Hate speech is not just a verbal attack. It is a situation in which everyone’s reaction — or lack of one — matters. When you encounter hate speech, you are also shaping how others see you, whether you intend to or not.
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Hate speech is not just a verbal attack. It is a situation in which everyone’s reaction — or lack of one — matters. When you encounter hate speech, you are also shaping how others see you, whether you intend to or not.
We are never completely outside the situation when we encounter hate speech. The way you choose to react, intervene or stay silent communicates your values and the kind of person you want to be seen as. Hate speech is not only about the target; it is also about everyone around them.
We all take on different roles in different situations: among friends, at work, on social media. We manage the image of ourselves, consciously or unconsciously. The same applies to organizations and leaders who build their reputation through communication. Hate speech brings these choices into view in a particularly striking way.
According to the Ministry of Justice, hate speech is communication that is hostile, derogatory, threatening or dehumanizing in tone (Kettunen & Paukkeri 2021). Even though it is directed at an individual or a group, its effects extend to everyone present, including you.
In my bachelor’s thesis, I examined how social media influencers experience and manage hate speech. For them, every reaction is visible to the public and directly affects their personal brand. This means that every decision about whether to respond or stay silent inevitably becomes a strategic choice.
Although not all of us are public figures, we live in a world where inaction also communicates something. When we say nothing in the face of an inappropriate comment or walk past hostile behavior, we still send a message, often a stronger one than speaking out.
This is why it is important to understand that your reaction not only signals your attitudes to the person targeted but also shapes the impression you leave on everyone around you. Hate speech is never a neutral situation.
For organizations and brands, this becomes even more pronounced. Responding or remaining silent always communicates values, responsibility and direction. It is not about perfection but about the impression one chooses to leave behind.
The next time you encounter hate speech, take a moment to consider what you want your reaction to communicate. Hate speech is not only the target’s problem. It is also a mirror for the rest of us. Every choice becomes part of the story told about who we are.
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