The FCAS Command Center has been tracking a rise of new antisemitic and racist dog whistles designed to spread hate speech in seemingly innocuous ways. The phrase “totally joyful day” has appeared with increasing frequency in the comment sections of Jewish influencers and discussions on Jewish issues. While it may appear harmless at first glance, the phrase is coded language for TJD, an acronym for “total Jew death.”
While some social media platforms are implementing controls to make publishing hateful content more difficult, individuals seeking to spread hate speech have adapted, creating subtle yet insidious messaging to bypass detection. The “totally __ day” format has been repurposed to target multiple minority groups, each variation maintaining the same structure but changing the target. For instance:
- “Totally nice day” (TND)—a code for “total n**** death”* aimed at the Black community.
- “Totally fabulous day” (TFD)—a euphemism for “total f* death”* used to attack the LGBTQ+ community.
- “Totally kind day” (TKD)—a variation standing for “total k** death”* used to spread antisemitic hate.
Mention Volume of TJD and Variations on Social Media Since 2022
Since 2022, the use of these phrases has steadily increased across extremist forums such as 4chan. However, they have also gained traction on mainstream platforms including X, Reddit, YouTube, and TikTok. Following the October 7 attacks in Israel, instances of TJD and similar coded phrases spiked by 400%, with continued growth in the months that followed.
Mention Volume of TJD and Variations By Platform Since 2024
The seemingly positive language of these phrases allows them to evade moderation tools designed to detect explicit hate speech. However, their use is not confined to digital spaces—reports have surfaced of these acronyms appearing on stickers and graffiti, linked to acts of hate crimes in multiple locations.
As social media platforms struggle to combat evolving extremist rhetoric, watchdog organizations are calling for increased vigilance and stronger enforcement mechanisms to prevent the spread of these coded messages.
