Digital Tribalism

Digital tribalism describes the formation of digital tribes or groups in online environments, defined by shared interests, beliefs, or identities. This modern form of tribalization is particularly pronounced in social media and online communities.

Characteristics of Digital Tribalism

• Strong Group Identity: Members strongly identify with their digital community

• Unique Codes and Language: Development of specific communication forms and insider terms

• Echo Chambers: Tendency to reinforce common beliefs

• Demarcation: Clear distinction between 'us' and 'the others'

Example: Action Figure Trend in Social Media

A current example of digital tribalism is shown in the phenomenon of AI-generated action figures in social media. This trend demonstrates how digital communities are formed and strengthened through shared practices and expressions. Sometimes, the media representation only shines on the occasion of a trade show, such as the DMEA.

Digital Tribal Formation

Michael Seemann coined the term digital tribalism to describe a deeper social phenomenon that explains the spread of fake news and the formation of ideological groups on the internet. He argues that so-called “tribes” are forming in the digital space, creating ideological as well as communicative separation from the rest of the public. These groups are united not only by a common thematic agenda but especially by the rejection of what is perceived as the 'mainstream' discourse. Fake news serves less as a means of conscious deception and more as 'confirmation fodder' — symbolic ammunition in the self-declared information war against the 'lying press.'

Seemann identifies in this tribalism a new form of social dynamics: people network tightly over digital platforms without knowing each other personally. The communities that emerge in this way are characterized by strong internal cohesion and a pronounced demarcation to the outside. They are constituted along moral narratives of 'us versus them,' which further strengthens their collective identity and solidarity.

Seemann's work on digital tribalism is documented in various sources:

His essay Digital Tribalism – The Real Story About Fake News is available as a PDF on his website.

Moral Tribalism

A particular manifestation is moral tribalism, where group affiliation influences the perception and evaluation of facts. People tend to prefer information that confirms their group affiliation — even if it may not be true.

This effect leads to several problematic phenomena:

• Confirmation Bias: Preference for information that supports the group's position

• Rejection of Contrary Evidence: Facts that contradict the group's beliefs are ignored or reinterpreted

• Emotional Attachment: Emotional connection to the group outweighs rational considerations

• Identity Preservation: Prioritizing collective identity over objective truth-finding

Impact on Digital Society

The increasing digital tribalization has far-reaching consequences for societal discourse and democratic opinion formation. It can lead to increased polarization and complicate constructive dialogue between different groups.