December 18, 2025

Dr Robert Bartholomew | Bondi shootings: social media’s role in amplifying hate

Dale Husband Posted On December 18, 2025

Dale Husband Dr Robert Bartholomew | Honorary Senior Lecturer in the Department of Psychological Medicine at the University of Auckland

Bondi shootings: social media's role in amplifying hate

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Bondi shootings: social media’s role in amplifying hate.

In 2025, the role of social media in amplifying hate and division remains a pressing concern – one with real consequences for individuals, whānau, and communities across Aotearoa. While digital platforms can connect people and share stories of strength, they can also become conduits for harmful rhetoric, misinformation, and targeted attacks that undermine social cohesion and human dignity.

Social media’s architecture – designed for engagement, rapid sharing, and emotional response – often prioritises content that shocks, outrages, or provokes. This environment can magnify:

Abusive language directed at individuals or communities,
Polarising narratives that paint complex issues in black-and-white terms,
Echo chambers where people encounter only like-minded perspectives,
Misinformation that inflames tensions without basis in fact.

When hateful comments are amplified through shares, likes, or algorithms that reward high engagement, these platforms can inadvertently provide oxygen to voices that normalise harassment or discrimination.

The harms are not confined to screens. Social media-amplified hate can lead to:

Emotional distress and anxiety for targeted individuals,
Diminished sense of safety in public and online spaces,
Lowered participation by marginalised groups in civic life,
Real-world threats when digital hostility spills into physical environments.

For Māori and other tangata whenua, this burden is intensified. The ongoing legacy of colonisation, systemic inequity, and cultural erasure means Māori communities often experience online hate not just as isolated comments, but as extensions of societal prejudice and structural marginalisation.

Several patterns of harmful behaviour on social media contribute to this amplification:

Anonymous abuse, where users feel emboldened to behave in ways they would not offline,
Coordinated attacks, where groups focus on an individual or kaupapa to suppress voices they disagree with,
Misinformation campaigns that misrepresent facts to stoke fear or resentment,
Algorithmic reinforcement, where extreme content is pushed to more screens because it generates rapid engagement.

All of these can amplify hate not because technology is inherently malicious, but because the incentives behind social platforms often prioritise engagement over wellbeing.

Māori communities, particularly Māori women and youth, face unique risks. Cultural identity – including te reo Māori, tikanga, attire, and community leadership – can become targets for abusive commentary that resonates with long histories of discrimination.

Whānau leaders and advocates note that hate online:

Re-activates intergenerational trauma,
Undermines cultural confidence,
Discourages participation, and
Distorts public discourse about Māori aspirations and rights.

These harms extend across generations and into realms of education, employment, health, and governance.

Addressing the amplification of hate online requires a multi-layered response:

1. Stronger platform accountability
Social media companies must take responsibility for how their systems prioritise and distribute content. Clearer policies, faster enforcement, and greater transparency can help curb the spread of harmful rhetoric.

2. Digital literacy and whānau support
Equipping whānau and rangatahi with tools to critically engage online – including recognising misinformation and managing abuse – strengthens resilience in digital spaces.

3. Community-led moderation and reporting frameworks
Māori communities can lead the development of culturally relevant reporting tools, safe spaces, and moderation norms that reflect tikanga and collective wellbeing.

4. Legal and policy reform
Government and civil society must work together to ensure laws and regulations keep pace with online behaviour, protecting individuals without stifling legitimate expression.

5. Positive storytelling online
Amplifying voices of compassion, truth, and community leadership can help counteract hateful narratives – replacing division with constructive dialogue.

Social media has become woven into the fabric of everyday life. It offers remarkable opportunities for connection and expression – but without thoughtful governance and community engagement, it can also magnify the very divisions we seek to overcome.

For Māori communities, resisting online hate is not just about reacting to harm – it is about asserting identity, dignity, and collective wellbeing in spaces that should belong to us all.

As Aotearoa navigates this digital era, the challenge will be to ensure that online connection reflects the mana and spirit of the people it purports to serve – not the worst tendencies of the algorithms that shape our attention.