Social media appears to work very differently for populists on the right and on the left. A study of the 27 European Union countries found that political messaging on Facebook and LinkedIn contributes to the electoral success of right-wing parties, while left-wing parties gain nothing comparable from their online activity.
The study, by Mihai Mutascu, Cristina Strango and Camelia Turcu, appeared in the January 2025 issue of the European Journal of Political Economy.
Measuring social media and votes
The researchers examined how platforms such as Facebook, Instagram, Twitter and LinkedIn relate to left-wing and right-wing populist voting across the EU-27. Their analysis covers the period from 2014 to 2020 and uses an ordered probit model.
A key feature of the design is a distinction between two kinds of activity. Politically oriented communication on social media was separated from general communication on the same platforms.
A one-sided advantage
Politically oriented communication on platforms like Facebook and LinkedIn was linked to greater electoral success for right-wing parties.
Left-wing parties showed no such benefit. Their active engagement on Facebook, Twitter and LinkedIn did not appear to enhance their results at the ballot box.
The authors read this as evidence that right-wing parties effectively use platforms like Facebook and LinkedIn to spread populist ideas. Left-wing parties, by contrast, face challenges with their engagement strategies on the same platforms, posting without a measurable return in votes.
Study Details:
- Title: Online social media and populism in Europe
- Authors: Mihai Mutascu, Cristina Strango, Camelia Turcu
- Journal: European Journal of Political Economy, Volume 86
- Publication Date: January 2025
- DOI: 10.1016/j.ejpoleco.2024.102619