Unmasking Online Hate: Ethiopian Diaspora Media on TikTok

Understanding Hate Speech on Ethnic Social Media Platforms: A Study of the Ethiopian Diaspora By Daniel Gebremedhin Areri

The advent of technology has significantly altered how information is disseminated, posing unique challenges in moderating hateful content on social media platforms. This is particularly true for non-text formats like TikTok videos, which have become a significant medium for communication among the Ethiopian diaspora. This study aims to investigate the prevalence and characteristics of hate speech on ethnic-based social media platforms operated by the Ethiopian diaspora, focusing on two prominent platforms: Ethio 360 Media and Gadaa Media Network (Gadaa MN), which represent the Amhara and Oromo ethnic groups, respectively.

Research Problem and Purpose

The dissemination of hate speech on ethnic social media platforms poses severe societal concerns. Existing research has highlighted the presence of hate speech within Ethiopia, particularly in the Oromo and Amharic languages. However, there is a notable gap in understanding the dynamics of hate speech on ethnic-based diaspora social media platforms, especially on emerging platforms like TikTok.

The primary purpose of this study is to systematically examine the characteristics, types, and targets of hate speech propagated by Ethiopian expatriate news channels on TikTok. The study addresses the following research question: What elements of hate speech are found in journalistic content on ethnic-based TikTok media channels by the Ethiopian diaspora?

Background

Ethiopia is a diverse nation with over 80 ethnic groups, and historical, cultural, and political tensions have long influenced social interactions. Social media has amplified these tensions, becoming a crucial platform for spreading hate speech. The rapid rise of platforms like TikTok, combined with Ethiopia’s deficient private media landscape and significant diaspora media ownership, has exacerbated the spread of online hate content.

Previous Research

Previous studies have underscored the threats posed by hate speech to social cohesion and its potential to incite violence, especially in ethnically divided societies like Ethiopia. While many studies have focused on platforms like Facebook, YouTube, and Twitter, there is a research gap concerning hate speech on TikTok, particularly within the Ethiopian diaspora context.

Methodology

This study employs content analysis to examine hate speech in journalistic content from two TikTok platforms: Ethio 360 Media and Gadaa Media Network (GMN). These platforms were selected based on their ethnic focus, audience size, and active engagement in the dissemination of news. A total of 100 video clips (50 from each platform) were analyzed to identify patterns and types of hate speech.

Results

The analysis revealed several key insights:

1. Incitement of Violence or Threat: Both platforms frequently employed language inciting violence or threats, with Ethio 360 Media showing a higher prevalence. For instance, Ethio 360 Media used phrases like “Oromo says ‘we will destroy the Amhara’…,” while Gadaa MN reported on military actions in a manner that could be perceived as inciting violence.
2. Demeaning Language: Ethio 360 Media also employed uniquely demeaning language, often targeting politicians and individuals from opposing ethnic groups. An example includes labeling Prime Minister Abiy Ahmed as “a curse on Ethiopia.”
3. Dehumanizing Language: Ethio 360 Media occasionally used dehumanizing language, describing individuals as “Demons” or “led by evil spirits,” which was not observed in Gadaa MN’s content.
4. Targeted Entities: Both platforms frequently targeted the Ethiopian government but differed in their approaches toward other entities such as the Oromo ethnic group and educational institutions.
5. News Coverage Genres and Areas: Ethio 360 Media relied more on commentary, covering various regions within Ethiopia. In contrast, Gadaa MN focused predominantly on straight newscasts within the Oromia Region and sometimes international news.

This study highlights the significant presence of hate speech in journalistic content on ethnic-based TikTok platforms operated by the Ethiopian diaspora. Both Ethio 360 Media and Gadaa MN exhibit patterns of hate speech, although their approaches and focuses differ. These findings underscore the need for more stringent moderation policies and further research to understand the impact of such content on diaspora communities and their countries of origin.

For a detailed analysis, you can access the full study here.

#DanielGebremedhinAreri #MultilingualJournalist #CrossCulturalCommunication #EthiopianJournalism #VoicesForTheVoiceless #LanguageBridge #GlobalJournalist #OromoMedia #SwedishJournalism #CulturalUnderstanding #FreedomLetter #JournalismEducation #SödertörnUniversity #OromiaMedia #SocialIssuesJournalism #LanguageLearning #ProfessionalGrowth #InspiringJourneys