Dismissals for Social Media Hate Speech in South Africa: Animalistic Dehumanisation and the Circulation of Racist Words and Images

Social media is changing the way humans create and exchange information. Not all social media communications are, however, civil: the ‘dark side’ of social media cultivates various ‘anti-social’ exchanges including hate speech. Parallel accelerating social media use has been an increase in decision-makers having to consider the legalities of dismissing employees for social media misconduct. This paper through an analysis of first instance South African employee dismissal decisions, identifies an economy of hate within South African workplaces. In 30% of social media misconduct decisions (120/400), employees were dismissed for circulating racialised hate speech. This hate speech took three forms. First was the use of animality discourse and animal metaphors to dehumanise colleagues and employers. Second, employees used words that had specific racist connotations within South Africa. Third, there was the direct deployment of signs or symbols connected with South Africa’s racialised past.