This study assesses the audience perception of online hate speech on socio-cultural affiliations in Nigeria examining specifically Nigerians' familiarity with online hate speech via social media platforms. The survey method was used to obtain data. 400 quantities of questionnaire was distributed to adult Nigerians across three states in Nigeria (Edo, Lagos and Abuja) and analysed using the Statistical Package for Social Sciences (SPSS). Based on the Perception and Attitude Change Theories, the study found that most Nigerians (89%) are very familiar with the concept of hate speech; X (formerly Twitter) and Instagram are the dominantly used platforms in the dissemination of online hate speeches and the least used are LinkedIn, Pinterest and Reddit. The study also found out that most hate speeches are disseminated in text format (39.4%) and in picture and graphical format (24.8%) and women (62%) are the most targeted gender group, Islam (51%) are the most targeted religious group, and Hausa (33%) is the most targeted ethnic group. The study recommends sensitisation of Nigerians on hate speech, awareness campaigns to promote openness and acceptance of diversity, and technology and media companies should put measures in place to monitor their platforms and prevent them from being the hub of hate speech dissemination.
Vol. 3, No 2, pp. 19-31.