Drivers of Populism: A Four-country Comparison of Party Communication in the Run-up to the 2014 European Parliament Elections

Abstract

The aim of this article is to analyse what different types of populist communication styles emerged during the 2014 European Parliament election campaign and under which conditions political parties selected specific populist communication styles. To do this, a comparative quantitative content analysis of press releases in the run-up of the latest European Parliament elections has been conducted for parties in France, Germany, Austria and Greece. The article presents a definition of populism based on the contemporary academic discourse, which focuses on the transnational nature of the European political field. It is shown that populist party communication is more pronounced on the fringes of the political spectrum and in countries struggling with severe macroeconomic difficulties. Contrary to intuitive expectations, the perceived populist rhetoric of exclusivity in the context of the European sovereign debt crisis, which is identified as a central feature of right-wing populism, barely takes place within populist party communication.