Abstract:
The rapid evolution of digital platforms has redefined the traditional contours of personal reputation, giving rise to a new class of public figures social media influencers whose digital presence significantly impacts public discourse, consumer behavior, and cultural trends. This paper explores the intersection of influencer culture, digital reputation, and the law of defamation, particularly in the Indian context. It highlights how the reputational stakes for influencers are heightened in the digital age, where virality and visibility are double-edged swords. Traditional defamation laws, rooted in protecting individual dignity and reputation, struggle to adapt to the complexities of online speech and evolving notions of public interest and truth. The study critically examines Indian legal frameworks alongside international jurisprudence to assess how courts interpret harm, intent, and publication in the context of digital content. It also evaluates the blurred lines between opinion, satire, and harmful falsehoods on social media platforms. By assessing recent cases, legislative shortcomings, and regulatory gaps, the paper advocates for a recalibrated legal approach that ensures a balance between freedom of expression and protection of reputation in digital spaces. It proposes reforms including clearer statutory definitions, context-sensitive judicial interpretations, and platform accountability mechanisms to safeguard digital reputations without stifling speech. The paper concludes that law must evolve to address the unique challenges posed by the convergence of influencer culture and digital defamation, ensuring justice in the era of algorithm-driven virality.
Keywords: Digital defamation, influencers, online reputation, Indian law, social media, freedom of speech.