“Keling,” “Cina,” and “Meleis”: Ethnic Slurs, Social Media, and the Dynamics of Digital Hate Speech in Malaysia"

This study examines the evolution and impact of ethnic slurs and hate speech on Malaysian social media platforms. Terms like "Keling," "Cina," and "Meleis," originally ethnic identifiers, have transformed into discriminatory tools that reinforce stereotypes and political divisions. Through focus group discussions with 36 diverse Malaysian social media users, the research identifies three main manifestations of hate speech: ethnic discrimination through racial slurs, gender-based hate speech influenced by cultural-religious norms, and socio-economic marginalization expressed through derogatory terms. The analysis reveals how algorithmic amplification, inconsistent moderation, and normalized discriminatory discourse exacerbate these issues despite existing legal frameworks. Using thematic and critical discourse analyses, the study uncovers patterns and power dynamics in the use of these slurs, demonstrating how digital platforms contribute to their normalization and weaponization. The research methodology combines qualitative approaches to understand both the socio-historical and linguistic factors enabling these practices. The study provides a Malaysia-specific sociolinguistic perspective on digital hate speech, highlighting the need for stronger regulations, better content moderation, and enhanced digital literacy programs to foster cultural sensitivity and social cohesion in Malaysia's increasingly divided multi-ethnic society.