“In the land of elections, the populist man is king”: The online communication of Basta and Vox in the 2019 European elections

Abstract

This article, having an Iberian circumscription, focuses on populist parties – the Portuguese Basta and the Spanish Vox –, specifically on their online communication conducted in the context of the 2019 European elections. Using the mixed method and having a corpus comprised of Facebook posts (n=40) and videos (n=4), a triple content analysis was conducted: quantitative, qualitative, and rhetorical. The results show that, in terms of substance in Facebook, the two political actors focus more on the building of a sense of ingroup favoritism – in order to explore the feeling of inclusion, being the posts with this thematic substance the most liked, shared, and commented –, are unequivocal in presenting themselves as representatives of popular sovereignty and do not denote conflict in national and European entities. In terms of style, the use of visual image reveals that there are more posts focused on positive emotionality. In the videos, the tone against Europe is more critical and the use of rhetorical diversity is noted, such as emotional bipolarity, Manichaeism, exemplification, use of question mark, recency effect, repetition, factual evidence.