This paper highlights an understudied perspective on post-truth ideas in online popular communication through an examination of online popular communication during the Ethiopian conflict (or the Tigray War). It argues, in particular, that the epistemic contestations characteristic of the hybrid media environment needs to always be understood as double-layered: contemporary digital media functions both as a site where such contestations can be researched but, at the same time, the theories and frameworks of knowledge we use to articulate the debates need to be also critically contested theories originating from the West not necessarily valid in other parts of the world without critical examination. To specify the theoretical arguments made, the paper will use a mixed-method analysis that combines digital ethnographic research with a large-scale analysis of visual imagery shared on Twitter to understand popular communication and propaganda during the conflict/war.
