Hate speech often does not appear in the media content itself, but escalates in the comments. It is most often based on nationality and directed at minorities, which indicates that identity issues, and together with them the historical narratives and political contexts associated with them, are a powerful tool for raising tensions, and multiculturalism is under threat. Therefore, it is important for the media to contribute not only through responsible reporting, but also through responsible and dedicated moderation of comments.
This was assessed today at the conference "The Digital Face of a Multicultural Society", organized by the Center for Civic Education (CCE).
"One of the priorities of the Ministry of Human and Minority Rights is cooperation with the non-governmental sector in order to promote the rights of minority peoples and other national communities in Montenegro. The Directorate for the Promotion and Protection of the Rights of Minorities and Other Minority National Communities has provided 400.000 euros for NGO projects in this area this year, and the funds have been allocated to the projects of 21 non-governmental organizations," said Arben Džureta, Acting Director General of that Directorate, opening the event.
Džureta sees Montenegro as an "example of peaceful coexistence" in the Balkans and a valuable experience for the wider community, although he emphasizes that this needs to be nurtured, the CCE announced.
"The coexistence of all citizens, regardless of their cultural, linguistic, religious or other particularities, represents the only sustainable alternative, deeply rooted as a centuries-old tradition of Montenegrins and all who live in this small but proud country," he said.
CCE Program Director Petar Đukanović believes that multiculturalism in Montenegro is facing a "serious test" today. "Instead of a space for living together and mutual understanding, we are witnessing the growth of divisions in which everything that is different, whether it is in terms of opinion, identity or behavior, is perceived as a threat, even hostility."
He assessed that multiculturalism is being systemically threatened, emphasizing that institutions cannot simultaneously declaratively defend multicultural values and tolerate hate speech, historical revisionism, and "clerical pressures." He also warned of worrying trends among young people, in which identity is increasingly becoming a criterion for acceptance, while diversity is perceived as a problem.
"This is especially evident in the digital space, where hate speech has become commonplace, spreads rapidly and is rarely sanctioned. That is why the defense of multiculturalism is unthinkable without the development of digital citizenship. It is our responsibility not to be silent and to use the digital space for dialogue, solidarity and togetherness, while institutions must consistently apply the law, protect the secular order and invest in education that strengthens tolerance and critical thinking," said Đukanović.
The main findings of the two-month monitoring of comments on social networks and portals were presented by CCE program associate Nikola Đurašević and Arhimed agency senior media analyst Jelena Jovanović.
"The research was conducted from September 10 to November 10, 2025 and included the analysis of a total of 1.217 media posts from the portals with the highest number of visits - Vijesti, Borba, CdM, Portal Analitika, Dan, Antena M and RTCG. The number of posts analyzed was not uniform among the portals, but depended on their editorial policy, current topics and type of content. In this context, of the total number of posts, 67 contained hate speech, with an uneven distribution across portals," said Jovanović.
He points out that this number, although it represents about six percent of the sample, is extremely worrying, because it is a phenomenon for which there should be zero tolerance and clear regulation in the media space.
She further explained that the monitoring was also focused on comments on social networks and portals, with the aim of observing dominant narratives and communication patterns in the digital public space.
"A total of 12.969 comments were recorded among the 1.217 posts analyzed, which shows a high level of user interaction with media content, which is also a period marked by certain events accompanied by increased hate speech. The presence of hate speech in comments was recorded in 498 media posts, in all monitored media, which makes up 22 percent of the total number of posts analyzed. The number of comments in which elements of hate speech were observed cumulatively amounts to 1.667, which is a significant 13 percent of the total number of recorded comments," said Nikola Đurašević from CCE.
In addition to presenting specific examples of sports comments from the portal, Đurašević pointed out that the most direct and dangerous forms of hate speech most often appear in user comments on content related to Bosniaks, Albanians and Croats from Boka, as well as politically and religiously sensitive issues, such as diaspora rights, monuments, churches and religious holidays.
"The analyzed comments encompass a wide range of hate speech - from ethnic disparagement, through calls for violence and expulsion, to historical and genocidal narratives, as well as the delegitimization of minorities as full citizens of Montenegro. Hate speech often does not appear in the media content itself, but escalates in comments, especially towards minority groups, which indicates that it is primarily connected to broader identity tensions, historical narratives and political context, and not exclusively to a specific news item. The normalization of such language is of particular concern, because it deepens social divisions and legitimizes violence," explains Đurašević.
Monitoring of the social networks of the aforementioned portals showed significant differences, both between the platforms and between the media themselves, CCE announced.
"Hate speech is rarely recorded on Instagram, which is partly a result of selective sharing of content by the media, but also of stricter moderation rules on the platform itself. Also, Instagram users generally enter into political and identity discussions less often. There, we have recorded 86 comments with controversial content. In contrast, Facebook has proven to be the platform with the highest concentration of hate speech, where the absence of active moderation is often observed. As many as 718 comments with controversial content were recorded on that network," Đurašević added.
The recommendations are directed towards three key levels of action.
"The media are recommended to actively and consistently moderate comments, clearly defined commenting rules, mandatory user registration, and a more careful editorial approach when reporting controversial statements. These measures do not represent censorship, but responsible risk management. Institutions should strengthen their capacities to oversee the implementation of the Media Law, sanction systemic failure to eliminate hate speech, and consider introducing the criminal offense of 'serious hate speech.' NGOs and the academic community have an important role to play through education, strengthening media and digital literacy, developing counter-narratives, and encouraging social dialogue on identity and reconciliation," said Đurašević.
The event brought together more than 40 representatives of institutions, non-governmental organizations, the academic community and the media, and was organized within the project "Online together – against hate for multiculturalism", financially supported by the Ministry of Human and Minority Rights, the statement says.
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