My dissertation consists of four papers in which I analysed different aspects of populist mobilisation and demobilisation.
The first research question asked if social media contributes to populist mobilisation. I concluded that populist parties are more active on Facebook than non-populist parties in Paper 1 (Party Politics, https://doi.org/10.1177/13540688231184626). This trend was most visible in Western Europe but also in countries like Sweden, Italy, Finland, Slovakia and Slovenia. Nevertheless, country-specific and contextual factors should be considered, and data quality should be critically reflected. In Paper 2 (Zeitschrift für Parteienwissenschaften, https://doi.org/10.24338/mip-202320-44), I turned to the level of populist communication on social media. I focused on the German election campaign in 2017. Contrary to what was expected, populist communication was not used very frequently by political parties – including populist parties – on Facebook. As anti-elitist rhetoric was more prevalent, there is evidence for the fragmented character of populist communication on social media. In contrast, parties used populist rhetoric more frequently in their press releases. This surprising finding was partially driven by text length. Controlling for text length revealed that anti-elitist rhetoric was more widespread in social media posts than in press releases – thus, the opposite of what the descriptive results suggested. This means that anti-elitism is more prevalent in comparatively long Facebook posts, which parties sound out only rarely.
Concerning this research question, I conclude that in many countries, Facebook offers a platform for populists that they actively use. From this perspective, social media can contribute to populist mobilisation. In contrast, when it comes to the actual content that parties produce on social media, at least on Facebook, the prevalence of populist content is low. Although controlling for text length affected the descriptive results, and even reversed them for anti-elitism, this does not change the fact that many posts are short. Facebook communication differs from mass media communication through press releases. Parties have adapted well to the social media logic, which includes relatively short and sometimes even non-political texts. While there has been extensive research which indicates that populist content on social media generates more user attention (Bobba 2019; Bobba and Roncarolo 2018; Bracciale, Andretta, and Martella 2021; Klinger, Koc-Michalska, and Russmann 2022), this study shows that populist communication may be more prevalent on other communication channels. Even strongly populist parties like the AfD do not spread populist communication in every post. Thus, the dominance of populist content, in the sense of parties constantly sending out populist posts, is not necessarily part of the problematic relationship between social media and populism. Instead, the problematic relationship is about how populist content is processed. However, shifting the blame to the level of users ignores the role of polarisation-favouring algorithms (Barrett, Hendrix, and Sims 2021).
Overall, the studies contribute to the broader discussion of strategic aspects of populist communication (Dai and Kustov 2022; Franzmann 2016c; Lacatus and Meibauer 2021). Parties make strategic decisions regarding populist rhetoric depending on the communication channel. Future studies would benefit from extending the analysis to more countries, elections and channels. An integrative approach to party communication that systematically compares communication across different channels would be desirable. Currently, even studies that specifically focus on social media communication include one or two channels. However, social media platforms have such distinct audiences that it would be interesting to see how parties and especially populist parties use other social media platforms, such as Instagram or TikTok, for their (populist) communication. Regarding other offline channels, researchers also emphasise the role of internal communication of parties, which can be analysed in membership magazines (Mudde 2007). The interesting finding that populist communication is quite widespread in party press releases poses the question of whether this is a communication channel that is generally used for more radical language.
This research question asked whether the populist communication of populist parties can be tamed by including them in government. I collected five years of political Facebook communication by the 16 state chapters of Germany’s left-wing populist Die Linke. The results of Paper 4 (Journal of Political Ideologie, http://dx.doi.org/10.1080/13569317.2023.2196516 ) pointed in a clear direction. State chapters in power used populist rhetoric less frequently than those in opposition. Furthermore, branches from the East were less populist than those from the West. Results from the Bremen chapter, which was in opposition for half of the period and in government for the other half, further suggested that there is a causal mechanism, since the branch used less populist communication after it came to power. The clarity of the results may be surprising given that I used a multi-word dictionary, which tends to underestimate populist communication (see section 4.3). Therefore, it could be the case that repeating the analysis with manual coding reveals the differences even more drastically.
The results provide valuable empirical evidence for the inclusion-moderation thesis and suggest that this can be a strategy for moderating the populist appeal of populist parties. Future studies would greatly benefit from focusing on causality and the point at which moderation starts. As discussed, there are also other cases that do not report evidence for the inclusion-moderation thesis. This is not necessarily a contradiction. It is possible that the moderation processes started much earlier as part of a broader strategy of becoming a trustworthy coalition partner. Yet, even if populist parties become less populist in government, it would be interesting to analyse the starting point of such moderation processes. Populist parties will likely not start to moderate their populist appeal the moment they sign the coalition treaty, but there are probably different paths of moderation that research should analyse more closely. This is also the case why a similar strategy would likely to be unsuccessful for the AfD at the state level: the party shows no signs of making a step towards potential coalitions partners but is rather becoming more radical. Therefore, at least currently, inclusion-moderation would likely not work in the case of the AfD.
