If Circassians go viral!

Abstract: Karachay-Cherkessia, in its current form, doesn’t resemble very accurately the mythical homeland of the Circassians, known to the Europeans as highly skilled warriors and for their long lasting affinity towards female slavery. The development of the mass media made it possible for young Circassian, both from the North Caucasus and from the diaspora, to come in contact with each other and to increase the awareness towards a number or present and historical issues that were left unsolved. The Circassian diaspora, along with dwellers of the homeland, managed to outline in recent years a noticeable presence on the internet through the help of various platforms, such as websites, blogs and social media. This article intends to make an analysis on methods that are used on this platforms for the engagement the readers, also it will attempt to list the most frequent subjects that put in to debate, and last, but not least, to screen the  new axiological landmarks that are emerging as a result of the crystallization of a Circassian internet culture. Taking all of this in to account, we should not underestimate the power that internet platforms have when it comes to solidifying ideologies the agendas of political and social activists.

Keywords: Circassian, Karachay-Cherkessia, platform, diaspora, internet, axiological, mass media.

The Circassians made a reputation for themselves for being fierce warriors and defenders of their homeland, even so, this image is more the product of a historic portrayal of these people of the North Caucasus. Nowadays, the Circassians are not leading battles in the far away corners of Asia and Europe, but rather, they are fighting to exists in the lands that they have historic sovereignty over.  As a result of a very unfriendly historic context, the Circassians did not only have to leave their native lands behind in the search for a safer home, but the ones that stayed in the Caucasus were fragmented in to three republics which did not respect the natural ethnic border. Even so, there is hope. Do to the growing power and influence of the mass media, Circassians from all over the world reconnected with each other and managed to make their voices heard all across the internet, thus spreading more awareness in regards to the real present-day issues that the members of their group are facing. 

An online presence must exist, and the message of the Circassian youth must take a voice of its own, the only thing that needs to be said is how the message could really become so strong that it could actually direct more attention to the cause of this nation that has been through numerous crisis in the last centuries.

The message needs to be clear and based on solid facts, especially when it comes to spreading awareness about the numerous tragedies that are ingrained in to the collective memory of the Circassians. All of the attempts of spreading awareness will be compromised if this message comes from a position of anger and frustration, which will distort its content and will make its authenticity questionable.