- By Swati Singh
- Thu, 05 Mar 2026 08:04 PM (IST)
- Source:JND
Viral paparazzi culture has become a defining feature of modern celebrity life in India. With photographers constantly capturing stars outside airports, gyms and restaurants, the trend has sparked growing debate about privacy, boundaries and ethics in entertainment journalism. The debate resurfaced recently after Sapthami Gowda criticised photographers for capturing female actors from inappropriate angles during public appearances.
What Is Viral Paparazzi Culture?
Viral paparazzi culture refers to the modern, often aggressive, digital-first phenomenon where independent photographers (paparazzi) chase celebrities, influencers and their children to capture candid, everyday moments for instant consumption on social media and digital entertainment platforms. The rise of this culture is due to the surge in the usage of social media websites like Instagram, X, Facebook, among others, thereby replacing traditional weekly magazines with real-time, daily or even hourly updates.
Why Celebrities Are Concerned About Viral Paparazzi Culture?
1. The motive has shifted from occasional photo-ops to relentless, 24/7 surveillance, where personal moments are immediately commodified and shared online.
2. Celebrities have found paparazzi aggressive at times.
3. Paparazzi are frequently criticized for lacking empathy, such as following celebrities to funerals or hospitals to take photos.
4. Paparazzi often ignore personal boundaries by waiting outside private homes.
5. Unlike old print media, viral culture demands sensational content. Photos are often taken from revealing angles (e.g., up-the-skirt shots) specifically to embarrass or create 'clickbait' material, especially targeting female celebrities.
6. On-set paparazzi often leak crucial plot points, character looks or secret sets.
Sapthami Gowda Lashes Out On Paparazzi
Recently, Kantara actress Sapthami Gowda took a stand against the increasingly invasive nature of celebrity paparazzi culture. Utilising her platform on Instagram, the actress issued a stinging critique of photographers and videographers who deliberately capture female artists from inappropriate and voyeuristic angles during public appearances.
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In a detailed note shared with her followers, Gowda noted, "As women in the film industry, we stand together in addressing a recurring issue. Repeatedly, videos and photographs of female actors at public events are shot and circulated from inappropriate angles, with unnecessary zooms that focus on our bodies rather than our work. This behaviour, carried out by a few individuals, is disrespectful and unacceptable."
(Image: Instagram/@sapthamigowda)
Celebs Who Earlier Spoke Against Viral Paparazzi Culture
In an interview with Bollywood Hungama, Kajol opened up about the discomfort they face duro to paparazzi culture. She had said, "I am a little conscious with the paps. I think there are certain places where they shouldn’t be. Like, I find it very strange when they run after actors at someone’s funeral and ask for photos. I find that odd and a little disrespectful. I find it strange that you cannot even go for lunch."
Alia Bhatt even called out paparazzi for invading her privacy. In her Instagram post, she wrote, "I understand that in a city like Mumbai, space is limited — sometimes the view from your window is another person’s home. But that does not give anyone the right to film private residences and push those videos online."
As viral paparazzi culture expands alongside social media, more celebrities are publicly raising concerns about privacy and personal boundaries. The debate over ethics, respect and responsible celebrity coverage is gaining renewed attention.