𝐓𝐡𝐞 𝐃𝐚𝐫𝐤 𝐒𝐢𝐝𝐞 𝐨𝐟 𝐒𝐨𝐜𝐢𝐚𝐥 𝐌𝐞𝐝𝐢𝐚: 𝐂𝐲𝐛𝐞𝐫𝐛𝐮𝐥𝐥𝐲𝐢𝐧𝐠’𝐬 𝐆𝐫𝐨𝐰𝐢𝐧𝐠 𝐏𝐫𝐞𝐬𝐞𝐧𝐜𝐞 𝐢𝐧 𝐁𝐡𝐮𝐭𝐚𝐧

…𝒀𝒐𝒖𝒏𝒈 𝑩𝒉𝒖𝒕𝒂𝒏𝒆𝒔𝒆 𝒇𝒊𝒏𝒅 𝒕𝒉𝒆𝒎𝒔𝒆𝒍𝒗𝒆𝒔 𝒃𝒂𝒕𝒕𝒍𝒊𝒏𝒈 𝒂 𝒕𝒐𝒙𝒊𝒄 𝒐𝒏𝒍𝒊𝒏𝒆 𝒄𝒖𝒍𝒕𝒖𝒓𝒆 𝒕𝒉𝒂𝒕 𝒖𝒏𝒅𝒆𝒓𝒎𝒊𝒏𝒆𝒔 𝒕𝒉𝒆𝒊𝒓 𝒔𝒆𝒍𝒇-𝒆𝒔𝒕𝒆𝒆𝒎 𝒂𝒏𝒅 𝒎𝒆𝒏𝒕𝒂𝒍 𝒘𝒆𝒍𝒍-𝒃𝒆𝒊𝒏𝒈

By Lhendup Wangmo

In an era increasingly defined by digital connectivity, Bhutan’s youth are navigating a challenging online landscape, where the rise of social media platforms has brought a wave of cyberbullying, trolling, and harassment. Although social media offers opportunities for creativity and connection, it has also exposed young individuals to relentless negativity that often leads to severe emotional distress. The toxic environment has tragically fueled mental health crises, with anxiety, depression, and in the worst cases, suicide affecting Bhutan’s adolescents at alarming rates.

Bhutan, a nation deeply rooted in traditions of compassion and mindfulness, finds itself grappling with a new kind of threat as its youth spend more time online. Platforms like TikTok, Instagram, and Facebook attract young users, with over 80 percent engaging on these sites daily. But the pressure to project a flawless image can prove overwhelming, leading some young users to question their self-worth. Moreover, cyberbullying, often fuelled by anonymity, is on the rise, leaving many without the support networks they need to combat its effects.

The Royal Bhutan Police (RBP) has responded to the growing crisis by emphasizing the importance of reaching out for support and consulting with relevant authorities for those struggling with mental health issues. “Mental health struggles can be complex and deeply personal,” an RBP spokesperson stated, urging young people not to view mental health challenges as mere self-created problems. The RBP highlights the need for individuals to seek professional help and sees intervention as crucial to improving outcomes.

“It’s vital to recognize mental health issues as real and deserving of proper attention and support,” the spokesperson added. RBP is committed to fostering a supportive environment by raising awareness and encouraging community dialogue around mental health, especially in the context of cyberbullying.

The recent case of a young TikTok user who faced online harassment shook social media users in Bhutan, bringing to light the mental health struggles many face behind the curated photos and videos. This incident, and others like it, reveal the deeper mental health crisis among Bhutan’s youth, showing the toll that online harassment can take on emotional well-being.

In a recent interview, social media influencer Gyelmoe shared her own experiences with online negativity and the importance of authenticity. “I started sharing my mental health journey because I wanted to be real with my audience,” she explained. “Social media often shows only the highlights, making it seem like everyone’s life is perfect. I wanted to show that it’s okay to struggle, and that reaching out for help doesn’t make you weak, it makes you human.”

Gyelmoe’s openness has encouraged others to reflect on the pressures of online life. While she finds strength in the supportive messages she receives from her followers, Gyelmoe admits that negativity can be challenging to handle. “I remind myself that people’s opinions don’t define my worth. Many negative comments come from people who don’t know my story, so I try not to take it personally.”

