This research paper offers an examination of Western print news media coverage of the ethnic-based regional conflict in the Tigray region of Ethiopia. The aim of this study is to survey the coverage of the onset of war and the representation of the relevant political actors. It begins with a historical contextualization of ethnic federalism in the nation. I examine how specific ethnic groups are portrayed in Western print news media coverage and if news media are reporting on the role of digital activists. I identify that the reporting of the onset of the crisis in Tigray relies strongly on attribution of responsibility and conflict frames. News media routinely focus on specific political actors rather than deeper ethnic tensions which shaped the country’s political system and the current conflict in Tigray. I also establish that North American news media do not adequately report the role of digital activism within Ethiopia and in the diaspora. Key words: Ethiopia; news media; digital activism; ethnic federalism; ethnic conflict; Tigray