VOL. XL NO. 26 PAGES 48 NEW DELHI 26 SEPTEMBER - 2 OCTOBER 2015 ` 8.00

IMPACT OF SOCIAL MEDIA ON SOCIETYAsh Narain Roy

E very facet of our life istouched by the social media

today. The historic invisible wallsof the internet are being brokendown daily.The currency ofsocial media isn’t dollar, euro oryuan, but engagement, partici-pation and value creation. Thewinners in this information ageare empowered citizens, goodgovernance, good products andgood democratic practices. Butsocial media has a flip side aswell. As Time magazine in itscover story wrote some timeago, “Social media is makingyou stupid”. Our personal priva-cy has become the victim of thisdigital empowerment. AsAmerican artist Andy Warholeaptly puts it, “in the future we willall have 15 minutes of privacy.”

Any new technology or toolevokes both excitement andskepticism. For, new technolo-gies and systems have thepotential to disrupt and alter theway we live our lives.

Technology is double-edged.There are reasons to cheer asalso to despair.

Social media has grown rap-idly because it serves varioussocial needs. It has also grownbecause of the increasing impor-tance of networking. Social net-working sites (Facebook), micro

blogging services (Twitter), con-tent sharing sites (You Tube,Flickr) have introduced theopportunity for large scale onlinesocial participation.

Barrack Obama was per-haps the first leader who under-stood the importance ofsocial media by leveragingit to mobilize the youngand the old alike to gofrom an unknownSenator in 2004 tothe most powerfulman in the worldfour years later.Thanks to socialmedia we nolonger search forthe news, thenews finds us.Thanks to webtechnologies, voic-es previously exclud-ed from conversationscan now find a channel,and organise them-selves with a far greaterdegree of influence thanbefore. They can probe into thecredentials of expert journalistsand share emails which showhow academia is every bit aspoliticised as the rest of theworld.

In some sense, social mediahas emerged as the alternative

media. It is giving voice to the‘voiceless’ and the underdogs.

Social movements haveexisted in various forms for mil-

lennia. But the internet offers anew way for aggrieved groups.People have decided not towait for the revolution to startliving differently. Thanks to a

combination of economic,social and political crises, peo-ple now want to take control oftheir lives.

The marginalised groupsand sections of the middle classacross the world are feeling a

sense of economic disen-franchisement. Earlier,

the elite led a move-ment and the middle

class followed.Today the middleclass wants tolead as well. Asfar as the youth,particularly stu-dents, are con-cerned, they seeno future if thepresent systempersists. Tens of

thousands of stu-dents in London

have protested inrecent months against

fee hike. Hungarian stu-dents have been protest-

ing against higher educationreforms. Chilean students haveoccupied several campuses forweeks against privatization ofeducation.

Some argue that the impactof social media on protest move-ments has been rather modest.It is just sound and fury signify-

ing little on the outcome of suchmovements.

It is generally agreed thatsocial media provided crucialsource of news during the ArabSpring and the Gezi Parkprotests in Turkey. The tradition-al media in Egypt, Tunisia andTurkey were not covering theseevents for fear of governmentcrackdown.

Social media applicationssuch as Facebook, Twitter andYouTube have increasingly beenadopted by politicians, politicalactivists and social movementsas a means to engage, organizeand communicate with citizens.These apps and social mediatechnologies stimulate collectiveimaginations. One has seenover the last few years how thewidespread use of internet forsocial networking, blogging,video-sharing and tweeting cre-ates an affinity with participatorydemocracy. In this sense socialmedia has become an instru-ment of democratic renewal. Wesaw it during the Anna Hazaremovement.

The outpouring of anger andoutrage over the barbaricassault on the 23-year-old girl inDelhi in December 2012 wholost her fight for life after braving

Continued on page 48

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Green Highways: An Initiative TowardsSustainable Development

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CAREER IN ENERGY MANAGEMENTDr. A. G. Matani

A s green technology becomes more commercially viable, anincreasing number of both professional and skilled workers

will be needed to sell, manufacture, design, construct, install,and maintain a spectrum of equipments involved in efficient useof energy.

Sustainable energy technologists also perform structuralaudits for energy efficiency and conservation. They ensure reg-ulatory compliance and understand the basic economic, envi-ronmental and social impact of energy systems. The profes-sionals like energy managers, energy engineers, facility andbusiness managers, industrial engineers, supply chain profes-sionals, utility officials, consultants, contractors, financial offi-cers and energy service company professionals are in greatdemand as they identify and implement energy managementstrategies in a better way.

