Hate speech often does not appear in the media content itself, but rather escalates in the comments section. It is most frequently based on national affiliation and directed at minorities, indicating that identity-related issues along with the historical narratives and political contexts associated with them-represent a powerful means of raising tensions, while multiculturalism remains 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, it was assessed today at the event “The Digital Face of a Multicultural Society”, organized by the Centre 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 improve the rights of minority peoples and other national communities in Montenegro. This year, the Directorate for the Advancement and Protection of the Rights of Minority Peoples and Other Minority National Communities has allocated EUR 400,000 for NGO projects in this field, with funds awarded to projects of 21 non-governmental organizations,” said Arben Xhurreta, Acting Director General of this Directorate within the Ministry of Human and Minority Rights, opening the event. Xhurreta views Montenegro as an example of peaceful coexistence in the Balkans and a valuable experience for the wider community, while emphasizing that this must be continuously nurtured. “The coexistence of all citizens, regardless of their cultural, linguistic, religious or other specificities, represents the only sustainable alternative, deeply rooted as a centuries-old tradition of Montenegrins and all those who live in this small but proud country,” Xhurreta stated.
“Multiculturalism in Montenegro is today facing a serious test. Instead of being a space of shared life and mutual understanding, we are witnessing a growth of divisions in which everything that is different—whether in terms of opinion, identity or behavior—is perceived as a threat, even as hostility,” said Petar Đukanović, Program Director at CCE. He assessed that multiculturalism is being systematically undermined, stressing that institutions cannot simultaneously declaratively defend multicultural values while tolerating hate speech, historical revisionism and clerical pressures. He also warned of worrying trends among young people, for whom identity is increasingly becoming a criterion of acceptance, while diversity is perceived as a problem. “This is particularly evident in the digital space, where hate speech has become commonplace, spreads quickly and is rarely sanctioned. That is why the defense of multiculturalism is unimaginable without the development of digital citizenship. It is our responsibility not to remain 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,” Đukanović concluded.
The main findings of a two-month monitoring of comments on social networks and news portals were presented by Nikola Đurašević, Program Associate at CCE, and Jelena Jovanović, Senior Media Analyst at the Arhimed agency.
“The research was conducted from 10 September to 10 November 2025 and included an analysis of a total of 1,217 media posts from the most visited portals – Vijesti, Borba, CdM, Portal Analitika, Dan, Antena M and RTCG. The number of analyzed posts was not uniform across portals, but depended on their editorial policies, current topics and types of content. In that context, out of the total number of posts, 67 contained hate speech, with uneven distribution across portals,” said Jovanović, emphasizing that although this represents about 6% of the sample, it is extremely concerning, as this is a phenomenon toward which there should be zero tolerance and clear regulation in the media space. She further explained that the monitoring also focused on comments on social networks and portals, with the aim of identifying dominant narratives and communication patterns in the digital public sphere.
“Within the analyzed 1,217 posts, a total of 12,969 comments were recorded, indicating a high level of user interaction with media content, including a period marked by certain events accompanied by intensified hate speech. The presence of hate speech in comments was recorded in connection with 498 media posts across all observed media outlets, accounting for 22% of the total number of analyzed posts. The cumulative number of comments in which elements of hate speech were identified amounts to 1,667, which is a significant 13% of the total number of recorded comments,” said Đurašević.
While presenting specific examples of sports-related comments from portals, 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 the Bay of Kotor, as well as on politically and religiously sensitive issues such as diaspora rights, monuments, churches and religious holidays. “The analyzed comments encompass a wide spectrum of hate speech-from ethnic denigration, calls for violence and expulsion, to historical and genocidal narratives, as well as the delegitimization of minorities as full-fledged citizens of Montenegro. Hate speech often does not appear in the media content itself, but escalates in the comments, primarily targeting minority groups, which indicates that it is mainly linked to broader identity tensions, historical narratives and political contexts, rather than exclusively to a specific news item. The normalization of such language is particularly worrying, as it deepens social divisions and legitimizes violence,” Đurašević explained.
Monitoring of these portals’ social media pages showed significant differences both between platforms and among the media outlets themselves. “On Instagram, hate speech was rarely recorded, partly as a result of selective content sharing by the media, but also due to stricter moderation rules of the platform itself. In addition, Instagram users generally engage less frequently in political and identity-related debates. On this platform, 86 comments with problematic content were recorded. In contrast, Facebook proved to be the platform with the highest concentration of hate speech, where the absence of active moderation was often observed. As many as 718 comments with problematic content were recorded on that network,” Đurašević stated.
The recommendations are directed at three key levels of action. “Media outlets are advised to implement active and consistent moderation of comments, clearly defined commenting rules, mandatory user registration, and a more cautious editorial approach when conveying controversial statements. These measures do not constitute censorship, but rather responsible risk management. Institutions should strengthen capacities for overseeing the implementation of the Media Law, sanction the systematic failure to remove hate speech, and consider introducing the criminal offense of ‘severe hate speech.’ NGOs and the academic community play an important role through education, strengthening media and digital literacy, developing counter-narratives, and encouraging social dialogue on identity and reconciliation,” Đurašević concluded.
The event gathered more than 40 representatives of institutions, non-governmental organizations, the academic community and the media, and was organized as part of the project “Online Together – Against Hate for Multiculturalism,” financially supported by the Ministry of Human and Minority Rights.
Maja Marinović, Program Associate