"Say it to my face" – the first Facebook Live hate speech experiment

Insight
On the Tagesschau Facebook profile, hate comments of the worst kind belong to the every day. Our theory: these haters are hiding behind their computer screens. So would they dare to come out of their anonymity and say their hate, right to the face of those affected? That’s exactly what we wanted to find out.On the Tagesschau Facebook profile, hate comments of the worst kind belong to the every day. Our theory: these haters are hiding behind their computer screens. So would they dare to come out of their anonymity and say their hate, right to the face of those affected? That’s exactly what we wanted to find out.

Solution
Three journalists regularly on the receiving end of anonymous insults shared a controversial video commentary to provoke hate to the Tagesschau Facebook page. Hundreds of hate comments flooded in. Then, we challenged precisely these haters to say what they had written, right to the faces of the journalists. For one hour. Live on Facebook. Over three days. What happened? The haters did indeed come. But didn’t have the nerve to say their written words – even when put on the spot.

Results
We hit a nerve. The campaign reached 11 million on Facebook alone including every current-affairs interested millennial. It triggered a national debate on hate speech covered in TV, radio reports, and in publications like Frankfurter Allgemeine Zeitung, Vice and Bild. It even became the focus of one of Germany’s most popular YouTubers, LeFloyd.
A report of the action was broadcast on Tagesschau24.
Top news presenter and journalist Anja Reschke confronts her haters: "stop hiding behind your computers – say your hate to my face!"
The first live-hate session with Editor-in-Chief Dr. Kai Gniffke. Learning: Apparently online haters are rather friendly in live-stream.
Live hate session two with Anja Reschke. Still no haters trust themselves to say their hate to her face...
In the third and final live hate session, reporter Isabel Shayani talks to her haters... Even in the final session, still no extreme hate speech.
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