Toxic Narratives on TikTok and X in Malmö
From June 2023, leading up to the Eurovision Song Contest in Malmö in May 2024, we conducted a comprehensive analysis of toxic narratives, their spread, and the tactics used to lend credibility to such narratives in Arabic and Swedish on TikTok and X in Malmö.
Revontulet conducted the research on behalf of Nordic Safe Cities for the city of Malmö. In late February, Malmö published the report “Toxic Narratives on TikTok and X in Malmö.”
The final report builds on the analysis of 3,449 posts on TikTok and 10,237 posts on X, as well as ethnographic research and observations made on the platforms during the study period. The goal of the effort was to inform Malmö’s preventive efforts and work to promote social cohesion in the city, across both online and offline spaces.
“Our democratic society is built on open dialogue and respect for different opinions; at the same time, we see a polarizing climate online fueled by the spread of misinformation. For example, events such as the Koran burnings and subsequent riots are used to spread hatred and divide society. Social media plays a role in how information is spread and interpreted,” says Per-Erik Ebbeståhl, Director of Sustainability and Safety in the city of Malmö.
For Revontulet, the project provided an exciting opportunity to further explore the local Nordic information environment and the local dynamics of polarization and toxicity and their impact on local communities, social cohesion, and democracy in our home region.
The report can be accessed in Swedish here:
A summary of findings in English follows
Key Findings
Dominant narratives in Arabic:
Child Protection: The National Board of Health and Welfare (Socialstyrelsen) is accused of stealing children from Muslim families to change their identities.
Islamophobia in Sweden: Sweden is described as Islamophobic, with Koran burnings as evidence.
Palestine and Israel: Sweden is accused of silence on Palestine after October 7 and of supporting Israel.
Solidarity with Palestine: Strong support for Palestine combined with toxic narratives against Israel.
Dominant narratives in Swedish:
The “Great Replacement” theory: Claims that Muslims and immigrants are replacing the Swedish population, which is central to white nationalist discourse.
Dehumanization: Muslims and immigrants are portrayed as threatening, while far-right actions are trivialized.
Criticism of the Social Democrats: Accused of prioritizing immigrants at the expense of Swedish welfare and of creating a “safe haven for terrorists.”
Islamization of Malmö: Malmö is described as being “taken over” by Muslims, with increased hostility towards Jews as a result.
Actors
“Super spreaders” played a significant role in spreading toxic narratives in Malmö. Super spreaders are individuals and organizations that have a significant influence on public narratives. In the analysis process underpinning this report, several super spreaders in both Swedish and Arabic were identified who regularly engage in polarizing, toxic, or hateful discourses on X and TikTok.
Super spreaders often use well-known online tactics to amplify their reach and influence. We see tactics such as “dog whistles” and coded messages, which people unfamiliar with toxic narratives may miss, used to circumvent moderation and social consequences. In addition, memes and images are frequently used. Through humor and creating a “shock value,” the super spreader wants to reach a wider audience and capture the public’s attention.
Tactics for dissemination and manipulation of information:
Strategic and provocative actions offline in Malmö played a central role in amplifying the spread of toxic narratives on X and TikTok. For example, the Koran burnings by Salwan Momika, Salwan Najem, and Jade Sandberg were designed to provoke violent reactions and thereby confirm claims of widespread Islamic influence in Malmö.
Misinformation was widely disseminated in connection with high-profile events. Misleading videos and false claims, such as distortions of protests and the supposed anti-Semitic nature of local incidents, are used to provoke reactions and shape public opinion around Malmö. For example, an old video from 2009 was re-distributed and purportedly showed pro-Palestinian protests against Israel’s participation in the Eurovision Song Contest 2024. In this way, incorrect information was spread about the security situation in Malmö and that pro-Palestinian protesters posed a threat during the music contest.
Narratives were adapted to fit local contexts and make them more effective. For example, Malmö was often portrayed as a “Middle Eastern city” to emphasize Malmö’s alleged difference from the rest of Sweden. This played on existing xenophobic and exclusionary sentiments. Although the core of xenophobia is not unique to Malmö, the connection to the city gave the narrative a stronger local anchoring and increased credibility for the dissemination of xenophobic and Islamophobic messages.
Images, memes, and videos were effective tools for reinforcing narratives on X. The report provides insight into how images and short videos effectively convey concise and emotional messages on X, increasing their impact and dissemination. The majority of the content exemplifying narratives in this report is based on such visual material.