If social media is an experiment, we are all Pavlov’s dogs. Twitter, a laboratory in this spectacle of operant conditioning, has 335 million subjects. We start by craving instantaneous information and exchange. Time, however, conditions us to salivate at stimuli that either reward or punish us.

If you’re one of the millions of Indians on the microblogging site (which accounts for about 18% of social media users in the country), chances are you saw the flurry of calls to help people reeling under Kerala’s worst floods in a century.

AUTHOR

Roshni Nair

Roshni P. Nair joins us from Reuters, where she was an online producer. With a background in weekend features at Hindustan Times and DNA, Roshni has written on subjects ranging from India’s amateur UFO investigators to the provenance of sambhar. When not pursuing story ideas, she enjoys reading, making a great cuppa adrak chai, playing with street dogs, and avoiding large gatherings. Roshni will work out of Mumbai and can be reached at roshni at the rate the-ken.com

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