Communication of European populist leaders on Twitter: Agenda setting and the "˜more is less´ effect



Palabras clave:

Political communication, Populism, Social media, Twitter, Agenda-setting, Leadership.


The populist phenomenon has acquired great relevance during the last decade. The emergence of new populist actors and the consolidation of the use of social media such as Twitter are transforming the field of political communication. The objective of this paper is to know the agenda set by the leaders of the main European populist political parties on Twitter, as well as the strategy they use and the user interaction achieved. The sample consists of the 2,310 tweets published by the leaders of Podemos, the 5 Stelle Movement, France´s National Front and UKIP during three random time periods. The results show a low degree of thematic fragmentation, the launch of proposals instead of attracting voters, and the existence of a strong negative correlation between the number of published tweets and user interest.


Los datos de descargas todavía no están disponibles.


Alonso-Muñoz, Laura; Marcos-Garcí­a, Silvia; Casero-Ripollés, Andreu (2016). "Political leaders in (inter) action. Twitter as a strategic communication tool in electoral campaigns". Trí­podos, n. 39, pp. 71-90.

Bartlett, Jamie (2014). "Populism, social media and democratic strain". In: Clara Sandelind (ed.). European populism and winning the immigration debate. Falun: Scandbook, pp. 99-116. ISBN: 978 91 87379 22 2

Bennet, W. Lance; Manheim, Jarol B. (2006). "The one-step flow of communication". Annals of the American Academy Political & Social Science, v. 608, n. 1, pp. 213-232.

Berganza-Conde, Marí­a-Rosa (2008). "Medios de comunicación, "espiral del cinismo" y desconfianza polí­tica. Estudio de caso de la cobertura mediática de los comicios electorales europeos". ZER-Revista de estudios de comunicación, v. 13, n. 25, pp. 121-139.

Block, Elena; Negrine, Ralph (2017). "The populist communication style: Toward a critical framework". International journal of communication, v. 11, pp. 178-197.

Cammaerts, Bart (2012). "Protest logic and the mediation opportunity structure". European journal of communication, v. 27, n. 2, pp. 117-134.

Casero-Ripollés, Andreu; Feenstra, Ramón A.; Tormey, Simon (2016). "Old and new media logics in an electoral campaign. The case of Podemos and the two-way street mediatization of politics". The international journal of press/politics, v. 21, n. 3, pp. 378-397.

Casero-Ripollés, Andreu; Sintes-Olivella, Marí§al; Franch, Pere (2017). "The populist political communication style in action: Podemos´s issues and functions on Twitter during the 2016 Spanish general election". American behavioral scientist, v. 61, n. 9, pp. 986-1001.

Colleoni, Elanor; Rozza, Alessandro; Arvidsson, Adam (2014). "Echo chamber or public sphere? Predicting political orientation and measuring political homophily in Twitter using big data". Journal of communication, v. 64, n. 2, pp. 317-332.

Elmer, Greg (2013). "Live research: Twittering an election debate". New media & society, v. 15, n. 1, pp. 18-30.

Engesser, Sven; Ernst, Nicole; Esser, Frank; Bí¼chel, Florin (2017). "Populism and social media. How politicians spread a fragmented ideology". Information, communication & society, v. 20, n. 8, pp. 1109-1126.

Engesser, Sven; Fawzi, Nayla; Larsson, Anders-Olof (2017). "Populist online communication: Introduction to the special issue". Information, communication & society, v. 20, n. 9, pp. 1279-1292.

Enli, Gunn (2017). "Twitter as arena for the authentic outsider: Exploring the social media campaigns of Trump and Clinton in the 2016 US presidential election". European journal of communication, v. 32, n. 1, pp. 50-61.

Enli, Gunn; Skogerbí¸, Eli (2013). "Personalized campaigns in party-centred politics: Twitter and Facebook as arenas for political communication". Information, communication & society, v. 16, n. 5, pp. 757-774.

Ernst, Nicole; Engesser, Sven; Esser, Frank (2017). "Bipolar populism? The use of anti-elitism and people-centrism by Swiss parties on social media". Swiss political science review, v. 23, n. 3, pp. 253-261.

Fuchs, Christian (2017). "Donald Trump: A critical theory-perspective on authoritarian capitalism". tripleC: communication, capitalism & critique, v. 15, n. 1, pp. 1-72.

Galán-Garcí­a, Marí­a (2017). "The 2016 Republican primary campaign on Twitter: Issues and ideological positioning for the profiles of Ben Carson, Ted Cruz, Marco Rubio, and Donald Trump". El profesional de la información, v. 26, n. 5, pp. 850-858.

Gerbaudo, Paolo (2014). "Populism 2.0". In: Trottier, Daniel; Fuchs, Christian (eds.). Social media, politics and the state: Protests, revolutions, riots, crime and policing in the age of Facebook, Twitter and YouTube. Nueva York: Routledge, pp. 16-67. ISBN: 978 0415749091

Groshek, Jacob; Engelbert, Jiska (2013). "Double differentiation in a cross-national comparison of populist political movements and online media uses in the United States and the Netherlands". New media & society, v. 15, n. 2, pp. 183-202.

Igartua-Perosanz, Juan-José (2006). Métodos cuantitativos de investigación en comunicación. Barcelona: Bosch. ISBN: 978 8497902717

Jacobs, Kristof; Spierings, Niels (2016). Social media, parties, and political inequalities. Nueva York: Palgrave MacMillan. ISBN: 978 1 137 53390 6

Jagers, Jan; Walgrave, Stefaan (2007). "Populism as political communication style: An empirical study of political parties´ discourse in Belgium". European Journal of Political Research, v. 46, n.3, pp. 319-345.

