This paper explores the uses of YouTube by Uyghur nationalist movement activists and studies various ideological codes used by different communities to promote their messages. It argues that several ideological codes are produced in order to challenge the dominant ideologies promoted by the Chinese government, which create a ground for Uyghur ‘imagined solidarity’ across physical borders. Analysis of the production of audio-visual messages by the dispersed ethnic group provides an important window into how ethnic identity is forged by means of Web 2.0.