Online social media and populism in Europe

Abstract

We investigate the impact of social media (e.g., Facebook, Instagram, Twitter, and LinkedIn) on left-wing and right-wing populist voting patterns within the European Union 27 (EU-27). Our empirical analysis is based on an Ordered Probit model, over 2014–2020. We differentiate between politically oriented communication and general communication, through social media. We find that politically oriented communication on platforms like Facebook and LinkedIn contributes to the electoral success of right-wing parties. In contrast, active engagement of left-wing parties on social media platforms, such as Facebook, Twitter, and LinkedIn appears not to enhance their electoral success. This suggests that right-wing parties effectively leverage platforms like Facebook and LinkedIn to disseminate populist ideologies, while left-wing parties face challenges with their engagement strategies on these platforms.