Some of the young people interviewed by Mollëkuqja raised concerns about the type of content they are shown on social media platforms such as TikTok and Instagram, which predominantly promote discriminatory content and incite violence. Sara, a student at the University of Tetovo, emphasized that social media frequently promotes misconceptions about gender roles.
"I often come across videos where men are portrayed as 'dominant' while women are depicted as weak or as people who should simply obey. The problem is that these videos are presented as something normal or even 'cool' for young people. Or there are often ASMR videos of girls and women cleaning and doing household chores," says Sara.
Another young woman from the same city says she frequently encounters content featuring sexist mockery and gender stereotypes disguised as humor on social platforms.
"There are many videos where girls are insulted or belittled and people call it just a 'joke'. Over time, this normalizes offensive language and discrimination. I also often see boys and men mocking all kinds of girls, and boys too, and unfortunately these videos get a lot of engagement," she says.
A student from Skopje says algorithms often push young people toward increasingly extreme content.
"There are videos that promote hatred, control over girls, or psychological violence. If you watch them continuously, you start to consider them normal, and I think they have a negative effect on young people, regardless of the progress we are making in changing mindsets," he says.
According to young people, such content is becoming increasingly present on social media, especially in short video formats that spread rapidly among youth.
Media literacy experts assess that the lack of digital education and a poor understanding of how algorithms work makes young people more vulnerable to these narratives.
The editor-in-chief of Mollëkuqja.mk, Ardit Ramadani, says that in the face of such content, the solution is not simply banning or censorship, but education.
"Young people need to learn how algorithms work, how to recognize manipulation, discriminatory language, and narratives that normalize violence or gender inequality. Media literacy and open discussions in schools, families, and the media are essential for young people to develop critical thinking and not accept every piece of content they see online as normal," says Ramadani.
Experts and various studies emphasize that education on gender equality, critical thinking, and the safe use of social media remains essential in preventing the normalization of hate speech and online discrimination.
