Populism and social media: how politicians spread a fragmented ideology

Populism is a relevant but contested concept in political communication research. It has been well-researched in political manifestos and the mass media. The present study focuses on another part of the hybrid media system and explores how politicians in four countries (AT, CH, IT, UK) use Facebook and Twitter for populist purposes. Five key elements of populism are derived from the literature: emphasizing the sovereignty of the people, advocating for the people, attacking the elite, ostracizing others, and invoking the ‘heartland’. A qualitative text analysis reveals that populism manifests itself in a fragmented form on social media. Populist statements can be found across countries, parties, and…