Emotionalized Social Media Environments: How Alternative News Media and Populist Actors Drive Angry Reactions

Abstract

ABSTRACT This study employs a comparative analytical framework to enhance our understanding of the conducive opportunity structures that foster emotionally charged political discourse. We examined 175,539 Facebook posts characterized by variations in content (in terms of themes and populist rhetoric), authorship (including populist politicians, traditional news, and alternative media), and geographic context (Belgium, France, Germany, Switzerland, UK, US). We then analyzed 360,000 emotional responses from Facebook users to determine which posts create the most conducive conditions for eliciting angry emotions. Our key findings show that posts from alternative and hyperpartisan media, as well as those from populist politicians and parties, tend to elicit elevated levels of angry reactions. These posts often use anti-elitist and exclusionary language. This finding has significant implications, as the anger generated by such accounts can propagate incivility and polarization and facilitate the spread of ideologically driven misinformation. A particular case is Donald Trump, who, as a populist governing figure, manages to elicit positive emotions, including “love,” despite delivering seemingly antagonistic messages. To strengthen the robustness of our findings, we conducted a replication analysis with 67,620 Facebook posts from three of the six countries and examined two different time periods. This analysis confirmed the persistence of our findings over time. Our opportunity-structure framework offers valuable insights for designing targeted strategies to improve the quality of public discourse and promote informed and constructive political engagement in diverse societies.