A new documentary by a Kiwi-Samoan filmmaker is set to premiere in Fiji this week, highlighting the growing problem of cyberbullying and online shame across Pacific communities.

The film, “Algorithm of Shame: In the Village, Everybody Knows”, explores how social media is being used to target and humiliate people in Fiji, and how quickly harmful content can spread once it goes online.

The film is directed by the British Academy Film Awards (BAFTA)-nominated director Tuki Laumea, who says it is meant to challenge how Pacific communities understand life in the digital age.

He argues that the idea of the village, once built on close relationships and care, has been reshaped by social media, where attention often comes from outrage.

“The algorithm doesn’t care about talanoa or grace,” said Laumea. 

“It rewards outrage and humiliation.”

He also warns that people commenting online from overseas may not see the real-life harm their words can cause.

“A click or a share in Auckland can lead to a funeral in Suva,” he said.

The documentary follows several people affected by online abuse in Fiji, including Rhonda, a trans woman and LGBTQ+ leader, who speaks about losing a close friend after sustained online attacks.

It also features Fijian politician and former Minister for Women, Lynda Tabuya, who faced public backlash after a private video of her surfaced online.

Journalists featured in the film describe anonymous Facebook groups where private information is shared, and people are publicly shamed without accountability, calling them a kind of “judge and jury.”

They say in small island societies like Fiji, viral posts can leave a lasting digital stain, often forcing people and families to withdraw from public life.

Producer Cleo Fraser says the speed of online abuse is one of the biggest risks, because it often moves faster than cultural values of respect and care can respond.