Jamieson, Kathleen-Hall; Cappella, Joseph N. (2008). Echo chamber: Rush Limbaugh and the conservative media establishment. Nueva York: Oxford University Press. ISBN: 0195366824

Jungherr, Andreas (2014). "The logic of political coverage on Twitter: Temporal dynamics and content". Journal of communication, v. 64, n. 2, pp. 239-259.

Larsson, Anders-Olof (2015). "Comparing to prepare: Suggesting ways to study social media today"”and tomorrow". Social media & society, v. 1, n. 1, pp. 1-2.

Lee, Jayeon; Xu, Weiai (2018). "The more attacks, the more retweets: Trump´s and Clinton´s agenda setting on Twitter". Public relation review, v. 44, n. 2, pp. 201-213.

López-Garcí­a, Guillermo (2016). ""˜Nuevos´ y "˜viejos´ liderazgos: la campaña de las elecciones generales españolas de 2015 en Twitter". Communication & society, v. 29, n. 3, pp. 149-168.

López-Meri, Amparo; Marcos-Garcí­a, Silvia; Casero-Ri­pollés, Andreu (2017). "What do politicians do on Twitter? Functions and communication strategies in the Spanish electoral campaign of 2016". El profesional de la información, v. 26, n. 5, pp. 795-804.

Mammone, Andrea (2009). "The eternal return? Faux populism and contemporarization of neo-fascism across Britain, France and Italy". Journal of contemporary european studies, v. 17, n. 2, pp. 171-192.

Marcos-Garcí­a, Silvia; Alonso-Muñoz, Laura; Casero-Ripollés, Andreu (2017). "Usos ciudadanos de Twitter en eventos polí­ticos relevantes. La #SesiónDeInvestidura de Pedro Sánchez". Comunicación y hombre, n. 13, pp. 25-49.

Mazzoleni, Gianpietro; Sfardini, Anna (2009). Politica pop. Da "˜Porta a porta´ a "˜L´isola dei famosi´. Bolonia: Il Mulino. ISBN: 8815132732

Mudde, Cas (2004). "The populist zeitgeist". Government and opposition, v. 39, n. 4, pp. 541-563.

Mudde, Cas (2016). "Europe´s populist surge: A long time in the making". Foreign affairs, n. 95, pp. 25-30.

Patterson, Thomas (1993). Out of Order. How to decline the political parties and the growing power of the news media undermine the American way of electing presidents. Nueva York: Knopf.

Rooduijn, Matthijs (2015). "The rise of the populist radical right in Western Europe". European view, v. 14, n. 1, pp. 3-11.

Schmitt, Carl (ed. orig. 1927, 2005). Concepto de lo polí­tico. Madrid: Alianza. ISBN: 420629200

Shoemaker, Pamela J.; Vos, Timothy (2009). Gatekeeping theory. Nueva York: Routledge. ISBN: 0415981387

Strandberg, Kim (2008). "Online electoral competition in different settings: A comparative meta-analysis of the research on party websites and online electoral competition". Party politics, v. 14, n. 2, pp. 223-244.

Strí¶mbí¤ck, Jesper (2007). "Political marketing and professionalized campaigning: A conceptual analysis". Journal of political marketing, v. 6, n. 2-3, pp. 49-67.

Strí¶mbí¤ck, Jesper; Aalberg, Toril (2008). "Election news coverage in democratic corporatist countries: A comparative study of Sweden and Norway". Scandinavian political studies, v. 31, n. 1, pp. 91-106.

Strí¶mbí¤ck, Jesper; Dimitrova, Daniela (2006). "Political and media systems matter: A comparision of election news coverage in Sweden and the United States". The international journal of press/politics, v. 11, n. 4, pp. 131-147.

Stromer-Galley, Jennifer (2014). Presidential campaigning in the internet age. Oxford: Oxford University Press. ISBN: 0199731942

Vaccari, Cristian (2008). "Surfing to the í‰lysée: The internet in the 2007 French elections". French politics, v. 6, n. 1, pp. 1-22.

Vaccari, Cristian; Valeriani, Augusto (2015). "Follow the leader! Direct and indirect flows of political communication during the 2013 Italian general election campaign". New media & society, v. 17, n. 7, pp. 1025-1042.

Van-Kessel, Stijn; Castelein, Remco (2016). "Shifting the blame: Populist politicians´ use of Twitter as a tool of opposition". Journal of contemporary European research, v. 12, n. 2, pp. 594-614.

Vergeer, Maurice; Hermans, Liesbeth; Sams, Steven (2013). "Online social networks and micro-blogging in political campaigning: The exploration of a new campaign tool and a new campaign style". Party politics, v. 19, n. 3, pp. 477-501.

Wodak, Ruth (2015). The politics of fear: What right-wing populist discourses mean. Londres: Sage. ISBN: 1446247007

Zugasti, Ricardo; Pérez, Javier (2016). "Los temas de campaña en Twitter de @PPopular y @ahorapodemos para las elecciones europeas de 2014". adComunica, n. 12, pp. 205-223.




Cómo citar

Alonso-Muñoz, L., & Casero-Ripollés, A. (2018). Communication of European populist leaders on Twitter: Agenda setting and the "˜more is less´ effect. Profesional De La información Information Professional, 27(6), 1193–1202.



Artí­culos de investigación / Research articles