Remember April 2018? Back then, during the AIADMK regime, YouTubers and so-called influencers were out in full force, protesting loudly over the Cauvery water issue and the Sterlite plant.
It became a major talking point, even the IPL was dragged into it, with demands to cancel matches in Chennai. But now, the same voices that once shouted in outrage have gone conspicuously silent under the DMK government.
Not a word from them, even after Karnataka Deputy Chief Minister D.K. Shivakumar recently that the Mekedatu balancing reservoir survey is complete and land acquisition has begun pushing forward with alleged dam construction on the Cauvery.
Back in 2017, these so-called YouTube influencers proudly formed the Tamil Nadu Digital Media Association (TDMA), claiming that their mission wasn’t just about their own welfare but also about standing up for public causes.
V r vry glad to infrm u tat v hav recvd d certificate frm TN Govt. Now officially called “Tamilnadu Digital Media Association” pic.twitter.com/Uxu7v1joNH
– TN Digi Media (@tndigimedia)
Then in 2018, when the Cauvery water dispute erupted alongside the Sterlite protests, the very same TDMA sprang into action.
உங்கள் அத்தனை பேரையும் அன்போடு அழைக்கிறோம். சினிமாவில் இருக்கும் அண்ணன்கள், தம்பிகளும் தாராளமாய் கலந்து கொள்ளலாம் . வருக, போராட்டம் வெற்றி பெற செய்க !!
Place : Valluvar Kottam, Chennai. Time : 9:30 AM to 11 AM . #TamilnaduDigitalMediaAssociationpic.twitter.com/9kjcGGae1Q
– Prashanth Rangaswamy (@itisprashanth)
Notably, TamilTalkies fame Maran released a video on behalf of the association, calling for public protest. He said, “Today we held a consultation meeting on behalf of the Tamil Nadu Digital Media Association. I’m not sure how many of you know that we started the Tamil Nadu Digital Media Association. When this association was founded, we stated that this association would not only fight for the welfare of its members but also for the problems of the general public. The Cauvery issue came up, and we also forgot the Sterlite plant issue. It can almost be said that even the media suppressed it. In this situation, the Tamil Nadu Digital Media Association has sought permission to hold a protest demanding the complete closure of the Sterlite plant and the formation of the Cauvery Management Board. Permission has been granted for the protest at Valluvar Kottam on the 10th, from 10 AM to 1 PM. It would be great if you could come to this event in person. Those who cannot come can watch it online.”
In the same video, popular YouTube personalities like Black Sheep Tamil’s VJ Vignesh, Parithabangal’s Gopi, and others joined the call. They even campaigned to boycott IPL matches to draw national attention to the protest.
VJ Vignesh, in particular, emphasized, “The match is the only instrument we have in our hands today to express our opposition. If you don’t go and watch it directly, the question will arise as to why you didn’t watch it. Only after everyone said we are boycotting the match, have the national media started taking it up as a debate yesterday. If that’s the case, then understand. If we boycott, it will fully reach its intended audience.”
இந்த நாயிங்க கடந்த 4 வருஷத்துல மக்கள் பிரச்சனை எதுக்காவது போராடிருப்பானுங்களா? ஆட்சி மாற்றம் வேனும்னு ரஜினி வந்தப்ப அவர சங்கீனு முத்திர குத்த திமுகவால உருவாக்கபட்ட திடீர் போராளிகள்தான் இந்த நாயிங்க. தமிழகத்துக்கு இவங்க செஞ்ச துரோகத்துக்கு குடும்பத்தோட சீக்கிரமா அழிஞ்சி போவானுங்க. pic.twitter.com/GcmS3Zgw77
– Spicy Chilli (@SpicyChilli4U)
On 10 April 2018, as announced, the protest took place. YouTubers and influencers actively pushed emotional narratives, stood in solidarity, and vocally condemned the issues.
நாளை சோற்றுக்கு பதிலாக அத தான் திண்பீங்க-பரிதாபங்கள் சுதாகர் ஆவேசப் பேச்சு #CauveryIssue#BanSterlite#TamilnaduDigitalMediaAssociation#BlackSheep@BlackSheepTamil@RjVigneshkanth@bluesattaiMaran@put_chutney @Gopiaravindhraj @soonapaana006https://t.co/Wpe3jVKTHnpic.twitter.com/Vu7vyFMPon
– FX16 News (@fx16news)
சோறு,தண்ணீர் முக்கியம்-#Paridhabangal GOPI& SUDHAKAR உணர்ச்சிகரப் பேச்சு #CauveryIssue#BanSterlite#TamilnaduDigitalMediaAssociation#BlackSheep@BlackSheepTamil@RjVigneshkanth@bluesattaiMaran@put_chutney @Gopiaravindhraj @soonapaana006
https://t.co/eugxZN9ERVpic.twitter.com/xeXN1bOCQO
– FX16 News (@fx16news)
நம்ம பசிக்கு நாம தான் போராடனும் – Jumpcuts Hari Baskar at CauveryProtest | @trendingtv360
Video – https://t.co/RFOk8PBCmQ#Jumpucuts#HariBaskar#CauveryProtest#BANIPL#parithabangal#TamilnaduDigitalMediaAssociation#SterliteProtest#IPL2018pic.twitter.com/aYU9nvm3Fy
– TrendingTv (@trendingtv360)
தமிழன் என்றாலே போராட்ட வாழ்க்கை தான்-YouTube பிரசாந்த் மற்றும் #RJSHA பேச்சு #CauveryIssue#BanSterlite#TamilnaduDigitalMediaAssociation@BlackSheepTamil@RjVigneshkanth@bluesattaiMaran@put_chutney @Gopiaravindhraj @soonapaana006 @itisprashanthhttps://t.co/CuMKYyDxvGpic.twitter.com/zdAq7DvIv2
– FX16 News (@fx16news)
#TamilnaduDigitalMediaAssociation#protestpic.twitter.com/affpJzhHA6
– Vignesh Mahalingam (@vigneshmgm)
Tamil Nadu Digital Media Association is protesting.. Decent crowd has gathered.. #ReleaseCauvery#Bansterlitepic.twitter.com/2rEDkJNrRg
– Kaushik LM (@LMKMovieManiac)
Huge amount of crowd gathered at protest by Tamil Nadu Digital Media Association.. #CauveryMangementBoard#ReleaseCauvery#BanSterlitepic.twitter.com/QRdVamv9Rd
– Cinema Tweetz (@CinemaTweetz)
But now, in stark contrast, they are conspicuously silent.
This silence is being called out across social media, especially after Karnataka Deputy Chief Minister D.K. Shivakumar confirmed the Mekedatu balancing reservoir project is moving forward completing surveys and starting land acquisition on the Cauvery river. People are now asking, Where are all those voices now? Why the silence during the DMK regime?