This brief examines how the Ethiopian government increasingly seeks to shape the visibility and prominence of narratives online rather than relying solely on traditional censorship or internet shutdowns. It highlights how the state has developed a broad digital apparatus—including a coordinated “media army,” paid commentators, influencers, and government officials—to influence online discourse, promote pro-government narratives, and undermine critical reporting.

These efforts aim to control public debate by discrediting critics, reframing sensitive issues, shifting blame to external actors, and flooding online spaces with coordinated messaging. The brief emphasises that this strategy reflects an adaptation to changing digital environments and the political lessons of the Tigray war, where attempts to control information through shutdowns proved increasingly ineffective. Understanding these tactics is essential for policymakers seeking to address digital authoritarianism and support independent media and civil society in Ethiopia.