The importance of energy efficiency in industry in recentyears has become increasingly relevant to building owners, realestate firms, government officials, educators and business own-ers, as all of them want to decrease the overwhelming cost ofenergy consumption. However, it is crucial to have right talent inplace to communicate the benefits of energy efficiency solutionsto the end-users. The Objectives:

To raise the professional standards of those engaged inenergy management. To improve the practice of energy management by encour-aging energy managers. Persons having knowledge of the principles and practicesof energy management related disciplines should be iden-tified through an examination. Special recognition should be given to those energy man-agers who have demonstrated a high level of competenceand ethical fitness for energy management.

Functional skills required for effective energy- efficiencyassessmentsFunctional skills for effective energy-efficiency assessments aregrouped within the following broad categories:

Project planning and management - The ability to direct

and guide a group in completing tasks and attaining goalsof energy efficiency assessment.Communication planning and implementation - Theability to exchange, engage, convey and express knowl-edge and ideas in an energy efficiency context.Understanding energy use - The ability to arrange andretrieve data, knowledge and ideas, research and investi-gation of specific technical and financial knowledge.Identifying potential opportunities - The ability to thinkstrategically and creatively.Decision making - The ability to develop and assess busi-ness cases for implementation of energy efficiency opportunities.Monitoring and investigation - The ability to installappropriate monitoring equipments and develop analysissystems.

Additional skills required:Understanding the legislative and compliance requirementsof energy efficiency programs.

Continued on page 48

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it for nearly two weeks and an avalanche of protestmarches and rallies by the students, youth and outragedcitizens across the country were a manifestation of thegrowing power of social media. But it also exposed thesystemic crisis of democracy and governance. As onebanner at Jantar Mantar aptly put it, “She died a milliondeaths stirring a billion hearts”.

The global experience tells us how the indigenousand peasant groups in Latin America and Canada andelsewhere have created big movements which havecaptured the imagination of the nation using socialmedia. The indigenous people, the minorities and themarginalised in many countries are, today, well-organ-ised at the grassroots, regional and national levels. Theyadvocate for indigenous rights, access to land, autono-my, basic services, environmental protection and politi-cal representation. They are also advocates of directparticipation and holding movement leaders and repre-sentatives accountable.

But the social media has a dark side as well. The titleof Sherry Turkle’s book ‘Alone Together’ says it all. Sheargues how in this social media age, “we expect morefrom technology and less from each other”. Through thistechnology, the author maintains, “we create, navigate,and perform our emotional lives.”

Internet connects but it doesn’t touch. As Tunklesays, “We may be free to work from anywhere, but weare also prone to being lonely everywhere. In a surpris-ing twist, relentless connection leads to a new solitude.

We turn to new technology to fill the void, but as tech-nology ramps up, our emotional lives ramp down.”

Another flip side of social media is that many youngpeople are becoming narcissist and obsessed with self-image. A number of studies have linked narcissism withFacebook use. Young people are using various applica-tions often for self-promotion. The research conductedby Western Illinois University refers to ‘socially disruptiveelements of narcissism like self-absorption, vanity, supe-riority and exhibitionism. Facebook users, the research

highlights, have “a sense of deserving respect and a will-ingness to manipulate and take advantage of others.”

A very recent study by the University of Glasgow whichquestioned 460 respondents aged between 11 and 17experienced depression, anxiety and sleep deprivation asthey feel a constant need to be on social media sites.Another study stresses how majority of youngsters feelstressed over looking good on social media.

Excessive use of social media has also given rise tocyber stalking and cyber bullying. It has also led to adecline in social capital. One expert calls it “a socialdeath penalty.” Some even raise the point if the socialmedia is even democratic. Today, extremist groups likethe Islamic State are using social media to lure the youthand train them as terrorists.

All said, social media is here to stay. The power ofsocial media is exponential. Numbers tell the story. TheGoogle+ and Facebook receive an incredible 2 billioncombined visits every month. All indications are that theglobal social media usage will only see an upward tra-jectory. True, social media is likely to further pervademany more aspects of our life, but it will never eliminatethe need for human contact.(The author is Director, Institute of Social Sciences,News Delhi. email: ashnarainroy@gmail.comViews expressed are his personal)

IMPACT OF SOCIAL...Continued from page 1

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Employment News

Financial planning, accounting andaudit skills.Understanding new trading andreporting mechanisms, and theirstrategic business implications.

Soft skill requirements for energymanagement:Finding the right talent today means find-ing professionals who have the right setof soft skills to fit the company culture, besuccessful on the job, and build bridgeswith colleagues, customers and vendors.While energy professionals will still needto be thoroughly qualified to do the job,the range of soft skills they possess isalso very important. Below are soft skillsthat energy management employers arecurrently seeking:(1) Flexible & Adaptable: In the energy

management space where things areever-changing, energy professionalsneed the ability to adapt to new situ-ations and changes. Companieswant to know that their people areopen to new ideas, and can embracechange.

