Abstract
The chapter presents a critical research on Greece’s main conservative party, New Democracy (ND), and its social media use for the Greek national elections of 25 January 2015. Frame analysis was deployed, identifying four main, interrelated master frames as formative of ND’s key logics of the election stakes, and ND’s central messages to be communicated to the Greek citizens. These master frames are the catastrophe frame, the conservative frame, the Europeanist frame and the ‘caricaturing’ frame. The analysis demonstrates a propagandistic utilisation of social media, mobilising fear and political passions in order to sustain the austerity regimes in the country, and to negate any other political possibility to emerge through critique, deliberation and democratic politics.
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