Has social media logic

To what extent does the social media logic promote right-wing populism in social networks?

Right-wing populist politicians in particular are extremely active on social networks such as Twitter and Instagram. They also seem to be very successful there. Since their followers increasingly use these platforms for information and avoid traditional media, it is necessary to analyze the logic of social media and its advantages for right-wing populists in order to understand their appeal.

The aim of this work is to find out how right-wing populists use social media and why they can be so successful there. To this end, the following research questions were posed: How do right-wing populists behave in social networks? What are the advantages of these networks? The behavior is examined on the basis of right-wing populist content as well as the stylistic and strategic means that are used. In order to work out the advantages, it is considered which content is well received, whether the communication by a single (manager) person is well received and which of the styles and strategies really work.

In order to answer the research questions, a literature analysis is carried out in order to work out the current state of research. For this purpose, current empirical studies on the topic of right-wing populism in social media are analyzed. The results of the literature analysis show that successful right-wing populist politicians in social networks primarily use their ideological content to present themselves as representatives of the people. In addition, they specifically use stylistic devices such as emotionality, simplification and negativity to generate attention. In addition, right-wing populists use social networks strategically, for example by focusing on a certain leader who presents himself as charismatic and approachable. So they adopt the way social media works to legitimize their movement and mobilize the masses.

The literature analysis shows that the phenomenon of right-wing populism in social media must be viewed from both an ideological and a communication strategy perspective. Further research could increasingly focus on a cross-border comparison and look at the respective cultural backgrounds that can explain certain behavioral patterns.


Communication strategy, literature analysis, right-wing populism, social media

Information about work

Bachelor thesis, 35 pages
Submitted December 2019 (processing time: 3 months)

Supervised by:
Prof. Dr. Hans-Bernd Brosius
Ludwig-Maximilians-University Munich
Institute for Communication Studies and Media Research
Oettingenstrasse 67
D-80538 Munich


Caroline Henriette Csakli: [email protected]