Populist strategies on Twitter: analysis of the political discourse during the campaign for the general elections in Spain on November 10th, 2019

Abstract

In recent years we have witnessed a resurgence of populism, which has relied on the virality of social networks to deepen its roots in society and spread its ideas. This paper analyses the populist strategies used by all parties to viralise their messages in the online environment, regardless of ideology. The present research has also examined the possible existence of complementary strategies used by the parties’ organisational profiles and those of their leaders. To this end, a content analysis has been carried out regarding the publications made on Twitter during the 2019 election campaign. The posts have been delimited to those made by the parties and candidates that attained the highest percentage of representation in the Congress of Deputies, which include the PSOE, PP, Vox, and Unidas Podemos. The findings show that all the parties under study resorted to this type of strategy. The parties closest to centre of the political spectrum, both right and left, used mostly a populist strategy aimed predominantly at attacking their adversaries, while Vox and Unidas Podemos articulated their discourse beyond this argument, with Vox appealing to the emotions of the nation and Podemos positioning itself as the peoples’ advocate. Furthermore, a complementary strategy used by both the parties and their leaders has been identified, which fosters the expansion of these kinds of populist ideas.

Strategi Komisi Pemilihan Umum Kabupaten Banyuwangi dalam Meminimalisir Golput pada Pemilihan Umum 2024

“…Jika tidak ada anggaran, kegiatan bakal terhambat dan hambatan yang sering dialami KPU yaitu jadwal yang terlalu banyak dan kapasitas KPU minim dalam tersebut. Akan tetapi KPU dalam hambatan sasaran minimnya SDM sudah melaksanaan kegiatan yang semaksimal mungkin dan strategi yang sudah diterjunkan diterima oleh warga Banyuwangi sekitar (Vences, 2023). Dengan dilakukan sosialisasi dan beberapa sasaran yang sudah dikehendaki sudah opitimal dan sangat tepat sasaran, maka akan tercapainya tujuan yang diinginkan oleh organisasi atau lembaga seperti yang dikemukakan oleh Gregory G. Dress Alex Miller dalam saladin (2003), bahwa tujuan utama dalam lembaga atau organisasi yang dapat dicapai.…”