Cyber clannism: qabiil loyalty in the digital age

Somali clan networks have migrated from deserts where these bonds formed in hardship to the digital realm. Clannism has also followed, giving rise to a strange new fusion between tradition and modernity.  

The advent of cyber technology, particularly social media platforms, has profoundly influenced how people perceive and engage with their socio-economic environments. This impact is felt worldwide, but the specifics and intensity vary depending on each culture’s framework. In Somali culture, where preoccupation with clan identity and the associated verbal assaults against rival clans are important national pastimes, these technological changes have given rise to a phenomenon we can term “cyber clannism.” This term encapsulates the fusion of ancient traditions and modern digital interactions, revealing a unique cultural evolution.  

Understanding cyber clannism  

In Somalia and Somaliland, social media platforms such as WhatsApp and TikTok, with user numbers peaking at 5 million at the beginning of this year, have become arenas where clan affiliations are prominently displayed and defended. This digital expression of clan identity is both a continuation of traditional practices and a response to the new possibilities offered by technology. In this context, “cyber clannism” refers to the ways in which clan identities and loyalties are mobilised, emphasised, and utilised in the online realm. Almost everyone has an uncle or cousin who runs a YouTube channel which dedicates much of its content to polemicising against the vices and cowardice of other clans whilst celebrating and eulogising the inherent virtues of their own.  

Social media and Clan Identity in Somali Culture  

In Somali culture, clan identity is deeply ingrained and highly valued. Clans form the foundation of social structure and personal identity, influencing various aspects of life, from social interactions to political allegiances. This strong sense of clan loyalty, rooted in centuries-old traditions, is reflected in every facet of Somali society. The migration of these loyalties into the digital realm demonstrates the adaptability and persistence of cultural values. 

Social media platforms offer spaces for self-representation, allowing users to establish and showcase their online presence. For many Somali users, this means projecting their clan identity and loyalty into the digital world. This projection takes various forms, from WhatsApp groups where sub-clans communicate and discuss their affairs to more visible expressions on platforms like TikTok, Facebook, and Instagram. These platforms facilitate the creation of online communities that mirror traditional clan structures and their interactions. But as Canadian philosopher Marshall McLuhan put it, the “medium is the message.” In many ways the new digital spaces we’ve created have intensified the bonds between clansmen and women, whilst fanning the embers of clan rivalries. Every day now you can find someone or several people making polemical content which has hardened existing divisions.  

Influencers as the clan spokes men/women  

Traditionally, poets played a crucial role in recording history through their verses, weaving it into the collective memory with their intricate and interwoven metres and schemes, thus becoming major sources of our historical record. In addition to this, Somali poets were also responsible for upholding and defending clan honour in Somali culture. Locally known as gabayaa Somali poets are described by Ahmed Farah Idaajaa as both sword and ploughshare, due to their societal role which enables them to “use their influence to either fuel conflicts among clans or spread messages of peace” through their poetry. 

Today, it seems that this role is being assumed by social media influencers. These influencers engage in online clan rivalries, defend their clans, and rally their followers, mirroring the functions of poets in the past. Supported financially and in their online presence by fellow clan members, these influencers wield significant power and influence in the digital realm. They use this influence both to foster positive and reconciliatory matters and, at times, to fuel rivalries and conflicts. 

Furthermore, just as poets of the past recorded history through oral poetry, the cyber data of our society, filled with the dialogues, videos, and texts of our influencers, will form a substantial part of the historical record we are creating. This data will be used by future generations to understand us and our times. 

Support and backing  

Given the challenges of content monetisation in this region, some influencers with substantial followings may receive financial support from affluent figures such as politicians and wealthy clan members. This backing enables them to sustain their online activities and presence. In return, they garner steadfast support from their clans or individual benefactors, leading to increased follower counts and active engagement in their online initiatives. This reciprocal support system strengthens clan bonds and enhances the influencer’s status within the community. 

The blending of tradition and technology  

The cyber projection of clannism represents a unique blend of ancient traditions and modern technology. The cry of tolaay tolaay ('O my kin, O my kin') on TikTok live streams, as influencers call for their clan’s support, echoes the traditional Somali call for clan unity in times of conflict. This fusion of old and new creates a distinctive cultural phenomenon that bridges two distant eras. The digital space becomes a new battleground where traditional clan rivalries are played out in modern forms. 

Despite the rise of cyber clannism, contemporary social media platforms also introduce secular forces that challenge traditional clannism. Exposure to diverse viewpoints and multicultural perspectives on these platforms fosters tolerance and open-mindedness. However, this exposure can also provoke defensive reactions from those holding traditional views. The clash between traditional values and modern ideals creates a dynamic and sometimes contentious online environment. 

Voice for minority groups  

Social media has given a voice to minority and marginalised groups within Somali society. These groups can now challenge traditional clannism and assert their place within the social structure. Influencers from minority clans often engage in clan-based dialogues and challenges, reflecting a dynamic interplay between maintaining traditional identities and advocating for more equitable recognition. This shift allows for a broader representation of voices and experiences within the Somali community. 

Lastly   

While social media promotes clannism, it also fosters individualism and secularism. This tension creates a dynamic cultural landscape where traditional clan loyalties coexist with modern, global perspectives. The ongoing evolution of technology and its impact on cultural practices will undoubtedly continue to shape how we view ourselves and others. 

As these dynamics continue to unfold, it is crucial to recognise that our online presence is shaping history. The dialogues, videos, and texts generated by influencers and users alike are documenting contemporary Somali life in real-time, providing a digital archive for future generations to understand our times. This underscores the importance of thoughtful engagement and reflection on the impact of cyber clannism on cultural identity and societal cohesion.