Ethnographic analysis reveals systemic role of social media in Ukraine-Russia conflict
Original framing: “Social media and monetization in the Ukraine-Russia war” — Phys.org
The framing of the Ukraine-Russia conflict as the 'TikTok war' reflects a Western-centric view of digital media. In many parts of the Global South, social media is used differently—often as a tool for grassroots organizing and survival. Cross-cultural comparison reveals how digital media can be both a weapon and a lifeline, depending on the socio-political context.
Fantoni’s ethnographic work on the role of social media in the Ukraine-Russia conflict reveals how digital platforms are not just tools of communication but are deeply embedded in the material and economic structures of modern warfare.
By analyzing the monetization of soldierhood and the commodification of digital content, the study highlights the need to understand digital media as part of a broader geopolitical and economic system. Cross-culturally, this pattern mirrors how digital spaces are used in other conflict zones for both resistance and repression. A more systemic approach would integrate Indigenous knowledge, historical context, and the voices of marginalized communities to develop ethical and effective strategies for digital engagement in war. Future research and policy must move beyond the technocentric framing of conflict and address the deeper structural forces that shape both digital and physical violence.