrease efforts to reduce intoxication → Drug cases against bollywood actors negate efforts under NDPS Act

→ Substantial likelihood of media hype in case of news involving celebrities.

→ may celebrities act as Brand Ambassadors of unicef, who have a Social clause

→ They affect cognitive, behavioural and Emotive components of Social Attitude.

However, it should not put celebrities at a totally different pedestal as every citizen equally has a role in shaping social ethics.

(c) Importance of Responsible Journalism

• Create Awareness amongst people regarding provision of law rather than sensation
• Act as an Impartial arbitrator rather than an partial judge
• allow due process of law to follow
• Sensations put undue pressure on officers who might crumble or seek more heroism in media
• leads to politicisation of social issues like 'drug consumption' Eg- Bihar elections in Sushant's case
• loss of dignity and reputational damage to celebrities
• violates innocent until proven guilty in case of witch hunt.

Allowing law to take its own course with right information dissemination should be followed.

12(a). Stakeholders and their significance

The above case represents the menace around disposal of Biomedical and household waste during Covid 19.

(B) Reasons behind apathy

→ Attitudinal issues → No immediate threat to oneself → Crisis of conscience → considering that waste disposal is not my duty → Confirmation Bias → since others behave so, so would I- → Lack of role models → in society → Socialisation → More focus on material aspect of life, than on societal → Techniques used by government

→ A top down approach → little focus on Behavioural change and communication → lack of Enforcement → Administrative delay → Segregation and handling capacity.

Practical techniques for Attitudinal changes

(1) Nudge and use of Behavioural tactic

Eg → slogans like 'apka muhalla, apka ghar' → incentives → reward those who assist in cleaning → financial rewards to Safai Karamchari → using of festivals like Diwali ↓ 'clean your gali, not just your gher'

• punishment → refuse acceptance of waste of those who do not segregate it beforehand.

1. Behavioural change communication ↳ pamphlet and community radio regarding importance of cleanliness ↳ Fear effect : outbreak of malaria & dengue and hazards of Biomedical waste ↳ involve local influencers for persuasion

2. Information Exchange and communication