Imlisanen Jamir
In the age of the 10-second reel, where our lives are distilled into fleeting images and snippets of sound, the challenge of educating and informing the masses has never been more daunting. We live in a time when even five-minute videos are deemed too long, an era of rapid consumption where depth and nuance are often sacrificed at the altar of immediacy.
Recently, The Morung Express published an interview with a Chartered Accountant who brought to light a striking example. Despite Nagaland’s exemption from tax under Section 10(26) of the Income Tax Act 1961, many people mistakenly believe they are not required to file Income Tax Returns (ITR) at all. The reality, however, is that individuals must file an ITR if their income exceeds Rs 2.5 lakh per annum. This is not some obscure bureaucratic requirement but a fundamental obligation that many Naga residents overlook, simply because the message hasn’t cut through the noise.
This isn’t a critique of the Income Tax Department alone. The issue is far more pervasive, cutting across various government departments and agencies. Despite press write-ups, seminars, and awareness programs, there remains a vast swath of the population that is still in the dark about their rights and responsibilities. The traditional methods of outreach—workshops, conferences, and press releases—are failing to capture the attention of a populace bombarded by a relentless stream of digital stimuli.
The problem isn’t the message itself but the medium and the manner in which it’s delivered. In a world where people’s attention is a coveted commodity, government agencies and news media need to rethink their strategies. It’s no longer enough to disseminate information; we need to engage, captivate, and make that information stick.
Consider the slick digital awareness initiatives some departments have started to venture into. They look good, they’re modern, but they still fall short. Why? Because they lack the visceral connection that’s necessary to break through the apathy. It’s akin to serving a beautifully plated dish that lacks flavor. It might catch the eye, but it doesn’t satisfy the palate.
What’s needed is a more immersive approach, one that respects the audience’s intelligence and engages them on a deeper level. Think of the stories behind the data, the real-life implications of those tax laws, the personal narratives of those affected. This isn’t just about conveying information; it’s about storytelling, about making people care.
We need to tap into the power of compelling narratives, leveraging platforms that people are already glued to. Short, impactful videos, interactive content, and social media campaigns that don’t just inform but resonate emotionally. Imagine a campaign that doesn’t just tell you to file your ITR but shows you the journey of someone who didn’t and the consequences they faced. Or better yet, highlight success stories of those who did and the benefits they reaped.
The state and its agencies have a crucial role to play in this. It’s about being present where the people are, speaking their language, and understanding their realities. It’s about moving beyond the sterile confines of officialdom and into the vibrant, chaotic world of everyday life.
Comments can be sent to imlisanenjamir@gmail.com
