Are digital platforms potential drivers of the populist vote? A comparative analysis of France, Germany and Italy

Abstract

ABSTRACT Populist parties are often argued to be very skilled in using digital media to attract supporters and strengthen linkages with their followers. However, only rarely has research shown this linkage empirically. This study explores whether arguments about the relation between digital platforms and populist voting can be substantiated using comparative survey data in France, Germany and Italy. Digital media include a variety of online platforms that can affect populist vote in different ways. This article addresses the relation between the political use of digital platforms and the populist vote. First, it looks at how the use of Social Networking Sites (SNS) and Mobile Instant Messaging Services (MIMS) is related to voting for populist parties. Second, it assesses whether the role of digital platforms is different for supporting digital ‘immigrant’ and digital ‘native’ populist parties. Third, it explores country differences in the relation between SNS and MIMS’ use and the populist vote. Using original online surveys, the article shows that political activities on SNS and MIMS platforms (sending messages or posting, discussing or convincing others to vote for a candidate) increase the probability of voting for populist parties. However, it also finds that the political use of digital media is associated with the populist vote under certain (and limited) circumstances, that is only for a subset of populist parties. Finally, it identifies important differences in how SNS and MIMS are linked to the populist vote in countries presenting diverse institutional features, web regulations and constellations of media systems.