Abstract
Evidence concerning the proliferation of propaganda on social media has renewed scientific interest in persuasive communication practices, resulting in a thriving yet quite disconnected scholarship. This fragmentation poses a significant challenge, as the absence of a structured and comprehensive organization of this extensive literature hampers the interpretation of findings, thus jeopardizing the understanding of online propaganda functioning. To address this fragmentation, I propose a systematization approach that involves utilizing Druckman's Generalizing Persuasion Framework as a unified interpretative tool to organize this scholarly work. By means of this approach, it is possible to systematically identify the various strands within the field, detect their respective shortcomings, and formulate new strategies to bridge these research strands and advance our knowledge of how online propaganda operates. I conclude by arguing that these strategies should involve the sociocultural perspectives offered by cognitive and cultural sociology, as these provide important insights and research tools to disentangle and evaluate the role played by supra-individual factors in the production, distribution, consumption, and evaluation of online propaganda.
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