Political communication on Facebook: Do populist parties send out more posts?

Abstract

Scholars connect the rise of populist parties and the growing importance of social media platforms for political communication as the emerging social media logic seems well-suited to populist communication. The following research note presents a novel dataset that connects Facebook accounts to party-level populism data from the POPPA database. Over 600,000 posts from 226 parties between 2017 and 2019 were analysed. The results show that in most European countries, populist parties are more active than non-populist parties on Facebook. However, high variation in the frequency of posts emphasises that country-specific aspects play an important role. Generally, Italian parties are much more active than those from other countries, whereas those in Northern and Western Europe are the least active. The most active party in Europe, the Italian right-wing populist Lega, showed the most extreme level of activity: its daily activity is around 20 times higher than the median. Furthermore, this analysis highlights why researchers should carefully check Facebook data for implausible inactivity and how connecting different data resources can help overcome potential biases resulting from missing data. Future studies analysing any party communication on Facebook will benefit from the insights and the list of party accounts featured herein.