Conversation with a Historic Movement: An Analysis of Global Tigrayan Digital-Advocacy Efforts

Abstract

On November 3-4, 2020, Ethiopia – supported by Eritrea and Amhara regional forces – launched a full-scale assault on Tigray. In the wake of this attack, the global Tigrayan diaspora rallied in unified resistance, taking to both digital platforms and the streets to demand justice, visibility, and an end to the violence. Among the many forms of diaspora-led activism, social media campaigns quickly emerged as some of the most visible and influential, capturing global attention and shaping the international conversation at a critical moment for Tigray. These online advocacy efforts were more than just posts or statistics; they became living records of Tigray’s struggle, resilience, and determination in the face of a devastating and genocidal war.

This research explores the digital advocacy efforts of the global Tigrayan diaspora, comparing initiatives during the war with those from the pre-war period to present a comprehensive, data-driven account of first-hand advocacy experiences. The study is guided by five main objectives:

1. Document and preserve the historical record of this defining period in Tigrayan diaspora activism.
2. Identify and analyze the most effective digital advocacy strategies employed during the war.
3. Evaluate the role and potential of social media-driven movements in times of crisis, using the Tigray War as a central case study.
4. Inform future advocacy strategies for Tigray and other movements worldwide.
5. Contribute to the broader discourse on digital activism in the 21st century.

This study used a mixed-methods design, combining quantitative and qualitative data from an online survey with in-depth, asynchronous email interviews with one vocal diaspora-based woman advocate. Eight other advocates – each from different locations around the world and recognized as subject-matter experts – were invited to provide feedback on the survey responses and preliminary findings.

The findings reveal a significant surge in digital advocacy and diaspora mobilization during the war compared to the pre-war period. The war galvanized many previously passive community members, turning them into active voices for Tigray. Twitter experienced the most dramatic shift, with daily use soaring from about 24 to 94 minutes, and posts more than doubling, from an average of six to nearly thirteen per day.

The analysis showed that the social media-led movement was driven largely by diaspora members who had migrated as young adults, those with one or more Tigrayan parents, and individuals aged 25-34. Respondents highlighted several strengths of these advocacy efforts, including raising global awareness, nurturing unity and solidarity, responding quickly to events, grounding messages in truth, organizing and mobilizing effectively, and successfully countering misinformation. At the same time, they identified notable challenges: limited coverage by mainstream media, overly emotional messaging, the creation of echo chambers, information blackouts, exclusivity and bias, weak coordination with other communities, and the absence of a central, non-partisan leadership structure.

This study focuses solely on the digital advocacy efforts of the Tigrayan diaspora. It does not examine in-person resistance during the war, developments following the Pretoria Agreement, the relationship between online and offline activism, or the role of non-Tigrayan individuals and allies, even when they actively supported the Tigrayan cause. The analysis also excludes content reviews of individual social media posts or tweets.

Keywords

Tigray Ethiopia Eritrea social media activism Tigray War genocide digital advocacy Tigrayan diaspora Tigray communities

Author

Goitom Mekonen Gebrewahid - Data Specialist, Independent Researcher and Founder of the Tigray Data Repository.