Online polarization and identity politics: An analysis of Facebook discourse on Muslim and LGBTQ+ communities in Finland

This study employs a mixed‐methods approach to investigate the nature of Facebook posts related to Muslims and LGBTQ+ individuals in Finland, spanning a period of 4 years. Through the use of the CrowdTangle platform, the researchers extracted and analyzed Facebook posts that encompassed predetermined keywords indicative of potential hate speech. The findings underscored divergent patterns of engagement and sentiment toward these two groups, with implications for the different levels of societal acceptance and tolerance exhibited. Posts related to Muslims typically elicited controversy and were often depicted as threats, whereas posts about the LGBTQ+ community generally advocated for inclusivity. However, persistent negative stereotypes about the LGBTQ+ community were also evident. The analysis also brought to light how political parties strategically used these discourses to steer conversations, consolidate their ideological positions, and mobilize their respective supporters. Grounded in the social identity theory, this study sheds light on the complex dynamics of online political discourse, revealing its far‐reaching impacts on societal attitudes, intergroup relations, and formation of group identities. The nuanced understanding derived from these observations suggests that interventions fostering healthier public discussions on social media platforms could contribute significantly to combating societal division, prejudice, and bias. This research underscores the importance of scrutinizing online discourses to address issues of societal cohesion and social acceptance.