Aspiration for Collective Progress: Diversity and Digital Intimacy as Practised by Alexandria Ocasio-Cortez (US), Sadiq Khan (UK) and Jagmeet Singh (Canada)

Abstract

This chapter undertakes a thematic analysis of a random sample of mediated material obtained from the social media accounts and mainstream media coverage of Jagmeet Singh (Canada), Sadiq Khan (UK) and Alexandria Ocasio-Cortez (US). These politicians have been chosen as they carefully build a distinct identity (akin to a brand) and a following through social media platforms that set them up as not only culturally diverse but also more relatable than mainstream political representatives. Their practices of ‘digital intimacy’ constitute a kind of populism for diverse, usually young, political leaders that facilitates the channelling of collective aspirations for their followers and constituents.