Anti-immigrant rhetoric of populist radical right leaders on social media platforms

Social media platforms have become crucial channels for radical right populist leaders to broadcast anti-immigrant views. These politicians employ various rhetorical appeals, such as pathos (emotional language), logos (logical arguments), and ethos (speaker credibility), to sway public opinion. This study considers the anti-immigrant rhetoric of prominent European populist radical right leaders across X, Instagram, and Facebook, analysing the prevalence of these rhetorical strategies across different platforms. From the perspective of mediatization theory, politicians can adjust their messages to fit with the design and formats of various social media platforms. Party leaders often resort to emotional appeals on X, with its limited space for communication, as well as on Facebook, where emotional interaction buttons and discussion features can encourage emotional rhetoric as well. Logical appeals (logos) are common on platforms such as Facebook and X, which offer options to easily share information in the form of texts and links. Additionally, ethos, associated with speaker’s credibility, is common in posts on platforms that facilitate closer engagement with the party leaders’ constituents, such as Facebook and Instagram. These findings underscore the importance of considering platform design when shaping political communication strategies.