Social Networks in the Arsenal of European Populist Parties

Abstract

The article is devoted to theoretical and practical aspects of the discussion regarding social networks as promising tools of electorate’s mobilization under the conditions of government’s ownership of traditional media. The author identifies three types of electorate’s mobilization (support, resistance, and indifference), the possible use of which in any social network can be observed and measured with the help of such online figures as the number of likes, comments, reposts, and subscribers. Other key advantages of Internet platforms over traditional campaigning means used during the campaign period are also analyzed in the article, such as the efficiency of communication, the availability of quick response and transformation of information flow, the audience’s involvement, etc. The author points out that such extensive capabilities of social networks combined with their accessibility and a wide reach throughout the world have not only changed the political situation by making networks an important tool in the arsenal of political strategists but also created a brand new type of political parties that consider Internet resources the main tool of electorate’s mobilization. These parties are known as cyberparties and have gained widespread popularity thanks to populist appeals and tabling the most critical and pressing issues troubling their voters. Thanks to that, the phenomenon of populism today has transformed into web-populism and gained widespread recognition around the world. Through the analysis of populist parties of contemporary Europe the author demonstrates how social networks have assisted the advancement of small parties and at short notice helped them to acquire support needed for representation in the legislature at different levels despite competition with big political players.