How news goes viral in Uzbekistan · Global Voices

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Recently, an incident at a retail store chain called “InBazar” in Uzbekistan went viral on social media. The video showed a store manager physically punishing a young employee for a small mistake, sparking widespread anger online. Famous bloggers, influencers and, later, media outlets took advantage of the moment to expose the manager’s misconduct.

The situation worsened even further when the store owner announced the dismissal of the manager, but shortly afterwards videos emerged of the owner mistreating employees and beating them. This revelation triggered public protests, leading to the boycott of the entire chain of stores, its closure and criminal proceedings against the owner.

Here is a YouTube video about the InBazar case.

This is not an isolated case, however. In Uzbekistan’s media landscape, viral news often results from scandalous events or inflammatory public statements by well-known figures or ordinary citizens.

Earlier this year, an Instagram user faced widespread backlash for claiming that people from rural Uzbekistan should not come to the capital, Tashkent, because the streets were “full of foreigners.” The statement sparked outrage on social media. The user ended up making a public apology and was sentenced to 15 days in prison.

So what makes certain news stories go viral in Uzbekistan? Key elements often involve controversial statements by public figures, incidents that provoke strong emotional responses, or issues that resonate with people’s everyday experiences. Once these stories catch the public’s attention, they follow a predictable trajectory, with social media playing a central role.

The role of Telegram and social networks

Telegram is the main driver of viral news in Uzbekistan and an essential tool for news distribution. Almost every company, organization and influencer maintains a Telegram channel or group. With almost 25 million users in a country of 37 million people, the platform’s reach is unparalleled. Some channels have millions of subscribers, allowing news to spread like wildfire. In the first half of 2023, the number of Telegram channels in Uzbekistan exceeded 120,000, and the number continues to increase.

The importance of Telegram goes beyond mere communication – it is deeply embedded in daily life. Advertising on Telegram is highly attractive to businesses due to its wide reach. In fact, when Telegram founder Pavel Durov visited Uzbekistan earlier this year, he commented on how intertwined Telegram has become with the country’s economy, noting that almost every company operates a channel or bot on the platform.

Here is a YouTube video about the use and popularity of Telegram in Uzbekistan.

In addition to Telegram, Instagram is another important platform for viral news, with over 8.7 million users, representing 25.1% of Uzbekistan’s population as of January 2024. The visual nature of Instagram and its popularity among the wider public young people make it an influential platform for sharing news. , especially through influencers and viral stories.

Facebook, although losing strength among younger users, remains relevant among middle-aged and older adults, with public groups actively discussing social issues. Likewise, X (formerly Twitter) is a platform where media-savvy and socially active users, including citizen journalists and bloggers, frequently publish their reactions to news events. Occasionally, Twitter becomes the initial spark for viral news, especially when socially active bloggers highlight important issues.

The power of bloggers and influencers

In Uzbekistan, bloggers are not just influencers – they are key players in the country’s media ecosystem. What sets Uzbek bloggers apart is their relationship with their audience. People often turn to bloggers for help with social issues or unfair circumstances when government agencies are unable to provide solutions. After a blogger shares a story with their audience, public pressure often forces government authorities to act.

For example, Umid Gafurov, a prominent and respected blogger with around 100,000 active followers on social media, frequently highlights issues related to public infrastructure, many of which are brought to his attention by his subscribers.

Once these issues are posted on their Telegram channel, local authorities respond quickly, rushing to resolve the issues once they gain public attention. In this way, bloggers have become unofficial intermediaries between the public and the state, amplifying voices that would otherwise go unheard.

The influence of state-controlled media is insignificant compared to that of social media. Traditional media outlets often avoid controversial topics and rarely report stories that resonate with people’s everyday concerns. As a result, many people ignore state media outlets in favor of Telegram and other platforms, where “banned news” can emerge.

In fact, censorship has unintentionally contributed to the viral nature of news in Uzbekistan. Stories that are not covered by official media outlets often become more sought after as people look for alternative sources for uncensored information, such as anonymous Telegram channels.

Consequences of viral news

Although the democratization of information has its advantages, the rapid dissemination of viral news is not without drawbacks. A major concern is the rise of misinformation, as many outlets often prioritize being the first to publish a story over ensuring its accuracy. In their rush to capture attention, these channels may neglect adequate fact-checking, leading to the circulation of misleading or incorrect information.

For example, an incident earlier this year involved false reports circulating on social media claiming that an Afghan military helicopter had been shot down near the Afghanistan-Uzbekistan border. This claim was quickly contradicted by an official statement clarifying that the reports were completely unfounded. The incident demonstrates how misinformation about sensitive topics can spread quickly, causing confusion and fear.

Another issue is the tendency to overexposure. Viral stories often dominate public discourse for a short period, but their overwhelming presence can distract from other important news that has more meaning for society. This concern is often raised by media literate individuals and citizen journalists in Uzbekistan, who argue that public attention is being diverted to trivial matters, while more significant issues remain ignored.

As a popular citizen journalist sarcastically wrote on his channel: “Today in Uzbekistan, an issue that is at the forefront of elections, politics, ecology, corruption, the economy, including the increase in foreign debt, education, energy , nuclear power plants and other issues, was resolved. The court officially confirmed that citizen Botir Qodirov is the son of the late Sherali Jo’rayev.”

This statement summarized the outcome of the court case related to the viral and widely discussed news story about the disputed paternity case between two singers, which overshadowed more serious and pressing issues in the country.

Here is a YouTube video about the contested paternity court case involving Botir Qodirov and Sherali Jo’rayev.

These floods of viral content can create a phenomenon where news fatigue sets in, desensitizing people to important stories that deserve attention. Over time, this can reduce the public’s engagement with critical issues as they become overwhelmed by a constant stream of sensational headlines.

Furthermore, viral news can also contribute to reputational damage for individuals or companies. Once a story gains traction, it is difficult to control the narrative, even if the facts are misrepresented. The speed at which content spreads leaves little room for clarification or correction, and individuals or organizations may suffer long-term harm before the truth comes to light.

The rapid spread of news in Uzbekistan is largely shaped by platforms like Telegram, which has become a dominant force in the country’s media landscape. With millions of users and countless channels, Telegram serves as a hub where news can go viral almost instantly.

Additionally, bloggers, citizen journalists and opinion leaders play a crucial role in amplifying these stories, turning personal grievances or local incidents into national conversations. As the media environment continues to evolve, it is clear that viral news will continue to be a significant force, shaping both public opinion and the broader national debate.