POPULISM ACROSS TWO CONTINENTS: Assessing the Use of Populist Communication Styles on Facebook Across Ten Countries
Authors: Larsson, A.O., Alonso- Muñoz, L., Bene, M., Boulianne, S., Fenoll, V., Haßler, J., Lilleker, D., Machado, S., Macková, A.P., Peña- Vicuña, P., Rodríguez- Sánchez, A.
Publication Date: 01/01/2026
Pages: 348-366
DOI: 10.4324/9781003359524-25
Abstract:This chapter examines the use of populist communication styles on Facebook by political actors across 10 countries in Europe and South America. It explores the prevalence of people-centrism, anti-elitism, and exclusion of out-groups in political messaging during recent elections. Through a standardized content analysis, the study reveals that populist communication is not exclusive to actors traditionally labeled as populist. The findings suggest that non-populist actors also employ these styles, challenging conventional classifications of political actors. The chapter highlights significant cross-national variations, and discusses the implications of these findings for understanding populism as a communication style and calls for a reassessment of how political actors are labeled. By providing a comparative perspective, the chapter contributes to the broader discourse on populism and political communication, offering insights into the strategic use of populist rhetoric in diverse political contexts.
Source: Scopus