A Discursive Struggle Triggered by the ‘Arrival’ of the ‘Other’ and the Insecurity of the ‘Mainstream’ as Played Out in the Ethiopian Digital Media Sphere

Historical narratives of Ethiopia’s state-formation and nation-building have been a contentious issue among Ethiopian elites. For the Abyssinian elites (hailed from the Northern part of today’s Ethiopia) who historically constituted the core of the Ethiopian state, Ethiopian history dates back to several centuries. But for those from the broader South, modern Ethiopian history can only be traced back to the second half of the nineteenth century, when Emperor Menelik II invaded the south and forcefully brought the various independent southern kingdoms under imperial rule. The chapter examines the key events that have transpired in Ethiopia over the last two years. It also analyses the social media engagements (Facebook and YouTube channels) of key personalities in relation to such key events from both the ethnic Oromo and ethnic Amhara camps. This is done using data that is collected and analysed using a discourse analytical perspective, and thereby identify the nature of competing narratives advanced by the two camps, making a case as to what such struggles might mean for social agency as well as for the broader issue of social justice in Ethiopia.