The village of Siyadih is situated in Handia Block, Uttar Pradesh, and is primarily inhabited by women, many of whom are from marginalised communities. The socio-economic conditions of this rural area are representative of much of rural India, where low levels of education and digital literacy, combined with deep-rooted cultural and religious beliefs, contribute to the susceptibility to misinformation.
The residents of Siyadih rely on agriculture and daily wage labour as their main sources of income. While basic infrastructure such as roads and electricity is available, internet access has only recently become widespread due to government initiatives like the PM WANI (Public Wi-Fi Access Network Interface). However, the rapid digital penetration has not been matched with an equal rise in digital literacy, making these communities vulnerable to cyber fraud and misinformation.
In September 2024, a video began circulating on YouTube and WhatsApp, claiming that the idol of Nandi (the bull associated with the Hindu god Shiva) at a local temple was miraculously drinking milk. The video quickly gained traction in nearby villages, with many people believing that it was a divine event. This led to a significant gathering of devotees at the temple, bringing milk as an offering to witness the ‘miracle.’
As the news spread, residents flocked to the temple with offerings of milk, even though many of them were economically disadvantaged and could ill afford to waste their resources. The video created a frenzy, leading to the convergence of people not only from Siyadih but also from surrounding areas. Among those who visited the temple was Kashish Srivastava, rural fact-checker working with Digital Empowerment Foundation (DEF).
The primary medium for the dissemination of the misinformation was YouTube, where a video showing the supposed miracle went viral. The link to the video, along with rumours about the divine event, was shared widely on WhatsApp and other social media platforms. The message link that propagated the false information suggested that a miracle was taking place, which tapped into the religious beliefs of the local population.
This particular incident reveals how rapidly misinformation can spread in digitally connected but poorly literate communities. The widespread availability of smartphones combined with internet access, provided primarily through affordable data plans, made it easy for such a video to reach a vast audience. The incident also highlights the power of video content in perpetuating false beliefs, particularly when religious sentiment is involved.
Kashish Srivastava, a resident of nearby Prayagraj and a community worker involved with DEF, was among those who visited the temple. Recognising that the event was based on misinformation, she attempted to dissuade others from believing in the false claims. However, she faced resistance from the local population, who were deeply invested in their belief that a miracle had occurred.
Kashish’s efforts were hindered by the prevailing attitudes within the community. In rural areas like Siyadih, religious beliefs and cultural norms often take precedence over rational thought. Kashish recalled how difficult it was to convince people that the video was fake and that Nandi was not, in fact, drinking milk. Many people, especially women, were emotionally attached to the idea of a divine event, making it hard for rational arguments to prevail.
The primary challenge faced by Kashish and other community workers was the community’s deep-seated belief in religious miracles. In rural areas, religious myths and rituals play a crucial role in social life, and events like these are often seen as reaffirmations of faith. This cultural context makes it difficult for individuals like Kashish to counter misinformation, even when the evidence is clear.
The socio-economic conditions of the community exacerbated the problem. Most of the residents were uneducated and relied on word-of-mouth communication, which further solidified the misinformation. The lack of critical thinking skills, combined with a heavy reliance on digital platforms like YouTube and WhatsApp, made the community particularly vulnerable to cyber fraud and misinformation.
For many villagers, the event was not just a spiritual matter but also a social one. Attending the temple and participating in the offering of milk became a community activity, reinforcing social bonds but also perpetuating the false belief. This shows how misinformation can easily embed itself within the social fabric of a community, making it difficult to disentangle fact from fiction.
Kashish and other digital facilitators employed several strategies to address the misinformation. First, they tried to use logical reasoning, pointing out that the milk was simply flowing to the ground rather than being consumed by the idol. They also shared educational resources about how misinformation spreads online and the importance of verifying information before believing or acting on it.
However, these strategies were not entirely successful due to the strong cultural and religious beliefs in the community. While some individuals were convinced by the arguments, many others remained sceptical of the explanation.
The incident in Siyadih highlights the dangerous potential of misinformation, particularly in digitally connected but poorly informed communities. In this case, the viral spread of a fake video caused significant disruption and strained community resources. While efforts were made to counteract the misinformation, they were largely unsuccessful due to cultural beliefs and the deep-rooted trust in religious miracles.
This case underscores the need for comprehensive digital literacy programmes, stronger community engagement, and collaboration between digital facilitators, local leaders, and government bodies to prevent future incidents. It is crucial that as rural India becomes more connected to the digital world, it is also equipped with the tools and knowledge to navigate the complexities of online information.