REGIONAL MEDIA MONITORING: Ethnicity and gender identity remain the main targets of hate speech as political targeting is on the rise

Reporting Diversity Network has been continuously conducting media monitoring of hate speech on a regional level for almost four years. Our latest set of reports show findings from May 2022 until December 2023. Gender identity and ethnicity remain the most targeted identities, as more than half of all recorded cases across the region referred to ethnic hate (28%) and gender-based hate (24%). Political targeting (15%) slightly increased, prevailing hate against sexual minorities (14%) in this reporting period, and becoming the third most targeted group. Serbia and Bosnia and Herzegovina especially noted a significant increase in share of cases with hate targeting political opponents. The straining of political relations either internally or regionally, conflicts in the world, protests, and elections are common triggers for this type of narrative.

In nearly a third of documented cases (30%) groups and individuals were targeted for multiple overlapping identities. Intersectional hateful and discriminative discourses are mainly reflected in the most-targeted categories, where someone’s gender, ethnicity or sexual orientation plays a role, even if it is not the sole reason why they are targeted. Moreover, an increase in hate towards journalists and religious groups was noted, as well as a decrease in hate towards migrants and refugees on a regional level. Most hate speech in the region was generated by journalists and media outlets as well as private persons, primarily users on social media platforms, with the same number of cases recorded (28% each), and politicians, state officials and political parties (20%).

Sparks in political conflicts, mutual visits and meetings of regional leaders or commemorations of specific war crimes or the genocide in Srebrenica often triggered waves of increased ethnic hate. Dominant narratives often included an “us vs. them” dichotomy where the ethnic group constituting the majority is presented as the victim, and ethnic minorities or neighboring nations as a threat and an enemy. Individuals advocating counter-narratives of interethnic cooperation and reconciliation were labelled as “traitors” working against their people and nation.

Gender-based hate, apart from women, occasionally targeted gender minorities, however generally contained patriarchal and misogynist depictions harmful to societies in the Western Balkans in general. Common narratives included stereotypical representations of women in the media, misogynistic and sexist targeting of women politicians, journalists and other public figures based on their gender rather than their work, extremely harmful unethical and unprofessional reporting on gender-based violence and anti-gender narratives including those undermining already achieved steps in ensuring gender equality and further efforts.

Homophobic and transphobic narratives contained mainly negative stereotypical depictions, presenting sexualities other than heterosexuality as a sickness or mental disorder and linking them to pedophilia, as well as anti-gender narratives similar to those targeting women. When aimed at the LGBTIQ+ community, these narratives also include presenting gender as an ideology imported from the West and aimed at annihilating the “traditional family values”.

When it comes to combative and preventive measures taken to address hate speech in this period, many efforts were detected across the region, from grassroots civil society actions and projects implemented by international organisations raising awareness among citizens to media regulation and self-regulation mechanisms in place, and legislative and institutional efforts focusing on this issue. However, many issues prevail in this process, as these actions often lack sustainability and coordination.

As misinformation, disinformation and malinformation often fuel hate speech, media literacy is becoming a crucial skill not only in recognising these information disorders but also in critically approaching hateful and harmful content. Western Balkan countries are rated quite low in the European Media Literacy Index, with all countries in the region ranking low media literacy index. These issues must be considered in attempts to prevent and combat hate speech.

Furthermore, as AI technologies are becoming more accessible and widely used, they can play a critical role in both spreading and preventing hate speech. As they use automated content, AI tools can amplify and disperse hate speech as seen in some recorded cases. However, these tools can also be used in combating hate speech if ethically designed, transparent and trained in region-specific languages and context. New technologies must be considered and responsibly integrated in future efforts of monitoring, detecting and countering hateful and harmful content in the digital sphere.