Understanding Mis- and Disinformation in Nepal
BBC Media Action (2025), 10 pp.
"Social media dominates daily internet use, while use of traditional media is declining: overall, 7 in 10 Nepalis use the internet daily, with Facebook and YouTube being the most used platforms (63% daily usage for both). Among those with internet access, 80% are heavy users of social media, i.e., they go on social media platforms at least once a day. Only 40% use the internet for purposes beyond social media, such as online search and emails. Internet users are using TV and radio less. Only 24% watch TV daily and 19% listen to the radio daily. Sharing information is an emotionally driven and socially performative behaviour: content is often shared not for its accuracy, but for its emotional impact, shock value, or social appeal. People are motivated by a desire to entertain, impress, provoke, or find hope, making them less likely to question the credibility of what they share.
Drawing on qualitative data, we identified segments of the Nepali population who differ by how they share information:
• Exaggeration Sharers: This group will often amplify exaggerated claims in order to gain visibility. They will often share contents that may elicit emotional responses, such as crime and violence. When sharing it, they may add their own take on the issue to exaggerate it further.
• Show-off Enthusiasts: Similar to Exaggeration Sharers, they choose to share content that makes them look important, ‘wanting to impress others’ and ‘seek praise’. This is particularly true when sharing may reach people they respect.
• Controversy Seekers: This group seeks out explicit content such as the commonly highlighted Bhojpuri songs (typically mentioned in Madhesh), as well as celebrity scandals. Contents often shared by this group tend to have a negative tonality, including topics like ethnic and religious scuffles.
• Bystanders: This group tends to use social media by watching and listening without interacting or sharing. However, they enjoy novel content (particularly religious and political content) that may become a topic of discussion within their social network.
• Naïve Consumers: This group focuses their attention on content that seeks to give hope in the face of challenges such as unemployment and economic difficulties. However, they tend to be less aware of, or concerned with, implications of online sharing and privacy issues, indicating lower digital and media literacy." (Pages 3-4)
Drawing on qualitative data, we identified segments of the Nepali population who differ by how they share information:
• Exaggeration Sharers: This group will often amplify exaggerated claims in order to gain visibility. They will often share contents that may elicit emotional responses, such as crime and violence. When sharing it, they may add their own take on the issue to exaggerate it further.
• Show-off Enthusiasts: Similar to Exaggeration Sharers, they choose to share content that makes them look important, ‘wanting to impress others’ and ‘seek praise’. This is particularly true when sharing may reach people they respect.
• Controversy Seekers: This group seeks out explicit content such as the commonly highlighted Bhojpuri songs (typically mentioned in Madhesh), as well as celebrity scandals. Contents often shared by this group tend to have a negative tonality, including topics like ethnic and religious scuffles.
• Bystanders: This group tends to use social media by watching and listening without interacting or sharing. However, they enjoy novel content (particularly religious and political content) that may become a topic of discussion within their social network.
• Naïve Consumers: This group focuses their attention on content that seeks to give hope in the face of challenges such as unemployment and economic difficulties. However, they tend to be less aware of, or concerned with, implications of online sharing and privacy issues, indicating lower digital and media literacy." (Pages 3-4)
