The paper presents the results of a study based on the Big Data para­digm analysis. The study aims at defining the features of the ethnic discourse in the Russian-­speaking social media and the place of the North Caucasus ethnic­ities in this discourse. The informational basis for the study is 2,659,849 social media publications containing ethno­nyms. The author concludes that the eth­nic discourse is full of problematic topics mainly discussed by male participants. The study shows that the ethnonyms re­lated to the North Caucasus peoples are often used in the context of crime and terrorism.