Gyelmoe’s experiences highlighted the need for youth to develop healthy ways to cope with online criticism and to prioritize self-care. “Self-care doesn’t have to be extravagant,” she added. “It can be as simple as taking a few minutes each day to breathe deeply or go for a walk.”

In response to rising cases of cyberbullying, the Bhutan InfoComm and Media Authority (BICMA) has increased its focus on content regulation and safety initiatives. BICMA encourages individuals to report harmful content and follows up on content violations seriously, suspending accounts when necessary.

“BICMA is dedicated to ensuring that content shared in Bhutan adheres to standards of good taste and decency,” the agency said in a statement. “We are here to protect users and encourage them to report content that crosses the line.”
BICMA is working to collaborate more closely with schools and mental health organizations, aiming to reach young people through awareness programs and online resources. These efforts include workshops on media literacy, safety toolkits, and regular feedback sessions with students to assess the effectiveness of interventions. Since releasing its Rules and Regulations on Content in 2019, BICMA has been actively promoting digital literacy, especially among parents and guardians.

The agency urges parents to take advantage of parental controls and educate their children about online safety, advocating for a responsible digital culture. “We want to create an environment where youth feel safe and empowered online,” BICMA said, emphasizing the need for parents to guide their children in navigating social media responsibly.

At the forefront of the mental health response is THE PEMA Secretariat, which is committed to addressing the mental health challenges Bhutan’s youth face. Recognizing that mental health is dynamic and can be influenced by various social and environmental factors, THE PEMA has been working toward building a comprehensive support network for young people.

As part of its initiatives, THE PEMA has partnered with the Ministry of Education and Skills Development and the Royal University of Bhutan to implement anti-bullying mechanisms within schools. “We aim to give young people the skills to manage difficult situations, whether online or offline,” THE PEMA secretaries explained. THE PEMA’s continuum-of-care approach spans prevention, acute response, and rehabilitation, ensuring young people can access the support they need throughout their lives.

Schools and educational institutions are being encouraged to implement preventive measures, such as mental health awareness programs and restorative interventions for those affected by bullying. Reporting systems have been put in place so that students can seek help confidentially when needed. This collaboration with schools and universities is part of a broader movement to address the underlying causes of cyberbullying and create a culture of respect and kindness.

To help Bhutanese youth navigate the complexities of the digital world, Bhutanese society must come together to promote mental health awareness and digital literacy. Social media platforms can be powerful tools for expression, but they also carry the potential for harm when misused. Cultivating a safe online environment requires collaboration between government agencies, mental health organizations, educators, and families.

Experts recommend that young people critically engage with what they see online. Enhancing media literacy can empower Bhutanese youth to question the unrealistic standards often promoted on social media and avoid internalizing negative messages. This skill is especially crucial in a world where people often curate only the best moments of their lives, creating an illusion of perfection that can damage self-esteem.

More than ever, we must teach our youth that self-worth isn’t measured by likes or followers. It is essential to remind them that behind each social media post is a real person who, like everyone, faces struggles and setbacks. Cyberbullying cannot be addressed with regulation alone; it requires a shift in cultural values that emphasizes kindness, empathy, and respect for others.

For those who are struggling, it’s important to know that help is available. Bhutan’s helplines and mental health resources are there to provide confidential support and guidance to individuals in crisis.

“If you or someone you know is struggling, remember that support is just a call away,” THE PEMA encourages. Bhutan’s helpline, accessible by dialling 1010 or 112, offers assistance to those in distress, providing a space for people to reach out and seek professional help. Alternatively, individuals can email helpline@thepema.gov.bt for further support.

By coming together as a society, Bhutan can turn the tide against cyberbullying and help its young people navigate the online world safely. Let’s advocate for mental health and remind Bhutanese youth of their inherent worth and resilience. Together, we can create a digital culture that lifts up its users rather than tearing them down, giving every young person in Bhutan the courage to reach out, speak up, and find hope beyond despair.