The People of Tigray: Beyond the Echo Chambers of Social Media

Social media has become a powerful tool for shaping political narratives and advocating for causes, but its impact is far from universally positive. In many developing regions, the unchecked rise of social media activism has often exacerbated divisions, spread misinformation, and created a false sense of authority among those with access to digital platforms. The case of Tigray exemplifies these challenges in stark terms.

Tigray, a region with a deeply rooted tradition of grassroots political organization, is home to most people without access to the digital world. Many of them, let alone having access to social media platforms, do not even have reliable mobile voice services. To assume that a handful of individuals with internet access, most of whom reside in the diaspora, can speak on behalf of the Tigrayan people is a distortion of reality.

Social media activism often creates a false sense of authority and representation. For instance, social media’s most famous Tigrayan activist rarely garners more than 2,000 likes on their posts. Despite this limited reach, such individuals frequently present themselves as experts, appearing on YouTube channels almost daily. I also follow some YouTube channels that focus on Tigray. While these platforms are often portrayed as influential spaces for shaping political discourse, their maximum view counts rarely exceed 20,000—often settling between 5,000 and 10,000. Yet, those behind these platforms often consider themselves representatives of entire populations.

While the grassroots realities may not treat these voices as definitive or influential, my concern lies elsewhere. The real danger is that the international community—media outlets, policymakers, and public organizations—might mistake these digital narratives for the people’s actual will. In regions like Tigray, where the vast majority lack access to social media, these narratives are profoundly disconnected from the lived experiences of the population. However, the prominence of these voices online can create a false sense of authority, potentially shaping external policies, interventions, and perspectives based on an inaccurate understanding of the situation.

This disconnect has profound implications. When global institutions and decision-makers rely on skewed digital narratives, they risk overlooking the complexities of grassroots realities. This could lead to poorly informed policies that fail to address the people’s real needs and, in the worst cases, exacerbate existing challenges.

As someone who has firsthand experience with Tigray’s grassroots dynamics, I see the immaturity and detachment in much of the social media activism surrounding our region. Activists often fail to appreciate the nuances of Tigrayan politics and the lived experiences of those on the ground. Instead, they amplify simplistic narratives, which can harm rather than help.

The Tigrayan people are far from voiceless, but their voice does not echo through Facebook posts and Twitter threads. It resonates in their collective resilience, commitment to dialogue, and pursuit of justice and recovery. Let us not allow the loudest voices in the room to drown out the wisdom of the grassroots. Authentic leadership bridges the gap between the virtual and the real, ensuring that the will of the people—not the rhetoric of a privileged few—guides the future of Tigray.

I urge social media activists to exercise caution and responsibility. Refrain from inciting violence or promoting divisive rhetoric that only harms the people you claim to represent. True advocacy seeks to unify, build, and foster understanding—not to inflame tensions or deepen divisions. Let us focus on constructive engagement rooted in truth and respect for the complexities of the realities on the ground.