Regarding Die Linke, the state chapters from Bremen, Mecklenburg-Western Pomerania, Brandenburg and, most recently, Berlin are the most interesting cases, as their government status recently changed. However, other European countries also provide highly interesting cases regarding left-wing populism: the Greek Syriza governed from 2015 to 2019, and the Spanish Podemos has been governing since 2019. In both cases, anecdotal evidence has shown that those parties became less populist in power (Kioupkiolis and Katsambekis 2019; Oleart 2021), but more fine-grained analyses are needed, which probably need to include more text resources such as manifestos and press releases.
Finally, in Paper 3, I explored the extent to which referendum campaigns can be exploited for populist mobilisation (Swiss Political Science Review, https://onlinelibrary.wiley.com/doi/10.1111/spsr.12435 ) . I again turned to the level of the German states. In Germany, referendums are only practised at the subnational level, but the mobilisation factors contributing to referendum turnout have not been studied systematically yet. The results show that regarding the factors I derived from the classic rational choice approach, costs, benefits and the likelihood of casting the decisive vote affect referendum turnout in Germany. However, those are factors that are mainly influenced by state governments and state parliaments. Although polarised referendum campaigns contribute to mobilisation, which fits well with populism’s polarising nature, the saliency of the average referendum topic has been quite low in the German states so far. Those topics that offer high benefits – namely, voting on (new) constitutions and state restructuring – are exceptions that are currently not up for debate. Moreover, those topics are typically initiated by state parliaments or governments. The same applies to parallel elections that greatly affect mobilisation, where state actors have boycotting potential for referendums they do not support.
Therefore, due to the way in which referendums are currently implemented in Germany, they are more likely to lead to populist demobilisation than to mobilisation. The high hurdles for referendums in Germany were implemented due to the negative perception of the ‘Weimar experience’. The main concern was extremism, but there is little doubt that they are also effective against populist mobilisation. However, as this rigidity prevents not simply extremist and populist mobilisation but any kind of referendum mobilisation, the German states are becoming more open. After the reunification, many states lifted restrictions and lowered hurdles (Kersting 2016, 317–19). This process is still ongoing. As Figure 6 shows, this openness is reflected in restrictions being lifted for referendum topics, hurdles for popular initiatives and referendums. Generally, initiatives can now be organised for more salient topics requiring fewer signatures, and quorums have been lowered.
However, this opening process, again, affects all kinds of referendums, and therefore populist mobilisation also becomes more likely. It becomes easier for populist actors or populist parties to launch campaigns, and the likelihood of organising an unsuccessful expensive campaign is lowered. One of the most current examples is the Berlin referendum on the nationalisation of housing companies (2021), which was held after Paper 3 was published.
Source: Own overview (based on Kampwirth, Rehmet, and Weber 2003; Rehmet, Flothmann, and Weber 2007; Rehmet, Weber, and Gogolin 2010; Rehmet, Weber, and Laroche 2013; Rehmet and Weber 2016; Rehmet and Wiedmann 2021).
Figure 6 Development of State Legislation Regarding the Openness of Popular Legislation
The campaign was highly politicised, and, in a classic left- wing populist manner, the organisers pitted ‘the good and exploited tenant’ against ‘the evil rent sharks’. The interest group that proposed the initiative turned out to have sent the posts with the highest share of populist language during the campaign, surpassing the AfD’s share (see Figure A3, appendix).
There have also been first attempts to employ such a strategy by the AfD in Thuringia, where the party tried to mobilise for an initiative against mandatory Covid vaccination for care jobs (MDR 2022), and in Brandenburg, where it called for an initiative against the public broadcast fee (Tagesspiegel 2018). Much academic work is still needed regarding the potential of referendum campaigns for populist mobilisation, and we are probably just at the beginning of this development. Such analyses always hinge on the available cases; referendums are relatively rare in Europe outside Switzerland. However, focusing on the level of the German states could be promising, as in future campaigns, populism could play a more prominent role. Finally, to analyse those mobilising factors for referendums in Germany in detail, there is a need for more individual data, which is almost non-existent for referendum campaigns.