(2) Confidence in Ability to ImproveEnergy Industry: Employers wanttheir people to love the industry andbelieve in their own abilities to man-age energy more efficiently.

(3) Time Management Abilities: Multi-tasking and the ability to prioritizetasks are a must. Companies wantpeople who are well-organized anduse their time wisely while on the job.

(4) Problem-Solving Skills: Problemsolving often involves making fastdecision-making. Such decision-making skills are especially importantwhen it comes to management andleadership roles. Employers aremostly likely to hire and promote pro-fessionals who demonstrate the abil-ity to solve problems creatively andeffectively.

(5) Team Spirit: Many companies placeemphasis on the ability to work wellin group settings. Employers look forteam spirit in the candidates togroom them for future leadershiproles.

(6) Strong Work Ethic: Employers wantprofessionals who are motivated anddedicated enough to do what it takesto get the job done. Along with that,they expect people to give their verybest work every day.

(7) Positive Attitude: Companies likeoptimistic and upbeat people. Theylike those who have positive vibesand can inspire others to be positiveas well.

Energy Manager EmployersAny organization that is a large user ofenergy is likely to have someone who isresponsible for energy saving, although itmay be part of another job. Employerscan be found in a variety of areas andsectors including:

Local government;Higher education institutions;Health trusts;Large charities;Energy agencies and partnerships;

Voluntary/community organizationsFor working in the commercial sector,potential employers are:

Manufacturers;Retail chains and supermarkets;Construction companies;Utilities companies;Environmental consultancies.

Various Occupations:There are numerous career paths onoffer within the Sustainable Energy sec-tor. Research and development capabili-ties for achieving more efficient means ofgenerating and delivering electricity arethe key skills required. Occupationsinclude:

Energy management EngineersEnergy efficiency AuditorsSustainability AssessorsGreen ElectriciansHVAC (Heating, Ventilation and AirConditioning) professionalsGrid-connect accredited PV InstallersSmart meter InstallersGreen Plumbers (solar hot water)

Duties and Responsibilities ofWorking in Energy SectorDuties and responsibilities of working inenergy sector are:

Developing, coordinating, and imple-menting strategies and policies toreduce energy consumption;Creating policies and systems forbuying energy and helping with con-tract negotiations;Providing technical and practicaladvice and offering training on energy efficiency;

Developing promotional activitiesand materials to publicize particularschemes;Liaisoning and negotiating with con-tractors, the building supplies indus-try, council services and other rele-vant organizations;Keeping accurate records and regu-larly collecting energy monitoringdata;Carrying out site inspections andenergy surveys;Benchmarking energy consumptionsagainst best practice guidelines;Keeping up to date with legislation asper government norms.

ConclusionIt has been predicted that energy priceswill rise sharply in the near future due toscarcity of supply, increasing globaldemand and reduced domestic generat-ing capacity. Now is the time for compa-nies to act to reduce their carbon emis-sions and avoid facing an uncertainfuture. Energy management is aneffective way of saving money. It hasbeen estimated that training of staff canreduce energy use in companies by 10 to20 per cent. By having the appropriateskilled professionals in place energy effi-ciecy can be ensured.

(The Author is Associate Professor-Mechanical Engineering, GovernmentCollege of Engineering, Amravati - 444604email: drashokmatani@gmail.com)

CAREER IN ENERGY...Continued from page 1

Government of India

Ministry ofTextilesO/o Development

Commissioner for HandloomsWeavers’ Service Centre

15-A, Mama Parmanand MargMumbai - 400004

Tel. No. 23610013/ 23691238/23610923

Fax : 022-23625626/ 23610013Addendum

Weavers’ Service Centre,Mumbai hereby issues the formatof application against Advt. No41102/11/0015/1516 on pageno. 5, 41102/11/0014/1516 onpage no.18 and 41102/11/0013/1516 on page no. 28 pub-lished in Employment Newsedition dated 5-11 September2015 for the post of Attendant(Weaving), Jr. Assistant(Processing) and Carpenter.Application format can be down-

loaded from DC (Handlooms)'swebsite: www.handl-ooms.nic.in. All other terms andconditions as published in theabove Employment Newsremains unchanged, except theclosing date of receiving applica-tions, which will be 45 days fromthe date of publication of theaddendum in Employment News.

Director (West Zone)davp 41102/11/0019/1516

EN 26/120

EN 26/2