Digital Ethnography of Ethnic Cohesion: Social Media Narratives During a National Disaster in Sri Lanka

Social media platforms have become central infrastructures for disaster communication, yet their role in shaping ethnic cohesion in post-conflict societies remains insufficiently examined. Sri Lanka, marked by a legacy of ethnic conflict, provides a critical context for exploring how moments of crisis are narratively and symbolically negotiated online. This study employs a qualitative digital ethnographic approach to analyze publicly accessible social media content circulated during a recent national disaster. Data were collected from Facebook, X (formerly Twitter), and TikTok between 1 and 10 December, yielding an initial corpus of 344 posts, of which 200 were purposively selected for in-depth analysis following the removal of duplicated and near-identical content. Reflexive thematic analysis identified three dominant and interrelated narrative patterns: expressions of solidarity, resource sharing and mutual aid, and visual–symbolic representations of unity. These narratives were articulated through inclusive language, unity-oriented hashtags, depictions of material assistance, and imagery emphasizing co-presence across religious and institutional lines. Engagement metrics were examined as indicators of narrative resonance within platform visibility structures. The findings suggest that social media temporarily foregrounded discursive cohesion and symbolic unity during the disaster period. However, these representations should be interpreted as context-specific and performative rather than as evidence of durable inter-ethnic integration. This study contributes by demonstrating how social media platforms operate as spaces for the performative articulation of ethnic unity during disasters in post-conflict contexts, using a digital ethnographic approach to methodologically and empirically research digital ethnography, disaster communication, and social cohesion in post-conflict settings.